GEO is the process of optimising your brand and content to be sourced, cited, and recommended by Artificial Intelligence (AI) search engines and Large Language Models (LLMs) like ChatGPT, Perplexity, and Google's Search Generative Experience.

Traditional SEO focuses on ranking web pages via keywords and backlinks. GEO focuses on building your brand as a recognised "entity" so AI models understand your expertise and confidently recommend you in conversational answers.

Search habits are shifting rapidly. Users are asking AI for direct answers instead of scrolling through links. If AI models don't know your brand exists or don't trust your authority, you will lose out on this new wave of search traffic.

Information gain refers to providing unique insights, data, or perspectives that aren't already widely available on the internet. AI engines prioritise content with high information gain over generic, repetitive articles.

Training data updates for LLMs can take time. While schema and on-site changes are picked up quickly by live-search AI (like Perplexity), establishing deep entity trust across all models typically requires a 3 to 6 month sustained campaign.