Josh Higgins
If you have used Google recently, you have probably noticed something different. Before the traditional list of blue links, Google now displays an AI-generated summary at the top of many search results. This is called an AI Overview, and it is fundamentally changing how people find and choose businesses.
This shift has given rise to a new discipline called Generative Engine Optimisation, or GEO. If you are a Brisbane business owner, understanding GEO is no longer optional. It is the next evolution of how your customers discover you online.
GEO is the practice of optimising your online presence so that AI-powered search engines and large language models (LLMs) reference, recommend, and cite your business when answering user queries.
Traditional SEO focuses on ranking your website in the list of search results. GEO focuses on getting your business mentioned in AI-generated answers that appear before those results.
Think of it this way:
According to data from Authoritas, AI Overviews now appear on approximately 47 percent of all Google searches in Australia. That number is growing. When an AI Overview answers a user's question directly, many users never scroll down to the traditional results at all.
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Book Your Free CallWhen someone searches for something like "best plumber in Paddington Brisbane," Google's AI does the following:
The AI does not just pick the top-ranking website. It evaluates authority, consistency, detail, and trustworthiness across multiple sources. A business that is mentioned consistently across review platforms, directories, industry publications, and its own well-structured website is far more likely to be cited.
This changes the game for local businesses in Brisbane. You are no longer just competing for ranking positions. You are competing for AI citations.
While GEO builds on SEO fundamentals, there are important distinctions:
SEO: Optimise pages for specific keywords. Use headings, meta tags, and internal linking to signal relevance.
GEO: Structure content to directly answer questions. Use clear, factual statements that AI models can extract and cite. Include statistics with sources, expert quotes, and structured data.
SEO: Backlinks from other websites signal authority. The more high-quality sites that link to you, the higher you rank.
GEO: Consistency across sources matters more. If your business information, expertise claims, and service descriptions are consistent across your website, Google Business Profile, directories, review platforms, and social media, AI models are more likely to trust and cite you.
SEO: A 1,000-word article targeting a specific keyword can rank well if it is well-optimised and has good backlinks.
GEO: AI models prefer content that demonstrates genuine expertise. Longer, more detailed content with original insights, specific data points, and clear attribution performs better in AI summaries.
SEO: Focus on building backlinks from relevant websites.
GEO: Focus on being mentioned as a trusted source across the web. This includes reviews, directory listings, press mentions, industry publications, and social proof. The more places AI can find consistent, positive information about your business, the more likely it is to recommend you.
Here is what makes this moment particularly important for businesses in Brisbane:
Almost no Brisbane digital marketing agency is talking about GEO yet. Most are still focused exclusively on traditional SEO and paid advertising. Businesses that optimise for AI visibility now will build an advantage that is difficult for competitors to catch up on later.
According to our analysis of the Brisbane digital marketing market, fewer than five agencies in the city are actively offering GEO services. At Create & Grow Media, we have built GEO into our core strategy because we believe it will be the defining factor in local search visibility over the next two to three years.
Local service queries are among the most affected by AI Overviews. When someone asks "Who is the best chiropractor near Cleveland QLD?" or "Which plumber is most reliable in Bulimba?", Google's AI now attempts to answer that question directly.
If your business is well-represented across review platforms, has detailed service descriptions, and maintains consistent information across the web, you are far more likely to be the business the AI recommends.
Research from Gartner predicts that by 2028, brands will see a 50 percent reduction in organic traffic from traditional search as AI-powered answers satisfy more queries directly. Businesses that only focus on traditional rankings will see diminishing returns. Those that adapt to GEO will maintain and grow their visibility.
Write content that answers specific questions clearly and directly. Use the question as a heading and provide a concise answer in the first paragraph, followed by supporting detail.
For example, instead of burying the answer in a long narrative, structure it like this:
Heading: How much does a bathroom renovation cost in Brisbane?
First paragraph: A standard bathroom renovation in Brisbane typically costs between $15,000 and $35,000, depending on the size of the space, quality of fixtures, and whether structural changes are required.
Supporting paragraphs: Detail on factors, breakdowns, and specific advice.
This structure makes it easy for AI models to extract and cite your content.
AI models assess whether your website is a genuine authority on a topic. This means publishing multiple related pieces of content that cover a topic from every angle.
If you are a plumber, do not just have one page about "plumbing services." Create detailed pages about specific services (blocked drains, hot water systems, gas fitting), suburb-specific content, FAQ sections, and educational blog posts. Our content marketing guide explains how to build this kind of topical depth.
NAP stands for Name, Address, Phone number. Ensure this information is identical across every platform where your business appears:
AI models cross-reference multiple sources. Inconsistencies create doubt, and doubt means you get skipped in favour of a competitor with cleaner data.
AI Overviews heavily reference Google reviews when recommending local businesses. According to BrightLocal's 2025 Consumer Review Survey, 87 percent of consumers read online reviews for local businesses. AI models use these reviews as a primary trust signal.
Focus on:
Our guide to getting more Google reviews covers practical strategies for Brisbane businesses.
Schema markup (structured data) helps search engines and AI models understand your content precisely. Implement:
This structured data acts as a machine-readable layer that AI models can parse efficiently. Our technical guide to schema markup covers implementation in detail.
AI models are trained to identify and prioritise content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). To signal expertise:
At Create & Grow Media, we have integrated GEO into every client strategy. Here is what that looks like in practice:
We believe this approach will define which Brisbane businesses thrive and which struggle over the next several years. You can learn more about our approach on our SEO services page.
Absolutely not. GEO does not replace SEO. It builds on top of it.
Your website still needs to rank well. Your content still needs to be optimised for keywords. Your technical SEO still needs to be solid. GEO is an additional layer of optimisation that addresses how AI-powered search presents information.
Think of it as two concurrent strategies:
The businesses that invest in both will capture visibility across the entire search results page, from the AI summary at the top to the organic listings below.
The shift toward AI-powered search is not a prediction. It is happening now. Google's AI Overviews are live in Australia, and they are changing how customers find and choose local businesses.
Brisbane businesses have a window of opportunity. The market has not yet caught up to this shift, and businesses that move early will build an advantage that compounds over time.
If you want to understand how AI currently represents your business and what you can do to improve your visibility in AI-powered search, contact our team at hello@createandgrow.au. We offer AI visibility audits that show you exactly where you stand and what to do next.
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