What is GEO (Generative Engine Optimization)?

Generative Engine Optimization emerged as a distinct discipline in 2025 when AI-referred sessions grew by 527% in just five months according to SparkToro. Unlike traditional SEO which optimises for ranking positions, GEO optimises for AI citation — getting your content quoted directly in AI-generated answers. Key GEO techniques include: creating self-contained 'Citation Capsule' blocks of 134-167 words that can be extracted without context, using question-based headings that match natural language queries, embedding specific statistics with source attribution, and ensuring server-side rendering since AI crawlers rarely execute JavaScript. According to Ahrefs' December 2025 study, brand mentions across Reddit, YouTube, and Wikipedia correlate 3x more strongly with AI visibility than traditional backlinks. Only 11% of domains are cited by both ChatGPT and Google AI Overviews — platform-specific optimisation is essential.