Generative Engine Optimization (GEO) focuses on optimizing content so it is accurately understood, cited, and surfaced by AI-driven search and generative platforms. It emphasizes structured data, authoritative sources, semantic clarity, and contextual depth to improve visibility within AI-generated answers rather than traditional search rankings.

Search Engine Land has published a new guide, ‘Generative engine optimization (GEO): How to win AI mentions’.

Leigh McKenzie says, “ChatGPT reaches over 800 million weekly users. Google’s Gemini app has surpassed 750 million monthly users. And AI Overviews are appearing in at least 16% of all searches (significantly higher for comparison and high-intent queries).

The question isn’t whether AI is changing discovery. It’s whether your brand is showing up when it happens.

So GEO is real. But is it stable enough to invest in seriously?

That’s a fair question.

When we tracked 2,500 prompts across Google AI Mode and ChatGPT through the Semrush AI Visibility Index, the first thing we noticed was volatility.

Between 40 and 60% of cited sources change from month to month.

But underneath the variances, patterns emerged.

The brands showing up consistently shared specific structural characteristics. Entity clarity, content extractability, multi-platform presence made them easier for AI systems to find, trust, and reference.”

Generative engine optimization (GEO): How to win AI mentions

Search Engine Land