Search is no longer just ten blue links. People ask ChatGPT, Gemini, Perplexity, Claude and Google’s AI Mode for answers, and those tools decide which websites to mention. Generative engine optimization (GEO) is the practice of making your content easy for AI systems to find, understand, trust and cite. The good news: most of it builds on solid SEO. Here is the approach I use on client sites.
SEO vs GEO: what is different?
Traditional SEO aims to rank a page. GEO aims to get your brand and content included in an AI-generated answer. AI tools still rely heavily on search indexes, so ranking well helps, but they also favor content that is clear, specific, well-structured and backed by evidence. With Google AI Overviews reducing clicks, as I explained in Google AI Overviews traffic, being cited matters more than ever.
8 generative engine optimization tactics
1. Answer the question in the first two sentences
AI systems extract passages. A direct, self-contained answer near the top of a section is easier to quote than a long build-up.
2. Use question-style headings
Headings like “How much does a Shopify store cost?” mirror the way people prompt AI tools and make sections easy to match.
3. Add facts with sources
Specific numbers, dates and named sources make content more citable. Link to original research rather than to other blogs.
4. Publish original information
Your own data, pricing ranges, case studies, photos and first-hand experience. AI tools can summarize common knowledge from anywhere; they need you for things only you know.
5. Use structured data
Organization, Person, Article, Product, LocalBusiness and FAQ schema clarify who you are and what a page covers. See schema markup for AI search.
6. Build a consistent entity
Use the same business name, description, address and author details across your site, Google Business Profile, LinkedIn and directories. AI systems connect these signals to understand your brand.
7. Earn mentions on other sites
Guest posts, interviews, reviews, podcasts and industry lists. AI answers often reflect what many sources say about a brand, not just what you say about yourself.
8. Keep content fresh and technically clean
Update key pages, show “last updated” dates, keep your site fast and make sure important content is in HTML rather than hidden behind scripts. Check that your robots.txt does not accidentally block AI and search crawlers you want.
How to check if AI tools mention you
- Ask several AI assistants the questions your customers ask, such as “best [service] in [city]”.
- Note which brands and pages they cite.
- Look at what those cited pages do better: clearer answers, more data, more mentions.
- Track referral traffic from AI tools in Google Analytics.
- Repeat monthly; answers change often.
Common GEO mistakes
- Stuffing pages with keywords or repeated questions
- Publishing AI-generated content with no original value
- Making claims without sources
- Inconsistent business details across the web
- Ignoring site speed and mobile experience
Want your site set up for both Google and AI search? I help with technical SEO, speed and structured data as part of my website development and speed optimization services.
FAQ
What is generative engine optimization?
GEO is the practice of optimizing content so AI tools like ChatGPT, Gemini and Google AI Overviews can understand, trust and cite it.
Is GEO replacing SEO?
No. GEO builds on SEO. Strong rankings, technical health and authority still drive most AI citations.
How do I get my business mentioned by ChatGPT?
Publish clear, original, well-sourced content, keep business details consistent and earn mentions on reputable websites.
Does schema markup help with AI search?
Yes. Structured data helps AI and search systems understand your business, products, authors and content.
How can I track AI search traffic?
Look for referrals from AI tools in Google Analytics and regularly test the questions your customers ask in different assistants.
