What is GEO? Generative Engine Optimization, explained for local businesses

2026-06-02 · 3 min read

Generative Engine Optimization (GEO) — also called Answer Engine Optimization (AEO) — is the practice of improving how often AI assistants like ChatGPT, Gemini and Claude name your business when someone asks them for a recommendation. If SEO is about ranking on a results page, GEO is about being the answer.

Why GEO matters now

A fast-growing share of buying decisions start with a question to an AI assistant: "who's the best dentist / roofer / med spa near me?" The AI replies with a short list of specific business names — not ten blue links. If your business isn't on that list, you're invisible at the exact moment a customer is choosing.

GEO vs. SEO, in one line

SEO earns you a position in a list of links a person scrolls. GEO earns you a mention in the answer an AI hands over directly. Strong Google rankings don't guarantee an AI mention — we routinely see businesses that rank well on Google score 0% in AI answers.

What signals AI assistants actually use

AI answers are synthesized from corroborated signals across the web, not from a single page. The ones that move the needle for local businesses:

• Review depth and recency — volume, ratings, and how recent they are.
• Third-party "best [category] in [city]" roundups — being named in independent listicles the model trusts.
• A complete, consistent business profile — name, category and location matching everywhere they appear.
• Answer-style content on your own site that directly answers the questions buyers ask.

How to measure it: Share-of-Model

You can't improve what you don't measure. Share-of-Model is the share of buying-intent questions for which an AI names you rather than a competitor. Most local businesses start at 0% — and a few competitors take every mention.

Start with a free check

Before optimizing, see where you stand. Citely runs the real buying-intent questions across ChatGPT, Gemini and Claude and shows your Share-of-Model — and which competitors get named instead — in about 30 seconds, no signup. Run a free check.