Short answer
Generative engine optimization (GEO) is the practice of making your brand and content easy for AI systems such as ChatGPT, Gemini, Perplexity and Google AI Overviews to find, understand and cite when they write an answer. SEO aims for a ranked link. GEO aims for a mention or citation inside the answer itself.
Generative engines answer a question by reading pages they can access and trust, then summarizing them. If your pages are blocked, unclear or not seen as credible, the engine names someone else.
GEO usually covers five things:
- Access: AI crawlers such as GPTBot, ClaudeBot and PerplexityBot are allowed in, and key content is readable without JavaScript.
- Clear answers: pages open with a direct answer, then use headings, lists and tables that are easy to quote.
- Entity clarity: structured data and consistent profiles tell AI exactly who you are, what you do and where.
- Authority: other trusted sites mention and link to you, so engines see you as a safe source.
- Measurement: tracking how often AI answers name you, and who they name instead.
GEO builds on SEO rather than replacing it. Most AI answers still lean on pages that rank well in search.