What is Generative Engine Optimization (GEO)?
When AI starts generating answers directly in search results, what does that mean for your visibility?
Tools like ChatGPT, Gemini and Google’s AI-generated responses are changing how we search. Users no longer expect to click — they want direct answers. And those answers are built by AI using content from the web.
But not just any content. It needs to be content the AI can find, understand and trust. That’s where Generative Engine Optimization comes in.
GEO is the next step in SEO
Generative Engine Optimization (GEO) is about optimising your content to be used as a source in AI-generated answers.
Traditional SEO focuses on visibility in the search results. GEO focuses on becoming the source AI chooses to generate its answers.
To succeed with GEO, your content needs to be:
- Authoritative and trustworthy over timei ökar chanserna att just ditt innehåll blir det som återges av AI:n oavsett om användaren klickar eller inte.
- Structured for technical accessibility
- Clear and relevant enough to be interpreted correctly
- Technically and semantically optimised for AI parsing
Why is Generative Engine Optimization important right now?
AI-generated search results are quickly becoming the norm. It fundamentally shifts user behaviour.
It’s no longer about ranking, it’s about representation.
Will you be featured as the answer AI presents as the best?
If you don’t have a strategy for Generative Engine Optimization (GEO), you risk losing visibility, even if you’ve previously ranked well.
How does AI choose what to cite?
AI builds its answers from content that meets certain criteria. The most important factors:
Technical accessibility:
Pages must be properly marked up, indexable and structured. Otherwise, AI won’t see them.
Semantic clarity:
Content should be easy to understand and relate to a specific question. That means clear headings, defined terms and logical structure.
Authority and trust:
AI prefers pages perceived as trustworthy: citations, expertise, updated information and a strong domain profile all matter.
Context and consistency:
Content should fit into a broader thematic whole. A lone page on a topic is less credible than a well-developed cluster of related pages.
What does this mean for your content strategy?
Generative Engine Optimization (GEO) changes how we create and optimise content.
It’s no longer enough to think in terms of keywords and meta tags. You need to:
- Answer real questions, clearly and accurately
- Structure content for AI interpretation
- Ensure technical readability
- Build authority over time
The goal is for the AI to recognise your content as the best answer.
How do we work with GEO at Cyntora?
We help you:
- Identify which questions you should be answering
- Structure your content to increase the chance of being selected as a source
- Optimise technically and semantically for AI interpretation
- Build a content landscape that fosters long-term credibility
We do this through a combination of SEO, content strategy and continuous analysis, always tailored to your industry, audience and business goals.
Want to know how GEO can help you?
We help you understand what it takes to be visible — even when AI is the one answering.
“What we do with GEO is make sure your content has the right conditions to be chosen by both AI and humans.”
— Dennis Theux, founder of Cyntora