GEO (Generative Engine Optimization) is the practice of optimizing content for AI assistants like ChatGPT, Perplexity, and Google AI Overviews. This playbook provides a complete framework for building and executing a GEO strategy.
The GEO strategy framework
A successful GEO strategy has four pillars:
| Pillar | Focus | Key activities |
|---|---|---|
| Discovery | Understanding the landscape | Query research, competitor analysis, citation audits |
| Creation | Building optimized content | Structured content, direct answers, comprehensive coverage |
| Distribution | Getting content indexed | Technical optimization, internal linking, crawl management |
| Measurement | Tracking performance | Citation monitoring, traffic analysis, iteration |
Pillar 1: Discovery
Query research for AI search
Traditional keyword research needs adaptation for GEO:
Question-based queries AI assistants excel at answering questions. Prioritize:
- "What is..." definitions
- "How to..." tutorials
- "Why does..." explanations
- "Which is better..." comparisons
Long-tail conversational queries AI handles natural language well. Target:
- Full sentence queries
- Contextual follow-up questions
- Comparison queries with multiple entities
Research methods
- Analyze AI assistant responses for your topics
- Review "People Also Ask" in Google
- Study competitor content that gets cited
- Use traditional keyword tools filtered for informational intent
Competitor citation analysis
Map your competitive landscape:
- Identify top queries - List 20-50 queries your audience asks
- Test in AI platforms - Ask ChatGPT, Perplexity, and check Google AI Overviews
- Document citations - Note which domains get cited for each query
- Analyze patterns - What content types get cited? What's the structure?
Citation audit
Assess your current AI visibility:
- Query AI platforms with brand-related questions
- Check if your content appears in responses
- Document which pages get cited and for what queries
- Identify gaps where competitors appear but you don't
Pillar 2: Creation
Content architecture for GEO
Structure your content for AI extraction:
Topic clusters Build comprehensive coverage through:
- Pillar pages covering broad topics
- Supporting pages for specific subtopics
- Strong internal linking between related content
Page structure Every page should include:
- Direct answer in the first paragraph
- Clear H2/H3 hierarchy
- Tables or lists for structured data
- FAQ section for related questions
- Definition of key terms
Content templates
Definition page template
# What is [Term]?
[Term] is [concise 1-2 sentence definition].
## How [Term] works
[Explanation of mechanics]
## Types of [Term]
[Table or list of variations]
## [Term] examples
[Concrete examples]
## [Term] vs [Related Term]
[Comparison content]
## FAQs
### [Question 1]?
[Answer]
### [Question 2]?
[Answer]
Comparison page template
# [A] vs [B]: [Year] Comparison
[A] is best for [use case]. [B] is best for [use case].
## Quick comparison
| Feature | [A] | [B] |
| --------- | ----- | ----- |
| Feature 1 | Value | Value |
| Feature 2 | Value | Value |
## [A] overview
[Description]
## [B] overview
[Description]
## When to choose [A]
[Bullet points]
## When to choose [B]
[Bullet points]
## FAQs
[4+ questions]
Writing for AI extraction
Be direct
- Lead with the answer
- Avoid lengthy introductions
- State facts clearly
Be specific
- Include numbers and data
- Name specific features or methods
- Provide concrete examples
Be structured
- Use consistent heading patterns
- Break complex information into lists
- Add tables for comparisons
Be comprehensive
- Cover the topic fully
- Address related questions
- Link to deeper resources
Pillar 3: Distribution
Technical optimization
Ensure AI crawlers can access your content:
Crawl access
- Allow AI crawlers in robots.txt (or don't specifically block them)
- Ensure pages load quickly (< 3 seconds)
- Use clean, semantic HTML
- Implement proper canonicalization
Indexation
- Submit sitemaps to search engines
- Request indexing for new content
- Monitor index coverage in Search Console
- Fix any crawl errors promptly
Internal linking strategy
Internal links signal topical relationships to AI:
- Hub and spoke model - Link supporting pages to pillar content
- Contextual links - Link relevant terms to definitions
- Related content - Link to sibling pages on similar topics
- Recency signals - Update old pages with links to new content
Publishing cadence
Consistent publishing builds topical authority:
| Content type | Recommended frequency |
|---|---|
| Core pillar pages | Update quarterly |
| Supporting guides | 2-4 new per month |
| Comparison pages | Update when products change |
| Glossary terms | Add as needed |
| News/updates | As relevant |
Pillar 4: Measurement
Citation tracking
Monitor where you appear in AI responses:
Manual testing
- Weekly spot checks for priority queries
- Document which AI platforms cite you
- Track changes in citation patterns
Automated monitoring
- Use citation monitoring tools
- Set up alerts for brand mentions
- Track competitor citations for comparison
Performance metrics
| Metric | What it measures | How to track |
|---|---|---|
| Citation frequency | How often you're cited | Manual testing, monitoring tools |
| Citation share | Your citations vs competitors | Competitive analysis |
| Query coverage | Queries where you appear | Regular testing |
| Referral traffic | Visits from AI platforms | Analytics |
| Brand searches | Awareness from AI visibility | Search Console |
Iteration process
Use data to improve:
- Identify gaps - Queries where competitors appear but you don't
- Analyze cited content - What makes competitor content citation-worthy?
- Update underperforming pages - Add missing elements
- Create new content - Fill topical gaps
- Re-test - Monitor for improvements
Implementation timeline
Month 1: Foundation
- Complete query research
- Conduct competitor citation analysis
- Audit current AI visibility
- Define priority topics
Month 2-3: Creation
- Build/update pillar pages
- Create supporting content
- Implement content templates
- Establish publishing cadence
Month 4+: Optimization
- Monitor citation performance
- Iterate on underperforming content
- Expand topic coverage
- Scale successful patterns
FAQs
How long until GEO efforts show results?
New content can appear in AI citations within days to weeks. Building consistent citation presence takes 3-6 months of sustained effort.
Should GEO replace SEO?
No. GEO complements SEO. Many GEO best practices (structured content, topical authority, technical health) also improve traditional search rankings.
What's the ROI of GEO?
GEO ROI is harder to measure than traditional SEO. Focus on brand visibility, referral traffic from AI platforms, and indirect effects on branded search volume.
How do I prioritize GEO vs SEO?
If you're already strong in traditional SEO, adding GEO optimization is incremental. If starting fresh, build content that serves both—structured, comprehensive, authoritative content works for both channels.
Next steps
- Start with the AI search optimization checklist
- Learn about AI search content structure
- Understand how AI citations work