GEO — generative engine optimisation — is the discipline of making sure generative AI systems surface your brand in their outputs. It's used interchangeably with AEO by many practitioners, with subtle differences in emphasis. Below is the working definition and the practical playbook.
GEO vs AEO
Some practitioners distinguish GEO (generative engine optimisation, broader: any generative AI output including images, video summaries, agent actions) from AEO (answer engine optimisation, narrower: question-answer formats specifically).
In practice, the techniques overlap enough that we treat them as one discipline with two emphases. The reader-facing answer is AEO; the agent-facing structure is GEO.
Why structure matters more than ever
Generative models prefer content that's structured the way they emit it. Question-answer pairs, clear entity definitions, named methods, comparison tables. The content that gets surfaced is the content that's already shaped like the output the model wants to produce.
Where to start
The first 30-day GEO/AEO sprint covers the same ground.
- Schema — Organization, Article, FAQ, HowTo, Product as relevant.
- Entity pages — clear, named definitions for your method, products, and POV.
- Citation campaign — earn mentions from sources the models already trust.
- Answer-shaped pages — question → direct answer → supporting detail.
How to measure
Stand up a fixed prompt panel and measure mention rate, citation rate, and sentiment monthly. The metric set is the same for GEO and AEO; the prompt mix shifts based on whether you care more about reader-facing answers or agent-facing outputs.
Frequently asked questions
What is GEO?
Generative Engine Optimisation — making sure generative AI systems surface your brand in their outputs. Sometimes used interchangeably with AEO.
Do I need to do both?
Yes, but the work overlaps heavily. Entity engineering and structured content serve both at once.
Where do I start?
Schema, entity pages, and a citation-building campaign. We sequence these in the first 30 days of every engagement.
How is this different from old-school SEO?
It shares the technical foundations but optimises for generative outputs rather than ranked search results. Same plumbing, different target.