Generative Engine Optimisation, in brief (for government)

Use structured data

You must implement structured data markup using Schema.org vocabulary. This helps AI systems understand your content.

Use JSON-LD format for structured data. This separates markup from HTML and reduces errors.

Implementing Article schema

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Title of article",
  "author": {
    "@type": "Organization",
    "name": "Cabinet Office"
  },
  "datePublished": "2025-01-15",
  "dateModified": "2025-01-15",
  "publisher": {
    "@type": "Organization",
    "name": "Cabinet Office"
  }
}
          

Implementing FAQPage schema

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "Question text",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Answer text"
    }
  }]
}
          

Validate your markup

You must validate structured data before publishing. Use:

• Google Rich Results Test
• Schema Markup Validator

Common errors to avoid:

• missing required properties
• incorrect data types
• malformed JSON syntax

Maintain technical accessibility

Your content must:

• use HTTPS
• be mobile responsive
• meet Web Content Accessibility Guidelines (WCAG) 2.1 level AA
• load efficiently
• use semantic HTML

These requirements ensure both traditional search visibility and AI citation eligibility.

Use the answer-first approach

Place key information in opening sentences. Supporting detail follows.

Example structure:

• First sentence: direct answer
• Following sentences: supporting evidence
• Final sentences: additional context

This enables AI systems to extract core information quickly.

Write clear headings

Headings must:

• describe the content below
• use question format where appropriate
• follow proper hierarchy (H1, H2, H3)

Use lists and short paragraphs

Break information into:

• bullet lists for related items
• numbered lists for sequential steps
• short paragraphs (2-4 sentences)

This improves scannability for both users and AI systems.

Structure for modularity

Each section should:

• address a discrete topic
• work independently
• have a clear heading
• provide complete information

This allows AI to cite specific sections accurately.

Plain English

You must write in plain English. This means:

• short sentences
• active voice
• simple words
• one idea per sentence

Avoid jargon. Define technical terms when necessary.

Answer user questions directly

Identify common user questions. Provide clear, complete answers.

Format questions naturally:

• "How do I..."
• "What is..."
• "When should I..."

Keep information current

AI systems favour recent content. You should:

• review content quarterly
• update statistics and examples
• document changes using dateModified in Article schema
• display last updated dates prominently

Provide accurate information

You must ensure factual accuracy. AI systems may cite your content in responses to public queries.

When information is uncertain:

• acknowledge limitations
• explain context
• provide sources
• avoid absolute claims

Maintain consistent information

Your organisation information must be identical across:

• your website
• social media profiles

This includes:

• official name
• address
• contact details

Use Organization schema

Implement Organization schema on your homepage:

{
  "@context": "https://schema.org",
  "@type": "GovernmentOrganization",
  "name": "Department name",
  "url": "https://www.example.gov.uk",
  "logo": "https://www.example.gov.uk/logo.png",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+44-xxx-xxx-xxxx",
    "contactType": "public enquiries"
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Street address",
    "addressLocality": "City",
    "postalCode": "Postcode",
    "addressCountry": "GB"
  }
}
          

Establish expertise signals

Demonstrate authority through:

• author credentials on content
• links to authoritative sources
• clear departmental attribution
• publication of original research or data

Key metrics

Track:

• citation frequency: how often content appears in AI responses
• citation prominence: position within AI answers
• attribution quality: whether citations include links
• query coverage: percentage of target queries generating citations

Monitoring methods

Use:

• manual query testing across platforms
• tracking spreadsheets for results
• Google Search Console (where available)
• regular baseline comparisons

Monitor quarterly or when publishing significant new content.

Accessibility

You must comply with:

• Public Sector Bodies (Websites and Mobile Applications) Accessibility Regulations 2018
• WCAG 2.1 level AA

This includes:

• alternative text for images
• proper heading hierarchy
• sufficient colour contrast
• keyboard navigation
• screen reader compatibility

See GOV.UK guidance on accessibility requirements.

Data protection

When implementing structured data:

• follow GDPR requirements
• limit personal information
• obtain consent where needed
• comply with data protection regulations

Accuracy obligations

When AI systems cite your content, you bear responsibility for accuracy.

You should:

• prioritize factual accuracy
• acknowledge uncertainty appropriately
• regularly review and update content
• correct errors promptly

Support

For technical support:

• consult digital team
• refer to GDS guidance on content design
• contact the Government Digital Service for GOV.UK-related queries

For communications strategy:

• consult Government Communication Service guidance
• speak to your departmental communications team

Further reading

Relevant guidance:

• Content design: planning, writing and managing content (GOV.UK)
• Make your website or app accessible and publish an accessibility statement (GOV.UK)
• How to write well for your audience (GOV.UK)
• Government Digital Service style guide

Related standards

This guidance supports:

• Government Digital Service standards
• Government Communication Service standards
• Web Content Accessibility Guidelines (WCAG) 2.1

Updates to this guidance

This guidance is reviewed on []. Check this page for updates.

To suggest improvements, contact mizansyed[@]gmail.com.