What Is GEO? SEO for the AI Search Era

GEO (Generative Engine Optimization) is the practice of getting your business cited or referenced within the answers of AI search engines like ChatGPT, Perplexity, and Google AI Overviews. If SEO is about “ranking first in search,” GEO is about “appearing in the AI’s answer.” As AI search spreads, it’s the new idea drawing attention.

I’m Naohiro Hayashi, creator of Soreda!. This article lays out what GEO is and why it matters now, for readers who aren’t AI specialists.

What is GEO

GEO means shaping your information so your business is cited or referenced within an AI search engine’s answer. When a user asks an AI a question, you aim to be the source the answer draws on.

GEO = Generative Engine Optimization

GEO stands for “Generative Engine Optimization.” When generative AIs — ChatGPT, Perplexity, Google AI Overviews, Copilot — compose an answer, you aim to be chosen as the material they build it from. The ideal is that the AI decides “this company knows this topic” and works you into the answer.

How it differs from traditional SEO

Traditional SEO aimed to rank high in the list of search results. GEO aims not for a rank in that list, but to be cited within the answer the AI generates. Before the user clicks a link, your business is mentioned inside the AI’s response. That’s the big difference. The two aren’t at odds — strong SEO often helps your GEO, but ranking alone no longer guarantees you’re part of the answer.

Why GEO matters now

GEO matters now because the way people search is shifting toward AI. Rather than working through a list of links, more and more people simply read the answer the AI has already summarized for them.

AI search is spreading fast

Some studies suggest that for 80–90% of information-seeking searches, an AI-generated answer (AI Overviews) now appears. On top of that, the research firm Gartner predicts that organic search traffic will fall by 25% by the end of 2026. From clicking links to reading the AI’s answer — the further this shift goes, the more it matters whether you can appear in that answer, and the less you can rely on traditional rankings alone to reach people.

Check where your business stands with Soreda!‘s GEO diagnosis →

From “rank first” to “appear in the AI’s answer”

Until now, “ranking first” was the goal. From here, “being cited in the AI’s answer” becomes a new goal on top of that. Some studies report that when AI Overviews appear, the click-through rate even on the top result drops by about 34.5%. If the AI returns an answer before the user reaches you, what matters is whether you’re in that answer.

What to keep in mind for GEO

For GEO, what to keep in mind is preparing information that’s easy for AI to cite. The clearer, more trustworthy, and better-structured your information, the more likely AI is to choose it.

Content AI finds easy to cite

AI tends to cite writing that answers a question directly and information organized as a clear set of questions and answers (FAQ). Trust signals matter too — who wrote it and what the basis is (E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness). Plain, definite answers get chosen over vague ones. In practice, the same habits that make a page genuinely useful to a human reader also make it easier for an AI to quote.

Start by knowing where you stand

With GEO, rather than jumping straight to tactics, it’s more effective to start by knowing where you stand. You can check how your business currently appears in AI search in Does Your Business Show Up in AI Search?. Once you know the current state, what to do becomes clear.

FAQ

Q. Which matters more, GEO or SEO? A. Both. GEO doesn’t replace SEO; it sits on top of your existing SEO foundation as a response to AI search.

Q. Do small businesses need GEO? A. Yes. In fact, under 12% of teams are said to have a documented GEO strategy, so the earlier you move, the more you stand to gain as a first mover, while the field is still wide open.

Q. Where should I start? A. Start by understanding how your business currently appears in AI search. Once you know that, your priorities become clear.

Q. How much does it cost? A. GEO diagnosis is ticket-based, counted per run. See the official site for current details.

GEO is a new practice born as search shifts toward AI. There’s no need to overthink it. The first step is simply knowing whether your business appears in AI’s answers. Get ready now, before the shift to AI search is fully underway.

Get ready for the AI search era with Soreda! →