GEO, or generative engine optimization, means making your content more likely to be used, cited or mentioned when an AI system writes an answer. It’s the same goal as SEO, applied to tools like ChatGPT, Gemini and Perplexity instead of a list of blue links. For a local business, it mostly means being clear, accurate and easy to verify.
Where does the term GEO come from?
It comes from a research paper. In November 2023, a team of researchers (Pranjal Aggarwal and colleagues) posted “GEO: Generative Engine Optimization” on arXiv, with a revised version in June 2024. They defined GEO as a way for content creators to increase how often their content appears in generative engine responses, and built a benchmark of queries to test it.
Their headline claim was that GEO methods could boost visibility in generative engine responses by up to 40% in their experiments. They also found that effectiveness varied by domain. That second point matters more than the first: what works for one industry may not work for another, and the study wasn’t about local businesses.
How is generative engine optimization different from AEO and SEO?
In practice the labels overlap. SEO targets rankings in search results. AEO (answer engine optimization) targets being the answer. GEO targets being included in AI-generated answers. Most practitioners, including us, use AEO and GEO almost interchangeably. We explain the SEO and AEO split in our post on AEO vs SEO for local business, and you can see what we do about it on our AEO and GEO services page.
What they share is the foundation. Google says there are no additional requirements to appear in its AI Overviews or AI Mode, and that you don’t need special markup. Its documentation points to the usual basics: crawlable pages, internal links, text content and accurate business information.
What does GEO look like for a local business?
- Accurate facts everywhere. Name, address, phone, hours and services that match across your profile, website and listings.
- Direct answers. Service pages that state what you do, where, for whom and roughly how it works, in plain text.
- Real FAQs. Short, specific answers to the questions customers ask before they call.
- Proof. Reviews, case examples you can honestly share, and credentials that are easy to find.
- Presence beyond your website. Listings and mentions in the places your category is discussed.
What should you be sceptical about?
Claims of guaranteed AI rankings, secret prompts, or “GEO scores” with no method behind them. The research is promising but early, the assistants change often, and results differ by engine. A single study with a benchmark isn’t a recipe for your plumbing company in Mohali.
What’s a sensible first step?
Generative engine optimization is still young, so test and keep records. Test where you stand. Ask three AI assistants the questions your customers ask, record who is named, and compare with your profile and website. Then fix the gaps. Our AEO and GEO service does this systematically, or you can start with our contact page and tell us your trade and area.
Frequently Asked Questions
What does GEO stand for?
Generative engine optimization. It refers to improving how often your content is used or cited in answers produced by generative AI search tools.
Is GEO the same as AEO?
Largely. Both aim to get you included in AI-generated answers. AEO is the older, broader label for answer engines, while GEO is the term from the 2023 research paper. In practice the work is nearly identical.
Does GEO replace SEO?
No. Google’s own guidance says AI features rely on standard SEO best practices. GEO adds clearer answers, consistent facts and measurement of AI mentions on top of SEO.
Can GEO guarantee that ChatGPT will mention my business?
No. Nobody outside the AI companies controls their answers. You can improve the odds with accurate, consistent and well-reviewed information, but there are no guarantees.
Is GEO worth it for a small local business?
The basics are, because they also help regular search and Maps. Spend your time on your Google profile, clear service pages and reviews before buying any specialised tool.