GEO (Generative Engine Optimization) and How to Get It Right

The world of search is evolving faster than ever, and with it, the way we optimize content. If you’ve been following the buzz around generative engine optimization (GEO) and AI optimization, you know it’s a hot topic right now—everyone’s talking about it!

But here’s the thing: while many experts touch on GEO search, most don’t dive into the actionable insights you need to actually adapt and thrive in this new landscape.

I’ve researched, tested, and put together strategies that are not only valuable but also practical and easy to implement. 

This isn’t just theory or fluff; it’s real advice, based on real-world testing, that can make a difference for your content and rankings. If you’re ready to move beyond the basics and dive into the true potential of GEO, keep reading. This article will give you the tools you need to succeed.

How AI is Impacting Organic Search

AI is revolutionizing everything we thought we knew—it’s transforming content creation, reshaping marketing trends, and redefining the very nature of organic search and optimization. 

On one hand, it allows brands to produce more content faster, leading to an oversaturation of results on the search engine results page (SERP). 

On the other hand, Google is leveraging AI to deliver more comprehensive and accurate answers while simultaneously ensuring users spend more time within its ecosystem.

We’ve already seen this with featured snippets, knowledge graphs, and ads taking up more space. Now, AI-powered Overviews are answering user queries directly on the results page, leaving organic listings pushed further down. 

This means less visibility for your content, making it harder to capture attention unless you adapt.

Look, even this very topic brings AI generated results.

So, first, thank you for clicking through! And second, let’s dive into what we can do about generative SEO.

This shift isn’t random; it’s part of Google’s broader strategy to maximize user engagement on its platform. The longer users stay on Google, the more ad revenue it generates and the more opportunities it has to steer users toward services like Maps, YouTube, and Shopping. 

What’s different now is how AI is making this possible by delivering instant, conversational answers that reduce the need to click away even more.

As marketers, it’s clear that sticking to traditional SEO strategies isn’t enough. To stay competitive, the answer lies in embracing generative engine optimization (GEO). Only by aligning our content with how AI interprets and prioritizes information, will we be able to maintain visibility and ensure our message is part of this new search landscape. 

Let’s see what GEO is all about, and how to adapt your AI and SEO game in 2025.

What is Generative Engine Optimization (GEO)?

Generative engine optimization (GEO) is the process of optimizing content to make sure it’s accurately understood, used, and prioritized by AI-driven search engines. Instead of solely aiming to rank on traditional search engine results pages, GEO focuses on creating content that feeds into the conversational and synthesized answers generated by AI models.

In simple terms, GEO—also called generative search optimization or generative SEO—is about helping AI provide better, more accurate responses that include your brand or message. 

It’s undoubtedly true AI is shaping the way we do SEO in 2025. So generative engine optimization comes as an extra step beyond traditional SEO, embracing the way generative AI interprets and delivers information to users.

GEO is not just about improving search engine visibility—it’s about positioning your content to be included in the curated, conversational responses these AI tools deliver, while also making sure your brand doesn’t fall behind. 

Differences Between SEO and GEO

As search technology evolves, so do the strategies behind optimizing content. While traditional SEO (search engine optimization) has long been the go-to method for improving a website’s ranking on search engine results pages (SERPs), the rise of AI-powered tools has introduced a new challenge for marketers: generative engine optimization (GEO). Let’s go through the key differences between SEO and GEO. 

SEO (Search Engine Optimization) VS GEO (Generative Engine Optimization)

Optimization Efforts

Traditional SEO focuses on tailoring content to meet the criteria of search engine algorithms, such as keyword density and other on-page elements. The goal is to secure higher rankings on search engine results pages (SERPs) by aligning with established ranking factors.

Generative search optmization, on the other hand, shifts the focus to crafting content that AI engines can easily synthesize and present as part of their dynamic, conversational outputs. This involves prioritizing clarity, structure, and contextual depth to ensure AI tools understand and include your content in their generated answers. 

Goal

SEO is centered on improving rankings on search engine results pages (SERPs), making it easier for users to find and click on your content among a list of sources. The primary aim is to drive traffic to your website by adhering to traditional ranking factors.

GEO, however, takes a different approach. Its goal is to make content scrappable and usable by AI engines, enabling it to be synthesized into the concise, conversational responses that users increasingly rely on. 

Output 

With SEO, the typical result is a ranked list of sources on the SERP, but it also includes additional content like featured snippets, knowledge graphs, image packs, and other rich results that provide users with more detailed information.

In contrast, GEO focuses on generating AI-powered summaries or conversational answers. Instead of directing users to various sources, AI synthesizes content into succinct, direct responses that aim to answer the query right within the search interface. 

Challenges

SEO isn’t easy. You have to share the space with a huge amount of URLs, so that makes it hard enough already for any website to stand out. But as if it wasn’t enough, you’re not only competing with other websites but also with Google’s features like snippets, knowledge graphs, and image packs, which take up valuable space on the SERP. This makes it harder to stand out and capture attention, even if you rank well.

However for GEO, the challenge is even bigger, so no wonder why 21 % of SEO experts fear generative search optimization. With AI producing direct answers within Google’s interface, users may not need to leave the platform to find what they’re looking for. So, yes, it will be hard to position your content in a way that AI engines will choose it as a trusted source for their summaries or responses, but the actual struggle will be to ensure users still want to click through for more in-depth information.

How Does Generative AI Work? AKA the Science Behind GEO

Generative AI and answer engines have revolutionized the way information is delivered to users by synthesizing content in response to queries. These systems work by processing vast amounts of data, identifying patterns, and generating human-like answers that address the user’s needs without requiring them to visit multiple sources. Here’s a breakdown of how they work:

1. Data Processing: Generative AI engines analyze large datasets, often pulling information from a variety of sources—articles, websites, books, and more. The AI is trained to recognize context, intent, and relevance to better understand what the user is asking. And not only in text, but it’s also able to pull information from images, videos, etc.
2. Natural Language Understanding (NLU): When a user submits a query, the AI engine first interprets the question by understanding the context, intent, and specific information the user is seeking. It identifies key terms and determines what the user really wants to know, going beyond simple keyword matching to really understanding the meaning behind the question. .
3. Content Synthesis: Once the query is understood, the engine generates a response by synthesizing information from the sources it’s processed. This could be a short summary, a direct answer, or a more in-depth explanation, depending on the complexity of the query. What’s important is that instead of simply listing sources, the AI presents a summary or direct answer, combining insights from multiple sources into one cohesive response. If available, generative AI can also leverage personal data, such as user preferences or conversation history. This allows the system to tailor responses more effectively, providing customized or context-aware answers based on past interactions, preferences, or geographic location.
4. Continuous Learning: As users interact with AI-powered systems, the AI engine learns and improves. What’s really impactful, though, is that it also adapts to new information, refining its responses to provide more relevant answers over time. This means AI-generated answers are constantly being updated and refined in real-time, making it harder to secure a consistent placement. The answers can change frequently, so content that ranks today might not hold its position tomorrow. This constant shift makes it even more challenging to maintain a stable spot, adding another layer of complexity for marketers and content creators.

8 Strategies to Adapt to Generative Engine Optimization

Now that we’ve explored what generative engine optimization (GEO) is and how it works, it’s time to dive into the strategies that will help you adapt and thrive in 2025. 

Believe me, I’ve been struggling with GEO myself. So I’ve been researching a lot. I mean, A LOT. 

Over time, I’ve learned through trial and error what really works when it comes to optimizing content for AI-driven search results. So In this section, I’ll go through 8 GEO strategies to help you optimize your content for AI-driven search, meeting the needs of both users and search engines. 

Disclaimer: If you’ve been researching generative search optimization, I’m sure you’ve come across this paper at some point. Seriously, everyone’s talking about it. And all the articles ranking on SERP (as of today) cite it as a source. 

While it’s great to see that research is being done, the truth is not everyone is satisfied with its take-aways (check out the conversation here). As Reddit users point out “ a lot of key details are missing”.

So I’ve taken the time to test and experiment with some other strategies myself, and what I’m sharing here are the insights that have worked after hands-on application (at least for me).

I hope these strategies will give you the edge you need to make your content more discoverable and relevant, ensuring your content is loved by AI systems and users alike.

Let’s take a closer look at what truly makes a difference.

1. Do Not Replicate SEO 

Traditional SEO methods do not directly apply to AI-generated results, and here’s why. 

Unlike search engines, which primarily rely on keyword matching to rank content, generative engines use sophisticated language models to process source documents and generate responses. These AI models don’t just match keywords—they analyze the nuances of text and better understand both the content and user queries. 

That means sticking to old SEO tactics won’t cut it anymore. To stay ahead, we need to develop new techniques tailored specifically to the way AI engines understand and present content. That’s truly what AI optimization stands for. 

2. Choose Your Queries Smartly 

Not every query will trigger AI-generated answers, so not all queries require special optimization for GEO SEO. 

As a general rule of thumb, focusing on informative keywords is a solid starting point for your GEO search strategy. Informative queries, such as “what,” “how,” “when,” and “why,” are ideal for GEO, as generative engines excel at providing clear, direct answers to these types of questions.

It doesn’t come as a surprise that long-tail keywords, natural language queries, and conversational phrases are becoming increasingly common for AI generated responses, as users expect more direct and personalized content. 

However, I’ve experienced that Generative SEO doesn’t make much sense for local queries, as Google tends to prioritize map results. The same goes for transactional queries, since Google typically directs users to Google Shopping results.

If you’re working on an ongoing project and notice a loss of clicks to AI overviews, start by targeting those keywords that are seeing AI-generated results. That will be a great starting point. 

3. Test Content That’s Already Ranking on the SERP

If your content is already ranking well on the traditional SERP, then you’re off to particularly a good start for GEO optimization. 

Being visible in search results gives you a strong foundation to optimize for AI engines. However, just because you’re ranking doesn’t mean you’ll automatically appear in AI-generated answers. 

Generative engines look for specific qualities—like clarity, structure, and relevance to user queries—that might not always align with traditional SEO ranking factors. So, even if you’re high on the SERP, you still need to adjust and optimize your content to meet the unique demands of AI engines.

4. Make Your Content Relevant

The more relevant your content is to a specific user query, the more likely it is to appear in AI-generated answers.

This goes against the trend of creating long, all-encompassing articles that try to cover every angle of a topic, as old SEO required for. 

Instead, focus on creating concise, targeted content that addresses specific questions or problems from a very particular angle. By narrowing your scope and providing highly valuable, focused information, you increase your chances of being selected by AI engines, as they prioritize content that is specific, clear, and directly aligned with user intent. 

Additionally, study the topics, response structures, and sources that trigger AI-generated overviews. Look at which formats—whether paragraphs, lists, videos, or tables—are preferred by AI engines. Identifying these trends will allow you to tailor your content to match the most effective formats.

5. Use an Easy-to-Scan Structure

Make sure your content is scannable. The text that gets picked up is typically concise and easy to digest. 

Besides, from what experts have observed, AI engines tend to take the content they scrap from the beginning of the article. 

One key strategy that seems to be working is including a summary or key takeaways in the first paragraph. This increases the chances of your content being chosen by AI engines because it quickly provides clear information right at the start. 

So, structure your articles with this in mind to make it more likely for your content to be included in AI-generated answers.

6. Focus on Quality and Originality 

Generative AI models are trained on vast datasets, allowing them to identify and prioritize high-quality, original content. To stand out, your content must go beyond the basics and offer something unique. 

In-depth, well-researched articles that provide fresh insights or a unique perspective are more likely to get recognized by AI engines. Quality and originality aren’t just buzzwords—they are key factors that help ensure your content is valued and selected for AI-generated summaries. 

When you focus on providing real value to users, you increase your chances of being picked up by AI engines over competing, generic content.

7. Demonstrate Experience and Expertise

To stand out in the world of generative search optimization, it’s crucial to showcase firsthand experience and credibility in your content. AI engines are more likely to prioritize content that demonstrates genuine expertise. 

Content creators should ensure that their work is written or reviewed by individuals who have real-world experience on the subject matter. This could mean incorporating personal stories, case studies, and original images or videos that show deep knowledge and firsthand involvement in the topic.

Alongside this, detailed author bios are essential. Create bios that highlight the author’s background, credentials, and achievements. This not only helps build trust with your audience but also with AI optimization systems, which may prioritize content from authoritative sources. 

On the same note, establishing your site as a reliable resource requires citing reputable sources, incorporating expert quotes, and backing up claims with insightful statistics and data. 

8. Submit for Reindexing 

As we mentioned earlier, AI overviews are constantly being updated in real-time, making them more dynamic and ever-changing. While this presents a challenge, it also creates an opportunity. 

By submitting your content for reindexing after you optimize it for GEO, you give search engines the chance to pick up any new updates or improvements you’ve made, increasing the likelihood that your content will be recognized and selected for AI-generated summaries. 

Reindexing your pages signals Google that your content remains fresh and relevant, giving it a better shot at appearing in those AI overviews.

Needless to say, constant monitoring is key to ensuring that your content doesn’t get outranked. Keep an eye on whether your articles are still being featured in AI overviews, and track your rankings regularly. If you notice that your content is being pushed down by newer, more relevant content or updates, it’s time to optimize again. 

SEO Is Now GEO

As the digital landscape evolves, SEO is no longer the sole strategy to drive visibility and traffic. With the rise of generative engine optimization (GEO), marketers and content creators must adapt to a new paradigm where AI-driven responses are slowly increasing in popularity.

Embrace GEO, and you’ll be better positioned to thrive in this new era of search. Stay updated!