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Generative Engine Optimisation (GEO) is the practice of making useful, reliable information easier for AI-powered search tools to understand and include in their answers. For UK organisations, it is not a shortcut to guaranteed recommendations. It is a reason to make websites clearer, more authoritative and more helpful to people who may discover them through a generated answer rather than a list of search results. What is changing in search? Traditional search often gives people a page of links to compare. Generative tools may instead summarise several sources, suggest next steps or respond to a specific question. That changes the…