Short answer: SEO is the work that gets a website higher in Google's classic search results. GEO (generative engine optimization) aims to get the same website cited as a source in the answers of ChatGPT, Gemini, Perplexity and Google's AI Overviews. GEO does not replace SEO: AI search also relies mostly on pages that are indexed, technically sound and genuinely helpful. What changes is that being cited now matters as well as being clicked, and content has to answer the question directly and state its facts clearly.
What is GEO and where does the term come from?
The term "generative engine optimization" was introduced in 2023 in a research paper called GEO. The authors call AI systems that write answers "generative engines" and show that changing how content is structured can raise its visibility in those answers by up to 40%. The same paper notes that the effect differs from one subject area to another.
Put simply: SEO asks "where do we rank on Google?", GEO asks "when an AI answers, does it name our site as a source?"
How does AI search work?
In classic search, the user picks one of ten links. In AI search, the system answers the question itself and shows source links next to the answer.
- Google AI Overviews and AI Mode. According to Google, these features use a "query fan-out" technique: one question is split into several related searches to find more supporting pages. To appear there as a link, a page must be indexed and eligible to be shown in Google Search with a snippet.
- ChatGPT search. OpenAI states that it uses OAI-SearchBot to surface websites in ChatGPT's search features. Sites that block this bot in robots.txt are not shown in ChatGPT search answers.
- Perplexity. Perplexity's documentation says PerplexityBot surfaces and links websites in its search results and is not used to train AI foundation models.
SEO vs GEO: what is the difference?
| Criterion | SEO | GEO |
|---|---|---|
| Target | Classic Google and Bing results | Answers in ChatGPT, Gemini, Perplexity, Google AI Overviews and AI Mode |
| Where you appear | In a list of links | Inside the AI answer or in the sources beside it |
| Measure of success | Rankings, clicks, traffic | Citations, brand mentions, visits from AI tools |
| Main signals | Keywords, technical health, links, speed | Clear answers, verifiable facts, consistent brand information |
| Technical condition | Googlebot must crawl and index the page | The same, plus AI search bots must not be blocked |
How is SEO changing in the age of AI search?
- The answer comes first. AI systems pick up the part of a page that answers the question fastest. The first paragraph should answer the main question in two or three sentences.
- Headings are written as questions. People ask AI long, conversational questions such as "which CRM suits a small business?". When a page's H2 headings match those questions, the AI finds the right section more easily.
- Facts and numbers come with a source. Prices, timeframes, statistics and rules should be specific and verifiable. Generic text that repeats what every other site says is not worth citing.
- Brand information is the same everywhere. When your company name, services, address and contact details match across your website, Google Business Profile and social profiles, AI systems recognise the brand more accurately.
- Success is measured more broadly. When an AI answer solves the question, the user does not always click. Besides traffic, track how and how often your brand is mentioned in AI answers.
- Comparison and "how to" questions gain weight. Google notes that AI Mode is especially helpful for queries that need further exploration and comparisons. Comparison tables, step-by-step guides and FAQ sections that answer real questions become more valuable.
What stays the same?
Google says it plainly: there are no additional requirements or special optimizations needed to appear in AI Overviews or AI Mode, and SEO best practices still apply. In practice:
- If a page is not indexed, it will not appear in an AI answer either. We explain how to check this in Why is my website not showing up on Google?
- A fast, mobile-friendly website without technical errors has the edge in both kinds of search.
- Helpful, reliable content written for people remains the core requirement.
We cover the basics in plain language in What is SEO? GEO is built on top of those basics.
Is your website open to AI search bots?
Sometimes a site does well on Google but never appears in ChatGPT or Perplexity. The cause is often that these bots are blocked in robots.txt or by hosting, CDN or firewall rules. The main bots:
| Bot | System | What it is for |
|---|---|---|
| Googlebot | Google Search, AI Overviews, AI Mode | Crawls and indexes pages; no separate AI bot is required |
| OAI-SearchBot | ChatGPT search | Shows websites in ChatGPT search answers |
| GPTBot | OpenAI models | Model training; managed separately from OAI-SearchBot |
| PerplexityBot | Perplexity search | Shows and links websites in Perplexity results |
OpenAI notes that these settings are independent: a site can allow OAI-SearchBot to appear in ChatGPT search while disallowing GPTBot so its content is not used for model training.
A 7-step GEO checklist
- Check in Search Console that your key pages are in Google's index.
- Check that robots.txt does not block Googlebot, OAI-SearchBot or PerplexityBot.
- Open every service page with a short, precise answer to the customer's main question.
- Match your H2 headings to real customer questions and add an FAQ section.
- State facts such as prices, timeframes and terms specifically, and show a last-updated date on each page.
- Make your company name, services and contact details identical on your website, Google Business Profile and social profiles.
- Ask ChatGPT, Gemini and Perplexity the questions your customers would ask, and note which websites are cited. Repeat this every month.
Next step
You can check most of this list yourself. If you would rather have specialists review your site for both Google and AI search, see what our SEO and GEO service includes or get in touch: we reply within 24 hours and offer a free 30-minute online consultation. You can see our work on the home page.
Frequently asked questions
Does GEO replace SEO?
No. GEO is an extension of SEO. AI search systems mostly cite indexed, trustworthy pages when they build an answer. A site without SEO work rarely appears in AI answers either.
Do I need special code to appear in Google AI Overviews?
No. According to Google there are no additional technical requirements: the page must be indexed and eligible to be shown with a snippet. Everything else is standard SEO.
How do I get my website to show up in ChatGPT?
First check that OAI-SearchBot is not blocked in robots.txt. Then answer questions clearly on your pages, state facts specifically and keep your brand information consistent across the web. No method can guarantee that you will be shown.
How can I measure GEO results?
Two ways: look at visits from sources such as chatgpt.com, perplexity.ai and gemini.google.com in your analytics, and regularly ask AI tools your customers' key questions to see whether your site is cited.
Do AI answers reduce website traffic?
For some queries the user gets the answer from the AI and leaves without clicking. Google, on the other hand, reports that with AI Overviews people visit a greater diversity of websites. That is why it makes more sense to watch real outcomes such as enquiries and sales, not just clicks.
Where should a small business start with GEO?
With the basics: check that your site is indexed and the bots are not blocked, then add a short answer, real questions and an FAQ to your 3–5 most important service pages. This work helps in Google and in AI search at the same time.
Conclusion
AI search does not end SEO; it widens it. Indexing, speed and helpful content are as fundamental as ever. On top of them come new habits: give the answer first, write headings as questions, state facts precisely and do not block AI bots. If you would like to check together how your website appears on Google and in AI answers, write to us.
Last checked: 7 November 2026.