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Generative engine optimization (GEO) is the work of making a brand and its pages easier for generative AI tools, such as AI search and chat assistants, to find, understand and mention in their answers. It overlaps heavily with SEO and answer engine optimization, and there is no agreed method yet.
In short
The term is new, and different people use it differently. Some mean tuning pages for AI search results, others mean building a brand that AI tools mention. Treat any promise of assured mentions with caution: the tools do not publish how they choose sources, and results change as the tools change. A software company in Vancouver wondering how an AI assistant describes its category would be asking a GEO question.
Clear, accurate, well-sourced pages that name their authors, consistent company details across the web, and pages that search engines can crawl and index. These help ordinary search too, so the work is not wasted if a particular AI tool changes how it behaves.
For Google's own AI features, the company says there are no additional requirements beyond good SEO practice. Source: Google Search Central, read 9 November 2026. Our AI search service covers how we approach it.
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