How to Optimise Your Website for Generative AI Search (GSO)

Written By Colin Nyaoda

Introduction: SEO Is Changing — Forever

Search engines like Google are shifting towards AI-powered, conversational search. Tools like ChatGPT, Perplexity, Gemini and Bing Chat are becoming search engines in their own right.

This means businesses must now optimise for Generative Search Engine Optimisation (GSO).

What Is Generative SEO (GSO)?

GSO is the process of making your website visible to AI-driven search engines by:

  • Creating content AI can easily interpret

  • Structuring information clearly

  • Answering questions conversationally

  • Using schema markup

  • Providing context-rich pages

How to Optimise Your Website for GSO

1. Create Conversational Content

AI tools prioritise content written in natural, helpful language.

2. Include Question-Based Headings

Examples:

  • “What are the benefits of AI chat-bots?”

  • “How do AI sales agents work?”

AI tools love this.

3. Use Clear, Structured Information

Bullet points, short paragraphs, simple definitions — all help AI understand your page.

4. Add Schema Markup

FAQ Schema
Service Schema
Organisation Schema

These help AI pull your content into its answers.

5. Build Topic Clusters

A single pillar page with multiple supporting blog posts is ideal.

Why GSO Matters for Small Businesses

Businesses that adapt early will dominate AI search results for years.

Colin Nyaoda
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