For over two decades, search engine optimisation (SEO) was the standard strategy for achieving online visibility. It relied on keywords, backlinks and structured content to improve Google rankings. However, in 2025, we are entering the age of GEO (Generative Engine Optimisation).
Rather than appearing in traditional search results, the new challenge is to show up directly in LLM-generated answers. Tools such as ChatGPT, Claude and Perplexity do not use PageRank; rather, they generate responses based on language context, source relevance and memory.
This means the playbook is changing.
CTR is less important than reference rate. Visibility is determined by how often your content is cited or summarised by a model, rather than just being indexed. Rather than optimising for clicks, marketers now optimise for how well content trains or feeds into models.
Some platforms, such as Profound and Semrush AI, have started to help brands track mentions of LLMs, their tone and their presence across interfaces. However, GEO is still in its infancy - much like SEO was in the 2000s - and we are still determining which signals and behaviours really matter.
I’m currently exploring this area for an article and would love to hear the views of the Stacker News community.
- Has your team already started thinking about GEO?
- Have you noticed how your content appears (or doesn't appear) in AI-generated answers?
- Would anyone here be interested in a short how-to article on GEO, explaining how to structure your content so that LLMs remember and reference your brand?
I’m actively exploring this shift and offering consultancy services on GEO strategies - I'm curious to know how others here are approaching it.