What is Generative Engine Optimization?

Generative Engine Optimization (GEO) is the practice of improving how an organisation is discovered, represented, cited and recommended in answers produced by AI systems.

The short version

Traditional search returns a list of pages and lets the user choose. AI search reads pages on the user's behalf and writes an answer. GEO is the work of making sure that, when it does, your organisation is found, described accurately and credited where appropriate.

What changes when the answer is written for the user

• The unit of competition shrinks. A system may lift one paragraph from a page. Passages that make sense on their own are easier to use.
• Being mentioned and being cited become separate outcomes. An answer can recommend you without linking to you, or link to you without naming you.
• Accuracy becomes a visibility problem. An answer that describes your product incorrectly is visible, but harmful.
• Third-party descriptions carry more weight. Systems draw on what others say about you, not only on your site.

What stays the same

Crawlable pages, clear structure, useful content and a credible reputation still matter. Most GEO work strengthens SEO, and most good SEO helps GEO. See SEO and GEO.

What GEO cannot promise

AI outputs vary by system, model version, query wording, location and time. No one can guarantee that a system will mention or recommend a specific organisation. Credible GEO work sets a measured baseline, makes specific improvements, and re-measures with the same method.

Where to go next

• The GEO Visibility Framework lists the ten areas the GEO Standard assesses.
• How to measure AI visibility explains a repeatable measurement method.