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About GEO

What is GEO (also called AEO)?

ChatGPT, Perplexity, Google AI Overview — your users see an AI answer before they ever see a search results page. GEO (Generative Engine Optimization, also called AEO — Answer Engine Optimization) is the work of structuring your brand so AI engines understand and cite it correctly inside those answers.
Definition

ChatGPT, Perplexity, Google AI Overview — your users see an AI answer before they ever see a search results page. GEO (Generative Engine Optimization, also called AEO — Answer Engine Optimization) is the work of structuring your brand so AI engines understand and cite it correctly inside those answers.

Where SEO chases "rank near the top of the results page", GEO asks "can the AI describe my brand accurately at all?". GEO:LAB is a GEO / AEO / SEO consultancy that specialises in that work.

It's not keyword stuffing or link buying. It's a structural pass over brand info, service architecture, FAQ, case studies, and trust signals — all aligned so an AI engine reads them consistently.

If SEO is about visibility on the results page, GEO is about whether the AI can describe and recommend you at all.

How are SEO and GEO different?

SEO still matters. But users see the AI answer before they click. The new competitive surface is whether your brand appears inside that answer.

DimensionSEOGEO / AEO
GoalGoal: rank near the top of the results pageGoal: be included in AI answers and recommendations
Core workOptimises keywords, meta tags, site speedStructures brand info, entities, FAQ, cases, trust signals
FocusFocus on clicks and inbound trafficIncreases AI's comprehension and explainability of the brand
Responds toResponds to search-engine algorithmsDesigns for brand recall and mention flow AFTER the search

GEO / AEO doesn't replace SEO. It layers on top — AI-search optimization stacked above the SEO foundation.

What does GEO look like in practice?

Four real categories where AI search already decides whether the brand gets named. The pattern repeats — the visitor never sees a results page, just the AI's shortlist.

  • 01

    "Best dermatology clinic near Gangnam Station"

    Before

    AI answers with the two clinics that have detailed service pages, doctor bios, and patient-FAQ schema. Your clinic — same street, better reviews — isn't mentioned because the homepage is a flat brochure.

    After

    MedicalBusiness schema, doctor Person entities, condition-specific FAQ blocks. The AI now lists your clinic among the first two answers it returns.

  • 02

    "Divorce lawyer Seocho-gu, English-speaking"

    Before

    AI cites three large firms with multilingual service pages and case-result articles. Solo practitioners with equal expertise are invisible.

    After

    LegalService schema, practice-area entity pages, language-capability signal in the brand profile. The AI starts including your firm in the shortlist.

  • 03

    "Hair salon Yeonnam-dong, perm specialist"

    Before

    AI returns generic salon aggregators. Independent salons rarely show up because LocalBusiness schema and service-specialty entities aren't there.

    After

    LocalBusiness + Service schema with specialty fields, neighborhood-FAQ block, before/after case template. AI now names your salon when the query specifies the specialty.

  • 04

    "Authentic Italian pasta in Itaewon, takes reservations"

    Before

    AI answers with the three restaurants that have Restaurant schema, menu sections, and reservation-policy FAQ. Equally good places without that structure are skipped.

    After

    Restaurant + Menu schema, reservation-policy FAQ, signature-dish descriptions in the entity profile. Your place enters the AI's recommendation set.

Why start now?

  • 01

    AI answers come first

    Users now see the AI answer before they click a search result. If your brand isn't in that answer, you effectively don't exist on that query.

  • 02

    Scattered info even confuses AI

    If your site exists but the service descriptions are unclear and information is scattered, the AI can't describe you accurately. Only an organised structure produces mentions.

  • 03

    Keywords alone aren't enough anymore

    Perfect meta tags and keywords can't save you when the underlying brand structure and trust signals are missing. The AI just moves on.

  • 04

    Early movers anchor the answer

    Most brands haven't started on GEO yet. Setting up the structure now puts you a step ahead of competitors who'll catch on later.

Myths vs facts

  • Myth

    Common myth: GEO is just "do more link-building".

  • Myth

    Common myth: GEO is about cranking out viral posts and promo copy.

  • Fact

    GEO doesn't replace SEO. It extends what happens AFTER the search.

  • Fact

    GEO is structural work — organising brand info, FAQs, cases, and trust signals so AI engines read and explain them consistently.

  • Myth

    Common myth: GEO and AEO are different strategies.

  • Fact

    GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) are the same idea — structuring a brand so AI search engines understand and recommend it.

Want the step-by-step? Here's how the structural pass actually runs.

See the process →