What Is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the practice of improving how often AI assistants — ChatGPT, Perplexity, Gemini, and the rest — name and cite a brand in their answers. Where SEO competes for position on a page of links, GEO competes for a place inside the answer itself.
For what carries over from classic SEO and what genuinely changes, read our GEO vs SEO comparison.
GEO overlaps SEO more than the hype suggests: crawlable pages, clear writing, and real authority help both. What changes is the unit of success. Search gives you ten links and a user who picks; an answer engine picks for the user and names two to five brands. Fewer slots, higher stakes.
In practice, GEO work looks like this: publish comparison and "best of" pages an engine can quote, keep your one-line description consistent everywhere it appears, earn spots on the third-party lists engines keep citing, and make key facts easy to lift. Then measure — run your buyer prompts before and after, and see whether the answers actually changed.
One honesty note: nobody can force a model to say anything. GEO improves the odds and verifies the result. Any pitch that guarantees placement in ChatGPT is selling something else.
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