What Is GEO? Generative Engine Optimization Explained
Answer Engine Optimisation (AEO) is the practice of shaping how AI assistants like ChatGPT, Gemini, Perplexity, and Copilot describe, recommend, and cite your brand. Where SEO earned rankings on a results page, AEO earns mentions inside a synthesized answer.
Why AEO matters now
Buyers are shifting from typing keywords into search boxes to asking full questions to AI assistants. The AI reads dozens of sources and returns a single answer. If your brand is not part of that answer, you are effectively invisible for that query, no matter how well you ranked on Google last year.
How AEO differs from SEO
- Unit of success: SEO counts rankings and clicks. AEO counts mentions, citations, and sentiment.
- Content format: AEO rewards extractable content: clear definitions, comparisons, lists, and structured data.
- Authority signals: Third-party mentions on sources AI engines trust (review sites, Reddit, industry publications) weigh heavily.
- Measurement: Prompt-based testing across assistants replaces rank tracking.
The AEO fundamentals
- Entity clarity. Make sure the AI knows what you are, who you serve, and what category you belong to.
- Extractable content. Write pages that answer real questions with clean structure, so LLMs can lift them into responses.
- Authority citations. Earn mentions where AI engines look: G2, Capterra, Reddit, YouTube, and tier-one press.
- Measurement. Track share of AI voice, mention accuracy, and sentiment against your competitors.
Where to start
Run a prompt audit: list the 20 questions a buyer would ask an AI assistant before buying your product. Test them today across ChatGPT, Gemini and Perplexity, and log who gets mentioned and how accurately. That baseline is your AEO roadmap.
