What is GEO?
GEO stands for Generative Engine Optimization.
It’s about ensuring your brand and content appear in answers generated by AI tools like Google SGE, ChatGPT, Perplexity, Claude, and others.
Rather than just aiming to rank with SEO, GEO is about becoming a trusted source that AI tools reference when providing answers to user queries.
➡️ It’s a shift from ranking pages to being the answer.
How GEO Emerged — From SEO to AI Visibility
For years, SEO was the main way to get found online — optimize your site for relevant keywords, build backlinks, and aim for page one of Google.
In the 2010s, search evolved. Google introduced featured snippets, knowledge panels, and rich results, giving users quick answers without always requiring a click — the rise of zero-click searches.
Now, in the 2020s, the change is bigger: AI-driven search experiences. Tools like Google SGE, ChatGPT, and Perplexity generate full answers by pulling from multiple sources — often citing only a few.
The result: even if you rank #1 in traditional search, you might be invisible in AI results unless your content is optimized to be cited by these tools. GEO (Generative Engine Optimization) adapts SEO principles so your brand becomes one of the trusted sources AI platforms use in their answers.
How AI Tools Choose Sources
While every AI platform works differently, most follow a similar process when deciding what to include in their answers:
- Crawling & Indexing — Many use web crawlers or Google’s index to discover content. If your site blocks these bots or lacks structured data, it may be skipped.
- Relevance Matching — The AI looks for content closely aligned to the user’s query or prompt, considering keywords, topics, and context.
- Authority & Trust — Credible sites (.gov, .edu, major media, and strong niche authorities) are more likely to be cited.
- Clarity & Structure — Clear headings, concise writing, and schema markup make content easier for AI to quote.
- Freshness — Systems often favour recent or updated content for accuracy, especially those with live web access (e.g., Perplexity).
Unlike SEO, where ranking factors are documented, AI source selection is opaque and can change quickly. GEO success comes from consistently publishing relevant, trustworthy, and easy-to-extract content for these systems.
Why SEO Alone Isn’t Enough Anymore
For years, SEO was the go-to method for getting found online. But today, users are searching far beyond Google:
- Google Search: still dominant, but increasingly filtered through AI Overviews
- ChatGPT, Claude, Perplexity: LLMs are becoming go-to research tools, especially for B2B, technical, and educational topics
- YouTube & TikTok: used as search engines by younger demographics
- Reddit, Quora, and niche forums: seen as more authentic, often cited by AI tools
According to Exploding Topics, 35% of consumers already use chatbots instead of Google for quick answers. And a Semrush study shows that 13.14% of all Google searches now show AI-generated responses via SGE.
That means a significant and growing portion of your audience may never see your traditional search result—unless you’re also optimized for where and how they’re searching now.
SEO and GEO Aren’t Rivals — They’re Partners
SEO and GEO don’t compete—they complement each other. Traditional SEO helps your content get crawled, indexed, and ranked on search engine results pages, which are still very relevant. GEO, on the other hand, makes sure your content is surfaced in AI-generated answers.
As AI-driven search becomes the norm, relying only on keyword rankings won’t be enough. Brands that combine SEO fundamentals with GEO tactics will stay visible—whether it’s a top organic result or an AI summary. Modern search is not one or the other. It’s both.
SEO ensures discoverability and indexing across search engines.
GEO ensures your content is selected for AI summaries and answer generation.
When combined, SEO and GEO ensure visibility across both traditional and AI-powered search.
One Step Further: Search Everywhere Optimization
SEO and GEO together ensure you’re visible in both traditional search results and AI-generated answers — but search doesn’t stop there. Users now discover information through a growing range of platforms, from social media search bars to video platforms and niche communities.
Search Everywhere Optimization (SEO 2.0) is about expanding your marketing strategy beyond Google and AI tools, so your brand appears wherever your audience searches for answers. This includes:
- Social Media Search — Optimizing posts and profiles for discoverability on LinkedIn, Instagram, TikTok, and X (Twitter).
- Video & Audio Search — Creating keyword-targeted titles, descriptions, and transcripts for YouTube, TikTok, and podcast platforms.
- Community Search — Participating in relevant forums, Reddit threads, Quora discussions, and niche platforms where your target audience is active. Here our Community Mentions service comes in handy.
- Third-Party Review & Directory Search — Ensuring your brand is well-presented on platforms like G2, Capterra, Clutch, Yelp, and industry-specific directories.
By taking a Search Everywhere approach, you’re not just competing for a spot in Google or an AI answer box — you’re positioning your brand to be discovered across every major channel your audience uses to find information.
Pillars of SEO vs. GEO
| Pillar | SEO Focus | GEO Focus |
|---|---|---|
| Technical | – Fast loading, mobile optimization – Crawlability – Site health |
– Same fundamentals – Strong emphasis on structured content & schema markup (Google Blog) |
| Content | – Keyword-driven content – Content depth – Internal linking |
– Answer-focused prompt sections – High-authority citations – Frequent updates – Visuals like infographics |
| Authority | – Backlinks for domain authority | – SEO foundation helps – Digital PR & comparison placements – Social signals, reviews, brand mentions |
How to Optimize for GEO — First Steps Plan
Step 1 – Lay the Foundation
- Resolve technical SEO issues (speed, mobile, crawlability, schema).
- Set up GEO tracking:
- Create an AI bot segment in Google Analytics.
- Use a GEO tracker like LLMhrefs.
Step 2 – Create & Optimize Key Content
- Identify your high-value topics and relevant AI prompts.
- Create missing content.
- Add answer-focused sections to existing content (FAQs, summaries).
- Link to high-authority sources if you don’t do that yet.
- Use structured data (FAQ, HowTo, Review schema).
Step 3 – Build Authority & PR
- Get featured in comparison or “best-of” articles.
- Launch digital PR campaigns.
- Engage in relevant communities—forums, Reddit, Quora.
Tip: These steps are ongoing — iterate as you monitor SEO and AI visibility.
Top Tools for GEO Tracking & Optimization
- LLMhrefs – Simulates AI search ranking and tracks visibility.
- Ahrefs – Conducts backlink and competitor analysis for authority.
- AlsoAsked.com – Identifies related queries and prompts.
- BrandMentions – Monitors brand citations and mentions across the web.
- Google Analytics – Track how much traffic and conversions are coming from AI tools.
Risks & Limitations of GEO
- No Reliable Measurement Tools (Yet) – Tools like LLMhrefs exist, but they are not complete yet. For our clients the key issue is that it only works for the English speaking market, as prompts are created only in English,
- Frequent Algorithm Changes – AI models’ source selection can change unpredictably—today’s strategy may not work tomorrow.
- Opaque Selection Process – Unlike Google’s transparency, AI platforms don’t fully reveal why they choose certain sources (Wired, Enabling LLM to Generate Text with Citations, The Atlantic).
- Insufficient Historical Data – GEO lacks long-term benchmarks—performance insights are mostly experimental.
Key takeaway: Staying adaptive and continually testing is essential for sustained GEO success.
Actionable GEO Checklist
🔍 SEO Fundamentals
- Fix technical SEO: speed, mobile-friendliness, crawlability, site health.
- Create SEO-optimized content across key topics.
- Build strong backlinks to boost authority.
🧭 GEO Tracking
- Implement AI bot tracking in analytics. You can use our FREE Looker Studio template here.
- Use GEO rank-tracking tools.
⚙️ Technical GEO Setup
- Ensure AI bot crawlability (consider
llm.txtfiles). - Add rich schema markup.
✍️ GEO-Optimized Content
- Include FAQs and answer-focused sections.
- Format for readability and AI extraction.
- Cite high-quality sources.
- Regularly update your content.
- Use infographics and visuals.
- Write with clarity, not fluff.
📣 Digital PR
- Earn placements in comparison-focused content.
- Run authoritative PR campaigns.
🌐 Brand Signals
- Get listed on directories.
- Share educational content on social media.
- Engage in niche communities.
- Collect and respond to reviews.
- Boost overall brand visibility online.
Download Our Detailed Checklist Here (No Email Required)
We’ve created a detailed GEO checklist in Google Sheets to help you work through each step more easily. It includes additional insights for every item, so you can fully understand each point. You can copy it for free — no sign-up or personal information required — by clicking the button below.
