Generative Engine Optimisation (GEO)

Definition

The practice of shaping content and entity signals so generative AI engines cite, quote and recommend your brand in their answers.

GEO extends traditional SEO to the systems that synthesise answers rather than return a list of links - tools like ChatGPT, Google AI Overviews, Perplexity and Gemini. Instead of chasing a ranking position, GEO optimises for being retrieved, quoted and named inside a generated response, which depends on clear extractable passages, strong entity associations and corroborating mentions across the web. It matters because a growing share of research and buying journeys now begins and often ends inside an AI answer, where a single citation can replace ten blue links.