Generative Engine Optimization (GEO) is the work of getting your brand cited inside AI answers, rather than ranked in a list of links. It's early and evidence-led, but the divergence is already sharp: the overlap between top Google links and AI-cited sources has fallen from around 70% to under 20%, and platforms cite very differently. Structure, entity strength and third-party citations are what move it.
If traditional SEO is about ranking on page one, GEO is about being part of the answer itself. As more people ask ChatGPT, Perplexity and Google's AI what to buy and who to trust, the prize shifts from holding a position to being the source the model cites. And 58% of consumers now use generative AI instead of search for recommendations, with 48% of B2B buyers using it to discover vendors - so this isn't a fringe channel any more.
Working out where your brand actually stands in AI answers - and what would move it - is exactly the kind of thing we like to test before recommending.
Why it's not just SEO with a new name
The tempting assumption is that good SEO simply carries over. It helps - AI models use live web search - but the two are pulling apart fast. Research suggests the overlap between the top Google links and the sources AI actually cites has dropped from around 70% to below 20%. Ranking well no longer guarantees you're in the answer.
The platforms don't behave the same
Citation behaviour varies wildly, which means there's no single lever. Perplexity cites sources in about 97% of responses. Google's AI Overviews cite in roughly 34%. ChatGPT cites in only around 16%. A brand that's well represented in one can be invisible in another, so GEO is platform-specific work, not a single score.
AI answers are diverging from search results - and from each other.
Source: industry research, 2026; compiled by The Digital Lighthouse.What actually moves it
- Structure content for extraction. Clear headings, short paragraphs, direct answers and bullet points make it easy for a model to lift and cite you. This is the single most repeatable lever.
- Build entity strength. Consistent, accurate information about your brand across the web - so models understand who you are and represent you correctly.
- Earn third-party citations. Mentions and references from sources the models already trust do more than on-site tweaks.
- Monitor how you're represented. Check what the major models actually say about you, and correct the record where it's wrong.
GEO is early, and the measurement is still maturing. We treat it the way we treat anything new - test it, measure it, and earn it into the work with evidence rather than bolting it on because it's the topic of the month. If someone promises you guaranteed AI citations, be sceptical. What we can do is structure for it, build the signals that help, and track how your representation changes.
If you want to know where your brand actually stands in AI answers today, and what would realistically move it, that's a question we're happy to dig into as part of a strategic review.
Frequently asked questions
What is generative engine optimization?
GEO is the practice of optimising your content and presence so that AI search tools - ChatGPT, Perplexity, Google AI Overviews - cite your brand in their answers. The goal is to be part of the answer, not just to rank in a list of links.
Is GEO the same as SEO?
No, though they're related. Strong SEO helps because models use live web search, but the two are diverging - the overlap between top Google links and AI-cited sources has fallen from around 70% to under 20%. Ranking well no longer guarantees you're cited.
How do I get cited by ChatGPT or Perplexity?
Structure content for extraction with clear headings and direct answers, build consistent and accurate information about your brand across the web, and earn citations from sources the models already trust. Citation behaviour differs by platform, so it's platform-specific work.
Can you measure GEO?
Partially, and it's improving. You can monitor how the major models represent and cite your brand and track changes over time, but attribution is less mature than paid or organic search - treat it as directional and evidence-led for now.