Generative engine optimization

Generative engine optimization (GEO) is the process of improving the visibility, relevance, and structure of content in response to queries made to generative engines, such as large language models (LLMs).

Similar to search engine optimization (SEO), which is aimed at improving visbility in traditional search engines, GEO focuses on improving visibility in artificial intelligence platforms, such as ChatGPT, Claude (AI), and Gemini.^[1]

The term "generative engine optimization" is not universally adopted. Related terms include answer engine optimization (AEO),^[2] artificial intelligence search optimization,^[3] and artificial intelligence optimization.^[4]

History

The concept of generative engine optimization gained prominence in the early 2020s with the rise of conversational AI and generative tools. As platforms like OpenAI's ChatGPT and Google's Gemini became widely used, marketers and content strategists began exploring ways to influence how their information appears in AI-generated answers.^[1]

Industry applications

• Marketing: Companies structure content to be included in AI-generated product comparisons, summaries, and recommendations.^{[citation needed]}
• Web platforms: Services like Wix and WordPress have launched tools to help users improve AI visibility.^[5]
• Reputation management: Individuals and brands experiment with phrasing and formatting to influence how they are represented in chatbot-generated responses.^{[citation needed]}

Issues and criticism

Some commentators express concern that GEO may lead to manipulation of AI-generated responses, echoing earlier debates around SEO "gaming" and misinformation.^[1] Others warn that over-optimization could reduce information diversity or reinforce existing algorithmic biases.^{[citation needed]}

See also

• Large language model
• Prompt engineering
• Search engine optimization