What is GEO? Complete Guide 2025
GEO (Generative Engine Optimization) is about optimizing your brand's presence in responses from generative AIs like ChatGPT, Gemini, and Perplexity. Unlike SEO which targets traditional search engines, GEO targets AI answer engines that synthesize information and directly recommend brands to users.
Search is evolving. Today, millions of users ask their questions directly to ChatGPT, Gemini, or Perplexity rather than Google. These AIs don't return links — they directly recommend brands.
This is where GEO (Generative Engine Optimization) comes in.
Definition of GEO
GEO encompasses all techniques and strategies aimed at optimizing a brand's visibility in responses generated by conversational artificial intelligences.
Unlike traditional SEO that seeks to position web pages in search results, GEO aims to have your brand mentioned and recommended by AI.
Why GEO Has Become Essential
The AI Search Explosion
In 2024, ChatGPT surpassed 200 million weekly active users. Perplexity processes over 100 million queries per month. These numbers keep growing.
When a user asks "What's the best private bank in Switzerland?", the AI doesn't return 10 blue links — it directly names institutions and explains why.
Changing User Behavior
Consumers increasingly trust AI recommendations:
- 72% of users trust ChatGPT suggestions
- 65% discovered a new brand through AI
- 48% purchased a product recommended by AI
If your brand isn't cited, it becomes invisible to this growing audience.
The Pillars of GEO
1. Presence in Training Sources
AIs rely on data corpora to formulate their responses. Being present on authoritative sources (Wikipedia, recognized media, scientific publications) increases your chances of being cited.
2. Information Consistency
AIs cross-reference multiple sources. If your information is contradictory (website vs social media vs press articles), the AI may ignore you or transmit erroneous data.
3. Topical Authority
Like SEO, being recognized as an expert in a field increases your visibility. Publish quality content, get mentions, build your reputation.
4. Monitoring and Measurement
You can't optimize what you don't measure. Specialized tools allow you to track your AI visibility and identify improvement opportunities.
GEO vs SEO: Complementary, Not Competing
| Aspect | SEO | GEO |
|---|---|---|
| Target | Search engines | Generative AI |
| Goal | Rank pages | Be cited/recommended |
| Key metric | SERP position | AI share of voice |
| Result | Traffic to site | Direct recommendation |
Both strategies reinforce each other. Good SEO improves your presence in sources that AI uses.
How to Get Started with GEO
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Audit your current visibility — How often are you cited by ChatGPT, Gemini, Perplexity?
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Identify key queries — What questions do your potential customers ask AI?
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Analyze your competitors — Who is being cited instead of you?
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Optimize your sources — Ensure consistency of your information everywhere.
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Measure and iterate — GEO is an ongoing process.
Conclusion
GEO is no longer optional. With the massive adoption of conversational AI, brands that neglect this channel are losing a growing share of their visibility.
The good news: GEO is still in its early stages. Companies that engage now are taking a significant lead over their competitors.
Frequently Asked Questions
What's the difference between SEO and GEO?
SEO optimizes for traditional search engines (Google, Bing) that display links. GEO optimizes for AI engines (ChatGPT, Gemini, Perplexity) that generate direct answers and recommend brands.
Will GEO replace SEO?
No, both are complementary. SEO remains essential for organic traffic. GEO is becoming crucial as more users get answers directly from AI without clicking links.
How do you measure GEO visibility?
Tools like Repliq automatically measure how often your brand is cited by ChatGPT, Gemini, and Perplexity, and compare your position against competitors.
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The AI Visibility Audit: The First Step Before Any Optimization Strategy
An AI visibility audit analyzes your current presence on ChatGPT, Gemini, and Perplexity: how often you're mentioned, with what sentiment, for which questions. It's the essential starting point before any GEO strategy.
The 3 Essential GEO KPIs: Visibility, Sentiment, Recommendation
GEO is measured with 3 essential KPIs: Visibility (are you mentioned?), Sentiment (how are you described?), and Recommendation (are you suggested as a solution?). These metrics replace traditional SEO rankings for evaluating your presence on ChatGPT, Gemini, and Perplexity.
How B2B Decision-Makers Use Perplexity to Evaluate Your Solutions
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