---
title: What is generative engine optimization (GEO)? 2026 guide
description: Generative engine optimization (GEO) is the work of getting your content cited in AI answers. Where the term came from, what moves citations, how to start.
---

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 October 20, 2026

# What is generative engine optimization (GEO)? 2026 guide

![Picture of Rishabh Gupta](https://roasexpert.com/hs-fs/hubfs/IMG_1011.jpeg?width=50&name=IMG_1011.jpeg) [Rishabh Gupta](https://roasexpert.com/blog/author/rishabh-gupta)

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By Rishabh Gupta, founder of ROAS Expert. Last updated 19 October 2026.

Generative engine optimization (GEO) is the work of making your content more likely to be used and cited when an AI system writes an answer. That covers ChatGPT search, Perplexity, Google AI Overviews and AI Mode, and anything else that reads the web and composes a reply instead of showing ten links. The goal isn't a ranking. It's being one of the sources the answer is built from.

In short

- GEO means being one of the sources an AI answer is built from, not holding a rank
- The 2023 Princeton paper that coined the term found quotes, statistics, clear writing and citations lifted visibility most. Keyword stuffing was the only edit that scored below doing nothing
- Ranking still matters most: 76% of pages cited in Google AI Overviews rank in the top 10 for the query
- Google says there are no extra requirements for AI Overviews. Be indexed, be snippet-eligible, keep crawlers and structured data clean

**76.1%**of pages cited in AI Overviews ranked in the top 10 for the queryAhrefs, 1.9M citations, July 2025

**14.4%**of cited pages did not rank in the top 100 at allsame study

**up to 40%**visibility lift the GEO paper claimed in its benchmark, on 2023 modelsAggarwal et al., arXiv 2311.09735

On this page

1. [Where the term came from](https://roasexpert.com/blog/what-is-generative-engine-optimization#where-the-term-came-from)
2. [What the research found actually moved citations](https://roasexpert.com/blog/what-is-generative-engine-optimization#what-the-research-found-actually-moved-citations)
3. [How GEO differs from SEO and AEO](https://roasexpert.com/blog/what-is-generative-engine-optimization#how-geo-differs-from-seo-and-aeo)
4. [How the big assistants pick sources today](https://roasexpert.com/blog/what-is-generative-engine-optimization#how-the-big-assistants-pick-sources-today)
5. [What to do first](https://roasexpert.com/blog/what-is-generative-engine-optimization#what-to-do-first)
6. [What not to waste time on](https://roasexpert.com/blog/what-is-generative-engine-optimization#what-not-to-waste-time-on)
7. [How to measure](https://roasexpert.com/blog/what-is-generative-engine-optimization#how-to-measure)
8. [Why ROAS Expert calls it agentic SEO](https://roasexpert.com/blog/what-is-generative-engine-optimization#why-roas-expert-calls-it-agentic-seo)
9. [Where ROAS Expert fits](https://roasexpert.com/blog/what-is-generative-engine-optimization#where-roas-expert-fits)
10. [Questions](https://roasexpert.com/blog/what-is-generative-engine-optimization#questions)

## Where the term came from

GEO was coined in a November 2023 research paper titled [GEO: Generative Engine Optimization](https://arxiv.org/abs/2311.09735) by Pranjal Aggarwal, Vishvak Murahari, Tanmay Rajpurohit, Ashwin Kalyan, Karthik Narasimhan and Ameet Deshpande. The arXiv version lists Princeton University and IIT Delhi as the main affiliations. The paper formalized what it called "generative engines", introduced a benchmark called GEO-bench, and tested nine ways of rewriting a web page to see which made it show up more in generated answers.

The abstract claims GEO "can boost visibility by up to 40%" in generative engine responses. The main experiments generated answers with gpt-3.5-turbo. A smaller follow-up on Perplexity.ai reported improvements of up to 37%. Treat those as lab results from 2023 on a benchmark, not a promise about your site today.

## What the research found actually moved citations

The paper tested nine edits, each applied to one source page among several competing for the same query. Visibility was measured mainly by "Position-Adjusted Word Count", which combines how many words from your page appear in the answer with how early they appear. Against a baseline score of 19.3, the results were:

**Nine page edits against a 19.3 baseline**

 0102030Quotation addition Quotation addition: 27.2 27.2Statistics addition Statistics addition: 25.2 25.2Fluency optimization Fluency optimization: 24.7 24.7Cite sources Cite sources: 24.6 24.6Technical terms Technical terms: 22.7 22.7Easy to understand Easy to understand: 22 22Authoritative tone Authoritative tone: 21.3 21.3Unique words Unique words: 20.5 20.5Baseline (no change) Baseline (no change): 19.3 19.3Keyword stuffing Keyword stuffing: 17.7 17.7

 0102030Quotation addition Quotation addition: 27.2 27.2Statistics addition Statistics addition: 25.2 25.2Fluency optimization Fluency optimization: 24.7 24.7Cite sources Cite sources: 24.6 24.6Technical terms Technical terms: 22.7 22.7Easy to understand Easy to understand: 22 22Authoritative tone Authoritative tone: 21.3 21.3Unique words Unique words: 20.5 20.5Baseline (no change) Baseline (no change): 19.3 19.3Keyword stuffing Keyword stuffing: 17.7 17.7

Position-adjusted word count: how many words from the page appear in the generated answer, weighted by how early. Red bars are the four edits that beat the baseline by more than five points; grey are the baseline and the one edit that lost to it. Combinations beat single edits, with fluency plus statistics ahead of any one method by over 5.5%. Source: Aggarwal et al., GEO: Generative Engine Optimization, arXiv, November 2023.

Two other findings matter. Combinations beat single methods, with Fluency plus Statistics outperforming any single strategy by more than 5.5%. And the paper reports that "lower-ranked websites, which typically struggle for visibility, benefit significantly more from GEO." Results also varied by topic, with citations helping most on factual questions and quotations on people, society and history topics.

In plain terms, clearly written pages that back up claims with sources, numbers and quotes got pulled into answers more often. Keyword-stuffed pages got pulled in less.

## How GEO differs from SEO and AEO

SEO gets a page ranked in a list of results and earns a click. GEO gets a page read and cited by a model that writes the answer itself. The overlap is large: the model usually starts from a search index, so if you can't rank, you mostly can't be cited either. The difference is the prize. In a ranked list it's position. In a generated answer it's being quoted, named or linked, and plenty of answers never produce a click at all.

AEO, answer engine optimization, is the older cousin. It grew out of featured snippets and voice assistants and focuses on structuring a page so a short, direct answer can be lifted out of it. GEO is broader: the whole page and the whole web presence have to be clear and trustworthy enough that a model synthesizes from them. Most teams do both at once. See our piece on [AI visibility for SaaS and AI startups](https://roasexpert.com/blog/ai-visibility-for-saas-and-ai-startups) for how the two blend.

|  | SEO | AEO | GEO |
| --- | --- | --- | --- |
| The prize | A position in a list of results, and a click | A short answer lifted out of your page: snippets, voice | Being quoted, named or linked inside an answer the model writes |
| Where it shows | Google and Bing results pages | Featured snippets, voice assistants, People also ask | ChatGPT search, Perplexity, AI Overviews and AI Mode, Copilot |
| What you optimize | Crawlability, relevance, links, titles | Question-shaped headings with a direct answer underneath | Clear, sourced, specific pages plus a consistent presence on third-party sites |
| Prerequisite | Indexed | Ranking for the question | Usually ranking, since assistants start from a search index |

Most teams do all three at once. The overlap is large; the prize is different.

## How the big assistants pick sources today

### Google AI Overviews and AI Mode

Google's own documentation for site owners, [AI features and your website](https://developers.google.com/search/docs/appearance/ai-features), is unusually direct. It says there are "no additional requirements to appear in AI Overviews or AI Mode, nor other special optimizations necessary." A page has to be indexed and eligible to show a snippet, and that's the technical bar. Both features use what Google calls "query fan-out": the system issues several related searches behind the scenes, then picks supporting pages from all of them, which is why the cited links are often broader than the classic top ten.

The same page recommends that structured data match the visible text, that important content be available as text, that robots.txt and your CDN allow crawling, and that Merchant Center and Business Profile data stay current. AI feature appearances are counted inside Search Console's Web search type, so you can't separate them out yet.

How closely does citation track ranking? An [Ahrefs study from July 2025](https://ahrefs.com/blog/search-rankings-ai-citations) looked at 1.9 million citations across 1 million AI Overviews and found 76.1% of cited pages ranked in the top 10 for the query, while 14.4% didn't rank in the top 100 at all. So ranking still matters most, but it isn't the whole story.

**Where AI Overview citations rank for the same query**

 0%25%50%75% Top 10: 76.1% 76.1%Top 10 Positions 11 to 100: 9.5% 9.5%Positions 11 to 100 Not in top 100: 14.4% 14.4%Not in top 100

 0%25%50%75% Top 10: 76.1% 76.1%Top 10 Positions 11 to 100: 9.5% 9.5%Positions 11 to 100 Not in top 100: 14.4% 14.4%Not in top 100

Share of 1.9 million cited pages across 1 million AI Overviews. Ranking is still the main road in, but one in seven cited pages did not rank at all. Source: Ahrefs, July 2025.

### ChatGPT search

OpenAI's [ChatGPT search help page](https://help.openai.com/en/articles/9237897-chatgpt-search) explains that ChatGPT rewrites your question into targeted queries, sends those to third-party search providers, and may run follow-up queries after reviewing the first results. It says ChatGPT "ranks search results using multiple factors intended to help users find relevant, reliable information" and that "placement is not guaranteed." To be eligible at all you must allow the OAI-SearchBot crawler and its published IP ranges. OpenAI's [crawler documentation](https://developers.openai.com/docs/bots) separates three bots: OAI-SearchBot for search inclusion, ChatGPT-User for pages a user asks it to open, and GPTBot for training. Blocking GPTBot doesn't remove you from search. Blocking OAI-SearchBot does.

### Perplexity

Perplexity's [crawler docs](https://docs.perplexity.ai/docs/resources/perplexity-crawlers.md) describe PerplexityBot, which is "designed to surface and link websites in search results on Perplexity" and is not used for model training, and Perplexity-User, which fetches a page when a user's question needs it and generally ignores robots.txt because a person requested it. Perplexity doesn't publish its ranking factors.

## What to do first

The order below works for both SaaS sites and stores. The emphasis shifts a little between them.

### For a SaaS site

*Step 01***Write your entity facts once**

What the product is, who it's for, pricing model, founding year, HQ, integrations. Plain text on the homepage and about page, mirrored in Organization and SoftwareApplication schema.

*Step 02***One answer-first page per buyer question**

Direct answer in two or three sentences, then the detail. Comparisons, "what is" pages and pricing explainers do well.

*Step 03***Back claims with sources, figures and quotes**

The part the GEO paper actually tested, and the part most SaaS blogs skip.

*Step 04***Be present where assistants already look**

G2, Capterra, GitHub, Product Hunt, directories, press. Your profiles there need to say what your site says.

*Step 05***Check crawler access**

OAI-SearchBot, PerplexityBot and Googlebot must be able to fetch your pages, and content must not depend on client-side JavaScript.

### For a store

*Step 01***Clean product data first**

Titles, attributes, availability, price and shipping scope, in text and in Product schema. Keep Google Merchant Center in sync.

*Step 02***Build buying-guide pages**

Answer "which X should I buy for Y" with a direct recommendation up top and a comparison table below.

*Step 03***Make policy facts easy to find**

Delivery times, returns, warranty, regions served. Assistants quote these when they compare stores.

*Step 04***Collect reviews where they get cited**

Trustpilot and Google, not only your own product pages.

*Step 05***Prepare for shopping agents**

Feeds and the storefront side are covered in [GEO for ecommerce](https://roasexpert.com/blog/geo-for-ecommerce).

## What not to waste time on

Keyword stuffing was the one method in the GEO paper that performed worse than doing nothing, so don't rewrite pages to repeat "best X" twenty times. Don't buy "GEO-optimized" content packs that are thin articles with new labels. Don't block or allow GPTBot for ranking reasons. It's a training crawler, and OpenAI's docs say it plays no part in search inclusion. And don't chase a single score from an AI visibility tool. They're useful for trend lines, but their prompt sets are a guess at your market, not yours.

## How to measure

Three layers, in increasing effort. First, GA4 referrals. Visits from chatgpt.com, perplexity.ai, copilot.microsoft.com and gemini.google.com land as referral traffic. Build a custom channel group that matches those sources so they stop hiding inside Referral. A [November 2025 SEOWorks walkthrough](https://www.seoworks.co.uk/how-to-track-chatgpt-traffic-in-google-analytics-4/) uses a source regex of bard|chatgpt|openai|claude|copilot|gemini|perplexity|grok. Expect some of this traffic to arrive with no referrer, so the number is a floor. Our post on [AI assistant traffic in GA4](https://roasexpert.com/blog/ai-assistant-traffic-in-ga4) walks through the setup.

Second, brand mention tracking. Tools like Ahrefs Brand Radar and similar products sample prompts and record whether you're named or cited. Use them for direction over months, not weekly scorekeeping. Bing Webmaster Tools added an AI Performance report in public preview in February 2026 that shows Copilot citations by page, and Google counts AI feature impressions inside the normal Search Console Web report.

Third, manual prompt tests. Write down 20 to 30 prompts a real buyer would type, run them monthly in ChatGPT, Perplexity, AI Mode and Copilot, and record who gets named, who gets linked, and what is said about you. It's slow and it's still the most honest signal you'll get.

**1. GA4 referrals**

- Visits from chatgpt.com, perplexity.ai, copilot.microsoft.com, gemini.google.com
- Custom channel group on a source regex such as bard|chatgpt|openai|claude|copilot|gemini|perplexity|grok
- A floor, since some visits arrive with no referrer

**2. Mention tracking**

- Ahrefs Brand Radar and similar sample prompts and record whether you are named or cited
- Bing Webmaster Tools AI Performance report shows Copilot citations by page
- Use for direction over months, not weekly scorekeeping

**3. Manual prompt tests**

- 20 to 30 prompts a real buyer would type
- Run monthly in ChatGPT, Perplexity, AI Mode and Copilot
- Record who is named, who is linked, what is said. Slow, and the most honest signal

## Why ROAS Expert calls it agentic SEO

We say agentic SEO rather than GEO because citations are only half of what's changing. Assistants are also starting to act: compare products, fill carts, and in some flows complete checkout. So the work extends past articles into product feeds, structured data, policy pages, and whether an agent can transact on your store. GEO is a subset of that. If you only publish content, GEO is the right word. If you also sell things, you need the wider frame our [agentic SEO](https://roasexpert.com/agentic-seo) page describes.

## Where ROAS Expert fits

We run [agentic SEO](https://roasexpert.com/agentic-seo) engagements for SaaS companies and stores, starting with an [audit](https://roasexpert.com/audit) that checks crawl access, entity facts, structured data, third-party presence and a manual prompt set for your market. You get a ranked list of fixes with owners, and you can run it yourself or with us.

**Find out who assistants name instead of you**

An agentic SEO audit runs a manual prompt set for your market and checks crawl access, entity facts, structured data and third-party presence. From $1,000.

[Book a 30-minute call](https://roasexpert.com/contact)[See the audit](https://roasexpert.com/audit)

To see where your own site stands on the basics above, run the [free AI SEO audit](https://tools.roasexpert.com/?utm_source=roasexpert&utm_medium=blog&utm_campaign=geo): crawler access, structured data, text that survives without JavaScript and an llms.txt check, scored out of 100 with a fix for every miss.

## Questions

### What is generative engine optimization in one sentence?

GEO is the practice of making your content more likely to be read, used and cited by AI systems that generate answers, such as ChatGPT search, Perplexity and Google AI Overviews.

### Who coined the term GEO?

Pranjal Aggarwal and co-authors from Princeton University and IIT Delhi, in a paper titled GEO: Generative Engine Optimization published on arXiv in November 2023.

### Is GEO different from SEO?

Yes, but they overlap heavily. SEO earns a ranked position and a click. GEO earns a citation inside a generated answer. Since assistants mostly start from a search index, strong SEO is usually a prerequisite for GEO.

### Do I need special markup or an AI file to appear in Google AI Overviews?

No. Google's documentation says there are no additional requirements beyond being indexed and eligible for a snippet, and no special structured data or AI text files are needed.

### How do I know if GEO is working?

Track referrals from assistant domains in GA4 with a custom channel group, watch brand mentions in a tracking tool, and run a fixed set of buyer prompts each month to record whether you're named and cited.

[Agentic SEO](https://roasexpert.com/blog/tag/agentic-seo)

## Related posts

[![Cover image for the post: AI visibility for SaaS and AI startups: getting recommended by ChatGPT](https://roasexpert.com/hs-fs/hubfs/roas-expert-visuals/cover-ai-visibility-for-saas-and-ai-startups.png?height=200&name=cover-ai-visibility-for-saas-and-ai-startups.png)](https://roasexpert.com/blog/ai-visibility-for-saas-and-ai-startups)

[Agentic SEO](https://roasexpert.com/blog/tag/agentic-seo)

## [AI visibility for SaaS and AI startups: getting recommended by ChatGPT](https://roasexpert.com/blog/ai-visibility-for-saas-and-ai-startups)

![Picture of Rishabh Gupta](https://roasexpert.com/hs-fs/hubfs/IMG_1011.jpeg?width=50&name=IMG_1011.jpeg) [Rishabh Gupta](https://roasexpert.com/blog/author/rishabh-gupta) 

 October 4, 2026

When a buyer asks ChatGPT, Gemini or Copilot to recommend software, the assistant can search the...

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[![Cover image for the post: GEO for ecommerce: what gets products into AI shopping answers](https://roasexpert.com/hs-fs/hubfs/roas-expert-visuals/cover-geo-for-ecommerce.png?height=200&name=cover-geo-for-ecommerce.png)](https://roasexpert.com/blog/geo-for-ecommerce)

[Agentic SEO](https://roasexpert.com/blog/tag/agentic-seo)

## [GEO for ecommerce: what gets products into AI shopping answers](https://roasexpert.com/blog/geo-for-ecommerce)

![Picture of Rishabh Gupta](https://roasexpert.com/hs-fs/hubfs/IMG_1011.jpeg?width=50&name=IMG_1011.jpeg) [Rishabh Gupta](https://roasexpert.com/blog/author/rishabh-gupta) 

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Products reach shoppers in AI assistants through two systems. Product cards come from product data:...

[Read more](https://roasexpert.com/blog/geo-for-ecommerce)

[Agentic SEO](https://roasexpert.com/blog/tag/agentic-seo)

## [Answer engine optimization (AEO): what it is vs SEO and GEO](https://roasexpert.com/blog/answer-engine-optimization-aeo)

![Picture of Rishabh Gupta](https://roasexpert.com/hs-fs/hubfs/IMG_1011.jpeg?width=50&name=IMG_1011.jpeg) [Rishabh Gupta](https://roasexpert.com/blog/author/rishabh-gupta) 

 October 20, 2026

By Rishabh Gupta, founder of ROAS Expert. Last updated 19 October 2026.

[Read more](https://roasexpert.com/blog/answer-engine-optimization-aeo)

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      "text" : "GEO is the practice of making your content more likely to be read, used and cited by AI systems that generate answers, such as ChatGPT search, Perplexity and Google AI Overviews."
    },
    "name" : "What is generative engine optimization in one sentence?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "Pranjal Aggarwal and co-authors from Princeton University and IIT Delhi, in a paper titled GEO: Generative Engine Optimization published on arXiv in November 2023."
    },
    "name" : "Who coined the term GEO?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "Yes, but they overlap heavily. SEO earns a ranked position and a click. GEO earns a citation inside a generated answer. Since assistants mostly start from a search index, strong SEO is usually a prerequisite for GEO."
    },
    "name" : "Is GEO different from SEO?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "No. Google's documentation says there are no additional requirements beyond being indexed and eligible for a snippet, and no special structured data or AI text files are needed."
    },
    "name" : "Do I need special markup or an AI file to appear in Google AI Overviews?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "Track referrals from assistant domains in GA4 with a custom channel group, watch brand mentions in a tracking tool, and run a fixed set of buyer prompts each month to record whether you're named and cited."
    },
    "name" : "How do I know if GEO is working?"
  } ]
}
```