What it is
GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) — the practice of shaping content so AI engines cite and recommend your brand inside a synthesised answer. The goal has shifted from "position 1–10 in the results" to "be the source the model links to".
Where it came from
The terms entered the marketing vocabulary in 2025, once ChatGPT Search, Perplexity and Google AI Overviews reached scale. The term GEO itself was established by an academic paper (Princeton and others) in 2023–24, and the industry picked it up from there.
Why it took off
If the answer is handed to you right in the chat, there is no reason to click through to your site.
eMarketer: 31.3% of the US population will use gen-AI search in 2026. Ahrefs: AI Overviews cut CTR for top content by 58%. Brands quoted in AI Overviews get 35% higher organic CTR. Traffic is draining from "blue links" to the answer — and a spot in that answer is now contested.
How to use it today
- Write to be extractable: a clear answer in the first paragraph, question-shaped headings, lists, tables, FAQ blocks.
- Add unique data (your own statistics, cases, numbers) — it is a citation magnet.
- Structure it with markup (schema.org) and keep your authority up: mentions on Reddit, YouTube and Wikipedia — models pull from there.
- Monitor whether you're being cited: ask ChatGPT/Perplexity about your own topics.
What to watch out for
GEO complements SEO rather than replacing it: the same authority and relevance signals apply. Google flatly calls "optimizing for AI search" the same old SEO. The metrics are immature — attributing AI traffic is hard, so don't chase "hacks".