Generative Engine Optimization (GEO) is the practice of improving a brand's chances of being accurately mentioned or cited in AI-generated answers. It combines clear and useful content, consistent entity information, technical accessibility, and evidence from authoritative sources. GEO complements SEO; neither discipline can guarantee inclusion in an AI answer.
In plain terms
SEO primarily improves discovery and ranking in search results. GEO focuses on whether an AI system includes the brand or its sources in a generated response.
For example, a company may monitor whether its brand appears when an assistant answers a relevant comparison question, whether the answer links to its domain, and which competitors appear instead.
Labels such as "AI SEO" and "LLM optimization" overlap with GEO, but there is no single universal industry standard or guaranteed optimization recipe.
Why it matters
AI-generated answers can shape research before a user visits a website, so brands need a way to observe how they are represented in those answers.
GEO creates a measurable workflow: define relevant questions, monitor answers and sources, correct technical or identity gaps, publish useful content, and measure again.