Understanding the Rise of Generative Engine Optimisation (GEO)
As artificial intelligence (AI) chatbots like ChatGPT become more prevalent, a new approach to digital visibility has emerged: generative engine optimisation (GEO). Unlike traditional search engine optimisation (SEO), which focuses on improving rankings in search results, GEO is designed to ensure that content is cited, summarised, or recommended by AI models. This shift reflects the growing influence of AI in shaping how information is accessed and consumed.
Yuan Yong, branding director at Big Fish Marketing in Shenzhen, explains that GEO involves tailoring content so that it can be picked up by AI systems. These systems often generate "answers with a word limit," making it essential for brands to structure their content in a way that aligns with AI's preferences. Yuan, who has been working with SEO since 2014, only began exploring GEO this year after the rise of Chinese AI start-up DeepSeek prompted many local companies to reassess their strategies.
The Mechanics of GEO
Optimising content for AI-generated answers requires careful attention to the information provided on a company’s website. By refining this content, brands can increase their chances of being featured in news outlets, online portals, and even Wikipedia-like platforms. Yuan highlights an example involving Nuoyun, an online education platform. After Big Fish Marketing polished the content on its website and published 40 articles on other sites, Nuoyun received a recommendation from DeepSeek as one of the best resources in China.
However, maintaining this visibility is not a one-time effort. Continued refinement of content is necessary to stay relevant. Big Fish offers three standard packages, ranging from 3,800 yuan (US$530) to 29,800 yuan, depending on the number of prompts and duration. The most expensive package guarantees that at least 12 out of 20 monthly prompts will deliver results; otherwise, a refund is issued for each failed prompt.
Challenges and Competition in the GEO Industry
The success of GEO depends largely on competition. For instance, if a product targets individuals, such as lipstick, there are constant advertisements from other brands flooding the internet, making it harder to stand out. On the other hand, specialised products like medical equipment may remain cited by AI chatbots for several months due to their niche appeal.
The GEO industry itself is highly competitive. Companies must update their strategies daily, sometimes even every few hours, to maintain visibility when users search for GEO-related services. As the field evolves, businesses are adapting to these fast-paced demands.
Monetisation and Advertising in AI Platforms
AI chatbot developers are beginning to explore monetisation through advertising. In November, Perplexity AI, a US-based company, started experimenting with ads displayed as sponsored follow-up questions. While the company claims that answers will not be influenced by advertisers, this development signals a shift in how AI platforms can generate revenue.
In contrast, major Chinese AI companies have yet to announce similar plans. Tencent Holdings' chief strategy officer, James Mitchell, mentioned during a November earnings call that the focus is currently on making its Yuanbao chatbot appealing to users rather than rushing into monetisation. This suggests that some AI platforms may resist incorporating marketing content directly into their responses.
Risks and Limitations of GEO
Marketing specialists warn that certain content may be ignored by AI systems. Lu Songsong, a marketing expert based in Beijing, noted that if content includes words like "cheapest" or "absolutely effective," or contains mobile phone numbers or WeChat accounts, AI may disregard it entirely. This highlights the need for brands to carefully craft their messaging to align with AI algorithms.
Despite its potential, GEO remains a relatively new concept. Yuan says his company still relies primarily on traditional SEO for revenue, as income from GEO is currently just a fraction of their total earnings. Lu describes GEO as an "avant-garde" idea in China, where only well-funded companies can afford to experiment. However, he believes that if AI search becomes mainstream—say, with a market share of over 30%—GEO will become a necessity.
The Future of AI Search
Globally, AI search is still in its early stages. In 2024, Google processed 14 billion searches per day, far surpassing the volume handled by ChatGPT. However, OpenAI’s tool is growing rapidly, according to a March report by SparkToro and Datos. As AI continues to evolve, the role of GEO will likely expand, reshaping how brands engage with digital audiences.