This article explains GEO in simple terms. It compares it to SEO, and highlights the top 4 elements that matters if you want your content to be cited in answers generated by AI. It takes about two minutes to read.
Written by Olivia Dissescou, founder of Our Little Company
SEO vs GEO
GEO is like SEO but for AI Generated content.
- SEO (Search Engine Optimization) helps your site appear in search results
- GEO (Generative Engine Optimization) helps your content be cited in answers generated by AI tools.
What is SEO and how does it work?
SEO helps your website appear near the top of Google results when people search for something you offer. It involves creating content with keywords that match what users search for. It also needs links from other trusted sites, and clear, fast-loading pages that are easy to read.
To decide which sites deserve to rank high, search engines not only scan your content but also look at what people do after seeing search results. They look at which links users click on, how long they stay on a site, how many pages they read, and what they search for next.
What is GEO and how does it work?
As far as we know, GEO, or Generative Engine Optimisation, is less about keywords and clicks, and more about identity and credibility. It’s the process of helping AI tools recognise you or your brand as a reliable, authoritative source of information. In this new landscape, what matters most is who you are, what you stand for, and how consistently that expertise is reflected across the web. GEO is about building trust at scale.
In terms of strategy, GEO is quite different from SEO.
GEO, or Generative Engine Optimisation, is about teaching AI to recognise your brand as a trusted source of information. Here are four key principles to guide your GEO strategy.
1. Be clear and consistent about who you are
Use the same brand name, description, and tone everywhere (on your site, social media, press mentions, etc). That consistency helps AI connect the dots between your content and your expertise.
2. Show Real Expertise and Trust
AI models look for credible, traceable sources. They need to see that a real person with relevant experience stands behind your content. Add bios for authors or contributors. Cite reputable data, link to studies, and keep content fresh and fact-checked. Show social proof such as testimonials, reviews, or results.
3. Teach, don’t just sell
The best GEO-friendly content is educational. It explains, compares, and gives context, instead of just promoting. Use examples, stats, and real cases to show how something works.
4. Expand beyond your own website
GEO isn’t only about what’s on your site. AI models learn from the whole internet: articles, podcasts, press mentions, discussions, etc. If your brand is mentioned by trusted websites or industry peers, it reinforces your authority. Guest articles, interviews, collaborations leave small “breadcrumbs” that point back to you. The more consistent and visible those signals are, the easier it is for AI to recognize your name when building an answer.
One thing SEO and GEO have in common is readability.
When your site is clear and easy to read, both humans and algorithms understand what they’re looking at and find what they came for. Clarity helps people stay longer and helps machines interpret your content accurately, a win for both worlds. Use clear hierarchy with headings, short paragraphs, and real questions in your headings. Add FAQ blocks, lists, or tables when they help clarify complex information.
Can AI-generated content be cited in AI answers?
We don’t know. For me, the safest approach is to use AI as a helper and not a ghost writer. AI helps with research, it can challenge your ideas and opinions, and it can polish your writing for clarity. AI must never replace your judgement, expertise, or personality.
What’s the good news here?
Design, content, and trust now speak the same language, and that language is GEO! Contact us to work with us.
