In one sentence
Generative engine optimization is the work of getting AI tools like ChatGPT, Claude, Gemini and Perplexity to include, cite and recommend your brand when they write answers for shoppers.
Where the term GEO comes from
The name comes from a 2023 academic paper that studied how to make content more likely to show up in AI-written answers. Since then, marketers have used GEO and answer engine optimization (AEO) for the same goal: getting named when AI answers.
GEO vs. AEO vs. SEO: what's the difference
- Focus · SEO: Search engine rankings · AEO: Answers from AI assistants and answer boxes · GEO: Answers written by generative AI
- What you win · SEO: A position in a list of links · AEO: A spot in the answer · GEO: A spot in the answer
- In practice · SEO: Separate discipline · AEO: Same work as GEO · GEO: Same work as AEO
Why GEO matters for ecommerce brands
Shoppers now ask AI what to buy and get one written answer with a short list of brands. If you're not on that list, the shopper may never see your store, however well you rank in classic search.
GEO is how you earn a place on that list for every shopper question your shoppers ask.
How to do generative engine optimization for your store
- List the shopper questions shoppers ask in your category.
- Check which brands ChatGPT, Claude, Gemini and Perplexity name for each one.
- Publish pages that answer those questions directly: product pages, category pages and FAQs written the way shoppers ask.
- Make your facts easy to read with structured data and a clean product feed.
- Earn mentions in the reviews and roundups AI reads, then check again.
GEO FAQs
Is GEO the same as AEO?
Yes, for practical purposes. Both mean getting AI to name and cite your brand. Selix uses AEO, but the work is identical.
Is GEO replacing SEO?
No. Many AI assistants search the web before they answer, so pages that rank well are often the pages they read. Do both.
Can I pay to appear in AI answers?
Some AI assistants are testing ads, but paid placements are labeled and separate from the answer itself. The recommendations in the answer are earned, not bought.
How do I measure GEO results?
Track the same shopper questions across each AI engine over time and record whether your brand is named. That gives you your AI visibility.
About the author
Jenn Starr, Co-founder, Selix
Jenn has spent 20+ years helping SaaS startups build their marketing and implementation playbooks. She has bootstrapped three marketing agencies and is a 500 Startups alum. At Selix, she leads the work of getting ecommerce brands named in AI answers.
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