Summary: what is GEO?
GEO (generative engine optimization) is the practice of making content more likely to be cited by generative AI such as ChatGPT, Gemini, and Perplexity. The term comes from a 2023 study by a team including Princeton University (KDD 2024), which found that adding statistics, quotations, and verifiable sources to content could raise its visibility in AI answers by up to about 40%. For B2B companies, the focus of GEO is to answer buyers' questions directly, provide specific numbers, and keep company and product information consistent.
GEO vs. SEO
| Comparison | SEO | GEO |
|---|---|---|
| Goal | Rank high in Google search results | Be cited and recommended in AI answers |
| How users ask | Short keywords, e.g. "b2b marketing" | Full questions, e.g. "Which Taiwan agencies know chips?" |
| What it values | Keywords, page structure, links | Direct answers, numbers, sources, consistency |
| How it's measured | Rankings, traffic | Mentioned, and described right |
GEO doesn't replace SEO. AI search mostly draws on web pages too, so content that does well in SEO is the foundation for GEO.
How do B2B buyers ask AI?
These full-sentence questions don't show up in keyword tools, but they're what buyers and engineers really ask. The first step in GEO is finding these questions and answering them directly on your site:
- "Which companies in Taiwan make voltage sag protectors?"
- "Can wafer shipping packing be automated? What equipment is there?"
- "Which distributor should a Japanese manufacturer use to enter Taiwan?"
- "What should I watch for in SEMI F47 testing?"
- "Who can help an equipment maker break into the Japanese market?"
- "How should an industrial equipment website be built to generate inquiries?"
How to do GEO: 6 steps
List buyers' questions
From the questions sales hears most, inquiry emails, and trade show conversations, compile the questions buyers will ask AI at each stage.
Answer up top
Open with a summary that answers the question directly, then expand on the details. Clear, complete answer paragraphs like this are what AI most often extracts when citing.
Numbers and sources
Specs, test data, track record, and standard numbers, with sources cited. In the research, numbers and citations were among the most effective ways to raise visibility in AI.
Add structured data
Add FAQ, product, organization, and other structured data to pages so AI and search engines understand the content correctly.
Consistent company info
Keep company name, product names, address, and contact details consistent across your website, LinkedIn, and other platforms, so AI doesn't confuse you with someone else.
Test and fix
Regularly ask ChatGPT, Gemini, and Perplexity real questions, record whether you're mentioned and described correctly, then go back and fix the content.
What GEO can't do
No one can guarantee that AI will recommend a particular company, and there's no paid placement in AI answers. What GEO can do is make your content easier to find, understand, and trust, raising the odds of being cited. Be very wary of anyone who guarantees "ChatGPT will recommend you."
FAQ
What is GEO?
GEO (generative engine optimization) is the practice of making content more likely to be cited by generative AI such as ChatGPT, Gemini, and Perplexity. The term comes from a 2023 study by a team including Princeton University (KDD 2024), which found that adding statistics, quotations, and verifiable sources could raise content's visibility in AI answers by up to about 40%.
How is GEO different from SEO?
SEO aims to rank high in Google search results, where users type short keywords; GEO aims to be cited in AI answers, where users ask full questions. GEO places more weight on direct answers, specific numbers, credible sources, and consistent information.
How do you do GEO?
Six steps: list the questions buyers will ask, answer directly at the top of each page, include specific numbers and sources, add structured data, keep company information consistent across platforms, and test with AI regularly and correct.
Can you guarantee ChatGPT will recommend our company?
No, and no one can. There's no paid placement in AI answers. What GEO can do is raise the odds that your content is found, understood, and trusted.