Short answer
GEO (Generative Engine Optimisation) is the work of getting a brand cited as a source in the answers produced by generative engines such as ChatGPT, Gemini, Perplexity and Copilot. Classic SEO aims for a link to be clicked; GEO aims for a place inside the answer the user reads without ever clicking.
3 min read
The key difference between GEO and SEO
In SEO, the goal is clear: to rank for a query. In generative engines, there is no such thing as ranking. The model generates an answer, draws on several sources to build it and usually cites some of them. So the competition is not about "being in first place" but about "being the raw material of the answer".
This difference changes measurement too. Instead of tracking rankings, you monitor whether your brand is mentioned for specific sets of questions, in what context it is mentioned and how often your competitor appears.
Which sources do generative engines prefer?
These are the observable trends. They are not a published list of ranking factors, but patterns that recur in our work:
- Content that answers the question directly, in the first paragraph. The model skips long introductions.
- Clear definitional sentences: "X is the thing that ...". This pattern lends itself very well to being quoted.
- Tables and comparisons: the model summarises structured data easily.
- Entity consistency: the brand name, the founder and the address written the same way everywhere.
- Third-party validation: your name appearing on other sites and consistent listings in directories.
What do you do in practice?
1. Build a question inventory
Collect the questions your customers actually ask: sales calls, support records, Search Console queries. In generative engines, the target is not a keyword but a question.
2. Put the answer at the top of the page
On every page, the answer to the question that page targets should be given in a clear sentence within the first 300 characters. The rest is depth.
3. Fix your entity signals
Organization and Person schemas, sameAs links, consistent NAP information. If the model does not recognise your brand as an entity, it cannot mention you.
4. Measure
Run your chosen set of questions through the engines at regular intervals and record your brand mention rate. You cannot optimise what you do not measure.
When does GEO work, and when does it not?
In categories with long, research-heavy decision processes (B2B services, healthcare, finance, software), the impact of generative engines is clear. In impulse, price-led shopping, their impact is limited for now. Budget should be allocated accordingly.
Frequently asked
- Is GEO replacing SEO?
- No. Most generative engines are still fed by the classic search index. If your technical SEO and content quality are weak, GEO has no ground to stand on. GEO is a layer added on top of SEO.
- How long does it take to see GEO results?
- It depends on model updates and how often the content is crawled; it is generally more volatile than classic SEO. Seeing a meaningful change in mention rate takes several months of regular measurement.
- Can you advertise in generative engines?
- Inventory has only just started to open up and it varies from engine to engine. This area is covered under GEM (generative engine marketing): GEO covers organic visibility, GEM covers paid placement.
