What is Generative Engine Optimisation?

Generative Engine Optimisation, or GEO, is the practice of optimising your website so it gets cited and referenced by AI engines like ChatGPT, Perplexity, and Google Gemini. It's what happens when traditional SEO isn't enough anymore.

Published 12 April 2026 — Last updated 12 April 2026

What GEO actually means

GEO is about making sure AI language models can find, understand, and cite your website when they answer questions. When someone asks ChatGPT "best bakery in Wellington" or Perplexity "emergency plumber Auckland", you want your business to appear in that answer. GEO makes that possible.

Unlike traditional SEO, which optimises for Google's ranking algorithm, GEO optimises for how AI engines crawl, understand, and evaluate authority. The signals are different. The tactics are different. And if you're not measuring both, you're flying blind.

Why it matters for small businesses

AI search is growing fast. ChatGPT gets 200+ million monthly users. Perplexity grew 600% year-on-year. Google's integrating Gemini into search results. These engines are now answering questions that used to send people to Google.

For small businesses, this is both a threat and an opportunity. If your site doesn't appear in AI responses, you're losing customers to competitors who do. But if you optimise early, you can get disproportionate visibility in an emerging channel before it gets crowded.

We audited 100 NZ small business sites. Only 12% are mentioned by at least one AI engine. The competition's weak. You've got a window.

How GEO differs from traditional SEO

Traditional SEO

  • Optimises for Google's ranking algorithm
  • Focuses on links, domain authority, keyword density
  • Success = higher position in search results
  • Changes take weeks or months to show up

Generative Engine Optimisation (GEO)

  • Optimises for how AI language models find and evaluate sources
  • Focuses on schema, content structure, entity clarity, topical authority
  • Success = appearing in AI-generated answers and citations
  • Can show results in days if AI has access to your site

The good news? You don't have to choose. A site that's good for GEO is usually also good for traditional SEO. But GEO requires a different measurement framework, which is where most small businesses get stuck.

The 5 signals AI engines use to cite businesses

1Schema markup

Structured data like LocalBusiness, Product, Article, FAQ schema tells AI engines exactly what you do and where you are. No schema, no clarity. AI can't cite what it can't understand.

2Content structure

Clear headings, short paragraphs, bulleted lists. AI models crawl your HTML structure. If content's buried in walls of text, they skip it. If it's well-organised, it gets indexed and cited.

3Entity clarity

Who are you? What do you do? Where are you located? AI needs to immediately understand your business identity. This goes on the homepage and in meta descriptions.

4AI crawler access

Many sites accidentally block ChatGPT and other AI crawlers in robots.txt. If they can't see your site, they can't cite it. Ever. Check your robots.txt file.

5Topical authority

Go deep on your speciality. If you're a plumber, have comprehensive content about plumbing, pipe repair, emergency services, local areas. AI values depth over breadth.

How hurly measures your GEO score

Your GEO score in hurly measures five things across these five signals. We check:

  • •Do you have schema? Which types? Are they correct?
  • •Is your site structure scannable by AI crawlers?
  • •Can an AI engine immediately understand who you are?
  • •Which AI engines can actually crawl your site? Are any blocked?
  • •Do you have enough topical content to be seen as an authority?

Your GEO score is one of four pillars we measure. The others are SEO (traditional search readiness), CRO (conversion readiness), and UCP (content uniqueness). Together they give you a complete picture of why AI engines might or might not cite you.

Read more about how we score websites →

Frequently asked questions

Do I need to do GEO if I'm already ranking well in Google?

Not necessarily, but you should. Google search is declining for younger demographics who prefer AI engines. Even if Google's working for you, you're missing new channels where AI engines send traffic. It's not a replacement for SEO, it's an addition.

How long does it take to see results from GEO?

Faster than traditional SEO. If you fix schema and AI engines can crawl your site, they can start citing you within days. Google takes weeks or months. The catch: your site has to actually have crawl access, which many don't.

Do all AI engines use the same signals?

No. ChatGPT, Claude, Perplexity, and Google Gemini all have different crawl schedules and ranking mechanisms. But the foundations are the same: they need schema, clear structure, entity clarity, and access. Most fixes that help one help all of them.

What's the most common GEO mistake?

Accidentally blocking AI crawlers in robots.txt. We've seen it on 89% of small business sites we audited. It's an easy fix once you know it's a problem, but it completely prevents AI engines from ever finding you.

How do I check if AI engines are citing me right now?

Run a hurly audit. We check all the major AI engines and tell you exactly which ones mention you, which ones are blocked, and what you need to fix to get cited. It takes about 30 seconds and the basic report is free.

Ready to check your AI visibility?

Get a free audit right now. We'll show you which AI engines mention your business and exactly what you need to fix.

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