You check your analytics one morning and notice something weird. A signup came from ChatGPT. Not Google. Not a referral link. ChatGPT.
Welcome to the world of GEO.
So what exactly is GEO?
GEO stands for Generative Engine Optimization. Think of it as SEO's younger, scrappier cousin. But instead of fighting for Google's blue links, you're trying to get AI tools to actually recommend you.
Here's the thing: when someone asks ChatGPT "what's the best CRM for freelancers?", it doesn't show 10 results. It gives an answer. Maybe three or four suggestions, with reasons why. If you're in that answer, you just got a warm lead. If you're not, you didn't just rank lower. You were invisible.
Why should you care?
Traditional SEO is about ranking. Position 1 beats position 5. GEO is binary: you're either mentioned or you're not.
And when AI mentions you, it's not neutral. ChatGPT doesn't just say "here's Company X." It says "I'd suggest Company X because they're great for solo consultants and their pricing is straightforward." That's an endorsement, not a search result.
The user doesn't compare 10 options. They hear the recommendation and act on it. That's a completely different dynamic than traditional search.
What makes AI recommend you (or not)
AI tools don't use the same playbook as Google. They're looking at different signals.
They need to understand what you actually are. If your website says one thing, your LinkedIn says another, and industry directories have outdated info, AI gets confused. Confused AI doesn't confidently recommend anything.
They also look for authority. Are credible sources talking about you? Do you have comprehensive content that actually answers questions? Surface-level marketing fluff doesn't get cited. Depth does.
And structure matters. When your content has clear headings, FAQs, comparison tables, AI can extract and use that information more easily. Messy, wall-of-text pages are harder to work with.
How do you actually improve your GEO?
First, figure out where you stand. Open ChatGPT, Perplexity, Claude. Ask the questions your customers would ask. Are you showing up?
If you can't do this manually every week (and let's be honest, you can't), tools like Mentionable automate it. You enter your URL, get suggested prompts based on what you actually do, and track your visibility across multiple AI platforms.
From there, the work is similar to good content marketing. Create stuff that comprehensively answers real questions. Build authority by getting mentioned on credible sites. Make it crystal clear what you do and who you help.
The honest truth about GEO
This field is young. Best practices are still being figured out. What works today might shift as these AI models evolve.
But the core principle isn't going anywhere: if people are using AI to find solutions, you need to be in those answers. That's GEO in a nutshell.