Generative Engine Optimization (GEO)
Generative Engine Optimization is the practice of increasing how often, and how favorably, a brand or page is surfaced inside responses from generative AI systems such as ChatGPT, Perplexity, Gemini, and Google AI Overviews. It focuses on being included in synthesized answers, earning citations, and shaping how models describe your brand, rather than on classic keyword rankings.
Why It Matters
Generative engines increasingly sit between users and websites. Being named or cited in an AI answer builds authority and drives referral traffic from the sources these tools link, making GEO a distinct channel alongside traditional SEO.
Common Mistake
Assuming GEO is separate from good SEO and E-E-A-T. Generative engines lean heavily on established, well-structured, trustworthy sources, so neglecting crawlability, authority, and clarity undermines any GEO effort.