If you’ve been in marketing long enough (as I have), you’ve likely adapted to at least three major search evolutions. We’ve walked ourselves and clients through keyword stuffing, semantic search, and E-E-A-T. But the next shift is bigger. It’s not just about search engines anymore. It’s about generative engines like ChatGPT, Gemini, Claude, and Perplexity, which are reshaping how people discover information.
Welcome to the era of Generative Engine Optimization (GEO). If large language models (LLMs) were something you were hoping to ride out, or worse, ignore, it’s time to embrace a new approach. GEO is absolutely changing how consumers interact with brands and businesses. If you want to remain relevant, you must educate yourself and start creating content differently.
At its core, GEO is the practice of creating content that can be easily found, understood, and used by generative AI tools. Instead of optimizing only for Google’s algorithm, you’re also optimizing for how large language models (LLMs) like ChatGPT retrieve and summarize information.
Why does this matter?
Because people aren’t just Googling anymore; they’re asking. And tools like ChatGPT are answering. If your brand’s content isn’t showing up in those answers, you’re missing a fast-growing piece of the awareness and influence pie.
Traditional SEO is built around how people search. Short queries like “best CRM software 2025” or “content strategy tips” come to mind. This kind of searching often forced people to put their humanity on hold because search engines couldn’t effectively process natural language search queries.
But in generative engines, the behavior is different because the technology powering the search and retrieval of information has fundamentally changed. People ask questions (aka: write prompts) in full sentences, and often multiple sentences. For example, LLMs can process prompts like the following:
“What are the top CRM tools for small businesses with email automation?”
Or:
“Explain a content strategy for a B2B SaaS startup in under 300 words.”
And they’re only getting better, faster and more efficient every day.
This shift in how people discover content means your content must be structured, semantically rich, and contextually clear enough that an AI can pull from it, cite it, or paraphrase it into an accurate response, because generative engines rely more on language clarity, structure and embedded context than on traditional keyword matching.
It’s best to think of search marketing as an interactive conversation with AI instead of a search field in a browser window that you type a short, unnatural phrase into.
Try this: Ask ChatGPT or another LLM, “What are the best marketing firms for government entities?” or “Who are thought leaders in influencer marketing?”
Where does the answer come from?
Behind the scenes, LLMs pull from billions of web pages, especially ones that apply EEAT and smart SEO structuring. In essence, sources that are:
So even if your website ranks well on Google, if it’s not GEO-optimized, it might be invisible in an AI-generated answer.
While there isn’t a code to crack on creating GEO content, there are key characteristics or principles to follow. When you do, you give yourself a better chance of creating content that performs well in generative engines.
1. Clarity Over Cleverness
LLMs aren’t impressed by brand puns or fluffy intros. They respond to clear, direct language. That doesn’t mean dull; it means intentional.
For instance, instead of:
“Want to ride the wave of marketing transformation?”
Try:
“Small businesses are using AI to streamline content strategy and improve budget allocation.”
2. Structured Formatting
Use headings, bullet points, and short paragraphs when you write. It helps humans skim and helps LLMs parse your content more effectively.
For example, use H2s for key ideas, H3s for support, and bullets for lists. It’s not just a UX practice anymore; it’s an AI one too.
3. Entity-Rich Language
This means using proper nouns, names, industries, and specific terms that LLMs understand and index. Instead of saying:
“We help companies grow.”
Try:
“Our agency has helped B2B SaaS brands like [ClientName] scale MRR by 30% through integrated content and paid media strategies.”
4. Author Attribution
Generative engines are increasingly using content with clear bylines and author bios. If your site doesn’t say who is speaking and why they’re credible, you’re less likely to be included in AI responses.
Much like SEO in the early 2000s, the brands who adapt to GEO now will have a massive head start. This isn’t about abandoning your current SEO strategy. Rather, it’s about layering GEO on top of it.
And let’s be honest, when marketing budgets tighten, it’s the brands that show up in conversations (whether digital, human, or AI-generated) that win. GEO ensures you’re present when AI is doing the talking.
Practical Tips to Start GEO-Optimizing Your Content
Generative Engine Optimization is the natural evolution of content strategy in the age of AI. It’s not about gaming the system. It’s about making your expertise accessible, not just to Google, but to the tools your audience is increasingly relying on to make decisions.
If content is your brand’s voice, GEO is how you make sure it’s heard in a room full of AI assistants.
Because in this new landscape, it’s not just about being searchable.
It’s about being fluent. If you need help figuring out your GEO strategy, I’d love to help (it’s part of why I spend every Saturday studying new AI tools; because I want to use the technology my clients need to grow their businesses and achieve their goals.). I welcome the opportunity to join your growth journey.