GEO stands for Generative Engine Optimization, the discipline of making your content surface in answers from AI assistants (ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews) rather than just in classic search results. The techniques overlap with SEO but extend further: structured data, llms.txt, answer-first content, and entity consistency all play.
Why it matters
A growing share of pre-purchase research happens inside AI chats, not search results. If your competitor is cited and you aren’t, you’re missing demand you don’t even see in your analytics.
Common mistakes
- Treating GEO as separate from SEO. They share most of the same fundamentals, structured data, clean HTML, real authority. GEO is mostly SEO with a few additions.
- Skipping llms.txt. It’s a tiny file with disproportionate impact on how AI agents understand your site.
- Hiding from AI crawlers. Blocking GPTBot and ClaudeBot to "protect" your content means your content never gets cited. For most B2B services, that’s a loss.