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What is GEO? Generative Engine Optimization explained
GEO makes sure AI assistants such as ChatGPT or Perplexity mention a company. What is behind it and where to start.
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Generative Engine Optimization, GEO for short, covers all measures that make sure AI systems such as ChatGPT, Perplexity, Gemini or Google's AI Overviews mention a company in their answers and describe it correctly.
How GEO differs from SEO
In classic search, the user chooses from a list of results. An AI, by contrast, formulates a finished answer and names only a few providers or sources. Those who are missing there are often not considered at all.
The foundations are the same as in search engine optimisation: clear content, sound technology and reliable sources. GEO additionally makes sure that facts are stated unambiguously and confirmed elsewhere.
What matters
- Clear facts on your own website: who you are, what you offer, for whom and where.
- Content that answers questions directly: the answer is in the first sentence, the explanation follows.
- Structured data: company, services and frequent questions are marked up in a machine-readable way.
- Confirmation by other sources: directories, reviews and trade articles state the same details.
- Access for crawlers: AI systems are allowed to fetch the important pages.
What cannot be promised
Nobody can control what a language model answers. The answers vary from request to request, and measurement is less precise than on Google. The only serious commitment is therefore to improve the foundations and to monitor the development.
First steps
- Collect the questions for which your company should be mentioned.
- Put these questions to several AI assistants and note who is mentioned.
- Check whether your website answers these questions clearly.
- Standardise your details in directories and profiles.
How we go about it is described on the GEO Agency page.
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