What is GEO?
GEO stands for Generative Engine Optimisation. While classical SEO optimises content for search-engine listings, GEO optimises content to be cited or used in the generative answers of ChatGPT, Perplexity, Google AI Overviews and similar systems.
Related terms are LLMO (Large Language Model Optimisation), AEO (Answer Engine Optimisation) and AI SEO. They all mean the same thing: visibility in AI-driven search.
How search is changing
More and more people ask AI systems directly instead of scanning a list of blue links. Studies show a growing share of web research already runs through ChatGPT or Perplexity — and the trend is steep.
The problem: AI answers often contain only a curated selection of sources. Whoever isn't there isn't found — even if their site ranks #1 on Google.
GEO vs. SEO
GEO doesn't replace SEO, it complements it. Much overlaps: good content, clear structure, strong authority. But GEO has additional focus areas: concise answer phrasing, FAQ structures, citability, semantic clarity, trusted sources.
Concretely: copy that gives a complete answer in 2–3 sentences. Clear statements instead of vague marketing language. Fact-dense content with explicit assertions.
What to do today
First: FAQ pages on your core topics — with clear, standalone answers. Second: schema markup for FAQ, How-To and Organisation. Third: build brand authority — mentions in industry media, Wikipedia entries, solid studies.
Fourth: test. Ask ChatGPT and Perplexity questions from your industry — are you cited? If yes, what's cited? If no, which competitors appear — and why?
Conclusion
GEO is the next evolution of SEO. Whoever starts optimising for AI search today secures a measurable head start. Whoever waits risks not appearing in the most important visibility layer of the next years.