1What is GEO?
GEO (Generative Engine Optimization) is the set of techniques used to optimize web content so it's better understood, cited and recommended by generative search engines like ChatGPT, Perplexity, Gemini or Claude.
Unlike traditional SEO which aims to improve your ranking in Google search results, GEO aims to make you THE answer that AI gives to a question.
The fundamental difference
Google gives 10 blue links. AI gives one answer. If you're not in that answer, you don't exist.
Traditional SEO
- • Optimize for Google bots
- • Focus on keywords
- • Goal: top 10 results
- • Metrics: position, traffic
GEO
- • Optimize for LLMs
- • Focus on clarity and authority
- • Goal: be THE answer
- • Metrics: mentions, citations
2Why GEO is critical in 2025
The numbers speak for themselves. AI search is no longer a gimmick — it's a massive acquisition channel.
1.6B
AI searches per month
2024 data
50%
Of consumers use AI
For purchase decisions
73%
Of B2B buyers
Consult AI before buying
What's changing in 2025:
- Google is integrating AI into its results
AI Overviews reduce clicks on organic links by 20-40%.
- Younger generations prefer AI
68% of 18-34 year olds use ChatGPT or Perplexity rather than Google.
- Purchase intent is shifting
"What's the best CRM?" generates a direct recommendation, not a list of links.
3How LLMs choose their sources
To optimize for LLMs, you need to understand how they work. Here's what happens when someone asks ChatGPT or Perplexity a question:
Retrieval (RAG)
The system retrieves relevant documents from its knowledge base or the web (for Perplexity).
Relevance evaluation
Content is ranked by semantic relevance to the query.
Credibility evaluation
Authoritative sources (.gov, .edu, recognized media) are favored.
Synthesis
The LLM generates a response by citing or paraphrasing the best sources.
What LLMs love
- • Direct answers in the first paragraph
- • Structured data (Schema.org, tables, lists)
- • Sourced and verifiable statistics
- • Citations from recognized experts
- • Comprehensive but well-structured content
4The 9 GEO strategies (Princeton Research)
In 2024, Princeton researchers published the study"GEO: Generative Engine Optimization"which identifies 9 empirically tested optimization strategies.
Cite Sources
+30% visibilityAdd citations from credible sources (studies, reports, institutions). LLMs trust content that cites its sources.
EXAMPLE
According to a McKinsey study (2024), 75% of companies...
Statistics Addition
+40% visibilityInclude numerical data, percentages and statistics. This is THE most effective strategy according to Princeton.
EXAMPLE
The market grew by 34% in 2024, reaching €12.5 billion.
Quotation Addition
+25% visibilityInclude direct quotes from recognized experts, CEOs or analysts.
EXAMPLE
"AI will transform marketing" - Marc Benioff, CEO Salesforce
Technical Terms
+20% visibilityUse the appropriate technical vocabulary for your field. It demonstrates expertise.
EXAMPLE
RAG (Retrieval-Augmented Generation) allows LLMs to...
Fluency Optimization
+15% visibilityImprove readability: short sentences, airy paragraphs, clear transitions.
EXAMPLE
Paragraphs of 3-4 sentences max. One idea per paragraph.
Authoritative Content
+18% visibilityDemonstrate your expertise (E-E-A-T). Identify the author, show their credentials.
EXAMPLE
Author bio, certifications, years of experience, publications.
5Detailed optimization criteria
Here are the criteria we use at Atyla to evaluate a page's GEO optimization, divided into 4 categories.
Structure (40% of score)
Schema.org JSON-LD
Add structured tags (Article, FAQPage, Product, Organization) to help AI understand your content.
Direct Answer (TL;DR)
Start with a clear and concise answer. AIs often extract the first paragraph.
H2/H3 Structure
Use descriptive headings, ideally as questions ("How...", "Why...").
Lists & Tables
Structured content is easily extractable by LLMs.
Content (35% of score)
Statistics & Data
Numerical data, percentages, cited studies. +40% visibility according to Princeton.
Expert Citations
Direct quotes from experts or recognized sources, in quotation marks.
Technical Terminology
Specialized vocabulary that demonstrates expertise in the field.
Content Depth
Comprehensive content: 1500+ words for guides, covering all aspects of the topic.
Authority (15% of score)
External Sources Cited
Links to authoritative sources (.gov, .edu, academic studies, official reports).
Author Credibility
Identified author with bio, demonstrated expertise. This is Google's E-E-A-T.
Accessibility (10% of score)
Readability & Fluency
Clear text, short sentences (20 words max), airy paragraphs (3-4 sentences).
FAQ Section
Explicit Q&A with FAQPage Schema. Ideal format for AI.
6Practical Checklist
Before publishing, make sure your content checks these boxes:
📝 Structure
- TL;DR at the beginning
- Schema.org JSON-LD added
- Descriptive H2s (questions)
- Bullet lists used
- Clickable table of contents
📊 Content
- At least 3 cited statistics
- 1+ expert quote
- Appropriate technical terms
- 1500+ words (for guides)
- Linked sources
🏆 Authority
- Identified author with bio
- .edu / .gov sources cited
- Visible publication date
- Links to studies/reports
✨ Accessibility
- Sentences < 20 words
- Paragraphs of 3-4 sentences
- FAQ section added
- No unnecessary jargon
7Mistakes to avoid
❌ Keyword stuffing
LLMs detect over-optimization and penalize it. Write naturally.
✅ Use synonyms and natural variations.
❌ Generic content
If your content looks like everything else out there, AI has no reason to cite you.
✅ Add proprietary data, unique insights, your expertise.
❌ No sources
Content without sources is considered less credible.
✅ Always cite your sources, ideally studies or recognized institutions.
❌ Wall of text
LLMs struggle to extract relevant information from a block of text.
✅ Structure with H2s, lists, tables. One paragraph = one idea.
❌ Ignoring Schema
Without structured data, AI has to guess the context of your page.
✅ Add Schema.org JSON-LD adapted to the content type.
8Measuring your GEO visibility
Unlike SEO where Google Search Console gives you everything, measuring GEO visibility is more complex. Here's what you should track:
💡 Tip: Track AI queries on your site
To understand which AI queries bring traffic to your site, you can use an analytics tool like Senthor.io. It identifies visitors from ChatGPT, Perplexity and other AI engines, and shows which pages they visit.
Combining Atyla (to monitor your AI visibility) + Senthor (to track AI traffic on your site) gives you a complete view of your GEO performance.
Mention rate
On how many strategic prompts are you cited?
Average position
When cited, are you 1st or 5th?
Sentiment
Does AI speak positively about you?
Share of voice
Vs your competitors, what's your share?
Frequently Asked Questions
Does GEO replace SEO?
No, GEO complements SEO. Good SEO content is often good GEO content, but GEO adds specific criteria (citations, statistics, structure) that traditional SEO ignores.
How long before seeing results?
LLMs update their knowledge regularly. Expect 2-4 weeks for changes to be taken into account, sometimes more depending on the model.
Should I optimize for each AI separately?
The principles are the same, but each AI has its nuances. Perplexity cites more sources than ChatGPT. Claude is sensitive to nuance. The ideal is to follow general best practices and measure by model.
My site is small, can GEO help me?
Absolutely. Unlike SEO where big domains dominate, LLMs can cite any credible source. It's an opportunity for small players.