What is Generative Engine Optimization (GEO) & How can your brand Leverage GEO?

You’re doing SEO the wrong way, and if you don’t fix it, you won’t see any more leads, conversions, or revenue. 

Let me tell you why. 

I still remember the early days of the 1990s vividly, when the dot-com era began 

Back in the day, it was much easier to rank content by executing SEO strategies. 
 
But if you still feel the same in 2025, you’re making a big mistake 

Image:Search results display, before and after the AI Overview 

Like the dotcom burst, the AI era has rapidly accelerated since its integration into search engines. 

SEO no longer stands for just Search Engine Optimization, it’s now Search Everywhere Optimization, powered by Generative Engine Optimization (GEO). 

If your brand still underestimates the power of GEO in 2025, let me be brutally honest: your brand will disappear online, and you’ll see no sales or revenue. 

Did you know that, according to Yahoo, the global LLM market is projected to grow from $6.4 billion in 2024 to $36.1 billion by 2030, with a CAGR of 33.2% highlighting the rapid adoption of AI language technologies? 

If we take a closer look at the trends and how people are approaching search with new AI tools (large language models), let me share some data with you below 
 

It’s just like missing out on the early investment rounds of Amazon, those who got in early are now multimillionaires. 

Yes, that’s a hard truth to digest. But if you leverage GEO the way we’ve been doing (by starting early), it becomes a no-brainer for you too. 

Now, if we look at the market share distribution of the LLM tools we’re currently using, let’s dive into the stats below: 

Alright, now let’s dive into how brands like yours can actually leverage the benefits of GEO, just like we are doing. 

How can brands leverage GEO like never before from today? 

1. Keyword Research for GEO 

Know Who You’re Talking To 

Before you start creating content, take a moment to really understand your audience. 
 
What are they typing into Google? Are they after answers, shopping for something, or trying to solve a problem? 
 
Once you know their intent, pay attention to the exact words and phrases they use. Build your content around that, it’s the best way to make sure you’re speaking their language. 

Pick the Right Keywords (Here’s how?) 

It’s not just about stuffing in keywords anymore — it’s about using the right ones in the right way. 
Here’s how to do that: 

• Long-tail keywords & natural questions: 
  These are longer, more specific phrases that people actually search. Think less “wireless headphones” and more “best wireless headphones under $200”. 

Image:Search query of “best wireless headphones” in ChatGPT 

Image:Search query of “best wireless headphones under $200” in ChatGPT 

• Semantic keywords: 
  These are related words and variations that add depth. For example, if your main keyword is “running shoes,” semantic terms could be “trail runners,” “cushioned soles,” or “marathon footwear.” 

• Entities: 
  These are names or concepts AI can clearly recognize — like “Nike,” “Adidas,” or “orthopedic shoes.” Mentioning these helps search engines make better sense of your content. 

• Naturally relevant phrases: 
  These are the kinds of things people say or write when they’re talking about your topic. Think: “supportive arch,” “lightweight design,” or “durable for outdoor runs.” 

When you mix these all into your content, in a natural, helpful way, you’re not just making it easier for real people to find you, but for search engines and AI to understand what you’re all about. 

Let’s Look at a Few Examples: 

Example: “Remote work setup” 

• Long-tail keywords: best home office setup for remote work, ergonomic desk setup for remote jobs 

• Conversational searches: how do I set up a productive home office, what do I need to work from home comfortably? 

• Semantic keywords: productivity tools, home office essentials, remote work tips 

• Entities: Zoom, standing desk, noise-canceling headphones 

• Relevant phrases: boost your focus, stay connected, work comfortably from anywhere 

2. Reverse Engineer AI Overview Responses for Content 

If your content is disorganized or lacks clear sections, AI may struggle to understand and rank it accurately. 

When looking at how AI-generated overviews work on Google, there are a few important things to pay attention to. 

• Look at which types of search queries are triggering AI-generated overviews in Google 

• Pay attention to the topics and content formats that seem to be getting prioritized 

• Make sure your brand is showing up accurately and positively in those overviews 

• As more users turn to these AI summaries for quick, personalized answers, they’re becoming key moments that can influence how visible and trustworthy your content appears 

For example: if we take Nike for AI overview data, let’s look at the stats below. 

So, here’s what you can do with the data, and how you can use it. 

  i.  Keep an eye on which queries are triggering AI Overviews 

• Use a mix of tools to figure out which search queries are prompting AI-generated summaries. This will help you assess how your content is performing and guide your topic priorities within your GEO strategy. 

     ii.  Use keyword tracking tools 

• Platforms like Semrush, BrightEdge, and others can help you monitor keyword rankings. Just note that AI Overview visibility is still a bit limited, especially for less common queries. 

    iii.  Leverage Google Search Console (GSC) 

• GSC doesn’t track AI Overviews directly, but it’s still a valuable piece of the puzzle. Use it alongside other tools to spot patterns and performance shifts. 

    iv. Try helpful Chrome extensions 

• Google AI Overview Impact Analysis: This free extension helps you track AI Overviews and the sources cited across multiple keywords. You can export the data, uncover trends, and adjust your strategy as needed. 
  

• Google AI Overview Citation Analysis: Another free tool that lets you compare which links appear in AI Overviews versus traditional search results. It’s great for tracking competitors and spotting opportunities. 

Understand How AI Overviews Are Structured 

To improve your chances of being featured in an AI Overview, it’s important to understand how Google organizes its responses.  

By analyzing the structure and content elements of these overviews, you can better customize your own content to align with what AI looks for. 

What to look for: 

• Common formats like short summaries, bullet points, step-by-step guides, tables, and visuals. 

• Key content features such as clear data, relevant subtopics, concise language, and strategic keyword use. 

Example: 

• “How to create a content marketing strategy” Overview 

• Starts with a quick definition of content marketing strategy 

• Followed by a step-by-step list outlining key actions like audience research, goal setting, content planning, and performance tracking 

• Tip: Structure your article to follow a similar format with clear steps, actionable advice, and helpful subheadings. 

3. Brand Sentiment Assessment and Intelligence 

Brand sentiment assessment and intelligence is all about understanding how your brand is seen both by AI systems and real people by pulling insights from AI-driven platforms. 

When AI recognizes your brand as credible, trustworthy, and authoritative, it’s more likely to boost your presence in search results and help build stronger trust with your audience. 

If you’re serious about keeping your brand sharp, it’s time to start treating AI platforms like ChatGPT and Perplexity as your next go-to research tools.  

Why? 

 Because they’re already shaping how people discover, talk about, and understand your brand, whether you’re involved or not. 

1. Check How AI Describes Your Brand 

Make it a habit to search your brand on platforms like ChatGPT. Look at the summaries it generates, the kinds of questions users are asking, and the tone of voice used.  

Are the facts accurate?  

Is the messaging aligned with your brand values? If not, you’ve got a clear opportunity to step in and steer the narrative. 

     ii. Create content in Formus Sites with proper UGC 

AI tools are often trained on public conversations: reviews, comments, forums. This is where the raw truth about your brand lives.  

“For example, for one of our cement clients, Shivam Cement, we implemented GEO optimization so thoroughly that the brand appears everywhere, from AI platforms to AI overviews.” 

“We posted four posts per month on Reddit and Quora combined, consistently for 11 months.” 

And here’s the result below. 

Image: Shivam Cement Ranking #1 in AI Overview. 

Image: Shivam Cement Ranking #1 in ChatGPT. 

Image: Shivam Cement Ranking #1 in Perplexity. 

Dig into how people really feel about your product or service.  

Are they excited? Frustrated? Confused?  

Use AI to automatically collect and analyze this content at scale so you’re not guessing, you’re knowing. 

Pro Tip: Create the meaning piece of un-biased quality approach content in Quora, Reddit etc. 

iii. Turn Insights into Action 

What should you expect from this kind of research?  

• Overall sentiment (positive, negative, neutral) 

• Specific feedback about product features or service quality 

• Comparisons with your competitors 

• Emotional tone and language users associate with your brand 

• How well your current messaging is landing 

4. Quality of Content Matters with relevancy 

To create content that truly resonates, both with users and AI platforms, you need to strike the perfect balance between being informative, contextually relevant, and engaging.  

By aligning your content strategy with AI’s preferences, you’ll ensure that your material not only meets user needs but also gets recognized as credible and valuable. 

>> Actionable Tips for Crafting AI-Friendly, User-Centered Content 

1. Expand Contextual Relevance 

• Use Relevant Keywords: Make sure you’re using the right keywords, think long-tail, conversational, and semantic phrases.  
   

• These keywords should be based on thorough research and naturally integrated into your content, matching the way users search and engage with AI platforms. 
   

For e.g.:” most visited countries in the world 2024” 

It’s 2025 now, so we didn’t use ‘2025’ here because the year isn’t over yet. 

• Include Related Concepts: Dive deeper into related topics by using insights from your research.  Fill gaps in the market with fresh, useful information. 

 AI systems reward content that is comprehensive and provides value by tackling multiple aspects of a topic. 

• Integrate Key Entities & Phrases: Use keywords, entities, and concepts that are highly relevant to your industry. By incorporating them in a natural narrative, you ensure your content is recognized as both authoritative and contextually relevant to AI’s algorithms. 

       ii.  Establish Authority and Credibility 

• Cite Credible Sources: Always back up your content with citations from well-respected, up-to-date sources.  

This helps establish trust with both users and AI platforms, as they rely on evidence-based content. 
 

• Include Expert Quotations: Boost your content’s authority by quoting industry leaders or experts. These perspectives not only lend credibility but also add layers of depth to your content. 

• Present Data with Impact: Use relevant, current statistics presented visually (e.g., in graphs or charts) to reinforce key points. AI systems favor content that integrates accurate data in a digestible format. 

• Embrace E-E-A-T: Build your content and website around E-E-A-T (Experience, Expertise, Authority, Trustworthiness). Demonstrating these qualities not only helps build trust with users but also signals credibility to AI platforms. 

      iii. Craft Comprehensive and Engaging Content 

• Offer Thorough Responses: AI values in-depth, well-rounded answers. When addressing user queries, ensure your content covers all angles and provides a complete solution. The more thorough your response, the more likely it is to rank well with AI platforms. 
   

• Make Your Content Engaging: Content that keeps users hooked is key. Be informative but also clear and easy to understand. Break down complex ideas into digestible chunks while maintaining the richness of your information. 

Image: The content is engaging and explained in simple terms, making it easy for users to interact with the table. 

• Diversify Your Content Formats: AI prefers varied content types. Consider using a mix of blog posts, guides, videos, infographics, and interactive tools to keep your audience engaged. By offering multiple content formats, you cater to both users’ needs and AI’s preference for diverse content. 

5. Add Structured Data and Technical SEO Improvements 

Think of schema markup as the secret ingredient that helps AI platforms like ChatGPT, Perplexity, and Google’s Gemini truly understand your content.  

It’s not just about adding code, it’s about making your information clear, structured, and easy for AI to interpret and share. 

 [A] How can you Optimize Your Content with Schema? 

1.  Structure Your Content for AI Clarity 

• Article, Organization, Breadcrumb: These schemas help AI understand your content’s structure and context, boosting visibility in relevant searches. 

• Product, Review, FAQ: Highlight key elements like products, reviews, and FAQs to ensure AI recognizes and prioritizes these in enhanced search results. 

      ii. Optimize for Voice and Conversational Queries 

• FAQPage & QAPage: Implement these schemas to support natural language queries, making it easier for AI to find direct answers and increasing your content’s chances of appearing in AI-generated results and featured snippets. 

      iii.  Enhance Visual Content Visibility 

• ImageObject & VideoObject: Use these schemas to boost the visibility of your visual and video content, helping AI identify and prioritize this content in search results. 

       iv. Showcase User-Generated Content 

• Review, AggregateRating, Testimonial: Implement these schemas to highlight user feedback, increasing your content’s credibility and visibility in AI-driven searches. 

For example: User Review of Air Cooler Product on Amazon. 

[B] Technical SEO Enhancements for AI Optimization 

Structured data is just one piece of the puzzle. A strong SEO foundation that focuses on various technical aspects is essential to ensure your site is accessible and efficient, giving AI the best possible framework to work with. 

1. Optimize for Speed and Accessibility 

• Fast Loading Times & Mobile-Friendliness: Ensure your site loads quickly and is mobile-friendly.  
   
  For example, if we search for ‘microwave oven,’ products from three sites appear: Amazon, Walmart, and Costco. 

All three sites are mobile-responsive and fast-loading websites. 

These factors help search engines crawl and index your site efficiently, giving AI systems the data they need for generating relevant responses. 

2. Enhance Performance 

• Optimize Images & Fix Crawl Errors: Improve server response times, optimize images, and fix crawl errors or broken links.  

 
 
A well-performing site is more likely to be accurately indexed, which leads to better search visibility. 

3. Secure Your Site 

• Implement HTTPS: Ensure your site is secure by implementing HTTPS and maintaining strong security practices.  
   
   
   
  AI systems prioritize secure sites, so ensuring your site is safe boosts credibility and trustworthiness.

4. Streamline Site Architecture 

• Clear Content Hierarchy & Effective Internal Linking: Clear content hierarchy and effective internal linking help AI understand relationships between different pieces of content, improving relevance in search results. 

5. Prioritize Mobile Optimization 

• Mobile-Friendly Content: As mobile search dominates, ensure your content is mobile-friendly.  

Image: The Better Appliances website is properly optimized for mobile, with all content appearing functional and without any cut-off. 

• AI favors content optimized for mobile, directly impacting your visibility. 

6. Brand Authority Matters 

Just having good content isn’t enough anymore, which you also agree on that, don’t you? 
 
With AI playing a bigger role in how people find and trust information, your brand needs to do more than talk.  

It needs to show up, with honesty, consistency, and real value. 

How to stand out and be trusted? 

1.  Get Others to Talk About You 

• Write for other trusted websites: Share your insights where your audience already hangs out. 

 

For example, we published a guest post for one of our clients on Medium. 

• Team up with respected brands: A good reputation rubs off, when you partner with the right people, it boosts your own credibility. 
   

• Make content people want to share: The more people share your work, the more trust it builds like from Backlinks. 
   

Image: From a single high-quality article, WP Travel received high-authority, organic, and natural backlinks. 

2. Be Honest and Helpful 

• Skip the clickbait: Don’t try to trick people, give them what they came for. 
   

• Think about your audience first: Create content that answers real questions and solves real problems. 
   

• Double-check your facts: Get the details right, it matters. 
   

• Make it easy for everyone to access: Your content should work for everyone, including people with disabilities. 

3.  Show What You Know 

• Share your own research: Don’t just repeat what’s already out there, bring something new to the table. 
   

• Use real examples: Show how your ideas work in action. 
   

• Bring in expert voices: Include quotes or insights from people your audience trusts. 

Image: WP Creative created content sharing insights on the state of SEO from 20 industry experts, offering high value to everyone in the SEO industry. 

4. Keep Your Brand Consistent 

• Stick to your tone and message: Make sure your website, emails, and social media all sound like you. 
   

• Use the same look and feel: Colors, logos, fonts, it should all match, so people instantly know it’s your brand. 

    5. Connect with the Right People 

• Create content with industry influencers: Team up with people your audience already trusts. 
   

• Get good reviews and testimonials: Ask respected voices to share what they like about your brand. 
   

• Join conversations: Show up on podcasts, panels, or live events where your industry is talking. 

E.g., Aravind Srinivas, founder of the popular LLM tool Perplexity, shares his insights and thoughts on the AI revolution and its future with various influential podcasters. This is directly and indirectly helping his brand, Perplexity, gain attention on social media and in search engines, allowing it to stand out from the crowd. 

Likewise, Sam Altman sharing his views and opinions on the future, AI trends, and his company on social media is giving him the leverage to stand out from the crowd, which is helping his brand (OpenAI – ChatGPT) grow substantially. 

So, are you ready to grow your brand and scale the revenues to the next level with the power of GEO, or will you watch your competitors take the lead? 

If you have any questions or need expert guidance on implementing Google’s AI Overviews (GEO) for your brand, we’re here to partner with you.  

Let’s grow your brand together with a modern, results-driven approach designed for this AI era.