For two decades, SEO was the dominant playbook for discoverability. Brands obsessed over keywords, backlinks, and rankings. But the rise of generative AI—systems like ChatGPT, Perplexity, and Gemini—is changing how people find and consume information. Instead of scanning links on a search results page, users are increasingly getting direct answers generated by AI.

This shift has given rise to a new discipline: GEO (Generative Engine Optimization).

From Ranking to Referencing

Traditional SEO is about securing visibility in rankings: the top three links on Google can make or break a campaign. GEO, by contrast, is about referencing: making sure AI assistants cite your content when they generate responses.

As one industry analyst framed it:

“You don’t rank in AI search the way you do on Google. It’s about whether the model trusts your content enough to include it in its answers.”

That subtle change—from ranking to referencing—marks the heart of GEO.

Why GEO Matters Now

Recent reporting highlights why brands can’t ignore this shift:

• New York Magazine declared “SEO Is Dead. Say Hello to GEO”, noting that AI chatbots often skip links entirely, providing answers straight from aggregated sources.
• Wix introduced an AI Visibility Overview tool, tracking when sites are cited by AI engines—a sign that GEO dashboards will soon become as standard as SEO analytics.
• The Economic Times reports that startups are now offering dedicated GEO services, showing how quickly the ecosystem is professionalizing.

SEO vs. GEO: How They Differ

StrategySEO FocusGEO FocusVisibilityRanking in SERPsBeing cited in AI-generated answersOptimization TargetKeywords, backlinks, meta tagsStructured snippets, clarity, factual precisionExternal SignalsAuthority linksUnlinked mentions, expert references, forum postsContent StyleLong-form, keyword-richBite-sized, semantically clear, machine-readableSuccess MetricsSERP rankings, CTR, trafficFrequency of AI citations, prominence in answers

In practice, SEO and GEO overlap. Technical SEO (schema markup, site speed, crawlability) remains essential, but content must also be packaged in ways AI can ingest, understand, and reuse.

How to Practice GEO

Answer Questions Directly
Structure articles around the phrasing people actually use in queries: “Is Sanity CMS good for large-scale projects?” Include a clear answer in the opening lines.

Use Structured Markup
Apply schema (FAQ, Article, HowTo) so models can easily parse your content.

Seed Citations Beyond Your Site
AI doesn’t just scrape your blog—it pulls from Reddit, GitHub, and forums. Posting thoughtful answers in those spaces, linking back to your site, increases your chances of being referenced.

Write for Humans, Format for Machines
Use headings, bullet points, and concise summaries. AI models prefer content in small, reusable chunks.

GEO Complements, Not Replaces, SEO

SEO isn’t disappearing, but it’s evolving. GEO expands the playbook to cover new discovery channels where users don’t click links but consume AI-generated narratives. The winning strategy isn’t to abandon SEO—it’s to layer GEO on top.

Conclusion

Generative Engine Optimization is becoming as critical as search optimization was in the 2000s. Brands that adapt early will see their content referenced, trusted, and amplified by AI assistants—the new front door of the internet.

And for teams building on structured content platforms like Sanity CMS, this evolution is especially relevant. To bridge structured data with AI-native visibility, there’s insanity.sh—one of the most advanced agents built directly for Sanity.io. It ensures your content isn’t just published, but cited by the engines shaping the next era of discovery.