What is Generative Engine Optimization (GEO)?

In an world switching to AI-search, Generative Engine Optimization (GEO) is the new playbook for visibility. While traditional SEO was focused on climbing Google’s blue links, GEO is about getting your content mentioned and cited inside AI-generated answers from platforms like ChatGPT, Google AI Overviews, and Perplexity.

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Why GEO Matters Right Now

Search behavior is shifting fast. More people are asking AI assistants for answers instead of scrolling search results.

For users, the value prop is clear: Instead of dozens of links on a page, users are now seeing a single concise answer. For businesses, this means that if your content isn’t part of that answer, your brand might not exist in that buyer journey.

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SEO vs. GEO: From Ranking to Referencing

GEO builds on core SEO fundamentals, but the goal has flipped. Instead of ranking higher in order to earn a click, in GEO being cited means your are the answer.

Imagine asking your favorite AI chatbot: “What’s the best budget smartwatch?” Instead of a list of links, the AI-generated answer might respond: “According to Wearable.com, the top budget pick is the Redmi Watch Smartwatch for its battery life…”
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How to Optimize for Generative Engines

Much of GEO will sound familiar to SEO pros:

• Write high-quality content that directly answers questions.
• Use structured data and schema to make details easy to parse.
• Ensure your site is technically open to AI crawlers.

But at Meridian we’re seeing many new tactics are emerging:

• Format matters. Clear paragraphs with bullet points and summary sections are easier for AI models to quote.
• Question-first content. Cover topics comprehensively and anticipate the phrasing users might ask an AI.

Gap-driven strategy. Many brands research the most popular chatbot questions in their niche, then create content specifically to fill those gaps.

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Trust and Authority Still Rule

AI systems, similar to Google’ search engine, prefer content they view as credible and authoritative. That means E-E-A-T (experience, expertise, authoritativeness, trustworthiness) is as, if not more, important than ever.

As a brand, having your content cited doesn’t just bring traffic. It builds authority. When ChatGPT or Google AI references your company, it tells users that this source can be trusted.

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The Early Days of GEO

Much like SEO in the late ’90s we’re in the very early innings of GEO. The landscape is evolving quickly and best practices are being constantly updated.

The way people discover information is changing. If you want your brand, products, services, and content to stay visible, you will need to consider this fundamental evolution of search.

GEO isn’t about gaming the system, It’s about structuring content to be genuinely useful to both people and AI.