Generative Engine Optimization is SEO’s newer, more relevant sibling.
“Generative engines” (like ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews) have become increasingly more popular in the last few years.
It’s only natural, as the relevance of AI is also increasing for the average internet user. As of July 2026, AI marketing experts estimated that there are 378 million generative AI users (and still growing).
It’s unlikely that traditional search engines will become obsolete anytime soon. But you’re still looking at the future of how internet users search for and engage with online content. To stay ahead, it’s important to keep up with the right strategies such as knowing if AI can truly replace SEO.
Here’s what Generative Engine Optimization actually is, how it works, and how to do GEO like a pro:
The Basics: What is Generative Engine Optimization (or “GEO”)?
When a user asks about a topic or question related to your field, you want the generative engine to pull from your digital content and incorporate it into its answer.
How? Enter: GEO.
GEO stands for Generative Engine Optimization. This is a new digital strategy that ensures your content is optimized for exactly that: AI-first tools and their answers.
Why Do You Need to Do Generative Engine Optimization?
You may have optimized your website and blog content for the most SEO-friendly search engine to find. And now you’re wondering: do I really need Generative Engine Optimization too?
The short answer? Yes.
A 2024 study discovered that GEO can increase search visibility by 40%, conducted for the Association for Computing Machinery. Generative Engine Optimization.
This isn’t that surprising. Marketers reported that in 2024, the traditional Google search results in zero clicks around 60% of the time. SEO best practices aren’t fully on their way out yet, but they’re not here to stay forever either.
So What Does a Generative Engine Do?
When a user enters a search query into an AI model like ChatGPT or Perplexity, they’re handed a summarized answer that cites sources from around the web.
Large language models (LLMs) used by these AI-driven search engines are trained on large volumes of human language and content. This means they’re familiar with how humans actually talk, and also how to produce an answer that sounds like one too.
So when utilized as a search engine, AI models rely on semantic search, which means we’re looking for context, word meaning, and cultural relevance, and not keyword matching or clicks.
GEO vs. SEO: Are They Different or The Same?
If you’ve briefed yourself on SEO best practices for the last decade and find the idea of “starting over” daunting, you’re not alone.
The good news is that there are some similarities between GEO and SEO, so you’re not starting from scratch. These include:
- Authority and credibility: Both require a trustworthy internet presence (think: references, sources, and frequent mentions around the net).
- Content readability: If your content isn’t mobile-optimized or loading quickly, both SEO and GEO will suffer.
- Increased visibility: At the end of the day, both SEO and GEO aim to get your content into the hands of users, just through different engines.
However, GEO adds some new items to the table too.
How to do Generative Engine Optimization Effectively
1. Make Great, Human Content
Gone are the SEO days of keyword stuffing and backlink focusing.
Think about it like this: you aren’t just creating content for a search engine to match a query to. You’re creating content for a clear, readable AI-generated response.
These new machine learning models want to offer concise, topical information that fits into a paragraphed answer, not a matching set of keywords.
2. Build Trust & Credibility
As we mentioned, one unchanging part of your engine optimization strategy should be establishing credibility.
This means aiming for branded mentions across the web: references, frequent citations, and a multi-platform presence. But while SEO calls for backlinks and closely following Google’s E-E-A-T standard, GEO asks you to branch out even a little further.
Generative search engines can draw from social media, forums like Reddit, and all other public content. You’ll want to ensure your name is out there in a variety of online spaces.
3. Use Multimodal Optimization
Users are no longer looking at just a list of links. Give them (and the AI model) something visual to engage with.
Because generative search engines are capable of implementing multiple media formats in their answers, your digital content benefits from:
- Infographics
- Charts (Remember: AI loves data and statistics)
- Videos
- Images
4. Keep it Fresh
Some AI models (like Perplexity) update their indexes daily to ensure answer accuracy and up-to-date relevance.
This means that most generative engines give preference to newer content. Make sure to upkeep your digital content with updated information, and continue to maintain your internet relevance and authority even as time passes.
5. Use Strong Content Structure
Your site must be readable by traditional search engines too, or your methodical GEO will have gone to waste.
Technical SEO is just as important for AI readability. That means fast loading times, optimized images, and minimizing unused code and pages. Basically, you’ll want to index and find issues before AI finds them first.
Equally, your content also benefits from engaging formatting. Implement H2 and H3 tags, bold and underlined text, and numbered lists (just like how you would normally optimize content for SEO).
Key Takeaways
GEO is still growing in scope, importance, and relevance, and you’ll need to keep an eye on how it changes over time if you want to grow too.
Looking for a quick summary of what we just learned? Just remember:
- AI-driven search users are given conversational interfaces to use.
- Build on still-relevant SEO strategies, don’t discard them.
- Contextual relevance is king.
- Content is always best served fresh.
Although these current strategies are designed to help your content thrive in the current generative AI landscape, we take our own advice too! Our AI Search Optimization services help boost your visibility across AI-driven platforms.
It’s important to stay mindful of how AI models may change, adapt content accordingly, and always optimize your reach with the newest insights.