Generative Engine Optimization (GEO): What It Is and How to Master It

SEO is evolving—again.

First, we optimized for Google. Then, we optimized for users. Now, we’re optimizing for AI-driven search.

Welcome to Generative Engine Optimization (GEO).

Traditional SEO was all about ranking high in search results. The goal was to land on page one and earn clicks. But with AI-driven search generating direct answers, often without users needing to visit a website — the rules are shifting.

Generative SEO (GEO) isn’t about keywords alone. It’s about making sure AI models pull your content into their responses. That means adjusting strategies to optimize for large language models (LLMs), conversational AI, and generative engines that shape how information is delivered.

The good news?

At Growth Partners Media, we’ve been deep in the trenches testing what works. In this guide, we’ll break down exactly how to master generative engine optimization before your competitors catch up.

By the end, you’ll understand:

• What Generative SEO is.
• How AI-driven search impacts traditional rankings.
• Actionable strategies to make your content AI-friendly.

Let’s dive in.

What Is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) is the next evolution of search—one where AI-generated responses are shaping how information is delivered.

Instead of simply ranking on Google’s first page, GEO SEO ensures your content is surfaced in AI-driven search technologies, meaning it becomes part of the answers generated by AI algorithms, like:

✅ Google’s Search Generative Experience (SGE) – Google’s AI-driven search enhancement that generates direct answers.

✅ ChatGPT, Bing Chat, and Perplexity – AI assistants that fetch and synthesize responses from multiple sources.

✅ AI-powered featured snippets & search summaries – Direct, algorithm-generated responses that bypass traditional search rankings.

Traditional SEO has always been about optimizing for people and search rankings. Getting to page one, ranking higher than competitors, and securing those all-important organic clicks.

GEO takes a different approach.

It’s not just about where you rank but whether AI uses your content to generate responses.

Search engines are no longer just displaying a list of links—they’re providing direct answers. If AI search doesn’t recognize your brand as a credible source, your content won’t even make it into the conversation.

Kinda like trying to get into an exclusive VIP party without being on the list.

Sorry, you can’t be part of this exclusive group of chosen companies in your niche.

Feels pretty bad, right?

The Rise of AI-Powered Search: Why GEO Matters Now

Search behavior is changing.

Gartner predicts that by 2026, traditional search engine volume will drop by 25%, with AI chatbots and virtual agents replacing traditional search queries.

For years, Google has been the undisputed gateway to online visibility. But now, AI-powered tools like ChatGPT, Perplexity, and Google’s SGE are changing how people find information—and it’s happening faster than most businesses realize.

Not long ago, if you searched for “best SaaS marketing strategies,” Google would serve up a ranked list of articles. You’d skim a few headlines, maybe open a couple of tabs, and dive into the one that looked the most promising.

Now?

AI tools generate a direct, in-depth answer—curated from multiple sources—without requiring the user to click on a single link.

Sounds convenient, right?

Maybe.

But here’s the catch:

AI-generated answers prioritize speed over substance. They deliver just enough to satisfy a passing curiosity but strip away the nuance, strategy, and real-world expertise that turn information into action.

It’s like scanning through a book summary and thinking you’ve read the book.

You get the highlights, but miss the best parts—the storytelling, the depth, the details that actually matter.

That’s exactly why long-form content isn’t dead.

AI might be winning the battle for first impressions, but when users want real insights—data-backed strategies, case studies, expert takes, they still click.

That’s where Generative Engine Optimization (GEO) comes in.

See, AI isn’t some all-knowing oracle pulling knowledge from the void. It’s more like a high-speed librarian—sorting through mountains of data, picking what it deems credible, and piecing together an answer from existing sources.

Your job? Become one of those go-to sources.

Generative Engine Optimization (GEO) ensures your content isn’t just visible—it’s indispensable. Structured, authoritative, and rich with real insights, your content should be something AI search tools don’t just acknowledge… but actively depend on.

GEO vs. Traditional SEO: Key Differences

Let’s break down the key differences between traditional SEO and GEO:

Factor	Traditional SEO	Generative Engine Optimization (GEO)
Goal 🎯	Rank high in SERPs	Be featured in AI-generated search responses
Content Focus 📋	Keywords, backlinks, and technical SEO	Entity-based optimization, structured data, high-authority insights
User Behavior 👨‍🦰	Users scan search results and click links	Users get answers directly from AI, fewer clicks
Ranking Signals 📈	Backlinks, content relevance, on-page SEO	Authority, source credibility, structured data, contextual depth
Optimization Strategy ⚙️	Content designed for search crawlers and users	Content designed to be used by AI models for answers

Traditional SEO is far from dead, but GEO is the next evolution — content must be optimized for AI-generated search experiences.

How to Optimize for Generative Engine Optimization (GEO)

Mastering Generative Engine Optimization (GEO) requires a strategic shift. AI-driven search engines don’t just rank pages based on relevant keywords—they prioritize content that aligns with entity-based optimization, structured data, and authoritative insights.

Here’s how to ensure your content gets recognized, surfaced, and cited in AI-generated search responses:

Step 1: Prioritize entity-based SEO over keywords

For years, SEO revolved around keywords. If you wanted to rank for “best project management software,” you’d strategically place that phrase throughout your content, optimizing for density and placement in hopes of signaling relevance to Google’s algorithm.

But AI-driven search has evolved beyond simple keyword matching.

Now, it prioritizes entities—distinct concepts, brands, and topics that search engines understand in context. Instead of fixating on exact-match phrases, AI analyzes relationships between entities, evaluating how well your content connects to broader themes and user intent.

Search engines like Google do this now as well as the ranking algortihm has increased in complexity with concepts such as E-E-A-T.

But LLMs take this to another level.

In AI and Natural Language Processing (NLP), an entity is a clearly defined concept, object, or name that AI recognizes and connects with related topics.

Entities can be:

• People & Organizations – Elon Musk, OpenAI, HubSpot
• Locations – New York, Silicon Valley, Tokyo
• Products & Brands – Salesforce, Shopify, ChatGPT
• Industry-Specific Terms – Agile project management, Gantt charts, Kanban boards

If your content isn’t associated with the right entities, AI search tools won’t recognize it—no matter how many keywords you include.

For example, if your company sells project management software, you want AI tools to categorize your brand under “task management,” “collaboration tools,” and “SaaS productivity platforms.” If your brand isn’t part of these knowledge graphs, AI won’t associate your content with relevant queries.

How to optimize:

• Implement structured data and schema markup (e.g., Organization, Author, Article schema) to help AI recognize your brand, authors, and expertise.
• Ensure your name, expertise, and niche are uniformly represented across industry databases, knowledge graphs, and AI training sources.

Step 2: Build authority in your niche

AI generated results prioritize content from trusted and credible sources—meaning E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is more critical than ever.

If your brand isn’t recognized as an authority in your space, AI-driven search engines won’t surface your content in generative responses.

So how do you get seen as an authority?

Backlinks of course! You need to get people to link out to you.

LLMs use links as signals of authority. The more you’re mentioned online in different places, the more likely you are to be referenced in AI answers.

How to optimize:

• Publish data-backed, expert-driven content – AI favors authoritative sources, so include original research, case studies, and expert opinions. In other words, create link-worthy content!
• Secure citations & mentions in high-authority sources – Leverage PR, guest posting, and niche edit backlinks to optimize for both SEO and GEO visibility.
• Become a recognized industry thought leader – Contribute to expert panels, publish in industry journals, and participate in industry-related content hubs.

Step 3: Optimize for AI-friendly formatting

AI models prefer structured, scannable content with clear takeaways — lists, bullet points, tables, and direct Q&A formats over long, dense paragraphs.

How to optimize:

• Start with a direct answer to your key topic before expanding on details (e.g., “What is Generative SEO?” → Generative Engine Optimization (GEO) is…).
• Use structured lists, tables, and bullet points to make key information easily extractable by AI.
• Add FAQ sections to target conversational AI queries and improve your chances of being cited in generative AI engine results.

Step 4: Implement content attribution & digital footprint strategies

AI algorithms don’t just scan websites—they learn from citations, mentions, and references across the web. The more widely recognized and referenced your content is, the more likely AI will trust and surface it in generative search results.

How to optimize:

• Secure high-quality backlinks on prominent websites to reinforce your content’s authority.
• Get cited in thought leadership content, research reports, and knowledge panels. (For example, guest posts and outreach links with branded anchor text help AI associate your brand with key topics.)
• Contribute expert insights to industry discussions and forums—like how Herd Links naturally integrates brands into highly moderated, respected Q&A platforms and niche communities. AI recognizes these organic mentions as signals of credibility, strengthening your brand’s presence in generative search.

Step 5: Leverage multi-format content (text, video, audio)

AI-driven search engines don’t just process text—they extract insights from videos, podcasts, PDFs, and interactive content to generate responses.

If your brand relies solely on blog posts, you’re missing a huge opportunity to increase visibility in multi-modal search results.

How to optimize:

• Publish content on YouTube – YouTube transcripts are indexed by AI models and can improve your visibility in AI search indices.
• Offer downloadable resources (PDFs, reports, guides) – AI references structured documents in knowledge panels and summaries.
• Incorporate audio content (podcasts, expert interviews) – AI can pull insights from audio transcriptions and use them in generative search results.

You don’t need to do all these things. One can make a big difference.

And besides, you can introduce a whole new marketing channel for your business.

If you’re publishing quality blog content and you add YouTube on top, that can be a game-changer for your company.

The GEO is simply an additional benefit.

Here’s the key:

Think about how these strategies can help you grow your business and benefit your prospects and customers, instead of focusing myopically on optimizing for LLMs.

Many of these strategies have multiple benefits. From improving user experience to establishing credibility and scaling through new marketing channels.

Case Study: How Viv Leveraged GEO to Drive a 400% Traffic Surge

A notable example of a brand successfully leveraging Generative Engine Optimization (GEO) to receive referral traffic from platforms like ChatGPT is Viv, a period care company.

 In July 2024, Viv experienced a 400% surge in monthly traffic, primarily driven by ChatGPT and Google Gemini recommending their products in response to user inquiries about non-toxic period care. This influx of traffic led to a 436% increase in sales converted from these AI-driven recommendations.

Key strategies employed by Viv:

• Educational Content Creation: Viv published informative blog posts addressing consumer concerns, such as “Lead & Arsenic in Tampons?! Here’s Why Viv is Your Safest Tampon Choice,” which became their top-converting post of 2024.

• Transparent Product Information: The brand emphasized detailed descriptions of their product safety standards, manufacturing processes, and ingredient sourcing across their website and social media platforms.

• Timely Response to Industry News: Following a study revealing harmful substances in popular tampon brands, Viv promptly adjusted their marketing to highlight their products’ safety, aligning with heightened consumer awareness.

By implementing these strategies, Viv effectively positioned itself within AI-generated search results, demonstrating the potential of GEO in enhancing brand visibility and driving sales through platforms like ChatGPT.

You can check the full story on Modern Retail.

The Future of GEO: Where AI Search Is Heading Next

If you think AI search is already changing the game, buckle up—this is just the beginning.

ChatGPT, Google SGE, and other AI-driven search platforms aren’t done evolving. They’re constantly refining how they select and display content, and the companies that adapt early will own the next era of search visibility.

Here’s where AI search is likely heading next—and what it means for you.

Fewer clicks, more on-page answers

We’ve already seen the shift—AI search tools generate full responses instead of just displaying links. Over time, this trend will only accelerate, with fewer users clicking through to websites and more users relying on AI-generated summaries for quick information.

But let’s not jump to doomsday conclusions just yet.

While AI-driven search tools are reducing the need for basic fact-finding clicks, they’re not eliminating the need for in-depth, expert-driven content.

Think about it—when someone asks, “What’s the capital of Switzerland?” an AI-generated answer is all they need.

But when a business owner searches for “best SaaS marketing strategies,” a quick AI-generated list isn’t going to cut it. Because serious decision-making demand depth, nuance, and real-world application—things an AI summary can’t fully deliver.

Google understands this. They can’t afford to eliminate clicks entirely because their entire business model depends on search ads and driving users to websites. If AI search completely replaces organic clicks, Google (and other search engines) risk cannibalizing their own revenue streams.

So what’s more likely?

A balance.

AI will dominate quick-answer queries—definitions, simple facts, and general overviews. But when users need deep insights, case studies or original research, they’ll still need to click through to trusted sources.

And this is where GEO becomes a huge opportunity.

Rather than seeing AI search as an enemy, think of it as a new distribution channel—one that can either bypass your content or act as a powerful amplifier that sends you more engaged, high-intent visitors.

How?

By ensuring that when AI summarizes a topic, it references your content as the go-to source for further reading.

This leads us to the next major shift:

Trust will become the ultimate ranking factor

Right now, AI search tools pull from a wide range of sources, sometimes even citing questionable websites. But as AI models refine their content selection, trust and authority will matter more than ever.

Expect AI search engines to:

✅ Favor well-established brands and thought leaders – If your site has a track record of expertise, it’s more likely to be referenced.

✅ Devalue unverified, AI-generated fluff – Google and other AI-based engines are already working on ways to detect and deprioritize low-quality or superficial AI-written content.

✅ Heavily factor citations and credibility signals — If AI search keeps finding your brand mentioned across high-authority sources, you become part of the knowledge base it trusts.

Voice & conversational AI searches will rise

Typing a query into Google is one thing. Asking an AI assistant is another.

With voice assistants like Siri, Alexa, and Google Assistant integrating more AI-driven search capabilities, optimizing for voice-friendly responses will become more important.

What does this mean for your content?

• More natural language optimization. People don’t speak the way they type. Instead of “best CRM software 2025,” they’ll ask, “What’s the best CRM for a small business?”

• More direct answers. AI search engines favor concise, structured responses—so your content should frontload answers before diving into details (don’t bury the lead).

• Content structured in a Q&A format will perform better. If AI search tools are delivering spoken responses, your content needs to sound natural when read aloud.

Master GEO Before It’s Too Late

Right now, most businesses are still optimizing content for traditional SEO, unaware of how AI is reshaping discoverability.

That’s an opportunity.

The sooner you adapt to AI generative engines, the bigger the competitive edge you’ll have. Businesses that embrace generative SEO today will be miles ahead of those still relying on outdated ranking tactics.

Key takeaways

✅ Traditional SEO is evolving—AI-powered search engines are reshaping how users find information.

✅ GEO SEO isn’t about rankings—it’s about visibility in AI-generated responses.

✅ Entity-based optimization, authority-building, and structured content are critical factors for AI search success.

Final action steps

🚀 Audit your current SEO for AI-friendliness. Look at your content through the lens of GEO—is it structured for AI-generated search results?

🚀 Start structuring content for AI-driven responses. Use FAQ sections, structured data, and entity-based optimization to increase your chances of being included in AI search results.

🚀 Invest in authority-building. Get cited in high-trust sources, contribute expert insights, and focus on credibility—because AI search engines prioritize brands with proven expertise.

Want to future-proof your SEO? Let’s talk.

At Growth Partners Media, we help brands stay ahead of search trends by implementing bullshit-free SEO strategies. If you’re serious about scaling your SEO, let’s connect.

FAQ: Everything you need to know about GEO

Q: What is GEO?

Generative engine optimization (GEO) is the process of optimizing content for AI-driven search engines like ChatGPT, Google SGE, Perplexity AI, and Bing Chat. Unlike traditional SEO, which focuses on ranking high in search results, GEO is about ensuring AI selects your content to include in its generated responses.

Q: Should I ignore SEO and focus only on GEO?

Absolutely not. SEO and GEO work together.

GEO doesn’t replace SEO—it builds on it. Traditional SEO tactics like quality content, backlinks, and technical optimization still matter, but GEO takes it a step further by ensuring your content is AI-friendly and structured for machine interpretation.

Think of it this way:

• SEO helps you compete for Google’s top spots.
• GEO ensures AI-powered tools recognize and use your content in their responses.

If you’re optimizing for search, you should be doing both.

Q: What are the benefits of using GEO?

Mastering GEO gives you a massive competitive advantage in the age of AI-driven search.

• Increased visibility in AI-generated responses – If AI tools cite your content, users see your brand as an authority.
• More credibility and trust – AI selects sources it considers reliable.f your content keeps getting referenced, your brand gains huge credibility.
• Future-proofing your search strategy – AI search isn’t a “maybe”—it’s already happening. Early adopters of GEO will likely dominate search visibility in the coming years.
• Stronger engagement from high-intent users – When users click through from an AI-generated summary, they’re already primed to trust and engage with your content.

Q: How do I know if my GEO efforts are working?

Tracking GEO success is a bit different from traditional SEO, but here’s what to watch:

• Are you being cited in AI search tools? Try searching for key topics in ChatGPT, Perplexity AI, and Google SGE—if your brand is getting referenced, your GEO strategy is working.
• Are you seeing referral traffic from AI-driven platforms? Look for new referral sources in Google Analytics—especially from AI tools pulling information from your content.
• Is your authority growing? More mentions, backlinks, and high-authority citations signal that your content is being recognized and trusted—both by AI and by human users.