GEO (Generative Engine Optimisation)
GEO is optimising your brand and content to appear and be recommended inside generative AI tools, the chatbots and assistants that now sit between buyers and the open web. It's a close cousin of AEO; in practice the terms are used almost interchangeably, with GEO leaning towards the broader goal of being the brand a model surfaces, cites, and trusts.
For a founder, the shift is real money. When a prospect asks an AI to shortlist vendors, you're either on the list or invisible, and there's no second page to climb to. You influence the outcome by being widely and consistently described across the web (your own site, third-party reviews, comparison pages, directories), using clear factual language a model can trust, and earning genuine mentions. GEO rewards the same fundamentals as good SEO: real authority, clear writing, and being talked about by credible sources.