What Is GEO? (Generative Engine Optimisation in Simple Terms)
GEO stands for Generative Engine Optimisation. In plain English: making sure AI search engines mention your business when people ask questions. No jargon explanation.
GEO stands for Generative Engine Optimisation. In plain English, it means making sure AI search engines like ChatGPT, Google AI Overviews, and Perplexity mention your business when people ask questions. That is it. The industry has given it a technical-sounding name, but the idea is straightforward.
What does that actually mean?
When someone asks ChatGPT "What is the best Italian restaurant in Brighton?" or asks Perplexity "Which accountant should I use for a startup?", those platforms read through websites and other sources to generate an answer. GEO is the process of making sure your business is one of the ones they mention.
Think of it like this: SEO helps you appear in Google's list of blue links. GEO helps you appear in AI's direct answers.
Why is it called GEO?
The "generative engine" part refers to AI platforms that generate answers rather than just listing websites. The "optimisation" part means making your content work better with those platforms. The term was coined in a 2023 research paper from Princeton and other universities, and the industry adopted it quickly.
You might also hear the same idea called AEO (Answer Engine Optimisation), LLMO (Large Language Model Optimisation), or AI SEO. They all mean roughly the same thing. Different agencies use different terms, but the work is the same. For a deeper comparison, see our AEO vs GEO vs LLMO explainer.
How is GEO different from SEO?
SEO helps your website rank higher in Google's search results. GEO helps your business get mentioned in AI-generated answers. They overlap — a well-optimised website helps with both — but GEO also involves things like making sure AI crawlers can access your site, getting mentioned on third-party sources, and structuring content specifically for AI to reference.
You do not have to choose one or the other. Good GEO builds on good SEO. For a detailed comparison, read our GEO vs SEO guide.
Do I need to worry about it?
If your customers use AI search to find businesses like yours, then yes. Around 40% of UK adults now use AI search platforms at least once a week. That figure is growing. If your business is not appearing in those results, your competitors probably are.
The good news: the basics are free. You can get started today without spending anything. If you want a proper assessment of where you stand, request a free AI visibility audit.
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Oliver Mackman
AI Search Analyst, SEOCompare
Oliver leads SEOCompare's editorial and comparison research. With over a decade in digital marketing, he oversees agency evaluation, tool testing, and AI search data analysis.
Last reviewed: 7 April 2026
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