Generative engine optimisation (GEO) is the practice of improving how often, and how favourably, a brand is cited, named and recommended in answers from AI engines such as ChatGPT, Google AI Overviews, Gemini, Perplexity and Copilot.
GEO builds on SEO. AI engines retrieve pages from search indexes, so crawlability, indexation and authority still matter. GEO adds passage structure, brand naming inside answers, entity consistency and work on the third-party sources AI engines trust. Progress is measured on a fixed prompt set, using shares such as citation share and mention share.