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For fifteen years, being found online meant one thing: ranking on a page of blue links. You optimised a page, earned some links, and waited to climb. That game still matters, but it is no longer the only one being played. More and more, people skip the links entirely and simply ask an AI.
When someone asks ChatGPT, Perplexity or Google’s AI Overviews a question, they get an answer, not a list. Your brand is either part of that answer or it is invisible. That shift has a name: generative engine optimisation, or GEO.
So what is GEO?
GEO is the work of making sure your brand is understood, trusted and cited by AI systems when they generate answers. Where SEO asks “how do we rank this page?”, GEO asks “how do we become the source the model reaches for?” The two overlap, but they are not the same.
What actually changes
- The unit of visibility moves from a ranked page to a cited claim inside an answer.
- Clarity beats cleverness. Models favour content that states things plainly and backs them up.
- Entities matter more than keywords. Being a recognised thing, with consistent signals across the web, is what gets you quoted.
- Authority compounds. The more often reliable sources reference you, the more the models trust you.
You do not win AI search by hacking it. You win it by being genuinely the clearest, most trustworthy answer.
Where to start
Start by checking how you already show up. Ask the main engines the questions your customers ask, and see whether you appear, and whether what they say about you is right. From there it is foundations: clear, well-structured content, consistent entity signals, and the kind of authority that earns citations.
None of this replaces SEO. It extends it. The businesses that win the next few years will treat search and AI visibility as one job, not two.
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