What is Generative Engine Optimization (GEO)?

Generative AI search was meant to make finding answers easier.

And in some ways, it does. The interface is clean. You can type like a human.

No more cramming in weird keywords like it's 1998.

But it also means search is changing. Fast.

And if you care about getting found, you need to understand how Generative Engine Optimisation works.

The Brief (But Wild) History of Generative AI Search Engines

Generative AI tools are becoming new search engines.

Users are turning to them for fast, summarised answers instead of clicking through links.

Here are some of the most-used generative engines as of early 2025:

Traffic data from public estimates, January 2025.

No single tool dominates outside of ChatGPT.

Users bounce between platforms depending on the question.

Each engine works differently, which matters when deciding how to optimise for them.

Search Behaviour Is Splitting Across Platforms

People aren’t just using Google anymore.

They ask questions across tools like ChatGPT, Perplexity, Claude, and Gemini.

Each of these platforms handles information differently.

Traditional SEO doesn’t always apply.

Some AI engines don’t look at your meta descriptions, titles, or structured content.

Others ignore your site altogether and rely only on what they’ve previously read.

Optimising for one channel won’t cover them all. Y

ou need to understand how each engine works to stay visible.

How Different AI Tools Generate Answers

Not all generative engines work the same way. Here’s a breakdown of how major platforms produce responses:

• Google (Search + AI Overviews): Combines traditional indexing with AI-generated summaries. Pulls from live web data.
  
  
• Training-Based Models (Claude, Llama): Rely only on previously trained content. They don’t access live web results.
  
  
• Live-Search Integrated (Perplexity, SearchGPT): Blend training data with real-time search results. Answers are more current.
  
  
• Hybrid Models (ChatGPT, Gemini): Use a mix of memory and live data depending on the prompt.
  
  

Knowing how each engine sources its responses helps you decide where fresh content matters and where historical presence is more important.

How to Tell If an AI Engine Uses Fresh Content or Memory

Not all queries are answered the same way.

Some prompts trigger live web searches.

Others rely on old training data. If you want your content to be picked up in AI answers, you need to know the difference.

Here’s how to spot it:

• Look for dates in the query. Terms like “Best CRM 2025” or “Top laptops March 2025” signal that up-to-date content matters. These queries usually pull from the live web.
  
  
• Check your SEO reports. If date-based keywords keep ranking or appearing in SERPs, fresh content is being prioritised.
  
  
• Review paid search queries. If users are adding current years to their search terms, they want timely info—not evergreen articles.
  
  
• Track time-sensitive topics. Queries like “tax changes 2025” or “latest AI tools” require new information. If your content is out of date, it won’t be used.

In short: when recency matters, assume the AI engine needs current content. If not, it will fall back on what it already knows.

What Is GEO? 

Generative Engine Optimisation (GEO) is the practice of getting your brand or content featured in AI-generated responses.

That includes platforms like ChatGPT, Gemini, Google’s AI Overviews, Claude, and Perplexity.

Put simply: GEO is about making sure AI mentions you when it answers someone’s question.

How Is GEO Different from SEO?

SEO is about ranking in search results and getting users to your website

You optimise content so Google sees it as relevant, authoritative, and worth showing to searchers.

GEO is about being included in AI-generated answers, whether or not there’s a link or click.

It focuses on visibility inside tools like ChatGPT, Gemini, and Perplexity.

Here’s how they compare:

You still need strong content.

You still need to match user intent.

But with GEO, structure matters less, and brand visibility across multiple platforms matters more.

Hot Take: GEO Is a Subset of Modern SEO

Generative Engine Optimisation (GEO) is not a replacement for SEO. It’s an evolution within it.

Search Engine Optimisation (SEO) has always been about one thing: helping people find relevant information through search.

As search behaviour changes,from typing into Google to asking questions in AI tools, the methods evolve, but the purpose stays the same.

GEO sits under the SEO umbrella as a new area of focus.

Instead of optimising just for Google’s rankings, you're now also optimising for inclusion in AI-generated answers. The mechanics are different, but the intent, visibility through search is shared.

SEO = The whole system of getting found through search
GEO = One part of that system, focused on generative AI engines

As the tools change, SEO expands. GEO is simply where SEO is headed next.

GEO Metrics vs SEO Metrics

Traditional SEO metrics don’t fully apply to GEO. AI-generated answers work differently from search result pages. Here’s how the measurements shift:

You can’t rely on old SEO reports to measure GEO performance. Instead, track how often your brand appears in AI answers, how it’s being referenced, and how that affects brand awareness or assisted traffic.

Tools and Data? Still Catching Up

Most SEO tools don’t track GEO performance yet.

You won’t find visibility scores or AI rankings in Semrush or Ahrefs.

Here’s the current state:

• Rank tracking only covers search engines. It doesn’t show if your brand appears in AI responses.

• Keyword volume means less in AI. Prompts are more specific and varied.

• Click data is falling. AI Overviews reduce clicks from both paid and organic results.

• Brand mentions across Reddit, news sites, and forums matter more than ever.

• Spreadsheets are still the best way to track presence across AI tools—until better reporting tools emerge.
  
  

In short: you’ll need to build your own tracking systems for now.

How SEO Tactics Translate to GEO

Many core SEO skills still apply, but their purpose shifts under GEO. Here’s how each SEO pillar carries over:

Licensing Deals Matter for GEO

Some AI tools don’t just crawl the open web.

They license content directly from select platforms.

For example, OpenAI has data deals with Reddit, News Corp, Vox, and others.

If your brand appears on those sites, it’s more likely to be included in ChatGPT’s responses.

If you're missing from these high-visibility sources, your content may not make it into the training data, no matter how good it is on your own site.

To improve GEO, look at where your brand is published, not just how your site performs.

User Experience Still Matters, Even in GEO

In traditional SEO, user engagement has long been a hidden signal, even if Google denied it.

Internal leaks and legal cases have confirmed it plays a role.

For GEO, it’s less defined. Tools like ChatGPT and Perplexity don’t track bounce rates or time on site.

But that doesn’t mean they never will.

As AI systems evolve, user experience may influence how answers are shaped.

Clean, readable content and strong brand recall are still worth prioritising, whether for users or future AI training.

SEO and GEO: Same Goal, New Rules

Yep, GEO is just SEO updated for generative AI. 

The aim hasn’t changed, show up where people search. What’s different is how the system decides who gets seen.

How to Optimise for Generative AI

Want your content to show up in AI answers? Focus on this:

• Citations and stats: AIs love facts they can point to.
• Quotes: Clear opinions give your content weight.
• Clarity: Write like a human. Skip the keyword salad.
• Original ideas: Don’t sound like everyone else.

AI still prefers trusted sites, but it’s getting smarter about what’s actually useful.

AI Overviews = The New Featured Snippets

Adapt well, and visibility turns into real attention.