Generative engine optimization (GEO, sometimes called AI search optimization or AEO) is about showing up in answers from AI assistants such as ChatGPT, Gemini, Perplexity and Claude, and in Google's AI Overviews.
Why it matters
More people ask AI assistants for recommendations before they search, and an assistant names only a handful of brands. If you're not among them, you're invisible to that customer.
Example
Ask "what's the best coffee subscription for beginners?" and an assistant may list three roasters and quote two review sites. Getting into those review sites, and publishing a clear page that answers the question, improves your chances next time.
What to do
Track the questions your customers ask AI, see who gets named and which sites are quoted, publish pages that answer those questions directly, and earn mentions on the sites AI relies on.