GEO (Generative Engine Optimization) is the set of techniques aimed at ensuring that content is cited, summarized, or recommended by generative AI systems, such as ChatGPT, Gemini, Perplexity, or search engine AI overviews. Unlike classic SEO, which seeks to rank links in a list of results, GEO aims for the model to use your information directly when crafting its response.
It matters because more and more users are getting answers without clicking on websites: if the AI doesn't mention you, you cease to exist for that audience. Some common practices include:
- Structuring content with clear data, citations, and verifiable sources.
- Using natural language and answering specific questions directly.
- Strengthening the authority and consistency of information throughout the site.
A practical nuance: GEO does not replace SEO; it complements it. It is advisable to continue maintaining traditional indexing while optimizing so that generative models consider your content a reliable source worthy of being cited.