What Is Generative Engine Optimization (GEO)?

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More and more, consumers are engaging with generative AI experiences, like Gemini and ChatGPT, to do research, ask questions, and create content. Even traditional search engines like Google are integrating generative AI features into their core platforms, seamlessly introducing these experiences to users — often without them realizing it.

This shift represents an exciting time for brands as we adapt to changes in consumer behavior. But it’s also a big challenge.

Thankfully, we’re learning firsthand that brands can influence and inform content created by generative AI. Strategically building AI-friendly content injects a degree of control over AI output, reducing the chaos and securing authentic consumer connections.

What is GEO?

Generative Engine Optimization, or GEO, is a strategy to positively influence what AI tools and AI search engines say about brands and individuals. It can increase brand visibility and assert a preferred narrative in AI-generated responses, and also help manage the constantly changing AI landscape. This includes experiences on platforms like Gemini, ChatGPT, Perplexity, and Google’s AI Overviews. 

You can’t directly control what generative AI tools display about any given question or input, just like you can’t directly control organic search results. However, you can influence generative AI content through GEO. 

With GEO, brands can positively influence AI-generated content when people search for:

• Information about your offering
• Stories about your brand
• Topics surrounding your areas of expertise

How do generative AI engines work?

Generative AI works by analyzing huge amounts of text and data inputs to create new content, or outputs. Generated content is therefore largely dependent on what gen AI tools have been trained on or what’s available online. 

Marketers should think of AI as a tool that thrives on data — it demands high-quality and authoritative data to process, understand, and learn from.

Why is optimizing for generative AI important?

AI-generated content is quickly becoming a touchpoint within the customer journey. These emerging platforms and features are changing the way consumers use the internet and therefore how they connect with brands. 

As user behavior continues to shift it’s important for brands to stay attuned to these changes. Proactively engaging with these platforms is a way for brands to position themselves authentically and accurately wherever their audience is searching.

Disruption of traditional search

It’s unclear how the rise of generative AI engines will impact traditional search in the long run, but disruption is already underway. Consumers are starting to rely on these tools for personalized recommendations and quick answers. 

Even already widely used platforms like Google Search are integrating generative AI in their results through AI Overviews — a Search feature that provides summaries and links to resources on traditional SERP pages.

Depending on which sources get pulled into the summary, and the exact text generated in the AI Overview, this could impact how an individual ultimately interacts with your brand assets.

We don’t believe they will fully replace search engines, but they could alter search behavior. 

This means brands need to adapt to a landscape where visibility in AI-driven systems and traditional search are happening in tandem.

Protecting your brand

Without intervention, generative AI can surface negative, non-preferable, or incorrect stories that impact brand perception.

AI tools are only as good as the data that’s made available to them. If you do not create resources to connect with audiences AND inform AI tools, there’s no way to influence what it says or how it understands your brand.

Through GEO, brands can influence generated responses by asserting their preferred narratives and positioning themselves as industry experts.

By quickly adjusting to changing consumer behavior, brands can continue to meet audiences with value across a range of online experiences.

What’s the difference between search engine optimization (SEO) and GEO?

Search engine optimization (SEO) and generative engine optimization (GEO) are both aimed at increasing content visibility and favorability, but SEO focuses on influencing traditional organic search results in engines like Google and Bing. GEO focuses on influencing content and results generated by AI search engines.

Traditional search engines and AI-driven search engines both use unique algorithms, formats, and learning models to surface results and therefore require different optimization strategies. 

Search engine algorithms take user queries and create ranked lists of websites based on standards of quality, relevance, expertise, and more. 

Generative search engines use AI algorithms, often powered by machine learning and trained on Large Language Models (LLMs), to generate original responses. 

Is GEO the new SEO?

No, GEO should not replace traditional SEO. Instead, GEO strategies should complement your existing SEO strategy.

Millions of consumers are still using Google and other organic search engines every day, so traditional SEO is still a crucial strategy to connect with your audience.

Brands that keep both strategies top of mind stand to maximize visibility. SEO ensures you’re discoverable on traditional search platforms, while GEO ensures your brand’s influence extends into AI-driven environments.

SERP position and AI Overviews

As we explore the impact of generative engine optimization and different GEO methods, early research from Terakeet indicates that SEO remains a strong approach for influencing Google’s AI Overviews. 

In a recent study conducted by Terakeet’s data and engineering team, we found a positive correlation between ranking well in Google’s search engine results pages (SERPs) and inclusion in AI Overviews for a range of search queries. So, in the case of AI Overviews, well-optimized content appears to perform better.

How to optimize generative AI

Optimizing for AI means creating relevant content that AI tools can learn from, contributing toward a more favorable output. 

When it comes to influencing how AI talks about your brand and what it references, leaders should always double down on content — more, better, and aligned with your story and user intent.

Here’s what to prioritize as you create that content:

Streamline your brand story

To ensure generative AI accurately represents your brand’s story, it’s essential to build a cohesive network of content that consistently reflects your messaging. This includes content on your website, social media accounts, as well as third-party content you don’t own but can influence. 

By reiterating your story and aligning brand content with similar themes in third-party publications, brands can build a network of related references for AI tools to use. 

This helps increase their visibility in AI models, making it more likely they’ll be suggested in chatbot responses. Regular collaboration with third parties is key to forming these connections across different platforms.

Be authoritative

To optimize for generative AI brands should lean on the quality tenets of SEO: experience, expertise, authority, and trustworthiness (E-E-A-T). 

AI engines rely on authoritative sources when generating responses, so ensure your content reflects industry leadership and thoughtfulness, and use citations when possible. 

Brands should not only consider this when creating content on their owned assets but across their digital footprint. The more your brand is cited and linked across the web, the greater the chances that generative AI tools will recognize and incorporate your brand into their content creation process. 

Structure content clearly

In addition to adhering to EEAT, brands should also continue to prioritize things like readability and user experience. Use clear formatting, such as headings, bullet points, and numbered lists, to make your content easily digestible. 

This not only helps traditional content optimization but also ensures that AI engines can efficiently process and reference your material.

Respond to AI trends

While the future of AI is hard to predict, AI search and related tools will become even more sophisticated and more adept at communicating with humans. Through these evolutions, brands that tell strong stories supported by large, diverse, and helpful content libraries will be prepared.