What is generative engine optimization (GEO) and how you can evolve your content strategy to master it

It goes without saying: AI-powered search is taking over. Even the simplest queries are now answered by generative results from platforms like ChatGPT, Google Gemini, and Perplexity. ChatGPT now has over 180.5 million monthly active users, while Perplexity AI's search volume has surged by 858% in the past year and it now has around 10 million active monthly users.

Content creators need to understand how to optimize for both search engines and generative AI platforms — and that starts with understanding the differences between SEO, AEO, and GEO. Here’s a quick acronym dictionary for you:

SEO (Search Engine Optimization) helps your content rank higher in traditional search results by targeting keywords, backlinks, and user intent.

AEO (Answer Engine Optimization) emerged with the rise of voice assistants and zero-click searches — optimizing for concise, factual answers that appear in featured snippets or voice responses.

GEO (Generative Engine Optimization) is the next evolution. It’s about optimizing your content to be referenced, cited, or surfaced by AI-powered engines like ChatGPT, Gemini, and Perplexity when they generate answers.

Unlike SEO, where your goal is to appear on the results page, or AEO, where you’re aiming to be the short-form answer, GEO focuses on being the trusted source behind AI-generated content. These generative engines synthesize information from multiple sources — often preferring credible, clearly written, and semantically rich content that aligns with user intent and demonstrates authority.

How to evolve your content strategy for GEO

1. Prioritize originality and expertise. Generative engines look for signals of unique insight and depth, not surface-level repetition. Include first-hand data, expert commentary, and distinctive perspectives.
2. Build semantic strength. Move beyond keyword density — focus on related terms, context, and topical depth so AI models can easily associate your content with broader themes and queries.
3. Earn credible citations. Just as backlinks boost SEO, citations boost GEO. Get mentioned in trusted publications, forums, and datasets that large models draw from.
4. Focus on transparency and structure. Clear headings, author bios, dates, and sources make your content more trustworthy — and more likely to be referenced by generative engines.
5. Measure new visibility signals. Tools like Frase are already adapting to this shift, helping you track where your content appears in generative answers and how to strengthen those connections.

Generative Engine Optimization isn’t replacing SEO — it’s expanding it. The brands that win in the next era of search will be those who write not just for Google, but for the generators that now shape how people discover information.

With Frase's GEO Optimization feature you can see how your content scores for GEO, then follow the step-by-step guidance to ensure your content is GEO ready. Try it now.