Generative Engine Optimization (GEO)
Generative Engine Optimization (GEO) is the practice of making content visible and cited in AI-generated answers from tools like ChatGPT, Perplexity, Gemini and Google's AI Overviews.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the practice of optimizing content so that it is found, understood and cited by AI-powered answer engines – such as ChatGPT, Perplexity, Google Gemini, Microsoft Copilot and Google’s AI Overviews. The term was coined in a 2023 research paper and is also referred to as AI search optimization or LLM optimization.
Where classic SEO aims for a high position in a list of links, GEO aims to be part of the answer: mentioned as a brand, quoted, or linked as a source. GEO builds on the same foundations as SEO – a site that search engines cannot crawl or do not trust will rarely be cited by AI either.
Proven GEO practices include:
- Clear, direct answers: Summarize the key point at the top of a section, then add detail.
- Facts that can be cited: Original data, statistics, definitions and concrete examples.
- Clean structure: Descriptive headings, lists, tables and structured data.
- Brand authority beyond your own site: Mentions in trusted media, industry directories, reviews and forums – see E-E-A-T.
- Crawler access: Check that your robots.txt does not unintentionally block the AI crawlers you want to be visible in.
AI answers are generated in the user’s language and often draw on local sources, so GEO for international brands also requires localized content and local authority in every target market.