Generative engine optimization (GEO) is the work of making a business easy for generative AI tools, such as ChatGPT, Gemini, Perplexity and Google's AI features, to understand, trust and recommend. SEO aims at rankings in a list of links; GEO aims at being named in the answer itself.
By Trux Nguyen, Founder and Director of Unitrux, with 5 years in marketing and SEO. Published 25 October 2026. Last updated 25 October 2026.
Where the term comes from
GEO became a common term as AI assistants started answering questions directly instead of listing websites. When someone asks "who is the best roofer in Boise?", the assistant writes a short answer that names a few businesses. GEO is the discipline of becoming one of those names.
GEO in one table
| SEO | GEO | |
|---|---|---|
| Goal | Rank in search results | Be named in AI answers |
| Where it shows | Google listings and maps | ChatGPT, Gemini, Perplexity, AI Overviews |
| Measured by | Rankings, traffic, enquiries | Mentions across assistants, enquiries |
| Rewards | Relevance, technical health, authority | Specific, consistent, evidenced information |
Why it matters now
Pew Research Center followed 900 U.S. adults making 68,879 Google searches in March 2025: with an AI summary on the page, people clicked a traditional result on 8% of visits, against 15% without one, and only 1% clicked a link inside the summary. When the answer is on the page, fewer people scroll to the list, so being inside the answer matters more.
Our expert view
GEO is not a replacement for SEO. Google says the same foundational SEO practices apply to its AI features. In our view the businesses that get named are the easiest to describe accurately: specific about what they do, consistent everywhere they appear, and backed by evidence such as named people, sources and real reviews. Learn more on our GEO service page.
Related reading
- Generative Engine Optimization Services
- GEO vs SEO
- Why AI Assistants Recommend Some Businesses
- LLM Optimization (LLMO)
- GEO SEO
- AEO vs SEO
- What Is an Answer Engine? Examples and What It Means for Businesses
- Perplexity vs ChatGPT
- All AI search guides
- GEO and AEO Agency in Vietnam
About the author
Trux Nguyen is the Founder and Director of Unitrux, with 5 years of experience in marketing and SEO. Areas of work: SEO, AEO, GEO and AIO, local SEO, content strategy, schema markup, keyword research, Google Ads and analytics. Contact: [email protected].
Frequently asked questions
Is GEO the same as SEO?
No. They overlap heavily, but SEO targets rankings and GEO targets being named inside AI-generated answers.
Who needs GEO?
Any business whose customers ask an assistant for a recommendation before they buy, such as local services, healthcare, legal, B2B and agencies.
Can GEO guarantee a mention?
No. AI assistants change their answers and no one controls them.
Limits and honest expectations
Search engines and AI assistants change their answers over time and no one controls them. Results vary by industry, city and competition, and we do not guarantee a position, a mention or a number of leads. We report what is measurable, plainly.
Sources
- Google Search Central, AI features and your website: https://developers.google.com/search/docs/appearance/ai-features
- Pew Research Center, "Google users are less likely to click on links when an AI summary appears in the results," 22 July 2025: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/
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