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What is GEO? Everything You Need To Know

Published: Oct 18 min read
Reviewed by: Levi Dunning
What is GEO?

How users search for business and products has been constantly evolving since its inception — but the introduction of AI models into the landscape may have altered search behavior like never before. Most businesses have spent years perfecting their SEO strategies to rank on Google, but a new player has entered the game: generative engine optimization, or GEO.

What is GEO? And how can your business make sure you’re not left behind in its wake? As artificial intelligence reshapes how people search for information and convert, having a GEO playbook isn't just helpful — it's essential for staying competitive.

At Baal & Spots, we've watched this shift unfold across our clients' industries. From law firms to healthcare providers, businesses are discovering that traditional SEO alone isn't enough to capture the attention of users who increasingly turn to AI-powered search platforms for instant, comprehensive answers.

If you're wondering what GEO is and how it fits into your marketing strategy, you're asking the right questions, and we’ve got answers. Continue reading to find out everything you need to know about GEO, or get in touch with us today to start building your strategy. 

What does GEO stand for?

GEO stands for "generative engine optimization" — the practice of optimizing your content to appear prominently in AI-generated search results. Unlike traditional search engines that provide a list of links, generative AI platforms like ChatGPT, Perplexity, Claude, and Google's AI Overviews synthesize information from multiple sources to create more conversational responses.

The goal isn't to replace your existing SEO efforts, but to extend your reach into the rapidly growing world of AI-powered search. As more users turn to these platforms for immediate, authoritative answers, GEO becomes an essential channel for maintaining visibility and signaling authority to users and algorithms alike.

GEO vs SEO: similarities and differences

Getting your head around GEO’s relation to traditional SEO can help you decide where your current SEO strategies need to be updated and altered. While they share common foundations, they ultimately serve different purposes in the modern user's search journey.

What GEO and SEO have in common

Both strategies aim to increase your content's visibility and reach your target audience more effectively. Here's what they have in common:

  • Quality content focus: Both require high-quality, authoritative content that demonstrates expertise
  • User intent alignment: Success in either approach depends on understanding and addressing what users actually need
  • Technical optimization: Both benefit from fast-loading, mobile-friendly website design and proper site structure
  • Authority building: Establishing credibility through citations, backlinks, and expert positioning matters for both
  • Ongoing optimization: Neither is a "set it and forget it" strategy — both require continuous refinement

Important differences between GEO and SEO

The fundamental difference lies in how each approach serves content to users:

Traditional SEO optimizes for search engines that present ranked lists of web pages. Users click through to individual sites to find answers. 

GEO optimizes for AI systems that synthesize information from multiple sources to generate comprehensive responses directly within the search interface. 

This distinction means that traditional search and generative search optimization have a lot of high-level differences from a strategic standpoint:

Traditional SEO

Generative engine optimization

Focuses on ranking individual pages

Focuses on being cited in AI responses

Users click through to websites

Users get answers without leaving the platform

Keywords drive discovery

Context and comprehensiveness drive selection

Success measured by traffic and rankings

Success measured by citations and mentions

Optimizes for specific search algorithms

Optimizes for AI understanding and synthesis

While this may seem a bit too nitty-gritty, it highlights an important thing about GEO that many businesses have yet to internalize: while relevance and authority online are essential to your success, AI citations don’t help your website convert in the same way that traditional search does — yet. 

Traditional search engines also use generative AI

The line between traditional SEO and GEO continues to blur as established search engines integrate AI capabilities. Google's AI Overviews, Bing's integration with ChatGPT, and other AI-enhanced features mean that even "traditional" search is becoming more generative.

This evolution means that GEO strategies increasingly benefit your traditional search performance as well. When you optimize content for AI understanding — making it clear, comprehensive, and well-structured — you're also making it more appealing to traditional search algorithms that are becoming much more sophisticated in their content evaluation.

The major overlap between the two forms of search and the approaches to search marketing reinforces the need for businesses to have an integrated strategy that addresses both traditional search and AI-powered platforms.

What is GEO optimization? How is it done?

At its most basic, GEO optimization involves structuring and presenting your content so that AI systems can easily understand, process, and cite it when generating responses. This goes beyond traditional keyword optimization to focus on context, comprehensiveness, and clarity.

The process has a handful of central principles:

  1. Contextual relevance: Your content should directly address user questions with as much depth and accuracy as possible. AI systems favor sources that provide complete answers rather than surface-level information.
  2. Structured presentation: Well-organized content with clear headings, logical flow, and proper formatting helps AI systems parse and understand your information more effectively. Think lists, charts, and intentional segmentation. 
  3. Authoritative positioning: Demonstrating expertise through citations, data, and comprehensive coverage signals to AI platforms that your content deserves inclusion in generated responses.
  4. Semantic richness: Using related terms, concepts, and entities helps AI systems understand the full context of your content and its relevance to various user queries. This is where those familiar with traditional keyword research for SEO already have a leg up.

How to optimize your content for AI search engines

Good GEO requires a balance of technical optimization and high-quality content creation. While we can’t give away the secret sauce for free, there are some effective strategies that we can share that have helped our content gain relevance on AI search platforms. 

Simple GEO strategies that work

Create comprehensive, definitive content

AI platforms favor sources that provide complete answers rather than partial information. Instead of writing surface-level blog posts, develop in-depth resources that thoroughly address your topic from multiple angles.

 

Use clear, direct language

While technical expertise matters, AI systems prioritize content that's easily understood. Write in a conversational tone that directly addresses user questions, avoiding unnecessary jargon or overly complex explanations.

 

Structure content for easy parsing

See the list within a table? Organize your information using:

  • Clear headings and subheadings

  • Bulleted or numbered lists for key points

  • Tables for comparisons or data

  • Short paragraphs for improved readability

 

Include supporting evidence

When you’re talking about hard numbers, especially, back up your claims with:

  • Relevant statistics and data

  • Expert quotes and citations

  • Links to authoritative sources

  • Original research or case studies

 

Focus on entity optimization

Help AI systems understand your content by clearly defining important people, places, concepts, and products. Do some keyword research for short- and long-tail terms used in your niche, and use precise terminology and provide context for industry-specific terms.

 

Address user intent directly

Similar to “people also ask” questions for traditional SEO, start sections with clear, concise answers to common questions. AI systems often pull these direct responses for their generated answers.

AI tools can encourage GEO success

Much of the conversation around AI in marketing surrounds the use of AI tools. When should you use them, and how can they help? There are many types of AI tools that can help you optimize your content for AI-driven search platforms, the main ones being:

  1. Content analysis tools help identify gaps in your current content and suggest improvements for better AI comprehension. These platforms can analyze how well your content addresses user intent and suggest structural improvements. 
    1. Popular tools and platforms include MarketMuse, Clearscope, and Frase.
  2. Semantic research tools go beyond traditional keyword research to identify related concepts, entities, and topics that AI systems associate with your subject matter. 
    1. Popular tools and platforms include SEMrush, Ahrefs, and AnswerThePublic
  3. AI response monitoring tools track when and how your content appears in AI-generated responses, helping you understand what's working and what needs improvement. 
    1. Popular tools and platforms include BrightEdge and Conductor, but custom monitoring setups using APIs are often preferred. 

Key to success: balancing algorithm and user experience

The most successful GEO strategies never lose sight of the human element. While it's important to understand how AI systems process and prioritize content, the ultimate goal remains creating value for real people with real needs. Our advice for how to do this boils down to a few simple rules:

Write for humans first, AI second
Content that genuinely helps users will naturally perform better with AI systems. Focus on solving problems, answering questions, and providing actionable insights rather than trying to game algorithms.

Maintain brand voice and personality
Don't sacrifice your unique perspective in pursuit of AI optimization. Authenticity and expertise remain crucial differentiators, even as the technology evolves. 

Prioritize user experience alongside technical optimization
The relationship between user experience and SEO becomes even more essential in the AI era. Sites that provide excellent user experiences are more likely to be cited by AI systems as authoritative sources, and users are more likely to stick around and convert.

Ready to future-proof your keyword portfolio with GEO? Baal & Spots is waiting. 

The shift toward AI-powered search isn't a distant future consideration — it's happening now. But what is GEO if not an opportunity for businesses to gain a competitive advantage by being proactive in a marketplace full of reactivity. Businesses that adapt their content strategies to include GEO alongside traditional SEO services position themselves to capture attention across all the platforms where their audiences are searching and keep themselves relevant for years to come. 

Whether you need help developing a comprehensive regional SEO strategy that includes AI optimization or want to explore our dedicated GEO services, Baal & Spots combines cutting-edge strategy with proven results. We help businesses build content that performs across traditional search engines and AI platforms, making sure you remain visible wherever your customers are looking for answers.

The future of search is already here. The question isn't whether you should adapt, but how quickly you can get started. Ready to get started? Let's talk about positioning your business for success in the age of AI-powered search.

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