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How Generative Engine Optimization (GEO) rewrites the rules of search
Traditional search was built on links; GEO is built on language. A new paradigm is emerging, one driven not by page rank, but by AI models.
Today, with LLMs like GPT-4o, Gemini, and Claude acting as the interface for how people find information, visibility means showing up directly in the answer itself, rather than ranking high on the results page. Multiple schools of thought are emerging: some GEO tactics are fairly well understood (e.g., being mentioned in source documents LLMs cite), while other assumptions are more speculative, such as whether models prioritize journalistic content over social media, or how preferences shift with different training sets. Platforms that win in GEO will go beyond brand analysis and provide the infrastructure to act: generating campaigns in real time, optimizing for model memory, and iterating daily, as LLM behavior shifts.
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