Generative engine optimization (GEO)
Also called GEO
Generative engine optimization (GEO) is the work of getting your brand named and cited in answers from AI tools like ChatGPT, Perplexity, Gemini and Google AI Overviews. It is closely related to, and often used interchangeably with, answer engine optimization (AEO).
GEO vs AEO vs SEO
SEO aims for a high position in search results. GEO and AEO aim for a mention inside the answer an AI tool writes. In practice the terms overlap: GEO is the newer, more academic name, AEO the one many marketers use.
All three rely on the same foundation: useful content, a clear technical setup and a brand other sites mention.
What GEO work involves
- Testing the questions buyers ask across AI tools and recording who gets named.
- Writing answer-first pages that are easy to quote.
- Describing your brand, category and products the same way everywhere.
- Earning mentions in the reviews, comparisons and publications AI tools cite.
- Re-testing every month and adjusting.
Frequently asked questions
No. AI tools still draw heavily on pages that rank well, so SEO remains the foundation. GEO adds the work of being quotable and widely mentioned.
By asking a fixed set of buyer questions in each AI tool every month and tracking whether your brand is named, how it is described and which sources are cited.