GEO, or Generative Engine Optimization, is the practice of optimizing content to appear in and be cited by AI-powered generative search engines such as ChatGPT, Google's AI Overviews, Microsoft Copilot, and Perplexity.

For decades, the marketing world ran on a simple belief: the more people who see your ad, the better. Impressions stacked up, reach numbers looked impressive in board decks, and click-through rates became the gold standard of campaign success.

The rules of search have changed. Not gradually, not quietly, but in a way that is forcing marketers to rethink everything they thought they knew about organic visibility.