If you work in digital marketing or SEO, you've likely started hearing the term GEO — Generative Engine Optimization. It's a relatively new concept, but it addresses something very real: the growing role of AI in how people find information online.
What Is GEO?
GEO is the practice of optimizing content so that AI-powered search platforms — like ChatGPT, Perplexity, and Google's AI features — cite and reference it in their responses.
Where SEO earns you a ranking on a results page, GEO helps your content appear inside AI-generated answers. The distinction matters because more and more users are getting their information through AI interfaces rather than scrolling through traditional search results.
GEO Is Not a Replacement for SEO
This is an important point. GEO builds on the same fundamentals that make good SEO: high-quality content, clear structure, and topical authority. The difference is in the output format.
Brands that already invest in strong SEO are well-positioned for GEO. The foundation is the same — what changes is an added layer of optimization that helps AI systems identify your content as a reliable source.
What Does GEO Optimization Look Like?
In practice, GEO involves several tactics that complement existing SEO work:
- Fact-dense paragraphs — AI models prefer content that delivers clear, specific information without excessive filler.
- Direct answers to common questions — When your content directly answers a question, AI platforms are more likely to reference it.
- Topical authority — Publishing consistent, in-depth content across a subject area helps AI models recognize your brand as a credible source.
- Entity clarity — Making sure your brand, products, and key people are clearly described helps AI systems categorize and reference you accurately.
- Content structure — Clear headings, logical flow, and well-organized information make it easier for AI to parse and cite your content.
How SEO and GEO Work Together
Think of it this way: SEO makes you findable, GEO makes you citable. You need both.
Strong SEO gets your content indexed and ranked. That indexed content then becomes part of the knowledge base that AI models draw from. GEO ensures that when AI models reference your topic, your content is structured and authoritative enough to be the source they choose.
It's not about choosing one over the other — it's about recognizing that the search landscape now has two layers, and optimizing for both gives you the broadest possible visibility.
Getting Started
If your SEO fundamentals are solid — quality content, good site structure, relevant backlinks — you're already partway there. The next step is auditing how your brand currently appears in AI-generated responses and identifying opportunities to improve your citation rate.
That's exactly what we help with at Dijihack. Reach out for a free AI visibility audit and see where your brand stands across ChatGPT, Perplexity, Google AI Overviews, and more.