Quick Answer
GEO (Generative Engine Optimisation) aims to make your brand understandable and citable not only on Google but also in ChatGPT, Perplexity and other AI-powered search experiences. It works alongside SEO but requires a more semantic, clear and answer-focused content structure.
Tools like ChatGPT, Google AI Overview and Perplexity have changed how millions of users access information. A new discipline has emerged beyond traditional SEO: GEO.
What Is GEO (Generative Engine Optimisation)?
GEO is the optimisation strategy aimed at ensuring your content is used as a source and directly cited by AI-powered answer engines such as ChatGPT, Google AI Overview, Perplexity and Bing Copilot.
The Key Difference Between SEO and GEO
SEO aims to rank your website at the top of Google's search results page (SERP). GEO goes a step further: it ensures your brand appears as a source in the summary answers generated by AI.
- SEO metrics: ranking position, organic traffic, CTR
- GEO metrics: citation rate in AI answers, brand authority, content citability
What Should GEO Content Look Like?
GEO-appropriate content: answers questions directly, contains clear and concise paragraphs, is supported by structured data (schema markup) and meets E-E-A-T criteria.
Why It Matters for Brands
Over 60% of users now directly adopt AI answers for certain queries. If your brand isn't appearing in AI answers, your competitors are benefiting from that traffic.