Generative Engine Optimization (GEO)

Generative Engine Optimization (GEO) is the strategy of optimizing your content and digital presence for inclusion in the outputs of generative AI systems—platforms that don’t just rank content, but compose answers, recommendations, and summaries using large language models (LLMs). This includes tools like Google’s AI Overviews, ChatGPT, Perplexity, and voice-first interfaces like Alexa and Siri. In a GEO world, your content isn't just indexed—it’s repurposed by AI into direct answers. Winning here means structuring your brand to be cited, surfaced, and trusted by machines. At Xponent21, we’re leading the industry in GEO—helping ambitious brands gain first-mover advantage in the generative web. In this category, we break down the tactics and technologies that make that possible: schema-enhanced content architecture, question-first strategy, entity-level authority building, and the optimization techniques that influence how and when generative engines use your expertise. If you want your brand to be part of the answers AI delivers to millions, GEO isn’t optional—it’s foundational. This is where that strategy takes shape.