What GEO is (and isn't)
GEO is the practice of increasing the likelihood that generative engines mention, cite or recommend your brand. It's not a hack or a hidden prompt — it's authority and structure work aimed at a new surface.
It overlaps heavily with SEO and digital PR but adds entity, knowledge-graph and content-structuring work specific to how LLMs retrieve and synthesize information.
Prompt research
Start by building the real set of prompts your buyers use — discovery, comparison, decision, troubleshooting. This becomes both your target list and your measurement panel.
Entity authority
Make sure your brand is represented consistently everywhere: same name, same description, same category. Align with Wikidata and other knowledge sources where legitimate. Ambiguity is the enemy.
Content and structured knowledge
Publish clear, well-structured content that answers category questions directly, and consider structured knowledge files (like llms.txt) that summarize your site for AI systems.
Tracking share of voice
Run your prompt panel monthly across ChatGPT, Gemini, Perplexity and Google AI Overviews. Record mentions, citations and competitor presence, and watch the trend as your authority work compounds.