Generative Engine Optimisation (GEO)

Generative engine optimisation is the discipline of getting your brand surfaced and cited inside the responses that generative AI tools produce, rather than in a list of blue links. It overlaps heavily with answer engine optimisation; GEO tends to stress the generative model side (how LLMs assemble an answer), while AEO stresses the answer-delivery side.

Why it matters to a founder: generative engines don't rank ten results, they compose one answer from a handful of trusted sources. If you're not among those sources, you're invisible to that buyer entirely. The levers are practical. Write content that states clear facts and definitions a model can lift cleanly. Build entity recognition so the model knows what your brand is. Earn third-party mentions, because models weigh consensus across the web, not just your own site. Then measure your share of voice across prompts and iterate. GEO is early, which is exactly why it's worth the attention now.