Generative engine optimisation, or GEO, is the practice of preparing content so that AI assistants and AI-powered search tools can understand it, trust it and include or cite it when they generate answers. It extends traditional SEO to a world where users often receive a written answer rather than a list of links.
AI systems form answers from a mix of their training and content retrieved from the web at the time of the question. They tend to favour clear, factual, well-structured material from credible sources. GEO therefore emphasises direct definitions, plain headings, consistent facts about the organisation, structured data markup and pages that crawlers can access.
Retailers and service businesses apply GEO by writing pages that answer real customer questions concisely, keeping store details and product information consistent across the web, and making sure their sites are not accidentally blocking legitimate crawlers. Glossaries and frequently asked questions are common formats.
Caution is needed. The methods used by AI tools are not fully published and change quickly, so no one can guarantee a mention or ranking, and claims otherwise should be treated sceptically. Good GEO still depends on accurate, original content rather than tricks. Because answers may be summarised without a click, measuring results is harder, and brand mentions may matter alongside website traffic.
GEO matters because a growing share of product and service discovery now begins with a conversation with an AI tool. Businesses with clear, trustworthy and well-structured information are more likely to be represented correctly.