# What Is Generative Engine Optimization (GEO) \[Tips & Workflows To Do It\] May 1, 2025 11 min read Written by: [Charlie Marchant](/content/community/users/4434927/index.html) Edited By: [Chima Mmeje](/content/community/users/20754431/index.html) #### Table of Contents - [What is Generative Engine Optimization (GEO)](/content/blog/generative-engine-optimization#what-is-generative-engine-optimization-(geo/index.html)) - [What is the difference between GEO vs. traditional SEO](/content/blog/generative-engine-optimization#what-is-the-difference-between-geo-vs.-traditional-seo/index.html) - [How do generative engines work?](/content/blog/generative-engine-optimization#how-do-generative-engines-work?/index.html) - [How to find opportunities to optimize for AI Overviews](/content/blog/generative-engine-optimization#how-to-find-opportunities-to-optimize-for-ai-overviews/index.html) - [How to appear in generative AI searches](/content/blog/generative-engine-optimization#how-to-appear-in-generative-ai-searches/index.html) - [What metrics should you track for GEO?](/content/blog/generative-engine-optimization#what-metrics-should-you-track-for-geo?/index.html) - [Mistakes to avoid when optimizing for generative search](/content/blog/generative-engine-optimization#mistakes-to-avoid-when-optimizing-for-generative-search/index.html) - [Concluding thoughts: Start optimizing for generative engines today](/content/blog/generative-engine-optimization#concluding-thoughts:-start-optimizing-for-generative-engines-today/index.html) Some marketers think that Generative Engine Optimization (GEO) is a buzzword with temporary hype. But that’s a mistake because LLM search is gaining momentum. Many websites are losing clicks to Google’s AI Overviews, and LLM tools like ChatGPT, Gemini, and Perplexity are gradually changing how users search for information. If you’re not optimizing for AI search, you’re missing out on potential traffic that could lead to conversion. At Exposure Ninja, we’ve been experimenting with GEO across industries, testing what actually works to earn visibility in these new search platforms. In this guide, I’ll break down the practical strategies we use to optimize for generative search and how you can replicate our process to improve your brand visibility in AI search features. ## What is Generative Engine Optimization (GEO) Generative engine optimization is a strategy to optimize your content for [LLM tools](/content/blog/integrate-llms-seo-workflow/index.html) like Google’s AI Overviews, ChatGPT, Gemini, Perplexity, and other generative models that surface answers instead of links. While SEO focuses on search engines, [GEO adapts your content](/content/blog/automate-seo-content-tasks-llms/index.html) to be cited, summarized, or featured inside AI-generated responses. To achieve this goal, your content needs to be structured so that large language models can process it. ## What is the difference between GEO vs. traditional SEO While GEO builds on top of your existing SEO strategy, the signals you’re optimizing for and how you measure success are different. **Here’s how they compare:** ## How do generative engines work? If you want your content to appear in generative search, you need to understand how these engines generate answers. Rather than just scanning for keywords, they break down the query to find the best sources and generate unique information each time. Here's a quick video explaining how generative search engines work: ### Generative engines rewrite the query When you type a long, complex question into an [AI tool](/content/blog/ai-seo-tools/index.html) like ChatGPT or Perplexity, it breaks the prompt into smaller, search-like queries and runs those through its model. That includes its internal training data and, depending on the engine, external sources like the web. The model summarizes each result and then reassembles it into a response. Generative engines allow users to search with longer sentences, multiple trains of thought, or even entire paragraphs, as the model breaks down the input into chunks it can process. Perplexity is one of the few platforms that shows you what it’s doing under the hood. It runs multiple web searches in the background and cites sources directly in the output, making it easier to understand how information is gathered and used to form a final answer. ## How to find opportunities to optimize for AI Overviews If you’re already tracking organic rankings using [STAT](https://getstat.com/daily-tracking-analytics), you’re just a few filters away from uncovering AI Overview (AIO) opportunities. Here’s the workflow to identify opportunities to rank for AI Overviews: ### Step 1: Find keywords already in the top 10 positions Start by narrowing your dataset to keywords your site already ranks for in positions 1–10. This gives you a foundation of content close to winning, even if it hasn’t yet appeared in an AI Overview. In [STAT](https://getstat.com/), go to your project view and filter for Top 10 rankings in your keyword set. ### Step 2: Add the AI Overview SERP feature filter Next, isolate the top 10 keywords that trigger an AI Overview by adding a SERP feature filter for “AI Overview”. ### Step 3: Segment by owned vs. unowned AIOs Now split your list into: - Owned AIOs: Your content is being cited inside the AI Overview - Unowned AIOs: An AI Overview exists, but your content isn’t included ### Step 4: Prioritize high-value, commercial-intent queries Create a list of [target keywords](/content/explorer/index.html) to optimize for the AI Overview. Focus on the ones tied to revenue: - Keywords with buying or research intent - Branded product or service queries - Pages with high conversion potential Tip: Look for overlap between unowned AIOs and your highest-value landing pages in GA4. These are prime targets for GEO optimization. ## How to appear in generative AI searches Here’s the checklist we use at Exposure Ninja to help our clients earn citations inside AI results. ### Extreme close matching The first thing we do is closely match the information we publish with the phrase we’re trying to rank for. ### Answer questions directly and use bullet points to break down key information Make sure your content is simple and easy to read. Just like people struggle to follow overly complex information, AI has a harder time understanding content that isn’t structured. It looks for recognizable patterns and direct language to interpret your message accurately. ### Rank well in regular organic and local search You need to be visible in traditional search to earn citations in generative search. Without that baseline, it’s unlikely your content will appear in AI Overviews or be referenced by generative engines. ### Get cited as a data or research source Generative engines prioritize information that feels authoritative, and that includes data. But what’s interesting is that the data source doesn’t always have to be the brand itself. ### Influence brand perception through PR and positioning Some brands are already winning in generative search because of their positioning in media, third-party content, and user discussions. ## What metrics should you track for GEO? You won’t find [traditional keyword rankings](/content/tools/rank-tracker/index.html) in generative search. There’s no average position, SERP feature box, or impression metrics. But that doesn’t mean you can’t track GEO, it just requires a different approach. ### Track your presence in AI Overviews Start by identifying which of your target keywords trigger [AI Overviews](/content/blog/ai-overviews-are-they-affecting-your-search-results-whiteboard-friday/index.html) in Google. You can do this using tools like [STAT](https://help.getstat.com/ai-overviews-new-serp-features/) to monitor owned and unowned AIO appearances. ### Monitor referral traffic from AI platforms [Use GA4](/content/beginners-guide-to-google-analytics/ga4/index.html) to filter and group traffic coming from ChatGPT, Bing, Gemini, and other AI engines. ### Measure sessions and conversions from AI referrals You can’t track specific keywords in generative search, but you can track outcomes. In Looker Studio, we surface GEO landing pages and show which AI platforms drive the most conversions. ### Analyze brand sentiment and accuracy in AI platforms Beyond traffic, it’s important to understand how generative search platforms describe your brand and whether that information is accurate. ## Mistakes to avoid when optimizing for generative search Getting cited in generative engines doesn’t follow the same playbook as SEO. In fact, some tactics that work in traditional search won’t help your visibility in ChatGPT, Gemini, and Perplexity. ## Concluding thoughts: Start optimizing for generative engines today You don’t have to choose between GEO or SEO when you can optimize for both. Use STAT to find AI Overview opportunities, invest in digital PR to increase brand mentions, and track the right performance metrics. Written by **Charlie Marchant** Charlie Marchant is the CEO of [Exposure Ninja](https://exposureninja.com/), a leading digital marketing agency known for executing high-impact campaigns for clients like The Ordinary and Siemens Healthineers. Over the past 2 years, her team has pioneered Generative Engine Optimization, delivering measurable results and helping businesses increase search visibility.