Generative Engine Optimization (GEO): How to Do It in 2025

Generative AI is changing how people search. And it’s happening fast.

Tools like ChatGPT, Perplexity, and Google’s AI Overviews are reshaping how content is discovered and consumed. If you’ve noticed a dip in traffic, especially for your blogs or how-to guides, it’s not just you. The way people find answers is evolving.

This is the era of Generative Engine Optimization (GEO). Your content needs to rank not just for people, but for AI tools too.

So, what exactly is GEO? And how do you keep your content visible in this new search experience?

Let's find out!

Quick Summary

GEO means optimizing content for AI-powered search tools like ChatGPT and Perplexity.
Rank in Google’s top 10 and write clear, question-focused content.
Build strong brand mentions and unique, original insights.
Use AI to assist, not replace, your writing.
Keep your technical SEO solid for AI and users.
Don’t ignore Bing, it powers many AI search engines.
Blocking AI bots like GPTBot can limit your chances of being cited.

What Is Generative Engine Optimization (GEO)?

Generative Engine Optimization is the practice of optimizing content for AI-powered search engines and chat interfaces, not just traditional search results.

Unlike classic SEO that relies on Google rankings and backlinks alone, GEO focuses on how AI models choose, summarize, and cite content in their responses.

You’ve probably seen it. You ask ChatGPT a question and get a detailed answer. Sometimes with links. Sometimes not. And that’s the problem, in this process, you'll get fewer clicks and more AI summaries.

So, how do you get your brand mentioned or your site cited in those answers?

That’s exactly what GEO is about.

Think about it: Are you optimizing content for users and machines that summarize?

Why Your Traffic Might Be Dropping (Even if Rankings Look Fine)

AI isn't killing SEO, but it’s quietly siphoning off a chunk of your traffic.

Here’s how:

Fewer clicks, same impressions: AI Overviews and chatbots give answers directly. Users get what they need without clicking your link.
Top 10 or nothing: Google’s AI summaries only cite top-ranking content. If you're not already there, you're invisible.
Informational content gets hit first: Blogs, how-tos, and definitions, the stuff AI is best at summarizing, are the most affected.

But here’s the good news: You can adapt.

Instead of chasing more clicks, GEO is about maximizing visibility, citations, and brand mentions inside these AI tools.

Are your top blog posts still converting, or just getting fewer clicks than before?

Generative Engine Optimization: The 6 Pillars That You Must Follow

Let’s break down what actually works in this new AI-first search world.

1. Rank in Google’s Top 10 (Still Non-Negotiable)

AI doesn’t magically find great content; it still pulls from top results.

Here’s what to focus on:

E-E-A-T: Show real expertise and firsthand experience.
Long-tail keywords: Target specific questions, not just trophy phrases.
Great meta descriptions: Write engaging meta descriptions that hook readers (and machines!) with clarity.
Backlinks still matter: Authority is foundational, and AI uses it to validate trust.

Are your best posts ranking on page 1 or stuck on page 2 with no clicks?

2. Write Like You’re Answering a Real Question

Generative search is conversational. Your content should be too.

To make AI love your content:

Use natural, question-based language (“How do I…” / “What’s the best way to…”)
Add a TL;DR summary at the top.
Include FAQs at the bottom.
Use clear H2 and H3 headings, as machines scan the structure.
Keep explanations crisp and context-rich.

Are your blog posts easy to scan, summarize, and cite?

3. Brand Mentions Are the New Backlinks

AI models rely heavily on entity recognition: brands, people, and products they trust.

Here’s how to boost your brand’s chances of being cited:

Add organization schema to your site
Get listed on Google Business Profile, Bing Places, Yellow Pages, and BBB
Syndicate your content to LinkedIn, Reddit, Medium (AI crawls these!)
Appear in “Best of” listicles, AI pulls from curated authority sources
Run ads or publish jobs, anything to increase brand searches

Are people Googling your brand more this month than last?

4. Create “Hidden Gem” Content AI Can’t Easily Replace

AI struggles with fresh ideas, original research, and real experiences.

That’s your edge.

What works:

Publish case studies, firsthand insights, and niche guides
Include user-generated content from forums or reviews
Try interactive tools or calculators (harder for AI to summarize)

Remember, AI is great at summarizing what’s already known. So give it something new.

Are you creating content that only you could write?

5. Use AI… But Don’t Let AI Use You

Google’s March 2024 update hit AI-spam hard.

Here’s how to stay safe:

Use AI to generate ideas, not publish raw drafts
Always edit with a human eye for tone and clarity
Avoid mass-producing content with zero depth
Let AI help with data analysis, summaries, and trends

Is your AI-written content actually helping or just adding noise?

6. Don’t Forget the Technical Stuff

Before you dive deep into strategy, check your basics.

Your site should:

Load fast on mobile
Be SSL-secured
Have clear navigation and internal linking
Include About Us, Contact, and review signals

Are your SEO foundations strong enough to support an AI-ready strategy?

Bonus: Video, Community & Alternative Citations

Generative engines like Perplexity and even Google’s AI Overviews are citing YouTube more than ever.

Try:

Embedding videos in your blog posts
Structuring YouTube videos with timestamps and summaries
Participating in Reddit, Quora, or X (Twitter) discussions, AI pulls from these!

Could your next blog post also double as a quick YouTube video?

Don’t Ignore Bing: The Silent Power Behind Generative Search

While most SEO strategies focus on Google, Bing quietly powers some of the most influential AI tools today, and it's a major player in Generative Engine Optimization.

Why Bing Matters:

ChatGPT’s browsing tool uses Bing Search
Microsoft Copilot (built into Edge and Windows) pulls data directly from Bing
Tools like Perplexity AI often use Bing APIs for real-time answers
Edge sidebar search is Bing-based and widely used in enterprise environments

That means if you’re not visible on Bing, you could be missing out on citations in:

ChatGPT answers
Microsoft Copilot responses
Perplexity summaries
Edge sidebar queries

How to Optimize for Bing:

Set up Bing Webmaster Tools and submit your sitemap
Claim your business in Bing Places
Add structured data (schema) for FAQs, HowTos, and Organization info
Use clean HTML, avoid JavaScript-heavy layouts
Get listed on directories like BBB, G2, Yelp
Write in a natural, conversational tone

Still optimizing for Google only? You might be missing where ChatGPT is looking.

Should You Block AI Bots Like GPTBot?

Here’s the tradeoff:

Block AI if:

Your content is behind a paywall
You offer a tool or experience that AI could cannibalize

Let AI crawl if:

You want to be cited in ChatGPT, Perplexity, or Gemini
You rely on organic search traffic for brand trust

To block GPTBot, add this to your robots.txt:

User-agent: GPTBot
Disallow: /

But remember, if you block AI, someone else will take your spot.

Are you protecting your content or hiding it from the future of search?

How SEOs Can Use AI to Their Advantage

AI isn’t just a threat, it’s also your new best assistant.

Use it to:

Discover long-tail keywords fast
Analyze competitors at scale
Audit your content in seconds
Suggest internal links and rewrite drafts
Visualize trends before they go mainstream

Are you spending hours on tasks AI could handle in minutes?

We've a series of blogs on AI and ChatGPT, you can learn more about them from these resources:

Common FAQs on Generative Engine Optimization

1. What’s the difference between Traditional SEO and Generative Engine Optimization (GEO)?

While both aim to increase online visibility, SEO focuses on improving rankings in search engine results pages (SERPs), whereas GEO optimizes content for inclusion in AI-generated responses. Generative Engine Optimization involves structuring content to be easily understood and cited by AI models.

2. Why do AI search engines care about Entities like brand names or organizations?

AI models rely on recognized entities (brands, people, products) to cite trustworthy sources. The more structured and widely-referenced your brand is, the more likely you are to be cited.

3. How does content syndication across platforms like Reddit or LinkedIn improve AI visibility?

Distributing content across platforms like LinkedIn, Reddit, and Medium increases brand exposure and entity recognition. These platforms are heavily crawled by AI models, improving your chance of being cited.

4. How important is Schema Markup for getting cited by AI tools like ChatGPT or Perplexity?

Using structured data like FAQ, How-To, or Organization schema helps AI better understand and extract key information, boosting your chances of citation in responses.

5. How can I test if my content works well with AI tools?

Use prompt simulation by asking ChatGPT, Perplexity, or Gemini questions your content answers. If your brand or page isn’t cited, refine structure, authority, or language.

Final Thoughts: GEO Isn’t a Trend, It’s the Next Chapter

Generative Engine Optimization isn’t replacing SEO. It’s building on it.

Think of it as:

SEO → GEO
Ranking → Referencing
Clicks → Citations
Search → Conversation

The brands that embrace this shift early will dominate AI-assisted discovery.

So here’s the question: Is your content ready for the next evolution of search?

Products

Generative Engine Optimization: How to Rank in Google AI Overview