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Generative engine optimization

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Generative engine optimization (GEO), also known as answer engine optimization (AEO)[1] and artificial intelligence optimization (AIO),[2] is the practice of improving visibility in responses generated by generative artificial intelligence (AI) systems. The practice influences the way large language models (LLMs) retrieve, summarize, and present information in response to user queries.[1]

This concept first appeared in response to generative AI technologies being integrated into mainstream search and information retrieval systems.[3]

Terminology

The term "generative engine optimization" was introduced in a 2023 paper by Pranjal Aggarwal and co-authors, later presented at the KDD 2024 conference.[4] Several overlapping terms describe related practices, and usage varies across practitioners, vendors, and publications, with no consensus definition.[1] Other terms for the same concept include answer engine optimization (AEO), large language model optimization (LLMO), artificial intelligence optimization (AIO), and AI SEO.[1]

In 2026, Google published a guide to optimizing for its generative AI search features, which describes "AEO" and "GEO" as terms "you may see used" but argues that "optimizing for generative AI search is optimizing for the search experience, and thus still SEO."[5] This position had previously been shared at conferences, with 2026 being the first time Google released official documentation stating it.[6] Meanwhile, Microsoft Bing refers to the practice as "generative engine optimization" in its documentation, but does clarify that SEO fundamentals "support eligibility for AI-generated experiences."[7][8] Microsoft Advertising uses both terms, defining AEO as optimizing for AI agents and assistants such as Copilot and GEO as optimizing for generative AI search environments.[9] A Perplexity representative used "GEO" while cautioning against vendors overstating their expertise in it.[10]

Tools and vendors are similarly divided. HubSpot uses the term AEO.[11] Profound describes AEO and GEO as the same practice but argues that "GEO" can be confused with geography.[12] Adobe's 2025 LLM Optimizer launch was covered as "AI search optimization,"[13] while its 2026 Adobe Brand Visibility product was marketed as a GEO platform;[14] the Adobe platform Semrush markets its tools under "AI SEO" and "AI Visibility."[15] Sitecore referred to the discipline as "answer engine optimization" and "AEO" in its press release announcing its acquisition of Scrunch.[16] Peec AI describes itself as an "AI search analytics" tool.[17]

Writing for Forrester Research, Nikhil Lai argued in 2025 that answer engine optimization (and related terms) are "significantly, but not fundamentally, different from SEO" and that advocates of terms like AEO, GEO, AIO, and LLMO "tend to exaggerate SEO and AEO's differences to carve a startup-sized hole in marketers' tech stacks."[18] Venture capital firm Andreessen Horowitz used "GEO" in a 2025 essay on the field.[19]

Tools

Various tools are used to monitor how websites and brands are cited, referenced, or incorporated into responses produced by large language models.[20] This includes free tools like the AI Performance report in Bing Webmaster Tools[21] and Search Generative AI performance reports in Google Search Console.[22]

While the efficacy of third-party tools is debated within the overall GEO and SEO industries,[23][24] some of the largest tools used to track and improve generative engine optimization include legacy SEO tools like Ahrefs[23] and Semrush,[23][25] along with startups Profound[23][26] and Scrunch.[27][28]

See also

References

  1. 1 2 3 4 Newman, Nic (12 January 2026). "Journalism, media, and technology trends and predictions 2026". Reuters Institute for the Study of Journalism. University of Oxford. Archived from the original on 30 January 2026. Retrieved 30 January 2026.
  2. ↑ Fan, Zhenan; Ghaddar, Bissan; Wang, Xinglu; Xing, Linzi; Zhang, Yong; Zhou, Zirui (1 July 2026). "Artificial intelligence for optimization: Unleashing the potential of parameter generation, model formulation, and solution methods". European Journal of Operational Research. 332 (1): 1–30. doi:10.1016/j.ejor.2025.08.029. ISSN 0377-2217.
  3. ↑ Herrman, John (4 August 2025). "SEO Is Dead. Say Hello to GEO". Intelligencer. Archived from the original on 17 November 2025. Retrieved 11 November 2025.
  4. ↑ Aggarwal, Pranjal; Murahari, Vishvak; Rajpurohit, Tanmay; Kalyan, Ashwin; Narasimhan, Karthik; Deshpande, Ameet (2024). GEO: Generative Engine Optimization. KDD '24: Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining. arXiv:2311.09735.
  5. ↑ "Google's Guide to Optimizing for Generative AI Features on Google Search". Google Search Central. Google. 10 July 2026. Retrieved 30 September 2026.
  6. ↑ Southern, Matt G. (15 May 2026). "Google's New AI Search Guide Calls AEO And GEO 'Still SEO'". Search Engine Journal. Retrieved 30 September 2026.
  7. ↑ "Bing Webmaster Guidelines". Bing.
  8. ↑ Southern, Matt G. (27 February 2026). "Bing Adds GEO To Official Guidelines, Expands AI Abuse Definitions". Search Engine Journal. Retrieved 30 September 2026.
  9. ↑ Schwartz, Barry (14 January 2026). "Microsoft Advertising Releases Guide To AEO & GEO". Search Engine Roundtable. Retrieved 30 September 2026.
  10. ↑ Schwartz, Barry (19 November 2025). "Quotes From Google, Microsoft, and Perplexity On GEO Rush". Search Engine Roundtable. Retrieved 30 September 2026.
  11. ↑ Fluckinger, Don (14 April 2026). "HubSpot builds answer engine optimization into its platform". TechTarget. Retrieved 30 September 2026.
  12. ↑ Lafferty, Nick (29 June 2025). "AEO vs. GEO: Why they're the same thing (and why we prefer AEO)". Profound. Retrieved 30 September 2026.
  13. ↑ Fluckinger, Don (17 June 2025). "Adobe takes on AI search optimization with LLM Optimizer". TechTarget. Retrieved 30 September 2026.
  14. ↑ Pastore, Mike (17 June 2026). "Adobe brings GEO to CX Enterprise with Adobe Brand Visibility". MarTech. Retrieved 30 September 2026.
  15. ↑ "Semrush AI Visibility". Semrush. Retrieved 30 September 2026.
  16. ↑ "Sitecore acquires Scrunch to help brands influence discovery and buying decisions in the AI-search era" (Press release). New York: Sitecore. 3 June 2026. Retrieved 30 September 2026.
  17. ↑ Goodwin, Danny (31 March 2026). "AI search engines cite Reddit, YouTube, and LinkedIn most: Study". Search Engine Land. Retrieved 30 September 2026.
  18. ↑ Lai, Nikhil. "SEO's Hype-Fueled Move To The Center Of The Marketing Mix". Forrester.
  19. ↑ Cohen, Zach; Amble, Seema (May 2025). "How Generative Engine Optimization (GEO) Rewrites the Rules of Search". Andreessen Horowitz. Retrieved 30 September 2026.
  20. ↑ "Brands target AI chatbots as users switch from Google search". Financial Times. Archived from the original on 5 May 2026. Retrieved 26 February 2026.
  21. ↑ Goodwin, Danny. "Bing Webmaster Tools officially adds AI Performance report". Search Engine Land.
  22. ↑ Schwartz, Barry. "Google Search Console AI performance reports and controls to block your content in AI responses". Search Engine Land.
  23. 1 2 3 4 McCoy, Kimeko (1 May 2026). "Marketers question expensive AI visibility tools as inconsistent results fuel skepticism". Digiday. Retrieved 30 September 2026.
  24. ↑ Montti, Roger (7 June 2026). "Google's New Guidance Claims Authority Over SEO, Tools, And AEO/GEO". Search Engine Journal. Retrieved 30 September 2026.
  25. ↑ Fluckinger, Don (20 November 2025). "Adobe bolsters AI SEO with planned $1.9B Semrush acquisition". TechTarget. Retrieved 30 September 2026.
  26. ↑ Lazarus, Lily Mae (24 February 2026). "Exclusive: As AI threatens search, Profound raises $96 million to help brands stay visible". Fortune. Retrieved 30 September 2026.
  27. ↑ Beer, Jeff (9 April 2026). "Brands vs. bots: CMOs, ad agencies tell all about what they've learned marketing to our new AI overlords". Fast Company. Retrieved 30 September 2026.
  28. ↑ "Sitecore Said to Acquire Scrunch for $225 Million". Bloomberg News. 3 June 2026. Retrieved 30 September 2026.
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