GEO Optimization: Configuring the Website for AI-powered Search Results

GEO website optimization is the process of adjusting digital content for generative search engines and AI platforms that generate answers using large language models. The goal of GEO is to ensure that your website and content are considered by artificial intelligence and appear in generated response blocks on search pages.

Unlike traditional SEO, which aims to rank your website at the top of search results, generative optimization focuses on making artificial intelligence generate its answers using your content.

To learn about how traditional SEO works, read this article.

What is the essence of GEO optimization

Generative Engine Optimization (GEO) is the process of adapting website content to artificial intelligence algorithms so that they select and mention your brand in their search results more often. The goal of GEO is to ensure that your content appears directly within neural network search results, such as ChatGPT or Google AI Overview.

GEO optimization does not replace traditional SEO, but rather works in conjunction with it. Without a good SEO foundation, such as high-quality content, technical setup, and trust in the website, GEO will not produce results. If a website is poorly indexed or has a weak reputation, neural networks simply won't use its data. Therefore, SEO is responsible for a website's visibility in search results, and GEO helps it appear in AI results.

SEO or GEO: which is more important

Generative AI is completely changing the way people search for information. Users are increasingly turning to smart assistants and chatbots rather than search engines: they want a clear and complete answer right away, without clicking through dozens of links.

Users interact with search engines like they would with a human: they clarify details and ask questions using natural language. While the average query previously contained about four words, with generative search it now contains around 20. Conversations with AI have become longer and much more personalized.

Audience expectations have changed: instead of a list of websites, users want a ready-made solution from artificial intelligence. And it is important for businesses to adapt to this new logic of information consumption.

Interest in neural networks and the introduction of AI into search engines have significantly changed traffic distribution. More and more users are staying within generative responses, without even visiting websites. As of 2025, Google has been showing AI-powered information blocks in 18% of search queries (on desktops in the US).

This is an alarming signal for brands. Even the top spot in Google loses up to 34% of clicks if an AI-powered answer appears above it. Traditional SEO is no longer fully effective: if your content is not included in neural search results, you may lose part of your audience.

GEO optimization not only helps retain traffic but also builds brand trust. When someone asks ChatGPT or a voice assistant, for example, what are the best services in your field, it is important that the name of your company appears among the answers.

Does GEO actually work

At the end of 2023, Princeton researchers conducted a large-scale study (GEO-Bench, 10,000 queries) and demonstrated that properly optimized content is much more likely to appear in AI search results.

Techniques that work in GEO:

quotes from authoritative sources double the chance of being mentioned;
up-to-date statistics increase visibility by 40-85%;
question-and-answer (FAQ) format increases visibility by 35-70%;
expert quotes increase visibility by 25-60%;
simple, understandable language increases visibility in search results by 10–30% in technical topics.

The connection between traditional SEO and AI-powered search rankings is gradually weakening (but this does not mean SEO should be ditched entirely). According to research, only about half of the links that appear in Google AI Overviews come from the top 20 positions in organic search results. This means that many websites with excellent SEO simply do not show up in the neural network results.

Analysis by Ahrefs also showed that online brand mentions have a stronger impact on AI rankings than the number of backlinks. It is not just technical optimization that matters, but also the brand's presence in context: citations, mentions, and expertise.

How to get into AI search results

Neural networks select sources using their own algorithms. The decision is influenced by domain authority, the depth and quality of the content, the relevance of the data, and dozens of other factors. Even perfectly formatted text may not rank if the site is little known or if the topic is covered superficially.

The transition to generative search requires a reevaluation of many approaches to content creation and promotion. Many principles of good SEO remain relevant, but new emphases are emerging. Below are key areas for optimizing website content for GEO and increasing your chances of appearing in AI search results:

Create unique and expert content. The principle here is the same as in SEO. Content should be original, comprehensive, and reliable. Share your own unique experience, analytics, and real-world examples. Showcase the expertise of your authors, add links to authoritative sources, and use recent data and research (a good idea is to indicate the year of the research). Content that clearly shows real people and facts behind it is more likely to be cited by neural networks. Keywords are still important, but their quantity is now more important than the meaning of the text and the context of the query. Write so that your content truly answers the user's question.
Structure information for AI. Create clear headings (preferably in the form of questions related to the query), divide the text into logical blocks, and use lists and tables for enumeration. Short paragraphs and concise wording make it easier for the neural network to extract facts. Add an FAQ page with direct questions and answers: such fragments often end up in AI responses. For example, the heading "What is AI search result" and the answer immediately below make for easy citation. Include up-to-date statistics, specific figures, and expert names: this makes the content more citable. Write using simple, natural language; avoid vague wording; in technical topics, use industry-specific terms where appropriate. Overall, focus on human readers, but check the text through the eyes of a machine: can the essence be quickly extracted and a ready-made solution found for the user?
Maintain your website's technical integrity. Without it, even excellent content won't be included in AI search results. Make sure your website loads quickly, its pages are indexed, and its structure is logical. Update key sections regularly: AI models pay attention to freshness of information. Add structured data: it helps algorithms understand your content and increases your chances of being included in neural network search results. Do not forget about SEO: meta tags, clear URLs, correct titles, and keywords are still important. Generative models often pull information from search indexes, so basic website optimization remains the foundation of any GEO strategy.
Monitor how your brand is represented online. AI cares not only about what is written on your website but also about what information about you is available in other sources: news, blogs, social media, and reviews. Therefore, it is important to strengthen your company's online presence through expert articles, reviews on reputable sites, and useful content. Encourage users to leave reviews, share experiences, and participate in discussions: positive and relevant mentions build brand trust. Monitor your reputation: respond to negative feedback, resolve issues, and demonstrate a comfortable experience for your customers.
Start with an audit. Collect user questions in your niche, check what answers AI systems are already generating and which competitors are mentioned. Based on this, update your strategy: improve content that AI systems may find incomplete and come up with topics you have not yet covered. Remember that search results are constantly changing: monitor updates, try different formats, and adapt. Those who embrace GEO now will have a head start when generative search finally becomes a standard method of analyzing information.

Conclusion

GEO optimization is the process of adjusting content for generative systems, so that artificial intelligence shows your brand in its search results more often. It is a logical continuation of SEO in an era when users increasingly seek ready-made solutions rather than links. The search ecosystem is currently undergoing a restructuring: neural networks are becoming intermediaries between businesses and audiences. To maintain their position, brands need to adapt by creating expert-based and structured content, monitoring their reputation, and maintaining their website's technical foundation.