What is generative engine optimisation (GEO)?

Generative engine optimisation is the work of making a brand and its content more likely to be mentioned and cited in answers written by generative AI tools such as ChatGPT, Gemini, Claude and Perplexity. It combines clear, quotable content with the authority signals these systems draw on, such as mentions on trusted sites.

Where the term comes from

The term was popularised by a 2023 research paper that tested how changes to content affected visibility in generative search answers. It is now used broadly for optimising for answers written by AI.

What influences citations

AI tools favour sources that state facts plainly, back them up and are referenced elsewhere. Original data, clear definitions, consistent brand information across the web and pages that can be read without running heavy JavaScript all help.

GEO, AEO and SEO

GEO overlaps heavily with answer engine optimisation, and both rest on good SEO. A page that ranks well and answers the question directly is usually the page that gets cited.

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