Why generative engine optimisation is the new search engine optimisation and the cornerstone of the artificial intelligence search revolution
Abstract
This paper presents a case study of how the Parkinson’s Foundation conceptualised and implemented generative engine optimisation (GEO). GEO, also referred to as large language model engine optimisation or artificial intelligence (AI) engine optimisation, is an emerging practice that remains underexplored in both academic and practitioner contexts. The paper provides actionable guidance for practitioners seeking to optimise content for AI-powered tools, including ChatGPT, Google AI Overviews and other generative search systems. It describes six GEO best practices, the Parkinson’s Foundation’s implementation framework, and practical steps that any organisation can adopt to improve visibility in AI-generated answers. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
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Author's Biography
Cathy Whitlock is Vice President of Digital Strategy at the Parkinson’s Foundation. She specialises in the creation of high-impact, multimedia communication programmes with a focus on emerging technology, website user experience, social media engagement and digital advertising. She has extensive experience working in nonprofit, corporate and higher education sectors.
