Generative Engine Optimization (GEO): Get Cited by AI Answers

Tools like ChatGPT, Gemini, Perplexity and Google’s AI features increasingly answer questions directly and mention sources. Generative engine optimization (GEO) is the emerging practice of making your content more likely to be used and cited in those answers.

Be honest about the unknowns

Nobody outside these companies knows exactly how their systems choose sources, and they change constantly. There are no guaranteed tricks, so beware of anyone selling certainty. But several good practices are consistent with what these systems reward.

Practices worth following

• Write clear, direct answers: lead sections with a plain answer, then add detail.
• Be specific and factual: include definitions, numbers, dates and sources that can be checked.
• Show authorship and expertise: real names, credentials and business details.
• Build brand mentions: reputable sites, reviews and industry publications that talk about you.
• Use structured data: help machines understand your organisation, products and articles.
• Keep content fresh: update key pages with current information.
• Allow crawling deliberately: decide which AI crawlers you welcome in robots.txt.

Test what people see

Ask AI assistants the questions your customers ask and note whether your business appears, and whether the details are correct. Fix inaccurate information at its source: your website and major listings.

GEO is essentially good SEO with a stronger focus on clarity, credibility and brand.