How to Do Generative Engine Optimization
Ready to move from theory to action? This FAQ breaks down how to actually do Generative Engine Optimization (GEO) so your content is understood and reused by AI engines like ChatGPT, Claude, Perplexity, and Gemini.
Building GEO From the Ground Up
A sweet website supports GEO.
Before you move on to more advanced steps, it’s important to get the basics right. These are the signals AI engines look for when deciding whether your brand is reliable enough to include in their answers:
- Accurate, consistent information across your website and profiles – Generative engines rely on clean data. Conflicting details (like mismatched addresses or outdated product info) can reduce your chances of being referenced.
- Clean site architecture with crawlable pages – If search engines and AI crawlers can’t easily move through your site, they’re less likely to surface your content in generated answers.
- Fast, mobile-friendly design – With most searches happening on mobile, a site that loads quickly and looks good across devices has a much better chance of being used by AI engines.
Getting these foundations right sets the stage for everything else in Generative Engine Optimization and makes it easier for AI tools to trust your content.
Making GEO Stick as Engines Evolve
Knowing how to do Generative Engine Optimization also means keeping pace with change. AI platforms shift quickly, and the way they source answers can evolve overnight. To stay visible, keep these habits in place:
- Track AI referral traffic in GA4 to see when engines like ChatGPT or Claude are sending visitors your way.
- Watch how new engines are evolving so you know which platforms matter most to your audience.
- Adjust your GEO approach regularly to match shifting search behaviors and engine preferences.
Serve Up Content Generative Engines Can’t Resist
Signals That Stick, Trust That Counts
When it comes to the “how-to” of GEO, AI engines need two things: content they can understand and content they can trust. Structure gives generative engines clear signals to pull from, while credibility shows them your content is reliable enough to include in answers.
Structure Your Content for AI
AI tools look for clear, structured signals. To make your content easy to repurpose:
- Schema Markup – Labels your content so AI engines know exactly what it is.
- FAQ & Q&A Content – Direct answers to common questions are easy for AI to pull into responses.
- Clear Page Organization – Descriptive headers and short sections help AI read content quickly.
- Experiment with llms.txt – This optional file gives AI engines signals about how to use your content.
- Multimodal Elements – Adding images with alt text, videos with transcripts, or product specs in structured fields gives AI more ways to understand and reuse your content.
Prioritize Authority and Trust
Structure may get AI engines to notice you, but credibility is what makes them trust you enough to use your content in their answers. Here’s how to build that trust:
- Author Transparency – Include bios or credentials that highlight expertise.
- Up-to-Date Information – Include publish dates, update notes, or “last reviewed by” tags. Generative engines value freshness and clarity about when content was created or updated.
- First-Party Data & Insights – Sharing unique stats, case studies, or findings makes your brand stand out as a trustworthy source.
- Consistency Across Channels – Matching details across your site, listings, and profiles signals reliability.
Sweet Stack of GEO FAQs
Hungry for more? We’ve stocked up on answers to your juiciest questions about Generative Engine Optimization (GEO). Click a flavor below to get your fix.
