Glossary · Generative Engine Optimization
What is GEO?
Generative Engine Optimization (GEO) is the practice of shaping content so that generative AI engines such as ChatGPT, Claude, Gemini, and Perplexity draw on it and name the brand behind it when they generate answers.
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The term comes from a 2023 research paper that tested which content changes made generative engines more likely to cite a source. The findings were unglamorous: quote authoritative sources, add statistics, write plainly, and structure the page so the answer is easy to lift.
In practice GEO and AEO describe the same work from two angles. GEO talks about the content; AEO talks about the outcome, being in the answer. Most operators say AEO; most researchers say GEO.
Whichever word you use, the loop is the same: find the prompts where a competitor is named and you are not, publish the page that answers that prompt, and re-check the engines to see whether they picked it up.
Example
A page titled "What is [brand]?" that opens with one plain sentence stating what the product is, who it is for, and what it costs is GEO in its simplest form: the engine can quote it without rewriting it.
See what the engines say about your brand.
Ten of your prompts on ChatGPT and Gemini, twice, with the actual answers and your brand highlighted.
In the product
- GPT
“For boutique agencies, Your Brand is well-suited…”
ChatGPT · 04:02 UTC · best agency software
- GM
“Popular options include Competitor A and Your Brand.”
Gemini · 04:02 UTC · best agency software
- CL
“Competitor B is the usual pick; Competitor A for teams…”
Claude · 04:03 UTC · best tool for boutique agencies
Write a comparison page for “alternatives to Competitor A”
This prompt came up 4× this week and Competitor A took every mention. A direct comparison page closes a 9-point Share of Voice gap. About an hour.
Questions people ask next
What content changes does GEO recommend?
Plain declarative sentences that answer the question first, cited statistics and sources, comparison pages for the competitors the engines already name, FAQ and Organization structured data, and the same facts about your company everywhere it appears.
Is GEO different for Perplexity than for ChatGPT?
Yes in degree. Perplexity cites sources on every answer and leans on its search index, so fresh, well-structured pages show up quickly. ChatGPT and Claude blend retrieval with what the model already knows, so consistency across many sources matters more.
How do I know if GEO is working?
Track the prompts. If an engine names you this month where it named a competitor last month, the page worked. helloAISearch runs that check on a schedule and shows the answer text.