The way people find information online is changing. More users are turning to AI tools like ChatGPT, Claude, and Gemini instead of using traditional search engines. This shift has created a new area of focus called GEO, or Generative Engine Optimization. GEO is about making sure your brand appears in the responses that these AI systems generate.

These AI tools pull from large collections of content, including websites, articles, podcasts, videos, and research. If your brand is not included in those sources, it will not be mentioned in the answers that users see. That can affect how easily potential customers find and consider your business.

GEO is not the same as SEO. SEO is focused on ranking high on search engines. GEO is focused on being included in the data and sources that generative AI uses. The goal is to be present in the information that helps AI tools give users useful and accurate answers.

More people are relying on AI tools to make decisions about what to buy, where to go, and which services to use. If your brand is included in those answers, you have a better chance of being chosen. GEO helps make that possible.

To get started with GEO, focus on creating strong, accurate content that clearly explains your expertise. AI systems prefer content that is well-written, factual, and easy to understand. Use simple formatting with headings, lists, and clear sections to make your content easier to read by both users and machines.

You should also work on getting your brand mentioned in reliable and established sources. These include news sites, industry publications, blogs, and podcasts. Mentions in multiple respected places help increase your chances of being included in the content that AI tools use.

It is also important to stay active and visible. Share your knowledge through different formats and channels. Keep your content updated so it reflects the most recent information. Generative tools are starting to use more real-time data, so current content is more likely to be included.

GEO is about making your brand easy to find and reference in a world where AI is part of everyday decision-making. It is not a replacement for SEO, but it adds another layer to how people discover businesses and information. Taking GEO seriously now can help your brand stay relevant as digital tools continue to evolve.

Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech