GEO is the AI-era counterpart to SEO. Where SEO works to rank a page in a list of blue links, GEO works to get your brand named, recommended, and linked inside a generated answer. The buyer often never sees a results page, so being the source the model pulls from is what wins the click and the trust.
The work spans three layers: being present in the data engines retrieve from (your own site, plus third-party sources like review sites and forums), being structured so models can parse you (clear answer-first content, schema markup, clean entity signals), and being measured so you know whether it is working (tracking mentions, citations, and share of voice across engines).
Example: a project-management SaaS that publishes a clear, well-structured comparison page and earns mentions on trusted review sites starts showing up when buyers ask ChatGPT “what is the best project tool for small agencies.” That is GEO doing its job.