Generative engine optimisation (GEO) for event organisers

Introduction

Search is changing. Traditional SEO is no longer enough to keep your event visible in an AI-driven world. As Google rolls out Search Generative Experience (SGE) and platforms like ChatGPT become key discovery tools, event organisers need to adapt. Enter Generative Engine Optimisation (GEO) - the new frontier in digital visibility.

In this post, we’ll explain what GEO is, how it differs from traditional SEO, and how event organisers can prepare their content and websites to remain visible, clickable and trusted in the age of generative AI.

What is generative engine optimisation (GEO)?

Generative engine optimisation (GEO) is the process of making your content discoverable, accurate and favourable in AI-generated responses, whether in Google's generative search results, Bing Copilot, ChatGPT, or other AI search tools.

Instead of competing for a place in traditional rankings, you're now competing to be part of the AI-generated answer. This shifts the focus from keywords to clarity, authority and structured content.

Why does GEO matter for event organisers?

If your event is only optimised for traditional search, you risk missing out on a growing share of users who rely on AI tools for:

• Event discovery ("What are the top B2B events in London this year?")
• Comparisons ("Which marketing events are worth attending in Europe?")
• Planning ("What’s happening in Manchester in October 2025?")
• Recommendations (“Find trade shows for food tech startups”)

Unless your event details are structured, well-contextualised, and authoritative, you may be excluded from these AI-generated answers entirely.

How GEO differs from traditional SEO

GEO strategies for event organisers

1. Create structured, factual content

AI needs clear, accurate data to pull into summaries. That means:

• Date, location, format, price and ticket availability
• Target audience and industries
• Key speakers or partners
• Unique selling points ("Europe’s largest..."; "Award-winning conference...")

Tip: Use schema markup to structure your content for machines. Event schema helps Google and other AI tools extract the right details.

2. Write for clarity, not just keywords

Generative AI looks for well-written, factual, neutral content. Avoid sales fluff or keyword stuffing. Instead:

• Use concise, scannable sections
• Write in plain English
• Answer likely user questions directly

Example:
Instead of: “Join the most electrifying and unmissable experience in the event universe!”
Try: “This two-day B2B conference brings together over 1,500 tech professionals in London, focusing on AI and automation in logistics.”

3. Get mentioned on trusted, high-authority sites

AI engines pull from reputable, third-party sources. If your event is featured on:

• Industry media sites
• Local event calendars
• Partner blogs
• Aggregator sites like Eventbrite, 10Times or Meetup

…you’re far more likely to be included in a response.

4. Create Q&A-style content

Many AI tools favour answer-driven content. Create blog posts and landing pages that address common questions directly:

• "When is [Event Name] 2025 happening?"
• "Is [Event Name] worth attending?"
• "Who is speaking at [Event Name]?"

You can also build out FAQ pages or even feed this information into platforms like ChatGPT via custom GPTs or plugins (if available).

5. Keep your content up to date

AI tools favour current and accurate information. Make sure your website, event listings, and metadata are updated regularly, especially as event dates, speakers or ticket availability changes.

Outdated information could mean your event gets overlooked or misrepresented in AI-generated responses.

Future-proofing your event marketing with GEO

Generative engine optimisation is still evolving, but one thing is clear: AI is now part of the discovery journey. By making your event information structured, clear, and distributed across trusted platforms, you increase your chances of being featured in high-visibility generative responses.

It’s not just about being found - it’s about being recommended.