Key points
- GEO (generative engine optimisation) is the work of helping tools such as ChatGPT, Google AI and Perplexity recognise, cite and mention your brand accurately when they answer questions.
- GEO builds on SEO: your site must first be readable by search engines before AI tools have reliable information to cite.
- AI answers are decided by each platform, so nobody can guarantee a recommendation. What you can do is keep your information clear, consistent and easy to cite, and track changes with a fixed set of questions tested regularly.
What is GEO?
GEO stands for generative engine optimisation. Its goal is simple: when someone asks an AI tool such as ChatGPT, Google AI or Perplexity a question, for example “Which companies in Hong Kong offer WhatsApp AI customer service?”, the AI recognises your brand, describes your services correctly and mentions you where relevant.
Traditional search lists ten links and leaves the user to compare them. AI tools compose an answer directly. Users see the AI's conclusion, so whether your brand appears in that answer now matters as much as your ranking.
How GEO differs from SEO
GEO and SEO are not alternatives. SEO lets search engines read and rank your pages; GEO builds on that so AI tools can understand and cite your information more easily. The main differences:
| Aspect | SEO | GEO |
|---|---|---|
| Goal | Higher rankings in search results | Accurate mentions and citations in AI answers |
| What users see | A list of links and snippets | A composed answer, sometimes with source links |
| Main work | Technical set-up, keywords, content, links | All SEO work, plus clear facts, FAQs, structured data and consistent information |
| Measurement | Rankings, clicks, traffic (Google Search Console etc.) | Tests with fixed questions, recording whether and how you are mentioned |
How AI tools decide which brands to mention
Each platform works differently and changes often, and the full details are not public. In general, AI answers draw on two sources: public information the model saw during training, and, for some tools, web pages searched at the time of the question.
So several factors affect whether your brand is mentioned:
- Can the information be read? Content that exists only in images, or needs heavy scripts to appear, is hard for tools to read.
- Is it clear? Does the page state directly what the service is, which regions you serve and what it costs?
- Is it consistent? Are your company name, services and contact details the same on your site, social media and other platforms?
- Does it answer questions directly? Are questions phrased the way customers ask them, with the answer in the first sentence?
What GEO work actually involves
GEO is not mysterious. Most of the work is getting your site's information in order. It usually includes:
- Agree a question list: list the fixed questions customers ask AI tools and record today's answers as a baseline.
- Fix the foundations: make sure pages can be read, headings are correct, every page has its own title and description, and schema structured data is in place.
- Improve content: rewrite service pages and FAQs so each service's scope, audience, process and price are clearly stated.
- Set up llms.txt: llms.txt is a proposed format for summarising a site for AI tools. Not every platform reads it yet, but it costs little to add.
- Test and report regularly: test the same questions on several platforms, keep the raw answers and compare the changes over time.
How to measure GEO progress
AI answers can vary each time, so one test is not enough. A more reliable method is to:
- use a fixed set of questions, tested the same way at regular intervals;
- record whether the brand is mentioned, whether the description is accurate and which sources are cited;
- keep the raw answers rather than only a summary score, so they can be checked later.
If a provider gives you only an “AI visibility index” without raw answers, it is hard to know where the number came from.
Common misconceptions about GEO
| Misconception | Reality |
|---|---|
| GEO can guarantee ChatGPT will recommend me | AI answers are decided by each platform. Nobody can guarantee them. |
| With GEO, I no longer need SEO | GEO builds on SEO. If your site cannot be read, there is nothing for GEO to work with. |
| Publishing lots of articles is enough | Clear, accurate and consistent content matters more than volume. |
| Adding llms.txt completes GEO | llms.txt is a small part. Site content and consistent information are the foundation. |
Frequently asked questions
Will GEO replace SEO?
No. GEO builds on SEO: search engines need to read your site correctly before AI tools have reliable information to cite. The two should be done together.
How long does GEO take to work?
Usually several months. Each platform decides when it updates, so be wary of anyone guaranteeing timelines or rankings. A realistic approach is to test the same questions regularly and record the changes.