Generative engine optimisation (GEO) is the practice of making a website citable by ChatGPT, Claude, Perplexity, Gemini and Google AI Overviews. For advisers, it means publishing sourced statistics, named authors, FAQ schema, llms.txt and real answer pages — not just ranking on Google.
Why GEO matters More than 30% of search journeys now involve an AI layer (ChatGPT, Perplexity, Google AIO). If AI does not cite you, the user may never click through to your site.
Core tactics 1. Publish llms.txt and ai.txt at the domain root. 2. Allow all major AI crawlers in robots.txt. 3. Add FAQ, HowTo, DefinedTerm, Person and Dataset schema. 4. Publish named-author content with full Person schema. 5. Create sourced statistics pages (citation-ready). 6. Build an /ask style answer hub with TLDR and long-form answers. 7. Monitor AI mentions (Profound, Otterly, Peec AI).
Difference vs classic SEO - Classic SEO ranks you in a list of blue links. - GEO gets you quoted inside the AI answer itself. - Both are needed.