In more detail
The term was popularised by a 2023 research paper, GEO: Generative Engine Optimization by Aggarwal and colleagues, which tested how changes to content affected its visibility in AI-generated answers. Since then it has become a broad label for any work aimed at AI search and chat assistants.
Generative systems differ from classic search in how they present results. They write a summary and cite a handful of sources rather than listing ten links. But they still rely on finding, crawling and trusting web content. For Google's own AI features, the company states there are no extra technical requirements beyond normal Search eligibility, and "You don't need to create new machine readable files, AI text files, or markup to appear in these features" (source).
Other AI providers have their own crawlers and may use other signals. Proposals such as llms.txt exist, but adoption and effect vary by provider, and Google says it doesn't need them.
Why it matters when hiring an agency
GEO is a fast-moving area with a lot of overconfident marketing. When an agency offers it, ask:
- Which AI systems they track, and how they measure mentions or citations
- What they would change on your site, and how that differs from good SEO
- What evidence they have that the changes worked for other clients
Good answers emphasise the basics that help everywhere: crawlable pages, clear and accurate content, expert authorship, and a brand that credible sites mention. Be cautious of guarantees of "being recommended by ChatGPT" or claims of special access to AI companies.