Generative Engine Optimization

Here’s something wild: I asked my teenager how she found her new favorite coffee shop last week. Did she Google it? Nope. She asked ChatGPT. And she’s not alone.

We’re living through one of the biggest shifts in how people find information since Google itself became a verb. Instead of scrolling through pages of search results, millions of us now just… ask. We ask ChatGPT to recommend the best project management tool. We ask Perplexity to explain complex topics. We ask Gemini to help us plan trips.

And here’s the thing that keeps me up at night (as someone who’s spent the last decade in digital marketing): if your content doesn’t show up in those AI-generated answers, you might as well be invisible.

Think about it. When someone asks an AI assistant about solutions in your industry and your competitor gets mentioned but you don’t—that’s a lost customer. Multiply that by thousands of queries happening every single day, and suddenly we’re talking about a real business problem.

This isn’t some far-off future scenario. It’s happening right now. And the brands that figure out Generative Engine Optimization first are going to have a massive advantage.

So What Exactly Is Generative Engine Optimization?

Let me break this down in plain English.

You know how traditional SEO is all about getting your website to rank on page one of Google? Well, GEO is different. It’s about getting your content actually cited or mentioned inside the AI’s answer itself.

Instead of optimizing to rank, you’re optimizing to be referenced. You want the AI to trust your information enough to include it when someone asks a relevant question.

Here’s a real example: Let’s say someone asks ChatGPT, “What are the best email marketing platforms for small businesses?” Traditional search would show ten blue links. But ChatGPT generates a complete answer, maybe mentioning Mailchimp, HubSpot, and ConvertKit with specific details about each. If your platform isn’t in that answer, you’ve lost that potential customer before they even started their research.

The AI isn’t just listing websites—it’s synthesizing information from multiple sources and creating what feels like expert advice. And that changes everything about how we need to approach content creation.

AI in marketing: AI-Powered Content Marketing

How Is Generative Engine Optimization Different from Regular SEO? (And Why You Need Both)

Look, I’m not here to tell you SEO is dead. It’s not. But pretending AI search isn’t changing the game would be like saying social media was just a fad back in 2007.

Let me show you the key differences:

The biggest mind shift? With SEO, more traffic is always better. With GEO, you might never see a click, but you’re building brand authority every time an AI mentions you. And that brand awareness leads to conversions down the line—just in ways that are harder to track.

Why You Should Care About This Right Now

I get it. You’re probably thinking, “Great, another thing I need to optimize for.” But hear me out.

People are actually using these tools. Recent research found that 34% of people use AI tools like ChatGPT at least once a day. That’s not early adopters anymore—that’s mainstream behavior. And it’s only growing.

The zero-click problem is real. You know how Google’s AI Overviews already keep people on the search page? That’s just the beginning. When AI gives someone a complete answer right at the top, they don’t need to click anywhere. Your beautifully optimized blog post might as well not exist if it’s not part of that answer.

Early movers win big. Most companies haven’t figured out GEO yet. The brands that start optimizing now will build authority that compounds over time. When AI platforms see you consistently providing reliable information, they’ll keep citing you. That’s incredibly valuable positioning.

Let me paint you a picture: Your potential customer is researching solutions at 11 PM on their phone. They’re not opening ten browser tabs—they’re having a conversation with an AI. If you’re not part of that conversation, you’ve already lost.

Real-World Examples: Brands Winning at AI Visibility

Let’s look at who’s actually succeeding here, because examples are way more useful than theory.

Case Study #1: Wikipedia’s AI Dominance

According to recent research analyzing over 78 million AI searches, Wikipedia appears in 16.3% of ChatGPT citations, 12.5% of Perplexity responses, and 8.4% of Google’s AI Overviews. Why? Because Wikipedia nails everything AI models love: clear structure, cited sources, neutral tone, comprehensive coverage, and constant updates.

The lesson? You don’t need to be Wikipedia, but you can adopt their approach. Structure your content clearly. Cite your sources. Update regularly. Be thorough and factual.

Case Study #2: Semrush’s Strategic AI Pivot

Semrush didn’t just write about AI search—they built an entire product around it. They launched AI Optimization (AIO), a tool specifically designed to help businesses track and optimize their presence across AI platforms. But even before that, they were creating research-driven content that AI platforms cite constantly.

Their strategy? Original research. They analyzed millions of keywords and AI responses, then published comprehensive studies. Their research showing that AI search traffic could overtake traditional search within two to four years gets referenced across the industry—including by AI platforms themselves.

The takeaway: Original data and research make you inherently citation-worthy. AI models can’t find that information anywhere else, so they have to reference you.

Case Study #3: YouTube’s Video Content Strategy

Here’s something interesting: YouTube appears in 16.1% of Perplexity answers and 9.5% of Google AI Overviews. Why does video content perform so well in AI search? Because the platforms are getting better at understanding transcripts and video metadata.

Smart brands are now creating video content with AI visibility in mind—clear titles, detailed descriptions, accurate transcripts, and structured chapters. The video itself might never get clicked, but the information gets synthesized into AI answers with proper attribution.

Your Practical Guide to Generative Engine Optimization

Alright, enough theory. Let’s talk about what you actually need to do.

1. Write Like You’re Teaching a Smart Friend

Forget about keyword density. AI models are looking for content that genuinely explains things well.

I learned this the hard way. I had an article stuffed with keywords that ranked great on Google but never got cited by AI. Then I rewrote it in a more natural, conversational style—like I was explaining the concept to a colleague over coffee. Within weeks, it started appearing in AI responses.

Here’s what works:

• Use simple, direct language
• Define terms clearly without jargon
• Include specific examples and numbers
• Explain the “why” behind claims, not just the “what”
• Structure information logically with clear transitions

The goal is to create content so clear and useful that an AI model would feel confident citing it as a reliable source.

2. Make Your Content Technically Readable by AI

This is where the technical stuff matters, but I promise to keep it straightforward.

Structured data is your friend. Schema markup helps AI understand exactly what your content is about. Focus on:

• Organization schema (tells AI who you are)
• Article schema (provides metadata about your content)
• FAQ schema (perfect for question-answer formats)
• How-to schema (great for tutorials and guides)

Don’t panic—there are plugins and tools that make adding schema surprisingly easy. You can also check out Search Engine Journal’s structured data guide for a deeper dive into implementation.

Clean up your HTML. Use proper heading tags (H1, H2, H3) in a logical hierarchy. AI models use these to understand your content structure. It’s like creating an outline that AI can follow.

Make it fast and mobile-friendly. This matters for traditional SEO too, but AI crawlers appreciate sites that load quickly and work well on any device.

3. Answer Questions the Way Real People Ask Them

Nobody types “best CRM features” into ChatGPT. They ask, “I’m running a 20-person sales team and we’re drowning in spreadsheets—what CRM should we use that won’t require a PhD to set up?”

See the difference?

Start paying attention to:

• How your customers actually phrase questions in emails and support tickets
• What people ask in forums, Reddit, and Quora
• The “People Also Ask” sections on Google
• Long-tail conversational queries in your analytics

Then create content that directly answers these specific, nuanced questions. Don’t just write “Top 10 CRMs”—write “Best CRM for Small Sales Teams Transitioning from Excel.”

4. Build Real Authority (Not the Fake Kind)

AI models are getting scary good at detecting BS. They can tell the difference between genuine expertise and content farms churning out generic articles.

Here’s how to build real authority:

Show your credentials. Add detailed author bios. If you’re an expert, prove it with your background, certifications, or experience.

Cite your sources. When you reference studies or statistics, link to the original source. AI models notice this—it shows you’re not just making stuff up.

Create original research. Even small surveys or data analyses can make you citation-worthy. Original information is gold because AI can’t find it anywhere else.

Get mentioned by others. Work on getting your brand name mentioned in reputable publications. Backlinks matter, but so do simple text mentions. AI models notice when multiple trusted sources reference your brand.

For more on building digital authority, HubSpot has an excellent resource on modern SEO and authority building that’s worth checking out.

5. Format for Scanning (Because AI “Reads” Like Humans Do)

Both humans and AI prefer content that’s easy to scan. Here’s what works:

• Use descriptive subheadings that tell readers (and AI) exactly what’s in each section
• Break up long paragraphs into shorter, digestible chunks
• Add bullet points and lists for easy scanning
• Use bold text sparingly to highlight key concepts
• Include tables for comparisons or data (like the GEO vs SEO table above)
• Add a table of contents for longer articles

AI models can better extract relevant information when your content has clear structure and formatting.

6. Focus on E-E-A-T (It’s Not Just Google Anymore)

Google’s concept of Experience, Expertise, Authoritativeness, and Trustworthiness has become even more important for GEO.

Experience: Share firsthand experiences. “I tested 12 email platforms over six months” carries way more weight than “experts say these are good.”

Expertise: Demonstrate deep knowledge. Go beyond surface-level information that anyone could find in five minutes of searching.

Authoritativeness: Get recognized by your peers. Speaking at conferences, publishing research, and being quoted in industry publications all signal authority.

Trustworthiness: Be transparent. Disclose conflicts of interest. Update outdated information. Correct mistakes publicly.

AI models are trained to identify reliable sources, and E-E-A-T signals help them do that.

How to Actually Measure Your Generative Engine Optimization Success

This is the tricky part. Traditional analytics won’t cut it anymore.

Manual Testing: Yes, it’s old school, but it works. Regularly search for your key topics in ChatGPT, Perplexity, and Google’s AI. Keep a spreadsheet tracking when and how your brand appears.

Brand Mention Monitoring: Set up alerts for your brand name and key team members. Tools like Google Alerts work, but specialized AI monitoring tools are starting to emerge (like Semrush’s new AI Optimization platform).

Indirect Traffic Tracking: Look for patterns. After AI mentions, do you see spikes in branded searches? Direct traffic? People visiting specific pages that align with AI topics?

Citation Analysis: When AI platforms do provide sources, track whether you’re included. Even being in the source list (even if not clicked) builds authority.

Competitor Comparison: Test the same queries that competitors might rank for. Are they getting mentioned? How frequently compared to you?

I’ll be honest—this is messy right now. The measurement tools are still catching up to the technology. But don’t let imperfect tracking stop you from optimizing. The brands that wait for perfect measurement tools will be years behind those who start now.

What’s Coming Next in the World of AI Search

Based on where the technology is heading, here’s what I think we’ll see:

Multimedia Understanding: AI platforms are already getting better with images and video. Soon, they’ll understand podcasts, infographics, and interactive content just as well as text. Your transcripts, alt text, and descriptive metadata will matter even more.

Hyper-Personalization: AI responses will become increasingly personalized to individual users based on their history, preferences, and context. This means the same query might surface different sources for different people.

Paid AI Placement: It’s coming. We’re already seeing sponsored content experiments in AI platforms. The line between organic citations and paid placements will blur, creating new advertising opportunities.

Real-Time Information Priority: The fresher your content, the better. AI platforms will increasingly favor recently updated content, especially for time-sensitive topics.

Voice and Conversational Search: As voice interfaces improve, optimization for spoken queries will become crucial. How people ask Alexa differs from how they type into ChatGPT.

The bottom line? GEO isn’t replacing SEO—they’re evolving together. You’ll need strategies for both traditional search engines and AI platforms. The good news is that many optimization tactics overlap.

Your Step-by-Step Action Plan

Let’s make this practical. Here’s exactly what to do, starting today:

Week 1: Audit and Assess

• Test your brand in ChatGPT, Perplexity, and Google AI for 10-20 relevant queries
• Document where you appear (or don’t)
• Check your structured data implementation (or lack thereof)
• Review your top-performing content for E-E-A-T signals

Weeks 2-4: Quick Wins

• Add author bios and credentials to existing content
• Implement basic schema markup on your most important pages
• Update publication dates on your best content
• Add FAQ sections to relevant pages using FAQ schema

Months 2-3: Content Optimization

• Rewrite your top 10 pages with conversational language
• Add specific examples, data, and case studies
• Create original research or surveys in your industry
• Structure content with clear headings and better formatting

Months 3-6: Authority Building

• Pitch guest posts to authoritative sites in your industry
• Get featured in industry publications or podcasts
• Build relationships with other experts for collaboration
• Create linkable assets (research, tools, resources)

Ongoing: Monitor and Iterate

• Set up a monthly testing schedule for AI platforms
• Track brand mentions and citations
• Analyze what content gets cited most frequently
• Adjust your strategy based on what’s working

The key is to start now, even if it’s just testing queries and understanding your baseline. Every week you wait is a week your competitors could be building AI visibility.

The Bottom Line on Generative Engine Optimization

Here’s what I want you to remember: this isn’t about gaming a new algorithm. It’s about creating genuinely useful content that AI platforms can trust and cite confidently.

The best part? When you optimize for AI search, you’re not just checking boxes for robots. You’re creating better content for humans too. Content that’s clear, authoritative, well-structured, and genuinely helpful works for everyone—whether they find it through Google, ChatGPT, or a recommendation from a friend.

Yes, measurement is harder. Yes, you might not see immediate traffic spikes. But the brands building AI visibility now are positioning themselves for the next decade of digital marketing.

Your potential customers are already asking AI about your industry. The question is simple: Will they hear about you, or will they only hear about your competitors?

The choice is yours, but I’d suggest making it soon. Because while you’re deciding, others are already optimizing. And in the world of AI search, being first to establish authority creates a compounding advantage that’s incredibly hard to overcome later.

Start small. Test some queries. Update a few pages. Add some schema. But whatever you do, start. Because the future of search isn’t coming—it’s already here.