Glossary

What is generative engine optimisation (GEO)?

Also known as generative engine optimization, AI search optimisation, AI SEO

Definition

Generative engine optimisation (GEO) is the work of making a brand more likely to be mentioned, described correctly and cited in AI answers. These answers come from engines such as ChatGPT, Perplexity, Gemini, Claude and Google AI Overviews.

Key points

GEO aims to get a brand named, described correctly and cited in AI answers.
It builds on SEO, since engines that search the web still rely on pages they can find and trust.
Results are measured across many prompts and runs, because AI answers vary.

What does it mean in practice?

Take a dental group with six practices. A patient asks ChatGPT which practice nearby offers teeth straightening on finance. The AI writes one answer and names two or three practices. GEO is the work that makes it more likely this group is one of them, described accurately, with a link to its own page.

In practice that means clear pages that answer real questions, consistent facts about the business across the web, and structured data. It also means being mentioned on the sites AI engines trust and cite. And it means checking what the engines say today, so you know where you stand before changing anything.

The term comes from the original GEO research paper, published in 2023. It tested how changes to a page affected its visibility in AI answers. The US spelling, generative engine optimization, is the one most people search for.

Why does it matter for AI search?

More people now ask an AI engine rather than scanning a list of links. If the engine names a competitor and not you, you may never know the question was asked.

GEO sits alongside SEO rather than replacing it. Engines that search the web, such as ChatGPT search and Google AI Overviews, still find pages through search, so good SEO is usually the starting point.

No one can guarantee a mention. AI answers change from run to run, so progress is measured over many prompts and many runs. Our guide to generative engine optimisation covers the method in more detail, and AI visibility tracking shows how it is measured.

These terms come up often alongside GEO.

Answer engine optimisation, a close cousin focused on direct answers.
LLM SEO, another name used for much the same work.
AI visibility, how often and how well AI engines show a brand.
Citation, when an AI answer links to a page as a source.

Common questions

Does generative engine optimisation actually work?

It can, but no one can guarantee a mention. The original GEO research found that some content changes raised visibility in AI answers. In practice, clear pages, consistent facts and mentions on trusted sites tend to help. Because answers vary run to run, it helps to judge progress over many prompts and weeks.

Is GEO replacing SEO?

No. GEO sits alongside SEO. AI engines that search the web still find pages through search indexes, so good SEO is usually the starting point. GEO adds work on how AI engines describe the brand, which sites they cite and whether the brand is recommended.

Is it spelt optimisation or optimization?

Both are used. Optimisation is the UK spelling and optimization is the US spelling. More people search for generative engine optimization with a z, but the meaning is exactly the same either way.

Reviewed 26 September 2026

All terms A to Z