Practical Steps to Optimize Content for Generative AI Tools

Just when you felt like you’ve started to understand how to optimize for search engines, along comes generative AI to test your mettle. Unfortunately, it’s no longer enough for brands to be visible only on search engines; they must now be discoverable on generative engines to stay in front of customers. As AI-powered chatbots like ChatGPT, Claude, Gemini, and Perplexity become more prevalent — and are used as primary sources of information gathering — marketers must adapt their strategies to ensure their brands appear in the AI-generated responses (not just search engine results).  

I’ve spent the last year studying generative AI tools to try to understand how they work and how to optimize them. The following are some of the questions and answers I've been talking about with my teams. 

What is GEO and why does it matter?  

Generative Engine Optimization (GEO) is a set of techniques or practices brands can use to improve their discoverability in Generative AI tools. Unlike traditional SEO, which focuses on ranking on search engine results pages, GEO prioritizes being cited or mentioned in AI-generated answers.  

With an estimated 1.2 billion projected users by 2031, AI tools are being used as a jumping-off point for gathering purchasing information, doing product research, and even helping with decision-making. These answer engines can interpret intent and context and deliver outputs in the form of conversational answers. Product or brand sites that aren't optimized for generative engines risk not being discovered in tools your audiences — or potential customers — are using. 

Are AEO and GEO the same thing?  

Technically, no. AEO and GEO are not the same thing. With numerous engines to optimize for, it’s easy to confuse SEO, GEO, and AEO. I like to think of it this way:  

Search Engine Optimization (SEO): A Set of practices that help search engines find and surface content on a search engine, e.g., Google, Bing, Yahoo  

Generative Engine Optimization (GEO): A set of practices that help with visibility within AI tools (GPT, Perplexity, Claude, AI Overviews)  

Answer Engine Optimization (AEO): Optimizing content to appear in both search engines and Gen-AI/chatbot tools 

How similar are SEO and GEO? 

Because search engines and generative engines share the common goal of answering user queries, SEO and GEO use many of the same optimization techniques. 

• Both rely on keywords to identify query intent 
• Both prioritize well-structured content 
• Both evaluate a website's credibility and trustworthiness when determining inclusion in results 

How can I optimize for GEO? 

If you’ve been practicing good SEO — things like writing for your audience and including relevant keywords — then you’re already halfway there. Good SEO sets the foundation for good GEO.  

Build Brand Authority 

As AI tools become more prevalent, your brand’s reputation isn’t just a nice thing to have; it’s what separates you from being cited versus never appearing at all. Generative engines look for signals of trust and authority, so it’s important for marketers to think beyond SEO and begin to ask:  

• Is your brand recognized in the industry? Strong brand awareness increases the likelihood of being cited by AI tools. 
• Do you have a visible brand presence on social media? Active social media channels and consistent engagement amplify this recognition. 
• Are you showcasing your credibility? Highlighting awards your brand has won or showcasing the bylines your experts have contributed to trade publications are both excellent ways to signal authority. 
• Is your content ecosystem strong? High-quality links — both backlinks and internal links — combined with any partnerships you might have, are great ways to demonstrate trustworthiness. 
• Are you creating original content? Even if you don’t work in publishing, it’s important to create and post original content on your website. AI favors unique, authoritative insights.  

Optimize your page-level content 

In addition to being a credible source, the content on your website must be easy for AI tools to parse.  

This looks like:  

• Thinking about both the query and the answer your website visitors are interested in 
• Clear header tags (aka, H1, H2, H3) that show a clear topic structure on the page 
• Simple lists that break down steps, ideas, content chunks, etc. 

(If you noticed, I’ve written this article in this exact manner) 

Test and refine with AI tools 

It might seem counterintuitive to use the same tool you’re trying to appear on, but AI tools like ChatGPT, Claude, Gemini, or Perplexity can be helpful in identifying opportunities for improvement.  

Alexis Gajewski wrote a great article about AI prompt building, which you should definitely check out. You might also want to consider some of these prompts to get you started.  

Brand Visibility Prompts  

• Tell me about [brand/product name]   
• Tell me what [brand/product name] is known for. Who are their customers and what products or services are they considered experts in?  
• Does [brand/product name] show up in your sources when people ask questions about [industry/products? 

SEO & GEO Prompts  

• Here is a page/article/blog/product description. What changes would improve its chances of appearing in AI chatbot responses?  
• Based on this article/marketing copy, suggest several SEO titles and include 3-bullet summary for a generative engine audience.  
• Turn this article/marketing copy into a version optimized for generative search engines. Include subheadings, bullets, and callouts