GEO (Generative Engine Optimization) covers the techniques that get a brand cited in the answers of generative AIs — ChatGPT, Google AI Overviews, Gemini, Perplexity — where a growing share of buying decisions is made.
Why GEO changes the game
For twenty years, visibility was decided by Google rankings. But search behaviour has shifted: more and more questions get a direct, AI-generated answer, with no click through to a site. Close to 60% of searches now end without a single click.
The consequence: ranking well is no longer enough. If the AI does not cite your brand in its answer, you are invisible at the very moment the prospect decides.
GEO or SEO: what is the difference?
SEO optimises your presence on results pages. GEO optimises your presence inside generated answers. The two are complementary: the first makes you visible, the second makes you citable.
What GEO means in practice
- Answer-first content: the answer up front, short paragraphs, lists and tables.
- Structured data (Schema.org, FAQPage) to make the information extractable.
- Recognised brand authority: citations, mentions and reliable sources.
- Entity clarity: who you are, what you do, where — with no ambiguity.
How to go about it
A GEO project starts with an audit of your presence in the AIs, followed by a mapping of the questions your prospects ask, then the production of content designed to be cited. That is exactly the approach we apply — including on this site.