Generative search optimisation

What changes in generative search

In a generative search result, a user may see an AI-written summary at the top, with links to sources, followed by traditional results, map packs and other features. Users may get what they need without clicking — or they may click the sources the summary cites.

That means visibility now has several layers: being cited in the summary, ranking in organic results, appearing in local results and owning answer features.

How we approach it

• Keep organic rankings strong. AI summaries in search typically draw on pages that already perform well for the topic.
• Answer the follow-up questions. Summaries often cover related questions; pages that answer the main question and its natural follow-ups are more useful sources.
• Be the most specific source. Concrete examples, local details and clear conditions give a summary something to cite that generic pages lack.
• Measure differently. Track impressions as well as clicks in Search Console, since visibility without clicks still builds awareness.

Topics where it matters most

Generative summaries appear more often for informational and comparison queries — "how to choose a school board", "flat vs plot investment", "is laser hair removal safe" — than for simple navigational searches. Businesses whose customers research before buying should pay the most attention.