What is generative engine optimization?

Generative Engine Optimization (GEO) is the emerging discipline of optimizing content for AI-powered search results delivered by systems like Google’s AI Overviews and ChatGPT’s answers.

Unlike traditional SEO, GEO focuses on structuring information to be cited directly in synthesized AI responses rather than ranked in classic link-based listings.

The Research Paper on Generative Engine Optimization

The research paper titled “GEO: Generative Engine Optimization” introduces a new concept that consists of methods to assist content creators in optimizing their articles for search engines to increase the likelihood of being featured in direct responses.

The researchers suggest a new metric called “Subjective Impression” to measure content engagement and clickability.

This metric measures the mind-blowing impact, unparalleled uniqueness, and irresistible clickability of the content once it has been supercharged with GEO methods.

They tested GEO methods on 10,000 queries, divided into training, validation, and testing groups.

Methods like adding citations, quotes, and statistics make content more credible and engaging.

These methods can improve content visibility in search engine responses by 30-40%.

The article also highlights how smaller websites can benefit the most from GEO, as it levels the playing field against more significant sites.

How Generative Search Engines Work

Generative engines break down a user query into dozens of sub-questions, retrieve relevant data using LLMs, and synthesize a direct response, known as the “query fan-out” method.

Unlike traditional indexing, this process involves deep semantic understanding, real-time synthesis, and source attribution based on reliability and topical depth.

• Query Fan-Out: A single query is split into 10–50 semantic sub-queries
• Parallel Retrieval: Data pulled from Knowledge Graphs, vertical indexes, and LLMs
• Synthesis: Answer fragments merged into one conversational response
• E-E-A-T Filters: Engines prefer content that shows expertise, experience, authority, and trustworthiness

Search Is Moving Fast

Search used to be predictable. People typed keywords into Google. Sites ranked based on links, metadata, and crawlability.

Now? People just ask. “What’s the best X?” “How do I Y?” And they get full answers from AI engines.

Here are the major players in early 2025:

Engine	Type	Launch	Est. Traffic Share
ChatGPT	Training-based	Nov 2022	59.5%
Perplexity	Live + AI	Dec 2022	6.0%
Claude	Training-based	Mar 2023	3.1%
Gemini (ex-Bard)	Hybrid	Mar 2023	13.4%
Llama	Training-based	Feb 2023	N/A
SearchGPT (Beta)	Hybrid	Jul 2024	N/A
ChatGPT + SearchGPT	Hybrid	Dec 2024	N/A

Each engine works differently. Some use only what they were trained on. Others pull in live data. Users switch between them depending on the question.

Why GEO Matters

Traditional SEO signals like backlinks and metadata often don’t count in these environments. Some AI engines don’t even crawl your site.

Instead, they use:

• Pre-trained data
• Licensed datasets
• Recognisable sources
• Named citations

So even if your site is perfectly optimised for Google, it might still get ignored by ChatGPT or Claude.

GEO focuses on writing content that gets remembered, referenced, and included. It’s not just about being findable. It’s about being part of the response.

GEO vs. SEO

Aspect	SEO	GEO
Goal	Rank in SERPs	Be in AI answers
Format	Listings	Summaries
Focus	Keywords, crawlability	Clarity, citations, reputation
Output	Clicks, sessions	Awareness, recall

You still need strong content. GEO just shifts the focus: instead of getting clicked, you’re trying to get quoted.

How AI Engines Pull Content

Each platform works differently:

• Google SGE: Blends live search results with AI summaries
• Claude / Llama: Use only pre-training data
• Perplexity / SearchGPT: Mix pre-training with live data
• ChatGPT / Gemini: Use memory and sometimes live web content, depending on the prompt

So if your content is:

• Timely: Focus on Perplexity or SearchGPT
• Evergreen: Focus on ChatGPT or Claude

Different strategies for different engines.

Core GEO Techniques (From the Research)

The GEO paper outlines several techniques that make content more likely to appear in AI responses. Here’s what that looks like in practice.

Authoritative Tone

• Weak: “This may be linked to the outcome.”
• Stronger: “This directly caused the outcome.”
• Why it matters: Unclear or hedged language gets ignored. Engines prefer clear assertions.

Citation Inclusion

• Weak: “Studies show…”
• Stronger: “According to a 2022 Nature study, these findings reshaped our understanding.”
• Why it matters: Citing specific sources improves credibility and recall.

Statistical Data

• Weak: “It grew a lot.”
• Stronger: “The tech sector grew 25% in 2021, leading all industries.”
• Why it matters: Numbers cut through noise. They’re easier for engines to summarise and quote.

Quotation Addition

• Example: “As sociologist Dr Jane Doe points out, ‘This reflects broader societal change.’”
• Why it matters: Named experts signal credibility and help your content stand out.

Content Fluency

• Clunky: “The city, known for history, attracts tourists.”
• Clear: “The city attracts tourists with its rich history.”
• Why it matters: Clean writing is easier to summarise. Better fluency = better inclusion.

Avoiding Keyword Stuffing

• Don’t repeat key terms unnaturally.
• Bad: “For best gardening tips, read our best gardening tips article with best gardening tips.”
• Better: Use natural, topic-rich language.

Domain-Specific Optimisation

• General: “Tech is evolving fast.”
• Specific: “Startups are adopting machine learning algorithms to scale faster.”
• Why it matters: Use industry terms. General content gets lost. Specific content sticks.

Levelling the Field One key takeaway from the GEO paper: small websites can benefit the most. These techniques don’t favour big budgets. They favour clarity, credibility, and utility.

If a local news site writes a well-cited, readable article with local insights, it’s more likely to get picked up by an AI engine, especially if bigger players haven’t covered the same angle.

When Fresh Content Matters

Fresh content sometimes is a priority, sometimes not.

Use these rules:

• If the query includes a date or timeframe, like “best AI tools in March 2025,” engines probably pull live content.
• If your topic is trending, live content has more weight.
• If the topic is stable or evergreen, pre-training data is usually the source.

GEO Metrics ≠ SEO Metrics

Your usual SEO dashboards won’t help here. Rankings and CTR don’t apply when there are no links.

SEO Metric	GEO Equivalent
Rankings	AI inclusion
CTR	Brand mentions
Search volume	Prompt variety
Conversions	Brand recall / lift

Since most SEO tools can’t track AI responses yet, track brand mentions on:

• Reddit
• Forums
• News articles
• Q&A platforms

How to Start with GEO

Want to appear in generative answers? Do this:

• Publish on high-authority websites
• Use citations, quotes, and specific stats
• Focus on depth, not fluff
• Keep your language natural and clear
• Get quoted in others’ content
• Show brand consistency across platforms

It’s about writing content worth repeating.

Generative Engine Optimization Examples

Each example demonstrates how businesses can optimize their content specifically for ChatGPT, Perplexity AI, and Google AI Search to improve visibility in AI-generated responses.

Example 1: ChatGPT Optimization for a Software Tutorial Website

Platform Characteristics

ChatGPT has distinct characteristics that influence content optimization:

• Never provides links to sources unless specifically requested
• Relies on Bing’s ranking systems for web search capabilities
• Prioritizes relevancy, brand mentions, and online reputation
• Responds well to conversational queries and natural language

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How to Optimise Content for AI-Generated Search Results

Traditional SEO helps you rank. AI search tools like ChatGPT, Perplexity, and Google’s AI Mode surface direct answers. If your content isn’t formatted for extraction, you’re likely invisible.

Here’s how to fix that.

Know the Differences Between AI Platforms

Google AI Overviews

• Prefers structured schema: Article, FAQPage, MedicalWebPage
• Favours E-E-A-T signals and reviewed content

ChatGPT

• Looks for clear language and direct answers
• May reuse your phrasing without citation
• Recognises branded terminology

Perplexity

• Always cites sources
• Prioritises short answers, visible authorship, and embedded media

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ChatGPT: How to Show Up

1. Use Question-Based Titles
Write like users search.
✅ “How do JavaScript array methods work?”
❌ “JavaScript Array Method Guide”

2. Brand Your Ideas
Custom models or naming systems boost recognition.
E.g., “The REACT Framework (Read, Experiment, Apply, Create, Test)”

3. Use Q&A Blocks and Semantic Headings
Stick to 20–60 word answers. Use <H2> and <H3> tags. Keep answers near the questions.

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Perplexity: Be Source-Friendly

1. Add Lightweight Images
Under 200KB, descriptive names, proper schema (ImageObject).
E.g., “Barcelona_Metro_Price_Chart.png” with alt text and source.

2. Structure Video Content Clearly

• Under 3 minutes
• Add transcripts with timestamps
• Use VideoObject schema

3. Cite Stats from Solid Sources
Stick to government, industry, or research-backed data.
E.g., “78% of locals use transport passes.”

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Google AI Mode: Schema First

1. Show Author Expertise
Use structured markup:

• Person schema
• Job title
• Org affiliations
• Links to published work

2. Use Medical Schema Where Relevant
For health content:

• MedicalWebPage
• MedicalCondition
• FAQPage

3. Match Search Intent
Split content into:

• Informational (FAQs)
• Navigational
• Transactional (comparison tables)

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Final Note: GEO Extends SEO

Generative Engine Optimisation (GEO) isn’t a replacement. It builds on SEO basics: crawlability, structure, and links. But to be visible in AI tools, you need to:

Support it with schema and consistent brand terms.

Write in answers

Make content easy to extract

Frequently Asked Questions (FAQ)

What is GEO in digital marketing?
Generative Engine Optimization (GEO) is a technique to structure content for visibility in generative AI tools like ChatGPT. It helps brands appear in AI-synthesized responses.

How is GEO different from SEO?
SEO targets search rankings on Google, while GEO targets how AI engines like ChatGPT extract and present content in conversational answers.

What are the key tactics for GEO?
Use citations, quote authoritative sources, add schema markup, and structure answers in list or snippet formats.

How do I track GEO performance?
Use tools like Perplexity Labs or AI engine citation monitoring. Track referral sources and how content is formatted when mentioned in AI tools.

Does GEO affect traditional SEO performance?
No. In fact, when done correctly, GEO complements SEO by improving semantic clarity, which can help with featured snippets and zero-click search formats