What Is Generative Engine Optimization?

The way we search for answers online is evolving. As such, the way we provide answers to those questions must change, too. Generative Engine Optimization (GEO) is the practice of strategically structuring, creating, and validating content to be picked up by large language models (LLMs) and generative AI features like Google’s AI Overviews.

Traditional Search Engine Optimization (SEO) focuses on ranking high on the Search Engine Results Page (SERP). GEO focuses on being the singular, authoritative source cited within the generative answer block. It optimizes for the “zero click” answer. Given that about 80% of people now rely on this zero-click answer, it’s more important than ever to understand how GEO works.

How GEO Differs from SEO

There are several key ways in which GEO differs from SEO.

Core Strategies for GEO

GEO requires content creators to pivot from targeting specific keyword strings to becoming a trusted, verifiable source of truth on a broader topic.

Achieve E-E-A-T

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is one of Google’s most important on-page SEO ways of measuring content quality, and it’s crucial for generative AI attribution. AI models prioritize content from verified, reputable sources to minimize the risk of providing incorrect information.

GEO content must demonstrate real-world experience. For medical topics, authors should be medical professionals. The site should also be trustworthy, transparent about ownership, and have clear editorial standards.

Adopt Structured Data and Schema Markup

Generative AI relies heavily on structured data because it presents facts in a machine-readable format that is easy to extract and verify. Some platforms can add schema automatically or provide intuitive tools to do so. If not, Schema.org is a good tool to implement schema on your pages that labels key facts, entities, and relationships on the page.

Build and Maintain Entity Authority

Generative engines are built on understanding entities, not keywords. They want to detect things that are distinguishable and well-defined. For instance, brands, products, and services that are well-established across the web are much more likely to be sourced than ones that are not. Use consistent naming conventions and canonical URLs across all platforms, and work on building authority through backlinks.

Focus on Quality of Information

Generative answers demand accuracy. Content that can be easily fact-checked and verified by the LLM’s grounding process is preferred. When stating facts, cite primary, recognized sources like academic journals, official reports, or government statistics. Even if the AI doesn’t show your internal link, the presence of external, high-authority sources signals trust.

You should also write clearly and concisely. AI prefers short sentences and paragraphs over fluffy content. Where possible, break down content into bullets or lists to make it more readable.

The Future of GEO

GEO isn’t a replacement for SEO, but another layer for content creators to consider. Websites that successfully implement GEO strategies will gain an advantage by attracting high-quality traffic and optimizing for zero-click searches. Plus, you may streamline content efforts by avoiding volatile keyword trends and building evergreen, high-trust content.