What is GEO and what do I need to know about it?

      GEO, or Generative Engine Optimization, is the next evolution in digital marketing strategy. Unlike traditional SEO, which focuses on ranking high in search results, GEO is about being chosen, cited, or suggested by AI-driven generative search engines like ChatGPT, Claude, Google AI Overviews, Perplexity, and similar platforms.

      search-geo

      In other words: GEO is no longer just about being visible. It's about earning a place in AI's answers. Our expert Andrew de Lisle explains more about this emerging digital transformation.

      How do I show up in GEO?

      To appear in generative search engine answers, your content needs to meet certain criteria that make it attractive, reliable, and machine-readable for AI agents. Here are some key factors for effective content marketing:

      1. Write clearly and to the point
        • Avoid fluff, vague wording, and ambiguities.
        • Use concrete examples, plain language, and active voice.
      2. Structure content effectively
        • Break into sections with clear headings.
        • Use bullet points for facts and summaries.
        • Include FAQ sections that answer common questions.
      3. Meet search engines' requirements for Experience, Expertise, Authoritativeness, and Trustworthiness (E‑E‑A‑T).

      4. Publish on authoritative platforms
        • AI prioritizes sources with high credibility and good domain authority.
        • Guest blog or get mentions from well-known websites in your industry.
      5. Update content regularly
        • Generative AIs prefer current information
        • Continuously revise articles to keep them relevant.
      6. Ensure technical accessibility
        • Use proper code structure and clear metadata.
        • Implement schema markup (e.g., LocalBusiness, FAQ, HowTo, Article) to help AI - understand content.
        • Optimize for mobile design and loading times.

      Are there tools that can measure GEO today?

      Since GEO is relatively new, there aren't yet comprehensive tools specifically designed to measure your GEO visibility. But you can use a combination of these data visualization and marketing automation tools to monitor how AI models use and cite your content. 

      •  ChatGPT Search & Perplexity AI
        Search for your keywords and see if your content appears as a source.

      • Google Search Console
        While SEO-focused, it can show traffic changes from Google AI Overviews.

      • Google Analytics
        View traffic you get from ChatGPT, Perplexity, etc.

      • Ahrefs and SemRush
        In the process of showing more AI data for better insight into data mining. 

      Example of GEO in practice – A sustainable energy company

      Before GEO optimization they wrote blog posts full of technical jargon without clear structure. After GEO optimization:

      • They wrote articles in FAQ format.
      • Used schema markup and clear metadata.
      • Added concrete examples and references to credible studies.
      • Published on partner sites in climate and technology sectors.

      Result: When asking a generative AI about "benefits of solar panels in the Nordics," their content is cited directly even though they don't rank first on Google.

      Are we moving from SEO to GEO? 

       GEO isn't an alternative to SEO – it's the next step in digital strategy. AI search engines already favor well-ranked and credible sources, which means your SEO work isn't just relevant – it's crucial. With the right marketing strategy, your SEO becomes the foundation for success in AI-driven environments too.

      How SEO and GEO work together

      SEO (Search Engine Optimization)

      GEO (Generative Engine Optimization)

      Synergy Effect

      Goal: Rank high in search results

      Goal: Be cited in AI-generated answers

      Strong SEO ranking increases likelihood of being mentioned by AI tools

      Technology: Mobile design, Core Web Vitals, E‑E‑A‑T

      Technology: Schema markup, structured data

      Stable technical foundation strengthens both SEO and GEO

      Measurement: Ranking, clicks and conversions

      Measurement: AI reviews, citation frequency

      Impact on leads and sales through data visualization

      Content: Longer texts, SEO copy, keyword-optimized

      Content: Clear, factual, easy to analyze, fact-based

      Content with clear structure works effectively for both SEO and AI usage

      FAQ about GEO

      Do I need to choose between SEO and GEO?
      No, they complement each other. GEO should be seen as an extension of SEO, not a replacement, as part of your overall digital transformation.

      How do I know if my content is being used by AI?
      You can test with prompts in ChatGPT, Perplexity, or other generative tools. Write questions where you should appear and see what the AI responds and which sources are mentioned.

      How quickly does GEO deliver results?
      It varies, but the effect can sometimes be noticed faster than traditional SEO because AIs can pick up new content quickly – especially if published on trusted sites with good website design.

       

      Andrew de Lisle

      SEO specialist

      Published 12. September 2025