Generative Engine Optimization (GEO) is the practice of improving how often a brand or page is surfaced and cited by generative AI engines. It extends AEO with an emphasis on evidence density, adding statistics, quotations, and citations, and on building brand presence across the wider web that models learn from and retrieve.
The term comes from a 2024 study by Aggarwal and colleagues at Princeton, which found that evidence-rich content changes could lift a page's visibility in generative answers by as much as 40 percent. GEO treats off-site presence as seriously as on-page structure.