The Complete Guide to Generative Engine Optimization (GEO): Staying Ahead in 2025

Look, I get it. 

You’re busy. 

The last thing you need is another marketing acronym to add to your already overflowing plate. SEO. PPC. CRM. ASO. CLS. CRO. 

Helpful or not, there’s one that caught my eye recently that seems a little too out there to be bunched in with the rest of them. 

GEO.

No, I’m not talking about a middle-aged guy teaching a class on rock types and the water cycle – it stands for Generative Engine Optimization (GEO).

In a world where AI is pretty much everywhere,

Like here…

…and here…

…and also here…

This is where people are finding their information. If you want your business, cause, or ideas to stand out, this is where you want them to show up. Hence, GEO.

Andrew Huberman, a popular podcaster in the health, wellness, and science niche, recently said in response to why he runs a podcast and invests so much in the content:

“We need to get the information out there. The things we do and say today are training the AIs of tomorrow, so we want to make sure it’s good information.”

He’s right. AI models are being trained all the time, with new information, algorithms, and models. You have the ability to control what they say about you, and ignoring this opportunity is on you.

So, if you’re in the B2B tech game, consider this your wake-up call.

GEO is how you remain visible when traditional SEO stops delivering. It’s how you ensure your company is the answer when someone asks a generative AI platform, “Who’s the best B2B tech company in SaaS?”  

Don’t get left behind. 

Here’s what you need to know. (Psst: If you’re just here for a few tricks and not a cumulative strategy, check out our short video with five tips.)

What is GEO?

Generative Engine Optimization (GEO) is the art of making your content AI-friendly for generative AI models. Also known as “Gen AI Optimization” (GAIO) or “Large Language Model Optimization” (LLMO).

Generative AI models are currently being used in platforms like:

• Standalone AI platforms: Think Google’s Gemini, Amazon’s Claude, OpenAI’s ChatGPT, Perplexity
• Search engines with AI integration: Google Search (with AI-generated answers/snippets), Bing and so on.

Generative AI is also being embedded into:

• Social media platforms
• Thousands of other apps and platforms via APIs to the main AI platforms
• Smart speakers and other home devices
• Smart cars, like Tesla

And then there are the future developments on the way, some we know and some we don’t, such as:

• Upcoming models like Facebook Llama
• Continued expansion and integration of GenAI across various platforms

In other words, it’s EVERYWHERE, and will continue to continue to be integrated into modern life each and every day.

If you’re feeling super fancy, click here for a seminar from Oxford University on the subject.

Imagine a marketer using Copy.AI (a leading copywriting marketing tool that uses APIs like ChatGPT), writing content for their business, and you’re the source of information being referenced in their content.

There’s a lot of potential there, don’t you think?

It’s not about keywords and backlinks anymore; it’s about becoming the go-to source of information for AI. It’s about ensuring that when someone asks a question, your company is the answer.

How is GEO different from SEO?

Let’s clear the air: GEO isn’t here to replace SEO. It’s here to be its right-hand man.

SEO gets you seen by search engines, while GEO makes you the answer within AI platforms. Think of it like this:

• SEO: Getting on the guest list: Keywords, backlinks, the usual suspects. It’s about climbing those search engine ranks.
• GEO: Becoming the VIP: Build a rock-solid reputation with AI. Be the trusted source, the go-to expert that AI relies on for answers

Here’s the lowdown:

• Content focus: SEO loves evergreen content. GEO craves the fresh and new. AI is a hungry beast, constantly learning and needing up-to-date info. Think of SEO as a classic novel, and GEO as today’s trending news.
• Proof is in the pudding: User-generated content (reviews, forums, etc.) carry more weight in GEO than in traditional SEO (hence why Reddit seems to have taken over Google results). AI loves external recognition.
• Keywords? Evolved: Stuffing keywords is so last decade. AI gets context and intent. Talk to it like a human, not a robot.

Bottom line? Master both SEO and GEO, and you’ll be the king of the digital jungle.

Oh and a bonus point for GEO – you can be mentioned in GenAI platform, even if you don’t have a single page ranking on page 1 in Google.

Why should B2B tech companies care about GEO?

Let’s be blunt: B2B has changed.

Forever.

Your buyers are online, armed with AI-powered research tools and making decisions before you even knew they were looking.

If you’re not optimized to show up in the next gen tools, you’re invisible.

It’s like skipping a major industry event where your ideal clients are all hanging out – unthinkable, right? Well, generative AI platforms are those events now. They’re where the research, comparison, and decisions happen.

GEO is your ticket to this virtual party. It helps you:

• Stay ahead of the curve: AI is only getting bigger.
• Gain a competitive edge: No matter your company size.
• Reach your ideal clients: And scale your business for the modern age.

Deep? Maybe. 

Essential? Absolutely.

How to build a GEO strategy that works

Alright, let’s actually get down to the good stuff. The brass tacks. The GEO strategies are actually gonna do some good. 

While your approach will change depending on the nature of your business (there’s never a one-size-fits-all plan), here’s the template step-by-step guide you need to know.

Here’s a step-by-step guide to building a GEO strategy that works:

Step #1 – Audit your AI presence

First things first, look around and see where you’re at and what you’re doing. How well are you ranking by GEO standards already? Maybe you were doing some things right and didn’t even know it.

That means heading over to platforms like ChatGPT, Perplexity, Gemini, or whenever your target audience is likely to be asking questions – and ask it questions like::  

• What do you know about my company?
• What are my key products and services?
• Who are my main competitors?

Literally. Do it now. Try it. See what comes up.

For example, searching yours truly into Gemini, you’ll get this:

Well, that’s not too bad. It’s some pretty good information, but you need to analyze this.

Analyze the responses. Are they accurate? Are they complete? Are they flattering? Ask it whether or not your company is “good.”

This is where things get interesting. As you can see, Gemini is relatively unbiased and tries to give the broadest picture possible, and this is great because it’s actively showing us ways to improve. 

And that’s fantastic because, much like SEO, GEO is a work-in-progress – something we’ll always be tweaking away at and making changes to, both as the trends change and as the AI models are updated and become more advanced.

This information is gold. Trust us, we’re scrambling to get more testimonials and case studies up after reviewing this summary.

Never forget you can ask GenAI how to improve, so get creative with your prompts.

Asking AI about our brand is one thing, but an even more effective approach is asking it the same questions our target audience would ask. Most marketers will ask “What are the top B2B website agencies?” not “Why should I choose Airfleet?” (although both are great research questions).

So I asked ChatGPT the following:

Let’s be honest. While I believe we are the best, I know we didn’t invest enough in GEO efforts to rank third. The only reason we’re listed there is because ChatGPT uses its memory and what I’ve written to present what it thinks I want to read. You probably wouldn’t see us listed in the top ten if you tried the same search #harshtruth (working on that).

Let’s try and understand why ChatGPT choose the “top” agencies (besides Airfleet – we’ve already figured that out) and, better yet, how can we replicate those results for real when someone else uses the same search?

If you visit the HubSpot library, we’re not ranked in the top ten. If you’ll check Clutch, DesignRush, or similar providers, we haven’t worked hard enough on recruiting our clients to provide external credibility (Note to self: run a G2 customer ranking campaign).

It’s common knowledge that OpenAI is building their own search engine, but most of the information they present today is still based on Bing’s search engine. So I’ll tell you a little secret.

If you switch to GPT4 model (the legacy one), when your prompt requires an external search, outside of ChatGPT, for information, ChatGPT will show you the query it used and the top pages it crawled:

To learn what to do next to elevate your brand’s generative engine results:

1. Search for the top brands in your industry.
2. Ask the generative AI platform why they ranked the companies in their list.
3. Ask what your company should do differently to dominate that list.

And if you already rank at the top of your list, be honest about whether or not you’ve fed the platform enough information to “know” that you want to read about your brand. Try a new platform or ask someone outside of your industry to perform the searches for you and share their results.

Step #2 – Design content that AI loves

AI has its preferences, just like any other audience. Here’s how to create content that AI will devour:

• Be specific: Vague terms are out; clear, detailed language is in. Instead of “cloud computing,” go for “cloud computing solutions for enterprise SaaS.” The more specific you are, the better AI can understand and categorize your content.  
• Think modular: Break down your content into bite-sized chunks. Short paragraphs, bullet points, and FAQs make it easy for AI to digest and extract information.  
• Embrace rich media: AI isn’t just a text-muncher. It loves variety! Include captioned images, structured data, and even videos to make your content more engaging and AI-friendly.  

Step #3 – Amplify external validation

AI doesn’t just rely on your website; it listens to the buzz around you. Here’s how to boost your brand’s presence across the web:  

• Reviews: Encourage your customers to leave reviews on platforms like Google Business Profile, G2, and Capterra. Respond to reviews, both positive and negative, to show that you’re engaged.  
• PR and media coverage: Get your brand mentioned in relevant articles, industry forums, and influencer collaborations. The more authoritative voices talking about you, the better.  
• Social networks: Unlike optimizing for Google ranking where social media has zero effect on backlinks, we know that AI is crawling LinkedIn, Reddit and other social networks and forums to get recommendations of brand mentions and purchases decisions.

Step #4 – Stay fresh and relevant

AI loves fresh content. Update your website regularly with new information, blog posts, and resources. Tap into industry trends and address timely topics to show AI you’re on top of your game.  

Building a GEO strategy takes time and effort, but the payoff is worth it. By following these steps, you’ll position your B2B tech company as a leader in the age of AI.

Step #5 – Follow the E-E-A-T concepts

Although E-E-A-T began as a framework primarily for improving search engine rankings, it’s increasingly relevant for AI-generated content as well.

Adhering to Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines can significantly boost your brand’s visibility and credibility.

1. Build Trust and Legitimacy

• AI Tools Scan the Web’s Consensus: GenAI tools often rely on large language models trained on vast amounts of web content. If there’s a strong “consensus” that your brand is credible—demonstrated through consistent, high-quality mentions, reviews, and citations—these models are more likely to mention you in a positive light.
• Reduced Risk of Misinformation: By showcasing real-world experience (the first E in E-E-A-T) and transparent expertise, your brand is less likely to be flagged as a potential source of misinformation or unverified content.

Key Tip: Provide transparent company information, credentials, and evidence of expertise (e.g., certifications, client testimonials) across your brand’s digital presence.

2. Elevate Content Quality

• Experience (New ‘E’ in E-E-A-T): Sharing first-hand experiences—such as case studies, success stories, and behind-the-scenes insights—makes your brand’s content more authentic. GenAI models often surface content that demonstrates real-world applicability.
• Expertise: Consistently posting in-depth guides, articles, and thought leadership pieces signals expertise in your niche. The more robust and original your material, the more an AI model will consider your brand an authoritative “source” to draw from.

Key Tip: Invest time in creating original, high-value content that can’t be easily replicated elsewhere. This shapes your brand as a go-to resource for both users and GenAI algorithms.

3. Establish Authoritativeness

• Domain Authority & Industry Reputation: Authoritativeness stems from external validation. Being cited, reviewed, or interviewed by reputable industry sources boosts your perceived authority.
• AI Platforms Refer to Recognized Authorities: When GenAI systems generate answers, they often pull from sources widely recognized as leaders in a topic area. The more authority signals you have across the web—mentions in trusted publications, strong backlink profiles, peer endorsements—the more likely GenAI will mention and trust your brand.

Key Tip: Encourage customer reviews, partner with credible organizations, and leverage press releases. Third-party endorsements go a long way in raising your brand’s profile in the “eyes” of AI.

4. Strengthen Trustworthiness

• Consistent and Transparent Communications: Providing clear disclaimers, contact details, privacy policies, and customer support channels positions your brand as trustworthy. This attention to detail resonates with human audiences and gets picked up by AI as well.
• Long-Term Reputation Management: Trustworthiness isn’t a one-time checkbox; it’s an ongoing effort. If negative or misleading information emerges about your brand, work to address it and rectify it publicly. AI models look at large swaths of internet content, so controlling the narrative and ensuring factual content is widely distributed is crucial.

Key Tip: Monitor your online reputation proactively. Encourage satisfied customers to leave reviews and correct misinformation swiftly before it propagates into AI training data.

How to measure GEO success and adapt

Okay, you’ve put in the work and built a killer GEO strategy. Now, how do you know if it’s actually working? 

You need to measure your progress and track your success. But measuring GEO isn’t the same as assessing your website traffic or social media followers. It requires a different set of metrics.  

Here’s what you should be keeping an eye on:

• AI referrals: This is the most direct way to measure your GEO success. Track how much traffic is coming to your website from generative AI platforms. Google Analytics can help you identify these referrals.  
• Branded search growth: Are more people searching for your brand name on search engines? That’s a good sign that your GEO efforts are paying off. People are becoming more familiar with your brand through AI and then searching for you directly.  
• Sentiment check: What are people (and AI) saying about you in reviews and forums? Monitor your brand mentions and sentiment to understand how you’re perceived in the AI landscape.  
• Form analysis: If you use forms with a “How did you hear about us?” question, include options like “ChatGPT” or “AI tools” to directly capture referrals from generative AI. This provides a straightforward way to track the effectiveness of your GEO efforts.

Tools to help you measure GEO success

• Airfleet: Our team of experts are more than happy to answer any questions you have, as well as make recommendations to increase your GEO success.
• SimilarWeb: SimilarWeb’s Rank Tracker is an all-in-one platform that allows you to monitor your website’s performance across various search engines, including traditional search and AI-powered platforms. This gives you a holistic view of your online visibility in one place, as well as access to their other tools at the same time.
• Profound: This tool helps you track your AI presence and understand how your content is performing on generative AI platforms.  
• SEMrush: This popular SEO tool is evolving to include GEO metrics, helping you track your visibility and performance in the age of AI.  

Measuring your GEO success is an ongoing process. Regularly track your progress, analyze your results, and adjust your strategy as needed. Remember, the goal is to continuously improve your visibility and relevance in the world of generative AI.

The future of GEO

There’s no denying that the future of search is AI-powered. Generative AI is not a passing trend; it’s a fundamental shift in how we access and consume information. As AI continues to evolve, so will GEO.  

Here’s a glimpse into what the future holds:

• Increased sophistication: AI algorithms will become even more sophisticated, understanding context, intent, and user preferences with greater accuracy.
• Personalization: AI will tailor search results and content recommendations to individual users, creating a more personalized search experience.
• Multimodal search: Search will go beyond text, incorporating images, videos, and even audio to deliver more comprehensive results.

Of course, this emphasizes the importance of staying ahead by building out a multi-format content strategy. This includes mediums like video, infographics, and third-party validation.

Everything needed for AI to notice what you’re about and what you’re bringing to the table.

As GEO matures and becomes more integrated into digital marketing strategies, early adopters will have a distinct advantage. By staying ahead of the curve, you can establish your B2B tech company as a leader in your industry and ensure long-term success.  

Keep experimenting, keep learning, and keep refining your GEO strategy to stay ahead in this exciting new era of search.

Final thoughts

And there we have it – SEO isn’t dead, but GEO is the next big thing for B2B tech marketers. By auditing your AI presence, refining your content, and engaging in smart external strategies, you’ll position your brand as a leader in this new search paradigm.  

Don’t wait for your competitors to figure this out. Start now and make GEO your competitive advantage.  

Want to talk strategy? 

Let’s chat about how GEO can transform your lead generation in 2025. 

Airfleet is literally built from the ground up to help B2B businesses refine their website and create an online presence that demands authority and generates revenue. 

Over $1.6 billion so far in under 1,000 websites, so, you know, we’re here to help if you let us. Click here to get started.