February 21, 2026 • By SottoVox

What Is GEO? Generative Engine Optimization Explained

If SEO was the discipline of the 2010s, GEO (Generative Engine Optimization) is the discipline of the 2020s. Here's what every marketer needs to know.

SEO vs GEO: What's Changed?

SEO = Optimizing for search engine algorithms (Google, Bing)
GEO = Optimizing for AI engine responses (ChatGPT, Perplexity, Claude)

The key difference? Search engines show you a list of links. AI engines give you a direct answer — and often don't include a link at all.

How AI Decides What to Cite

AI models don't use keywords the same way Google does. They look for:

• Entity clarity — Can the AI understand what your brand actually does?
• Contextual relevance — Does your content answer the actual question being asked?
• Source credibility — Who wrote it? What's their expertise?
• Verifiability — Can the AI confirm this information elsewhere?
• Format — Is this easy to cite? (Lists, tables, clear answers win)

The Tactics That Work

Based on our analysis of 50,000+ AI citations, here are the highest-impact GEO tactics:

1. Add llms.txt — This new file tells AI exactly what your site is about
2. Use structured data — Schema markup helps AI parse your content
3. Build author authority — AI cites people, not just brands
4. Publish original data — AI loves citing unique numbers
5. Create comparison content — "X vs Y" gets cited constantly

How to Measure GEO

You can't optimize what you don't measure. Track:

• AI visibility score (0-100 across major engines)
• Citation frequency — how often are you mentioned?
• Sentiment — how does AI describe your brand?
• Competitive position — where do you rank vs. competitors?