What Is GEO? Generative Engine Optimization Explained

How AI Answer Engines Work

AI answer engines run on large language models (LLMs), programs trained on huge amounts of text to write answers in everyday language. Many also search the web for current information, read several pages and summarize them into one answer, often linking to sources.

So your pages can become source material, as long as they are accessible, clear and trustworthy.

How GEO Relates to SEO

SEO aims to get your pages shown and clicked in search results. GEO aims to get your information used and mentioned inside AI answers. The two overlap. Google AI Overviews, the AI summaries in Google search results, link to pages in Google's index, so a page must be indexed to appear there as a source.

A fast, useful website that crawlers, the automated programs reading web pages, can access easily is therefore the starting point for both.

Write Clear, Direct Answers

AI tools work best with content that answers a question directly. Put the main answer first, then the details. Use subheadings that mirror customer questions, such as the minimum order or the areas you serve, and explain technical terms in plain words.

Also state specific facts about your business, such as products, services, delivery areas, certifications and contact details, so nothing has to be guessed.

Structured Data and Consistent Business Details

Structured data is extra code, usually JSON-LD using the Schema.org vocabulary, that describes a page to machines, for example stating that it covers a company, a product or a business address. Visitors do not see it, but machines can read it precisely.

Also keep your business name, address, phone number and opening hours identical across your website, Google Business Profile, social media and directories. Conflicting details leave machines unsure which is correct.

Make Sure Pages Can Be Read

AI can only use what it can read. Put important text directly in the page's HTML, its basic code, not only in images or content loaded by JavaScript, because not every crawler runs JavaScript like a browser does.

Check your robots.txt file, which tells crawlers what they may access, along with your hosting and firewall settings. Some settings can block AI crawlers without you noticing.

Related terms

AI answer engine

An AI service that answers questions in written form instead of only listing links.

LLM (large language model)

An AI model trained on vast amounts of text to understand and write human language.

Schema.org

A shared vocabulary that search engines use to label structured data.

Citation

A mention of, or link to, a source an AI used to build its answer.

Frequently asked questions