Generative Engine Optimization

GEO is the evolution of SEO. Where traditional optimization targets ranked results, GEO focuses on securing brand presence inside generative answers. As a generative AI search engine optimization agency, we structure content that LLMs trust, cite, and surface. It’s not about climbing a results page—it’s about being the answer.

At the core, SEO and GEO are quite similar. It’s like knowing Latin and learning Spanish. The roots are the same, and there are subtle differences, but experts can learn quickly and infer rules and patterns.

Traditional SEO is about ranking higher in search engine results pages (SERPs). You optimize content for algorithms like Google’s by using keywords, backlinks, and technical signals to earn visibility on a list of links.

GEO takes it a step further. Instead of aiming for a blue link, you’re optimizing to be the answer inside AI-generated responses. It’s not just about showing up; it’s about being cited, summarized, and trusted by large language models like ChatGPT, SGE, Claude, and Perplexity.

In short:

• SEO helps you rank.
• GEO helps you resonate inside the result.

As a generative engine optimization agency, we design content that’s technically sound for crawlers and semantically rich for LLMs—bridging the gap between yesterday’s SERPs and today’s AI-powered discovery.

To optimize for generative search, your brand should focus on authoritative content that includes supporting data, and you should be creating brand signals across the internet.

Not exactly. GEO isn’t replacing SEO; it’s expanding it. Traditional SEO fundamentals—such as ranking signals, crawlability, and keyword relevance—still matter. But GEO adds a new layer: optimizing for how your brand is cited, surfaced, and summarized by AI-generated results. 

Think of GEO as the next evolution of SEO. Built on the same foundation, but designed for a world where links are replaced by language. We’re in a transition period, and while both terms and their tactics will be used interchangeably, SEO remains essential. GEO is an addition, not a replacement, even though we will likely transition to calling it all GEO (or a similar new acronym). 

PR professionals shape brand narratives. In the age of generative AI, those narratives either show up or disappear. Generative search optimization ensures your messaging is embedded in the content that LLMs choose to quote. That means your thought leadership, earned media, and press releases must be architected not just for people, but for machines. GEO is how you do that.

We’ve combined forces with the PR team at our sister agency, Brandon, to develop the best GEO strategies for brands. 

A large language model (LLM) is an AI system trained on massive volumes of text to predict and generate human-like language. These models, including GPT, Claude, and Gemini, power the generative engines behind today’s search experiences. They synthesize information across sources to deliver answers, not just links. For brands, LLMs are the new front page, and visibility inside their outputs starts with strategy.

LLMs cite sources implicitly and explicitly. Some (like SGE or Perplexity) link directly to origin content, while others embed phrasing or paraphrased insights. They favor content that’s structured clearly, supported by data, and aligned with E-E-A-T (Experience, Expertise, Authority, Trust). That’s why GEO content needs to be technically sound and editorially credible—both machine-readable and human-resonant.

Authority in generative search is earned through consistency, clarity, and credibility. LLMs reward content with factual grounding, high engagement, and semantic depth. It’s not just about domain authority anymore; it’s about relevance, structure, and being cited by other credible sources. That’s what a well-executed GEO strategy (with data-backed content and off-site brand signals) delivers.

1. Start with content: Specifically, authoritative, well-structured, data-backed content tailored to answer the types of questions your audience asks. 
2. Optimize that content for generative search and LLMs: Identify gaps, refine messaging, and build a generative engine optimization strategy that puts your brand inside the answer, not outside the frame.
3. Place brand signals: LLMs develop their knowledge and opinions of your brand, products, and services by referencing multiple signals across the internet. You need to be in the right places with the right messages to influence those signals.