Olga Mykhoparkina
Founder, CEO
Search isn’t what it used to be. While Google is still the dominant player, more people are turning to tools like ChatGPT, Perplexity, and Google’s SGE (Search Generative Experience) for quick, AI-generated answers. Instead of scanning links, users are asking questions and expecting summaries, citations, and clear takeaways right away.
That shift is giving rise to a new approach to content visibility: Generative Engine Optimization (GEO). Unlike traditional SEO, which focuses on ranking in search engines, GEO makes your content useful and accessible to AI tools that generate answers.
In this post, we’ll break down what GEO is, how it compares to traditional SEO, and what strategies actually work if you want your content to show up in AI-driven search engines.
What is Generative Engine Optimization (GEO) in digital marketing?
Generative Engine Optimization (GEO) refers to the process of optimizing content to ensure it is prioritized, cited, and integrated into AI-driven search engines’ responses. The goal is to make content highly relevant and accessible for generative AI to include in its synthesized answers.
How GEO works in the context of AI-driven searches
Generative AI platforms rely on large language models (LLMs) trained on vast datasets to generate direct, conversational answers. When users input queries, these systems:
- Analyze intent: They interpret the user’s intent beyond simple keyword matching.
- Synthesize information: The AI scans its indexed data or real-time web sources, extracts relevant information, and generates a cohesive response.
- Prioritize content: Content that is clear, well-structured, and authoritative is more likely to be cited or featured in these AI-generated answers.
GEO ensures that your content aligns with these systems’ preferences by focusing on clarity, relevance, and structured data formats.
Dig deeper: LLMs.txt Files: The New SEO Hack for AI-Powered Search
Examples: How content appears in generative AI research platforms
ChatGPT: If optimized effectively, your content might be directly quoted or summarized when users search for specific topics like “best digital marketing strategies.”
Perplexity: Your content could be highlighted as a trusted source when users select specific focus modes such as “Academic Focus” for scholarly insights or “Web Focus” for general information.
Gemini: Your content might appear as part of a multimodal response that combines text with supplementary visuals or videos for richer user engagement.
Read more: What Is Answer Engine Optimization (AEO) & How to Optimize for It
What is traditional SEO?
Traditional SEO strategy refers to the foundational practices used to improve a website’s visibility and rankings on search engine results pages (SERPs). Its primary goal is to attract organic traffic by optimizing various elements of a website, such as relevant keywords, content, and technical aspects, while building authority through backlinks. Traditional SEO relies on aligning content with user intent and search engine algorithms to ensure relevance and credibility.
How traditional SEO works
Traditional SEO operates through a combination of on-page, off-page, and technical optimization techniques:
On-page optimization:
- Keyword research: Identifying the terms users search for and integrating them naturally into content, meta tags, headers, and URLs.
- Content creation: Producing high-quality, relevant content that addresses user queries and provides value.
- Meta tags: Crafting optimized title tags and meta descriptions that improve click-through rates (CTR).
Off-page optimization:
- Link building: Acquiring backlinks from reputable websites to boost domain authority and credibility.
- Guest blogging: Writing articles for other sites to generate traffic and establish industry authority.
Technical SEO:
- Site speed: Ensuring fast load times for better user experience and traditional search engine favorability.
- Mobile responsiveness: Optimizing design for seamless usability across devices.
- Structured data: Using schema markup to help search engines understand the content better.
Examples of traditional SEO in practice
A blog post optimized with long-tail keywords like “best hiking trails in California” ranks highly on Google SERPs when users search for related topics.
An e-commerce site uses optimized product descriptions, clean URLs, and alt tags for images to improve visibility in search results.
A business website builds authority by earning backlinks from industry-related blogs or directories.
GEO vs SEO: Key differences
| Aspect | Traditional SEO | Generative Engine Optimization (GEO) |
|---|---|---|
| Target platforms | Traditional search engines (Google, Bing) | AI-driven platforms (Google SGE, ChatGPT, Perplexity, Gemini) |
| Primary goal | Improve rankings on SERPs to drive organic traffic | Ensure content is cited or featured in AI-generated answers |
| Optimization focus | Keywords, backlinks, meta tags, and technical SEO | Content structure, E-E-A-T, contextual relevance, and AI readability |
| Key metrics | Traffic volume, keyword rankings, CTR | Inclusion in AI responses, citation frequency, response accuracy |
| Content approach | Keyword-rich, in-depth articles optimized for human readers | Clear, scannable answers with citations, stats, and structured data |
| User interaction | Users click through to websites for information | Users consume answers directly in AI responses, often without visiting sites |
| Update frequency | Adjustments based on periodic algorithm updates (e.g., Google Core Updates) | Continuous adaptation to evolving AI training data and model updates |
| Automation | Manual keyword research, audits, and link-building | AI-driven content generation and real-time optimization |
Unique factors influencing GEO visibility
While GEO shares many principles with traditional SEO, there are unique factors that specifically influence visibility in AI-driven platforms. According to our research, these differences highlight subtle shifts in optimization strategies required for generative engines:
- Unlinked brand mentions: Unlike SEO, where backlinks are critical, unlinked text mentions of your brand or content can significantly improve visibility in large language models (LLMs). AI platforms value these mentions as a signal of authority and relevance.
- Reduced impact of off-topic links and content: Backlinks from irrelevant websites or off-topic content designed solely for traffic (“site reputation abuse”) have minimal influence on LLM visibility. GEO prioritizes contextual relevance over sheer link volume.
- Content type variations: Certain content types, such as PDF documents and knowledge bases, have a greater impact on LLM visibility compared to traditional SEO. Conversely, elements like e-commerce listings may be less effective for generative engines.
- Unique document structures: LLMs benefit from content structured for machine comprehension, such as global document context and clear hierarchies. These formats enhance AI readability but may not directly impact search engine rankings.
- Non-traditional data sources: Generative engines often train on data outside traditional SEO’s scope, including public GitHub repositories, code samples, and knowledge bases. Optimizing these sources can improve LLM visibility without affecting search rankings.
- JavaScript limitations: Unlike search engines that can render JavaScript-heavy content, AI crawlers currently cannot process client-side JavaScript. This makes JS-based content invisible to LLMs while still benefiting traditional SEO efforts.
GEO is still rooted in SEO
Despite these differences, managing indexing, crawling, structuring content for machine readability, and building off-page mentions remain core practices of SEO. Brands that perform well in traditional search also tend to excel in LLM visibility due to overlapping optimization principles.
Top 5 GEO optimization strategies
GEO requires a tailored approach to ensure content is accessible, relevant, and prioritized by AI-driven platforms. Below are key strategies to optimize for GEO effectively:
1. Get cited with content that AI can reference
- Focus on credibility: Include well-researched data, authoritative quotes, and statistics to enhance content reliability. AI platforms prioritize content that provides clear and credible information.
- Use E-E-A-T principles: Ensure your content demonstrates Experience, Expertise, Authority, and Trustworthiness to meet Google’s standards.
2. Use structured data and clear headers
- Leverage schema markup: Structured data helps AI understand your content better by providing detailed metadata. Use schema markup to highlight key elements like FAQs, recipes, or product details.
- Organize content with headers: Use clear headings and subheadings to improve readability for both users and AI systems. Well-structured articles are more likely to be synthesized into generative responses.
3. Fix content structure with summaries and FAQs
- Summarize key points: Start with concise summaries that provide quick insights into the topic. AI systems often pull these for direct answers.
- Include FAQ sections: Answer specific, high-intent content questions using a question-and-answer format. This makes your content ideal for AI engines to extract relevant responses
4. Prioritize topical authority and clarity
- Build depth in your niche: Focus on creating pillar content and supporting cluster articles that establish your expertise in a specific area. This signals topical authority to AI platforms.
- Avoid jargon: Use simple, conversational language that aligns with natural user queries for better AI interpretation.
5. Publish on trusted, crawlable platforms
- Choose reliable platforms: Ensure your content is hosted on well-maintained websites that are easily crawlable by AI systems.
- Maintain freshness: Regularly update your content to stay relevant and improve its chances of being included in evolving generative responses.
With these strategies, businesses can optimize their content for visibility in AI-driven search environments while maintaining credibility and relevance across generative platforms.
You might be interested in: AI Search Optimization: Top Strategies for Success in 2025
Using both SEO & GEO for B2B SaaS marketing
For B2B SaaS marketing, combining GEO and SEO is essential to maximize visibility across both AI-driven platforms and traditional search engines. This integrated approach ensures your content reaches decision-makers at every stage of the buyer’s journey, supported by relevant statistics whether they’re conducting deep research on Google or seeking quick answers from AI-powered tools.
1. Build once, optimize twice
Start with creating high-quality content that follows SEO best practices — keyword targeting, internal linking, search intent alignment. Then go back and add GEO-friendly elements:
- Summarize key takeaways at the top or end
- Break down concepts clearly with headers and bullet points
- Use direct, factual language AI models can easily quote
2. Think like an AI, not just a search engine
AI tools prefer clean, structured content that answers questions quickly. If your blog post includes jargon-heavy copy, long intros, or buried insights, it might be skipped over by generative tools. Instead:
- Use clear H2s that reflect common user queries
- Include TL;DRs or executive summaries and actionable insights
- Make your data sources and claims easy to cite
3. Build a strong SEO foundation
Start with the basics. Technical SEO still matters. Make sure your site is fast, mobile-friendly, and easy for both search engines and AI crawlers to index.
- Identify high-intent, industry-specific keywords that align with your audience’s pain points.
- Create pillar pages and supporting content to establish topical authority.
4. Align with the B2B SaaS buyer’s journey
B2B SaaS buyers often engage in extensive research before making purchasing decisions. Your integrated GEO-SEO strategy should address all stages of the buyer’s journey:
- For TOFU stage, write educational blog posts with concise answers to common questions.
- For MOFU stage, create comparison guides, case studies, and webinars that can be cited by AI tools when users search for solution evaluations.
- For BOFU stage, optimize product pages with structured data and clear CTAs to ensure visibility when users are ready to convert.
5. Leverage trusted platforms for publishing
AI models favor high-authority, crawlable content. Publishing in gated PDFs or complex JavaScript frameworks can limit visibility. Stick to SEO-friendly platforms like your blog or help center, and keep things indexable.
- Publish authoritative content on your own website but also distribute it through trusted third-party platforms like LinkedIn or industry-specific blogs.
- These platforms are often crawled by AI systems, increasing the likelihood of being referenced in generative responses
Related: What is B2B SaaS marketing?
Tools and platforms supporting GEO
Generative Engine Optimization is still evolving, but a few platforms and tools are already playing a big role in how content is discovered, cited, and summarized by AI. For B2B SaaS teams looking to get ahead, here’s where to focus:
Artificial Intelligence search platforms to watch
These are the main platforms where your content can appear in AI-generated responses:
- ChatGPT (with Browsing & Plugins): OpenAI’s ChatGPT can now pull live data with browsing enabled. If your site is crawlable and structured well, it can be cited as a source.
- Perplexity AI: This AI search engine is designed to summarize and cite multiple sources directly. It heavily relies on clear, authoritative content, especially from SaaS blogs, docs, and help centers.
- Google SGE (Search Generative Experience): Google is rolling out AI-generated summaries at the top of search results. Sites with clear answers, structured data, and strong topical relevance are more likely to be referenced.
- You.com and Bing Chat: These AI-assisted tools also pull from live web content, especially when it’s well-structured and easy to quote.
Tools that can help you optimize for GEO
While there’s no all-in-one GEO toolkit yet, several tools can help you track visibility and improve your content:
- SparkToro: Great for identifying where your audience is spending time and which authoritative and credible sources they trust and useful for guiding content strategy and building topical authority.
- AlsoAsked & AnswerThePublic: Use these to surface real questions your audience is asking, which can be turned into answer-focused content that works for GEO and SEO.
- Surfer SEO or Clearscope: These help optimize for readability, clarity, and keyword use. All these are important for getting picked up by generative engines.
- Google Search Console: Still useful for tracking traditional performance, and it can reveal which pages are primed for GEO tweaks (high impressions but low clicks, for example).
Key takeaways
- GEO vs. SEO: GEO focuses on optimizing content for AI-driven platforms like ChatGPT, while traditional SEO targets search engine rankings.
- Top GEO strategies: Focus on credible, well-structured content with clear headers, summaries, and FAQs.
- B2B SaaS strategy: Combine SEO and GEO by building a strong SEO foundation and then adding GEO-friendly elements to your content.
- Tools & platforms: Focus on AI platforms like ChatGPT, Perplexity AI, and Google SGE, and use tools like SparkToro and Surfer SEO to optimize content.
Conclusion
The rise of AI-driven search necessitates a shift towards GEO. It focuses on optimizing content for AI platforms by ensuring it is credible, well-structured, and easily accessible. While traditional SEO remains important, integrating GEO strategies is important to maintain visibility and enhance credibility.
If you’re struggling to get SaaS leads with data-driven content? Let Quoleady handle your content strategy, creation, and promotion. Book a call today!
FAQs
What is the difference between SEO and GEO?
SEO aims to focus on ranking in search engine results pages (SERPs), while GEO makes your content accessible and quotable by AI tools that generate answers, like ChatGPT or Perplexity.
What does GEO mean in SEO?
GEO stands for Generative Engine Optimization. It’s an approach that complements SEO by optimizing content for visibility in AI-generated responses instead of just traditional search rankings.
Will GEO replace traditional organic search strategies?
No, GEO won’t replace SEO but will work alongside it. As Artificial Intelligence tools become more common, brands need to optimize for both GEO and SEO to increase their online visibility.
What type of content quality is most likely to be cited by AI tools?
Clear, factual, and well-structured content performs best. AI tools prefer concise answers, proper formatting (like headers and bullet points), and sources that are easy to reference.
Can GEO and SEO work together in a single content strategy?
Yes. You can create SEO-optimized content and enhance it with GEO-friendly elements like summaries, structured answers, and clean formatting to cover both types of search.
