Generative Engine Optimization (GEO) tools are essential to ensure content is discoverable and accurately represented across AI-driven search and answer platforms. They help brands optimize for generative responses, improve visibility beyond traditional SEO, and stay competitive in the evolving search ecosystem.

HubSpot has published a new guide, ‘Generative Engine Optimization Tools that Marketing Teams Actually Use’.

The HubSpot team says, “We know that SEO helps people find your website through search engines. GEO gets your brand mentioned in AI answers. Does this mean marketers should choose one method over the other? No. You need both, and they actually complement each other.

While SEO builds your discoverability foundation, GEO extends your reach into AI platforms where people are increasingly getting their answers. They‘re not competing strategies; they’re covering different parts of the customer journey.

A user might ask ChatGPT for product recommendations (GEO territory), see your brand mentioned, and then search for your company name on Google to learn more (SEO territory). Or they might find you through organic search first, and later reencounter your brand in an AI answer, reinforcing your authority.”

Generative Engine Optimization Tools that Marketing Teams Actually Use

HubSpot