GEO, Generative Engine Optimisation, is the practice of measuring and improving how AI engines such as ChatGPT, Google AI Overviews and Perplexity cite and recommend a brand. Where SEO optimises for ranked links, GEO optimises for being named, described accurately and recommended inside AI-generated answers.
SEO wins you a position on a results page the buyer still has to click. GEO wins you a place inside the answer itself. The mechanics differ too: AI engines lean heavily on third-party sources, answer-first content and structured data, and they synthesise rather than rank. A brand can dominate SEO and be invisible in GEO; we measure this pattern constantly.
Around 68% of searches now end without a click. When the answer is the destination, being inside the answer is the visibility. Buyers increasingly ask AI to shortlist and compare before a vendor ever knows the deal exists.
Properly, with a repeatable methodology: a question set built from real buyer personas and journeys, sampled across multiple engines over multiple days, scored consistently over time. Known & Cited measures GEO with three products across the funnel: AI See (am I named), AI Think (how am I described) and AI Do (am I in the shortlist).