Quick answer
Generative engine optimisation (GEO) is the practice of structuring your content so AI tools such as ChatGPT, Gemini, Perplexity and Google AI Overviews can find, trust and cite it. It builds on SEO, with extra focus on clear answers, credible sources and consistent business details.
Key takeaways
- GEO builds on SEO. It does not replace it.
- AI tools quote pages that answer a question quickly and clearly.
- Named authors, cited sources and consistent details build trust.
- Track citations and brand mentions, not only rankings.
How does generative engine optimisation work?
AI answer engines retrieve passages from indexed pages, then summarise them into one response. Pages that are easy to retrieve and quote get used more often. Retrieval favours content that matches the question, loads quickly and sits on a site the system already trusts. Good generative engine optimisation makes every section stand alone as a clear, quotable answer.
What should you change on your pages?
- Open each section with a direct answer in the first sentence or two.
- Use question-style headings that match how people ask.
- Add tables and short lists for comparisons and steps.
- Name the author, show the date and cite primary sources.
- Add FAQ and Article schema that matches the visible content.
How is GEO different from SEO?
| Area | SEO | GEO |
|---|---|---|
| Goal | Rank and earn clicks | Be cited in the answer |
| Unit | The whole page | A single passage |
| Main signal | Links and relevance | Clarity and authority |
| Measure | Rankings and traffic | Citations and mentions |
How do you measure GEO results?
Pick 20 questions your customers really ask. Each month, put them to ChatGPT, Gemini, Perplexity and Google, and record whether your brand is mentioned or linked. Check analytics for referrals from AI tools and watch branded search. Results move slowly, so judge the trend over several months rather than a single check. Our AI search optimisation team sets this up for clients.
Bottom line
GEO is SEO with sharper answers. Write clear, quotable sections, back them with real sources, keep your business details consistent, and check your AI visibility every month.
Sources and further reading
- Google: AI features and your website
- Google: Creating helpful, reliable, people-first content
- llms.txt proposal
Checked against the sources above and our own project experience. Last reviewed 7 October 2026.
