As AI-assisted search has spread, new acronyms have multiplied too: GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), AI SEO. All of them are roughly looking for an answer to the same question: when ChatGPT, Gemini, Claude, Perplexity and Google's AI summaries talk about a brand, do they mention yours, do they mention it correctly, and do they cite you as a source?
Reliable information and sales talk are mixed together in this field. So let's start with one source: Google's own official guidance.
Terms: GEO, AEO, AI SEO
There is no settled, universally accepted definition of these terms yet. In practice they all describe work aimed at increasing the likelihood that a brand is mentioned and cited in the answers of AI systems. I summarize this work in one sentence: structuring your brand so that AI can understand it, verify it and cite it in its answers.
Google's official view
In guidance published on 15 May 2026, Google explained what it recommends for Google Search's generative AI features. In short:
- There is no additional requirement or special optimization to appear in AI Overviews and AI Mode; basic SEO practices apply.
- For a page to be shown as a link in these features, it must be indexed and eligible to be shown with a snippet.
- In the long run, the most important factor is said to be unique, reliable content written for people.
- According to Google, “AEO/GEO” is also just optimization for the search experience as far as Google Search is concerned, in other words still SEO. It says to be cautious when evaluating third-party “GEO” advice.
- Preview controls (
nosnippet,max-snippet,noindex) also limit how content appears in AI experiences.
So why is GEO a separate topic?
Honest answer: part of it is genuinely a continuation of classic SEO, and part of it raises new questions.
- Systems other than Google. Every AI platform has its own crawlers and rules, and they need to be managed separately in robots.txt. (Details: robots.txt and AI bots)
- Measurement. Whether a brand is mentioned in ChatGPT answers does not show up in classic ranking reports; a separate measurement method is needed. (Details: measurement method)
- Brand clarity. Models may convey outdated or incorrect information about a brand; having an accurate and consistent source is the precondition for fixing this.
Practical checklist
- Are your important pages indexed and eligible to be shown with a snippet?
- Does your robots.txt deliberately allow search and citation bots?
- Is your content unique, based on real information and written for people?
- Can your pages be crawled if content loads late through JavaScript?
- For a local business or e-commerce, is the Business Profile / Merchant Center information up to date?
- Are the brand, people and services described consistently and clearly on your site? Structured data (Schema.org) is not mandatory, but it is useful if it matches the visible content.
- Are you measuring? With the same set of questions, on the same platforms, regularly.
Warning: those who sell guarantees
Promises such as “the formula for getting into AI” or “a guaranteed number of citations” cannot be verified, because nobody controls model output. Google also states that mass page production aimed at AI query variations may violate spam policies (scaled content abuse) if the goal is to manipulate rankings. I do not guarantee results; what I provide is a measurable starting point, an implemented technical foundation and regular reporting.
Frequently asked questions
Is GEO replacing SEO?
No. According to Google's official position, basic SEO also applies to generative AI features in Google Search. GEO adds non-Google systems, measurement and brand clarity on top of that foundation.
What is the first step for AI visibility?
Measuring. Everything done without knowing which questions your brand is mentioned in today, and which it is not, is guesswork.
Sources
- Google: Optimizing your website for generative AI features on Google Search
- Google: AI features and your website
- Google Search Central Blog: Top ways to ensure your content performs well in Google's AI experiences (21 May 2025)
Sources checked on 1 October 2026; official pages may change over time.
