AI search · Beginner

Generative Engine Optimization (GEO)

Generative Engine Optimization (GEO) is optimizing content and brand signals so generative search features, such as Google AI Overviews, AI Mode, Microsoft Copilot and Perplexity, use your pages as sources and credit you in the answers they write.

By Thryv StudioUpdated

Category
AI search
Level
Beginner
Also called
GEO
Where it shows
Google AI Overviews and AI Mode, Copilot, Perplexity
Goal
Being cited as a source in AI-written results
Origin of the term
A 2023 research paper on generative search

What is Generative Engine Optimization?

GEO is the part of AI search work that focuses on being used as a source. Generative search features write an answer from several web pages and link to the ones they relied on. GEO is how you become one of those pages.

The term comes from a 2023 academic paper that studied how the wording and structure of content affect whether generative search systems cite it. In practice, GEO combines classic SEO with writing that is easy for an AI system to extract, quote and attribute.

GEO and AEO

The two overlap and are often used interchangeably. A useful split: AEO is about being named in an assistant's answer (your brand recommended), and GEO is about being cited as a source (your page linked). Most brands need both.

Why GEO matters

  • AI Overviews and similar features sit above the classic results, so they take attention first.
  • A citation in an AI answer puts your brand next to the answer itself, with a link.
  • Pages that are cited tend to be the ones with specific, well-structured, verifiable information, which also helps rankings.

How GEO works

  1. Rank and be retrievable. Generative search features draw on pages their search systems already consider relevant, so SEO fundamentals come first.
  2. Answer precisely. Short, self-contained passages that answer one question are easy to lift into an answer.
  3. Add specifics. Figures, definitions, steps and comparisons give the system something concrete to cite.
  4. Cover the surrounding questions. AI search breaks a query into sub-questions (query fan-out). Pages that answer those follow-ups get used more.
  5. Mark it up. Structured data states facts explicitly.

Best practices

  1. Lead each section with a one- or two-sentence answer.
  2. Use descriptive headings that match how people phrase questions.
  3. Include original details: prices, specifications, results, examples.
  4. Keep pages up to date and show when they were updated.
  5. Check which pages are cited today and strengthen them further.

Frequently asked questions

Does GEO replace SEO?

No. Generative search features pull from pages that search systems can crawl, index and trust. GEO sits on top of good SEO.

Can I see when AI Overviews cite my site?

Search Console includes AI Overviews traffic in its overall reporting without a separate filter, so most teams check cited queries manually or with tracking tools.

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