GEO: New Strategy to Turn Your Brand into AI’s Favorite

What is GEO? How Should Brands Get Started in AI Era?

GEO or Generative Engine Optimization is a strategy for optimizing content so that generative AI models (LLMs) such as ChatGPT and Gemini choose to reference it when generating direct answers for users. A study by Princeton University found that using GEO can increase the likelihood of being cited by AI by up to 40 percent. When these findings are combined with insights from Backlinko, a leading global marketing intelligence source, there are three fundamental GEO approaches to follow:

1. Create Content AI Finds Reliable: AI does not prioritize fame or popularity of sources. Rather, it focuses on citing credible, high-quality information that answers its users’ needs. Taken into account are a verifiable author profile, reliable supporting evidence (images, videos, statistics, research, expert quotes), and clear, concise writing. Publishing original, exclusive information that can’t be found elsewhere (e.g. product information or privileges) helps position your brand as a primary source for AI. A strong digital presence reinforced by third parties through positive reviews, creator mentions, and references on external websites further strengthens credibility.
2. Design Proper Data Structure: AI does not read content the way humans do, so organizing information in a machine-friendly format is essential. Useful techniques include schema markup (data labels embedded in HTML source code) and FAQ/Q&A-style content.
3. Monitor AI’s Perspective: Brands should check their presence or reputation on AI platforms at least once a month and use the insights to improve. The regular checks also help prevent damage from misinformation or negative content that can emerge at any time. Competing for AI’s favor isn’t always fair. Reddit users, who want to avoid long queues at their favorite places, used to manipulate restaurant data by creating positive reviews for places they didn’t want to eat, so AI would recommend those instead. While not a direct attack on a brand, it highlights how AI can be influenced and distort brand perceptions.

Will GEO Wipe Out SEO?

Although GEO has become a marketing buzzword in the AI era, it was never meant to replace SEO (Search Engine Optimization). In practice, GEO shares the same foundations as SEO—such as creating high-quality content aligned with E-E-A-T principles and using familiar techniques like schema markup. Therefore, a brand’s path forward in a world where AI becomes another “customer” is not choosing between GEO or SEO—but integrating both. Your goal should no longer just be about appearing first on a Google search. It’s time to build visibility that AI can understand and trust. That’s how your brand will confidently surface as the answer when consumers make their decisions.