GEO is the practice of improving how often and how favorably generative AI engines — ChatGPT, Claude, Gemini, Perplexity — recommend a brand in their answers. It is the AI-era counterpart to SEO.
SEO optimizes for a list of links; GEO optimizes for a single synthesized answer. When an AI assistant answers "best CRM for startups" with three brand names, there is no page two. GEO is everything a brand does to be one of those names: being present in the sources models cite, being described accurately across the web, and being associated with the category's buying questions.
GEO starts with measurement. You cannot improve a ranking you cannot see, which is why GEO programs begin by recording where the brand actually stands, model by model, week by week — and only then testing what moves the number.