How to Structure Your Content for GEO

Generative Engine Optimisation (GEO) is quickly becoming a core part of modern search strategy. It’s not a buzzword. It’s the natural next step in how content is discovered, referenced, and surfaced.

For marketing managers, this means adapting content not only for human readers and traditional search engines but also for AI-driven systems that extract and present answers directly to users.

In this article, we’ll break down:

• What GEO is and why it matters

• How generative engines process and select content

• The principles of structuring content for GEO

• Common mistakes to avoid

• Practical examples that show the difference between content that works and content that doesn’t

By the end, you’ll know how to brief your team so your content has a higher chance of being surfaced by generative search tools.

What is GEO?

Generative Engine Optimisation is the process of making your content easier for AI-powered search tools to understand, summarise, and cite. Traditional SEO is about ranking on search engine results pages (SERPs). GEO is about being the source that generative engines choose when compiling answers. Think of it this way: in classic SEO, your goal was “Position 1.” In GEO, your goal is “the reference that gets quoted.”

We’re already seeing it play out in:

• Google’s Search Generative Experience (SGE), which produces AI summaries above results

• ChatGPT browsing mode, which references and links sources in real time

• Perplexity AI, which has citation-driven summaries baked into its core design

If your brand’s content isn’t structured in a way these engines can understand, you’re losing out on a potential audience, even if your “traditional” search visibility is strong.

How generative engines read content

Generative engines aren’t “skimming” in the way a human does. Their models are trained on large datasets that teach them to identify:

• Direct answers to common queries

• Structured data (lists, tables, headings)

• Explicit cause-and-effect relationships

• Citations that increase trustworthiness

When a user types or speaks a query, the engine tries to generate a single, concise answer. To do that, it scans indexed content for paragraphs that look like definitive, well-structured explanations.

This is why formatting matters so much. If your content is vague, buried, or unstructured, the model won’t use it.

The core principles of GEO structuring

Here are the principles that consistently help content get surfaced by generative engines.

1. Front-load the answer

Start every section with the direct answer to the query, then expand. This mirrors the “inverted pyramid” style used in journalism.

2. Write sub-headings as questions

Engines recognise content framed in the same way a user would ask it. “What does a PPC agency cost?” is far stronger than “Pricing considerations.” Though its important to find a balance here to allow your tone of voice to come through, whilst being search friendly.

3. Use lists and tables wherever possible

Bullets and numbered lists break down information cleanly. Tables are even more powerful for comparisons.

4. Be precise and specific

Use ranges, numbers, and concrete terms. Vague phrases like “varies a lot” or “depends on context” reduce the chance of citation.

5. Keep it plain

Generative engines work best with simple, declarative sentences. Jargon and convoluted phrasing make parsing harder.

6. Provide context and sources

Where possible, back up your points with references to studies, reports, or reliable data. Models give more weight to content that signals authority.

Common structuring mistakes

Long, unfocused paragraphs

Lots of waffle burying the answer. Engines are less likely to trust paragraphs that meander before making a point.

Hedging language

“Maybe,” “it depends,” and “there isn’t really a clear answer” all reduce clarity. Nuance is fine, but lead with the most useful general truth first.

Overuse of metaphor

Metaphors confuse machine parsing. Save them for thought-leadership pieces, not core product or service pages.

Lack of formatting

Unbroken paragraphs without headings, bullets, or tables are almost impossible for engines to lift cleanly.

Practical examples

Not structured for GEO:

Otters are fascinating creatures that live in rivers, lakes, and along coastlines. They have all sorts of quirky behaviours that scientists and wildlife enthusiasts find interesting. For example, they sometimes float in groups and appear to be linking paws, which is part of their unique social nature.

Why it fails:

• The answer to the obvious question (“Why do otters hold hands?”) is buried.

• It drifts into background detail before getting to the point.

• A generative engine wouldn’t be confident lifting this.

Structured for GEO:

Otters hold hands while they sleep in the water to stop themselves from drifting apart. This behaviour is called “rafting.” It keeps them safe, helps them conserve energy, and prevents family groups from separating. Key reasons otters raft include:

• Staying together in strong currents

• Protecting young otters from drifting away

• Strengthening social bonds within the group

Why it works:

• The question is answered immediately.

• The behaviour is named and explained in simple terms.

• The bullet points provide structure that can be lifted cleanly into a generative summary.

How to brief your team for GEO

If you manage in-house teams or agencies, GEO needs to be part of your content guidelines. Here’s what to include:

1. Headings as questions
   Always frame H2s and H3s as questions where possible.

2. Answer-first writing
   Where natural, writers should start each section with the answer, followed by explanation.

3. Structured detail
   Where multiple points exist, use lists, bullets, or tables.

4. Clarity over creativity
   Content can still be on-brand, but clarity is non-negotiable.

5. Evidence-led statements
   Where claims are made, ask for stats or citations.

GEO and existing SEO strategies

The good news is that GEO doesn’t replace any SEO you’ve already invested in, it builds on it to open up a new audience. The same fundamentals still apply: keyword research, technical optimisation, and link building.

The change is in how you present information. Content that ranks highly in SEO but isn’t structured for GEO risks being ignored by generative engines.

That’s why the best strategies now combine:

• Traditional SEO (for SERPs)

• GEO (for generative answers)

• Content distribution (social, PR, email)

Together, these ensure visibility across multiple discovery channels.

Advanced structuring tactics

For those looking to get ahead, consider these approaches:

• FAQ blocks
  Adding FAQ sections to key pages mirrors the Q&A structure engines favour.

• Schema markup
  Structured data helps engines understand your content even more clearly.

• Comparisons and definitions
  Engines like clear definitions (“X is…”) and structured comparisons (“X vs Y”).

• Multi-format support
  Charts, infographics, and video transcripts provide additional clarity, though always paired with strong on-page text.

GEO checklist for marketing managers

Here’s a quick list you can share with your team:

✅ Write headings as questions
✅ Put the answer first in every section
✅ Use lists, bullets, and tables
✅ Be specific with numbers and ranges
✅ Cite sources where possible
✅ Keep sentences short and clear

That means briefing teams to write differently. It means editing content with clarity and structure in mind. And it means adding GEO checks to your standard SEO processes, or checking your agency has it in theirs!