Generative Engine Optimization (GEO) is the practice of getting your brand selected, cited, or recommended by generative AI systems such as ChatGPT, Perplexity, Gemini, and Claude when they generate answers. As more people ask AI instead of searching, GEO is becoming essential to staying visible.
GEO in plain terms
When an AI writes an answer that names specific businesses or sources, GEO is what determines whether you are one of them.
How do generative engines choose what to cite?
Most use some form of retrieval: they search for relevant, trustworthy content, then synthesize an answer from it. They favour sources that are clear, credible, consistent across the web, and frequently referenced by others. Your brand's reputation across the entire internet feeds this decision.
How is GEO different from SEO?
SEO is about ranking your own pages. GEO is about being trusted enough that AI repeats your information and names you. GEO depends far more on off-site signals: mentions, reviews, citations, and consistency, not just your own website.
How to improve your GEO
- Make your website the clearest source of truth about your business
- Build mentions across credible third-party sites and publications
- Collect consistent reviews and keep listings accurate everywhere
- Publish genuinely expert, in-depth content
- Keep everything current, since freshness influences citations
How do you measure GEO?
Ask the AI tools directly. Periodically query ChatGPT, Perplexity, and Gemini with the questions your customers would ask, and note whether your brand appears. Track changes over time as you build authority.
GEO and AEO together
GEO and AEO share the same foundation. Optimise your content to be clear, structured, and credible, and you improve your odds across both AI answers and AI citations.
Want help putting this into practice? Opamedia builds SEO, AEO and GEO visibility for growing businesses. Book a discovery call to get started.