What is generative engine optimization?

Generative Engine Optimisation, or GEO, is about getting your content included in AI-generated answers, not just ranking in search results.

The Research Paper on Generative Engine Optimization

The research paper titled “GEO: Generative Engine Optimization” introduces a new concept that consists of methods to assist content creators in optimizing their articles for search engines to increase the likelihood of being featured in direct responses.

The researchers suggest a new metric called “Subjective Impression” to measure content engagement and clickability.

This metric measures the mind-blowing impact, unparalleled uniqueness, and irresistible clickability of the content once it has been supercharged with GEO methods.

They tested GEO methods on 10,000 queries, divided into training, validation, and testing groups.

Methods like adding citations, quotes, and statistics make content more credible and engaging.

These methods can improve content visibility in search engine responses by 30-40%.

The article also highlights how smaller websites can benefit the most from GEO, as it levels the playing field against more significant sites.

Search Is Moving Fast

Search used to be predictable. People typed keywords into Google. Sites ranked based on links, metadata, and crawlability.

Now? People just ask. “What’s the best X?” “How do I Y?” And they get full answers from AI engines.

Here are the major players in early 2025:

Engine	Type	Launch	Est. Traffic Share
ChatGPT	Training-based	Nov 2022	59.5%
Perplexity	Live + AI	Dec 2022	6.0%
Claude	Training-based	Mar 2023	3.1%
Gemini (ex-Bard)	Hybrid	Mar 2023	13.4%
Llama	Training-based	Feb 2023	N/A
SearchGPT (Beta)	Hybrid	Jul 2024	N/A
ChatGPT + SearchGPT	Hybrid	Dec 2024	N/A

Each engine works differently. Some use only what they were trained on. Others pull in live data. Users switch between them depending on the question.

Why GEO Matters

Traditional SEO signals like backlinks and metadata often don’t count in these environments. Some AI engines don’t even crawl your site.

Instead, they use:

• Pre-trained data
• Licensed datasets
• Recognisable sources
• Named citations

So even if your site is perfectly optimised for Google, it might still get ignored by ChatGPT or Claude.

GEO focuses on writing content that gets remembered, referenced, and included. It’s not just about being findable. It’s about being part of the response.

GEO vs. SEO

Aspect	SEO	GEO
Goal	Rank in SERPs	Be in AI answers
Format	Listings	Summaries
Focus	Keywords, crawlability	Clarity, citations, reputation
Output	Clicks, sessions	Awareness, recall

You still need strong content. GEO just shifts the focus: instead of getting clicked, you’re trying to get quoted.

How AI Engines Pull Content

Each platform works differently:

• Google SGE: Blends live search results with AI summaries
• Claude / Llama: Use only pre-training data
• Perplexity / SearchGPT: Mix pre-training with live data
• ChatGPT / Gemini: Use memory and sometimes live web content, depending on the prompt

So if your content is:

• Timely: Focus on Perplexity or SearchGPT
• Evergreen: Focus on ChatGPT or Claude

Different strategies for different engines.

Core GEO Techniques (From the Research)

The GEO paper outlines several techniques that make content more likely to appear in AI responses. Here’s what that looks like in practice.

Authoritative Tone

• Weak: “This may be linked to the outcome.”
• Stronger: “This directly caused the outcome.”
• Why it matters: Unclear or hedged language gets ignored. Engines prefer clear assertions.

Citation Inclusion

• Weak: “Studies show…”
• Stronger: “According to a 2022 Nature study, these findings reshaped our understanding.”
• Why it matters: Citing specific sources improves credibility and recall.

Statistical Data

• Weak: “It grew a lot.”
• Stronger: “The tech sector grew 25% in 2021, leading all industries.”
• Why it matters: Numbers cut through noise. They’re easier for engines to summarise and quote.

Quotation Addition

• Example: “As sociologist Dr Jane Doe points out, ‘This reflects broader societal change.’”
• Why it matters: Named experts signal credibility and help your content stand out.

Content Fluency

• Clunky: “The city, known for history, attracts tourists.”
• Clear: “The city attracts tourists with its rich history.”
• Why it matters: Clean writing is easier to summarise. Better fluency = better inclusion.

Avoiding Keyword Stuffing

• Don’t repeat key terms unnaturally.
• Bad: “For best gardening tips, read our best gardening tips article with best gardening tips.”
• Better: Use natural, topic-rich language.

Domain-Specific Optimisation

• General: “Tech is evolving fast.”
• Specific: “Startups are adopting machine learning algorithms to scale faster.”
• Why it matters: Use industry terms. General content gets lost. Specific content sticks.

Levelling the Field One key takeaway from the GEO paper: small websites can benefit the most. These techniques don’t favour big budgets. They favour clarity, credibility, and utility.

If a local news site writes a well-cited, readable article with local insights, it’s more likely to get picked up by an AI engine, especially if bigger players haven’t covered the same angle.

When Fresh Content Matters

Fresh content sometimes is a priority, sometimes not.

Use these rules:

• If the query includes a date or timeframe, like “best AI tools in March 2025,” engines probably pull live content.
• If your topic is trending, live content has more weight.
• If the topic is stable or evergreen, pre-training data is usually the source.

GEO Metrics ≠ SEO Metrics

Your usual SEO dashboards won’t help here. Rankings and CTR don’t apply when there are no links.

SEO Metric	GEO Equivalent
Rankings	AI inclusion
CTR	Brand mentions
Search volume	Prompt variety
Conversions	Brand recall / lift

Since most SEO tools can’t track AI responses yet, track brand mentions on:

• Reddit
• Forums
• News articles
• Q&A platforms

How to Start with GEO

Want to appear in generative answers? Do this:

• Publish on high-authority websites
• Use citations, quotes, and specific stats
• Focus on depth, not fluff
• Keep your language natural and clear
• Get quoted in others’ content
• Show brand consistency across platforms

It’s about writing content worth repeating.

Generative Engine Optimization Examples

Each example demonstrates how businesses can optimize their content specifically for ChatGPT, Perplexity AI, and Google AI Search to improve visibility in AI-generated responses.

Example 1: ChatGPT Optimization for a Software Tutorial Website

Platform Characteristics

ChatGPT has distinct characteristics that influence content optimization:

• Never provides links to sources unless specifically requested
• Relies on Bing’s ranking systems for web search capabilities
• Prioritizes relevancy, brand mentions, and online reputation
• Responds well to conversational queries and natural language

Implementation Strategy

A software tutorial website optimizing specifically for ChatGPT would implement these techniques:

1. Conversational Query Optimization
   • Restructure content to directly answer common questions users ask ChatGPT
   • Example transformation:
     • Traditional title: “JavaScript Array Methods Guide”
     • ChatGPT-optimized title: “How Do JavaScript Array Methods Work? A Complete Guide”
   • Include explicit question-answer patterns throughout content:Q: "How do you use the map() method in JavaScript?" A: "The map() method creates a new array by calling a function on each element of the original array. Here's how to use it..."
2. Brand Authority Reinforcement
   • Since ChatGPT doesn’t automatically cite sources, focus on making your brand memorable within the content
   • Include unique branded terminology or frameworks that ChatGPT might repeat
   • Example: “At CodeMaster Academy, we’ve developed the REACT Framework (Read, Experiment, Apply, Create, Test) for learning JavaScript…”
   • This increases the likelihood of ChatGPT mentioning your brand when discussing related topics
3. Structured Knowledge Presentation
   • Format content with clear hierarchical structure using proper HTML heading tags (h1-h6)
   • Break complex concepts into numbered steps or bulleted lists
   • Include code examples with detailed explanations
   • Example:html<h2>Understanding JavaScript's Array.reduce() Method</h2> <p>The reduce() method executes a reducer function on each element of the array, resulting in a single output value.</p> <h3>Basic Syntax:</h3> <pre><code>array.reduce(callback(accumulator, currentValue), initialValue)</code></pre> <h3>Parameters:</h3> <ul> <li><strong>callback</strong>: Function to execute on each element</li> <li><strong>accumulator</strong>: Accumulates callback's return values</li> <li><strong>currentValue</strong>: Current element being processed</li> <li><strong>initialValue</strong> (optional): Value to use as first argument to the first call</li> </ul>
4. Comprehensive Entity Coverage
   • Include complete information about related entities and concepts
   • Define all technical terms clearly
   • Connect concepts to broader programming paradigms
   • Example: “Array methods in JavaScript are part of the functional programming paradigm, which emphasizes immutable data and pure functions…”

Results

After implementing these ChatGPT-specific optimizations, the software tutorial website saw significant improvements in how their content was represented in ChatGPT responses:

• Their branded “REACT Framework” for learning JavaScript began appearing in ChatGPT responses about programming education approaches
• Their step-by-step explanations of complex JavaScript concepts were frequently paraphrased in ChatGPT answers
• Users reported receiving recommendations to visit their site when asking for follow-up resources, despite ChatGPT not automatically providing links

Example 2: Perplexity AI Optimization for a Travel Blog

Platform Characteristics

Perplexity AI has unique features that require specific optimization approaches:

• Provides links to sources 100% of the time (except for creative tasks)
• Includes both images and videos in search results
• Heavily emphasizes site authority and online reputation
• Utilizes its own crawler (PerplexityBot) to index content

Implementation Strategy

A travel blog optimizing specifically for Perplexity AI would implement these techniques:

1. Visual Content Enhancement
   • Create unique, high-quality images with descriptive alt text and filenames
   • Develop custom infographics, maps, and diagrams that visualize travel information
   • Example implementation:
     • Create a custom-designed map showing “The Perfect 3-Day Itinerary in Barcelona” with numbered locations
     • Include a comparative chart of “Barcelona Transportation Options” showing costs, speed, and convenience
     • Add a visual timeline of “Best Times to Visit Barcelona’s Top Attractions” showing crowd levels by hour
2. Multimedia Integration
   • Develop companion YouTube videos for key travel guides
   • Ensure videos have comprehensive descriptions and transcripts
   • Example implementation:
     • Create a “Barcelona Hidden Gems” YouTube video
     • Include full transcript with timestamps in video description
     • Embed video in blog post with surrounding context
     • Cross-reference video content in text: “As demonstrated at 2:45 in our Barcelona Hidden Gems video below…”
3. Statistical Authority Signals
   • Include specific data points, statistics, and research findings
   • Cite authoritative sources for all statistical claims
   • Example implementation:According to Barcelona Tourism Board data (2024), La Sagrada Familia receives approximately 4.7 million visitors annually, with peak wait times reaching 2.5 hours during summer months. Our analysis of visitor data shows that Tuesday mornings between 9-10am typically have 73% shorter wait times than weekend afternoons.
4. Citation-Friendly Formatting
   • Structure content to facilitate easy citation by Perplexity
   • Include clear section headings, summaries, and quotable segments
   • Example implementation:html<h2 id="barcelona-transportation">Barcelona Transportation Guide</h2> <p class="summary">Barcelona offers 5 primary transportation options for tourists: Metro, Bus, Taxi, Bicycle, and Walking. The Metro provides the most efficient coverage of major attractions with a 10€ day pass offering unlimited rides.</p> <blockquote class="key-insight"> "Barcelona's integrated transport system allows visitors to combine metro, bus, and tram services on a single T-Casual ticket, making it the most cost-effective option for exploring the city's diverse neighborhoods." - Barcelona Urban Mobility Report </blockquote>
5. PerplexityBot Optimization
   • Ensure robots.txt allows PerplexityBot crawler access
   • Implement clean URL structure and site architecture
   • Example implementation:# robots.txt User-agent: PerplexityBot Allow: / User-agent: * Allow: /

Results

After implementing these Perplexity AI-specific optimizations, the travel blog experienced significant improvements:

• Their custom maps and infographics began appearing directly in Perplexity search results
• Their YouTube videos were frequently cited alongside their blog content
• Statistical information was regularly quoted in Perplexity responses
• Overall citation frequency increased by 65% for Barcelona-related queries
• Referral traffic from Perplexity increased by 42% within three months

Example 3: Google AI Search Optimization for a Health Information Website

Platform Characteristics

Google AI Search (AI Overviews) has specific attributes that influence optimization:

• Relies on Google’s core ranking systems
• Heavily emphasizes E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
• Considers search topic and intent when generating AI responses
• Values structured data and schema markup

Implementation Strategy

A health information website optimizing specifically for Google AI Search would implement these techniques:

1. E-E-A-T Signal Enhancement
   • Prominently display author credentials and expertise
   • Include clear “About Us” and “Editorial Policy” pages
   • Example implementation:html<div class="author-bio"> <img src="dr-smith.jpg" alt="Dr. Sarah Smith, MD, Endocrinologist"> <h3>Dr. Sarah Smith, MD</h3> <p>Board-certified Endocrinologist with 15 years of clinical experience specializing in diabetes management. Fellow of the American College of Endocrinology and published researcher with 23 peer-reviewed articles on metabolic disorders.</p> <a href="/authors/dr-smith/publications">View Publications</a> </div> <div class="article-review"> <p>Medically reviewed by Dr. James Chen, MD, PhD, Chief of Endocrinology at University Medical Center</p> <p>Last updated: March 15, 2025 | Review process: <a href="/editorial-process">Our Editorial Process</a></p> </div>
2. Comprehensive Schema Markup
   • Implement detailed structured data using schema.org vocabulary
   • Focus on health-specific schemas like MedicalWebPage, MedicalCondition
   • Example implementation:html<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "MedicalWebPage", "about": { "@type": "MedicalCondition", "name": "Type 2 Diabetes", "alternateName": ["Diabetes mellitus type 2", "Adult-onset diabetes"], "description": "A chronic condition affecting the way the body processes blood sugar (glucose) .", "code": { "@type": "MedicalCode", "code": "E11", "codingSystem": "ICD-10" }, "possibleTreatment": [ { "@type": "MedicalTherapy", "name": "Lifestyle modifications", "description": "Diet, exercise, and weight management" }, { "@type": "MedicalTherapy", "name": "Oral medications", "description": "Including metformin, sulfonylureas, and DPP-4 inhibitors" } ] }, "lastReviewed": "2025-03-15", "mainContentOfPage": { "@type": "WebPageElement", "cssSelector": "#main-content" }, "author": { "@type": "Person", "name": "Dr. Sarah Smith, MD", "jobTitle": "Endocrinologist", "memberOf": { "@type": "Organization", "name": "American College of Endocrinology" } }, "reviewedBy": { "@type": "Person", "name": "Dr. James Chen, MD, PhD", "jobTitle": "Chief of Endocrinology", "worksFor": { "@type": "Organization", "name": "University Medical Center" } } } </script>
3. Search Intent Alignment
   • Create content that directly addresses different search intents
   • Develop separate content pieces for informational, navigational, and transactional queries
   • Example implementation:
     • Informational: “What is Type 2 Diabetes? Causes, Symptoms, and Risk Factors”
     • Navigational: “Finding Diabetes Specialists Near You: Directory and Appointment Guide”
     • Transactional: “Diabetes Management Tools: Comparing Blood Glucose Monitors”
4. FAQ Schema Implementation
   • Add comprehensive FAQ sections with schema markup
   • Focus on natural language questions that match voice queries
   • Example implementation:html<div id="faq-section"> <h2>Frequently Asked Questions About Type 2 Diabetes</h2> <div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is the difference between Type 1 and Type 2 diabetes?</h3> <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>Type 1 diabetes is an autoimmune condition where the body attacks insulin-producing cells, typically beginning in childhood. Type 2 diabetes develops when the body becomes resistant to insulin or doesn't produce enough insulin, usually occurring in adults and associated with lifestyle factors. The primary differences include:</p> <ul> <li><strong>Onset:</strong> Type 1 typically appears in childhood or adolescence, while Type 2 usually develops in adults over 45.</li> <li><strong>Cause:</strong> Type 1 is autoimmune, while Type 2 is primarily related to insulin resistance.</li> <li><strong>Treatment:</strong> Type 1 always requires insulin therapy, while Type 2 may be managed with lifestyle changes, oral medications, and sometimes insulin.</li> </ul> </div> </div> </div> <!-- Additional FAQ items --> </div>
5. Comparative Analysis Content
   • Create content that compares treatment options, symptoms, or related conditions
   • Present information in structured tables with clear headers
   • Example implementation:html<h2>Comparison of First-Line Medications for Type 2 Diabetes</h2> <table> <thead> <tr> <th>Medication</th> <th>Mechanism</th> <th>Typical Efficacy (A1C Reduction) </th> <th>Common Side Effects</th> <th>Cost Range</th> </tr> </thead> <tbody> <tr> <td>Metformin</td> <td>Reduces glucose production in liver</td> <td>1.0-1.5%</td> <td>GI disturbances, vitamin B12 deficiency</td> <td>$4-$20 per month</td> </tr> <!-- Additional medication rows --> </tbody> </table>

Results

After implementing these Google AI Search-specific optimizations, the health information website saw significant improvements:

• Their content began appearing in Google’s AI Overviews for diabetes-related queries
• The FAQ sections were frequently quoted directly in AI-generated responses
• Comparison tables were often featured in AI Overviews for treatment-related queries
• Overall organic traffic increased by 32%, with a 47% increase in session duration
• The structured data implementation improved visibility across both traditional search results and AI-generated responses

GEO Is Now Part of SEO

GEO adds a new layer to SEO.

• SEO helps you get found.
• GEO helps you get quoted.

If you’re not thinking about both, you’re missing visibility.

Final Word

The rise of AI tools is changing how people search.

Instead of scanning results, they get one answer. Your job now is to be part of that answer.

GEO helps you get there. It builds on SEO, not replaces it.

It rewards credibility, clarity, and usefulness.

Start now. Get cited. Get included.