The CMO’s Guide to Generative Engine Optimization (GEO)

GEO is the practice of optimizing digital content and data architecture to earn inclusion and prominence in AI-generated responses across LLM-powered platforms such as Google’s AI Overviews, ChatGPT, Perplexity, Gemini, Claude, Copilot, and others.

GEO focuses on structuring and crafting content in ways that align with how large language models (LLMs) retrieve, interpret, and synthesize information in response to natural language queries. This includes:

• Semantic precision and topical authority: Building content clusters around tightly defined themes with depth and expertise to increase the probability of being cited by generative systems.
• Structured data and clean architecture: Leveraging schema markup, internal linking, and crawlable site structures to help AI systems map and extract information effectively.
• Source credibility signals: Enhancing E-E-A-T factors (Experience, Expertise, Authoritativeness, Trustworthiness) to increase brand and domain strength in LLM training and retrieval processes.
• Content designed for retrieval-based generation: Ensuring content surfaces well in both zero-click AI experiences and hybrid SERPs that combine traditional listings with generative summaries.

As generative search becomes a core layer of the B2B buyer journey, GEO bridges the gap between traditional SEO and AI-driven discovery, ensuring your brand isn’t just indexed, but integrated into the answers that your prospects rely on.

Let’s be brutally honest: as a CMO, you care about metrics only so far as they translate into SQLs, pipeline, and revenue. Clicks and impressions are means to an end. The disruptive power of GEO is its direct impact on the entire marketing funnel, compressing the customer journey and raising the stakes for brand authority.

The shift isn’t hypothetical; it’s accelerating. In August 2025, ChatGPT hit 700 million weekly active users, with usage growing 4X year over year. And from what we’re seeing at Stratabeat among our different clients is that leads from the LLMs tend to be higher-intent and more likely to close.

This doesn’t mean that your buyers have stopped using Google. What it means is that they are using both. Check your web analytics, and you’ll likely see that organic search still drives 40%-60% of your site traffic — yes, even today. Google itself confirmed that queries in the search engine are increasing, not decreasing. But what it means is that you need to focus on winning in both the AI answer engines and in Google, with GEO gaining in value with each passing month.

The content that resonates most with your buyers is likely the content that dives deeply into their problems and helps them solve the issues and thrive. Even more than SEO, GEO translates into writing about complex problems that speak to a specific audience segment. When your prospective buyer is interacting with ChatGPT, they are asking detailed questions. And then they dig deeper and deeper with additional sub-prompts.

This should make any B2B CMO’s eyes light up. For those with clear expertise, it’s an opportunity to connect with your audience when they are asking detailed questions and ready to engage more deeply, translating into more meaningful brand touchpoints.

What’s of particular salience to CMOs is that GEO influences each stage of the buyer journey. For example:

• Problem-Aware: The entry point is no longer a keyword. It’s a complex, conversational problem. When a potential customer asks, “How do I build a demand generation model that doesn’t rely on paid ads?” your brand must be part of the AI’s solution narrative. GEO ensures your thought leadership, blog posts, and frameworks are the raw material for these initial, problem-solving answers.
• Solution-Aware: High-intent queries in AI-powered search are becoming hyper-specific. “What’s the best cybersecurity platform for a healthcare provider that needs to be HIPAA compliant?” The brand that has painstakingly answered these long-tail, conversational questions with demonstrable proof and experience will be the one featured in the final, AI-generated recommendation, capturing the highest-quality leads.
• Product-Aware: This is where GEO becomes lethal. AI is the ultimate comparison engine. It will be asked to weigh your solution against competitors on features, ROI, implementation time, and customer support. What’s highly effective at this stage of the buyer journey are, along with competitive comparisons, case studies, customer stories, customer testimonials, product reviews, ROI calculators, product demos, etc.

SEO primarily targets keywords and the traditional search results in Google, whereas GEO is designed for the dynamic world of conversational queries, generative AI, and interactive answer engines such as ChatGPT, Perplexity, Gemini, Copilot, Claude, etc.

The AI engines use advanced algorithms to gather and present information in a contextually relevant way. Instead of a list of static links to web pages, generative AI engines synthesize answers from multiple sources to your query right on the page. Two similar queries may result in different answers. Some of the strategies and tactics for GEO are different than for SEO, but there is great deal of overlap among the two, as well.

Here are key aspects that set them apart:

• Response Generation: SEO optimizes for traditional search engines that provide a list of links in response to user queries. GEO optimizes content for AI systems to synthesize and prioritize information, generating quick and comprehensive responses.
• Content Contextualization: SEO optimizes meta tags and content with keywords to improve search rankings. GEO involves the process of structuring content for conversational queries.
• Information Synthesis: SEO aims to improve the ranking of individual pages. GEO focuses on how AI integrates and synthesizes content from multiple sources to provide comprehensive answers.
• User Intent Understanding: SEO matches keywords to user queries to drive traffic. GEO uses advanced AI to interpret and anticipate user intent more deeply and accurately, delivering more nuanced and precise responses.
• Content Structuring: With SEO, a SERP analysis guides you as to the content format that will help you gain visibility in Google. If Google is displaying only listicles on page one and two, then you likely need a listicle to secure a high ranking. GEO guides you to craft content that can be easily parsed and utilized by AI, including structured formats (e.g., table of contents, key takeaways, FAQs, etc.) friendly to natural language processing.
• Continual Experimentation: SEO relies on keyword research and technical analysis to inform optimization strategies. AI answer engine results fluctuate often. As such, GEO requires ongoing analysis of AI-generated content structures, topics, and citation patterns and how they evolve over time to refine strategies, ensuring alignment with AI content processing and prioritization.
• Performance Tracking: SEO tracks keyword performance, Google rankings, organic traffic, and SEO-sourced leads and pipeline. GEO tracks visibility and citation in the LLMs, along with leads and pipeline. (Yes, you can track traffic from the LLMs, but the majority of those who see your brand in a generative answer do not click through – sorry, that’s just the truth about buyer behavior.) Another aspect of tracking is brand accuracy. With GEO, it’s important to track the specific information being displayed about your company and to ensure it’s accurate and up-to-date.

Achieving GEO success delivers many benefits to a B2B brand. For example:

• Expanded reach and visibility beyond traditional search engines. GEO ensures your brand is referenced in generative AI search responses when your audience members are seeking answers in ChatGPT, Perplexity, and the other LLMs.
• First-mover advantage. Early adoption of GEO positions your brand as a leader while competitors are hesitate, unsure what to do, or simply late to the game. Capturing AI-driven search real estate now makes it harder for competitors to displace you later.
  Increased brand authority and stronger brand perception. Being cited as a source in AI responses signals expertise and credibility in your industry.
• Aligning with changing user search behavior. Your audience is changing. More and more, when they have questions or are seeking solutions, they turn to the generative AI engines. The more visible you are, the more you future-proof your marketing.
• The answer to long-tail questions by your audience. Your audience has detailed, situation-specific questions. Be the answer. GEO helps your content align with these natural language patterns, expanding reach beyond traditional keyword targeting.
• Greater leads growth. The more that you appear in the generative answers for your prospect’s questions, the stronger your brand perception. You become a real player in your industry in their eyes. Regardless of whether they click through directly to your website or open a new browser tab to check you out or visit your site at another time, greater visibility translates into more leads.
• Higher-intent leads. The leads that come from the LLMs tend to be more highly qualified and further along the buyer journey. Across our client portfolio here at Stratabeat, we consistently see that those leads that come from the AI search engines are strongly interested in talking with sales and potentially making a purchase.

To perform well in the generative engines, revisit your content and make sure your web pages and content are answering the right questions. These engines are parsing content to answer specific, multi-layered questions like:

• Best-in-Class Queries: “What are the most innovative demand generation strategies for a B2B fintech SaaS this year, and what evidence supports their effectiveness?”
• Problem-Solving Queries: “How can I structure a B2B content marketing budget to prove ROI to a skeptical CFO?”
• How-To & Implementation Queries: “What is an effective step-by-step process for implementing an account-based marketing program from scratch for a $50 ARR management consulting firm?”
• Comparative Queries: “Automation vs manual control: For a three-person accounting team, how much should you automate in B2B IT solutions accounting?”

If your content doesn’t provide direct, authoritative, and well-structured answers to these types of questions, it’s not GEO-ready. The AI will likely instead seek other content that does a better job of satisfying the user’s complex intent.

How can you be sure of the questions that your audience is asking online?

Conducting audience insight interviews with your customers, but also with your CEO, your salespeople, your product leaders, and with those in customer support, is invaluable in uncovering the types of questions they are asking.

Listen to sales call recordings using Gong, Chorus, Salesloft, etc. to identify not only their questions, but also to understand what resonates the most vs. their stated objections.

In addition, an effective technique is to use longtail Google Search Console (GSC) queries as a proxy, given that ChatGPT, Perplexity, and the other AI answer engines do not reveal actual prompts being entered in their respective platforms.

What you do is review the 5+ word queries or 10+ word queries, etc. found in your GSC account. In certain cases, this can unearth thousands of examples of questions that your prospective buyers have been actively seeking answers to.

Winning at GEO involves strengthening your technical foundation, content, and authority. Here’s how to do it:

Build a Strong Foundation with Structured Data

Structured data plays a critical role in developing a strong GEO program. It provides clear, machine-readable context about content, enabling generative AI models and search engines to better understand, categorize, and surface relevant information. By leveraging schema markup, standardized metadata, and a logical headings hierarchy, structured data enhances content visibility in AI-driven discovery platforms and facilitates more precise matching between user intent and generative results. This structured foundation not only boosts semantic understanding but also supports the generation of rich results, such as knowledge panels and featured snippets, ultimately increasing content discoverability.

Structure Your Content

AI models look for clear, declarative statements they can lift. As an effective content strategy, structure your articles like an inverted pyramid—most important information and the direct answer at the top, followed by supporting details, nuance, and data.

Add structure to your content such as a table of contents (ToC), key takeaways, summaries, bullet lists, and FAQs. Consider structuring your H1s, H2s, and H3s as questions to better align with conversational queries.

Among the websites with the highest AI search-readiness scores (the top 20%) in a recent Stratabeat GEO study, 83.3% included structured content in the form of key takeaways, summaries, or FAQs in their content 80%-100% of the time.

Among the websites with the lowest AI search-readiness scores (the bottom 20%) in the study, we found the exact opposite. Only a mere 16.7% of the weakest performers were including key takeaways, summaries, or FAQs in their content, and even among the sites that did include these elements, NONE were consistent about it.

Build Topical Authority

A straightforward way to build topical authority is to build topic clusters around your highest-priority topics. You may build a pillar page on a core strategic topic (e.g., “cybersecurity threat intelligence”). This hub provides a top-level summary and then acts as a master directory, linking out to multiple “spoke” pages that answer highly specific conversational sub-queries (“How to use threat intelligence to prevent phishing,” “Compare open-source vs. commercial threat intelligence feeds,” etc.).
And looking outward, you enhance your topical authority when you offer playbooks, write byline articles, or speak at events related to the same topics.

This type of content ecosystem creates a dense, semantically-related body of knowledge. It signals to AI engines that you have comprehensive authority on the entire topic.

Build Brand Authority

With GEO, it’s important to go beyond topical authority and extend into brand authority. The more that third-parties are mentioning your brand, the more the AI engines will trust your brand as a reliable source of information.

To that end, prioritize third-party reviews. Optimize your profiles on review sites like G2, Capterra, TrustPilot, etc. and operationalize an ongoing product reviews program to increase the number of reviews.

GO BIG with PR. Not only does this help you to cut through the noise and differentiate the brand, but it also increases your brand mentions.

Focus on Effective Content Types

Certain content types generate greater ROI for you in the AI engines.

One of the prompts that is commonly performed in the LLMs is “best of” queries. For example, “What are the best BI and reporting tools for B2B fintech product teams?” or “What are the best family office software options when managing a $100 million portfolio? Support the recommendations with evidence.”

Another highly effective type of content is competitor comparisons, where you compare your solution to a competitor’s, or where you compare it against two or more competitors (Solution A vs. Solution B vs. Your Brand). Use tables, charts, and structured data to compare features, strengths, pricing models, integrations, and outcomes.

A similar type of content that also reflects common search behavior is alternative pages. For example, “Salesforce alternatives” or “Ramp alternatives” or “Klarna alternatives.”

Other types of content that you should lean into for greater GEO results is robust use cases, jobs-to-be-done (JTBD) content, and expert-led, opinionated POV articles authored by your internal subject matter experts such as your CEO, Head of Product, VP Engineering, or Chief Data Scientist.

Original Research

Let’s face it, there’s a great deal of low-quality copycat content online. The AI answer engines are looking for content that cuts through the noise with uniqueness, value, and trust. As an effective content strategy, original research, data, and insights are effective levers in not only driving greater visibility in the AI answer engines, but also in achieving PR hits, generating mentions, securing backlinks, and most importantly, driving qualified leads.

Multi-modal Asset Optimization

Produce multiple forms of content per priority topic, blending text, visuals, video, audio, etc. For example, Atlassian has included podcast snippets from customer interviews embedded within case studies, alongside pull quotes, video testimonials, and product visuals. The AI tools such as ChatGTP, Perplexity, and Gemini factor in multiple sources per answer, and so taking a multi-modal approach helps you to strengthen your position as an information source with multiple, reinforcing options for the generative engines.

Refresh Priority Content Pieces Regularly

Make sure your website and third-party review sites and directories are up-to-date with your positioning, differentiation, features, comparison data, pricing info, etc. In addition, update blog posts so that your content is always fresh, current, and authoritative. For your priority content pieces, consider quarterly or monthly reviews and refreshes.

A strategic pivot of this magnitude impacts the entire marketing team. First, start with an audit, then reallocate budgets, and then configure your new performance scorecard.

Step 1: Audit Your Content for AI-Search Readiness

Begin by assessing your existing website and content library.

Stratabeat offers a complimentary GEO Audit. Request an audit today to understand your AI-search readiness and to receive actionable GEO tips.

Step 2: Reallocate Budget

The output of this audit will be revealing. It’s time to act on the findings. This means making resource allocation decisions. Consider shifting 20% of your paid search or low-performing content budget toward the creation of GEO-focused assets. GEO is an organic, long-term play that builds a compounding asset: your brand and topical authority.
Remember that the extensive overlap between GEO and SEO enables you to increase your search ROI, and so prioritize activities that benefit both.

Step 3: Adopt a New GEO Scorecard

Your CMO dashboard needs new metrics that reflect success in an AI world.

Visibility in the LLMs: Track brand and product mentions within the generative answers for your most important conversational queries. There are several off-the-shelf tools already available in the market (e.g., Scrunch, Profound), and Stratabeat has developed our own tracking tool as well.

Citations in the LLMs: Track the frequency that your website is cited as the source.

Competitive Benchmarking: Compare your brand’s visibility, citation volume, and sentiment across various AI engines with those of direct competitors.

Share of Answer: For a given strategic topic, what percentage of the key conversational questions does your content answer in a way that gets featured or cited vs. your competitors?

LLM-Sourced Traffic: This is not a great KPI, as many individuals using the AI engines are not going to immediately clickthrough to your website. But tracking which specific pages do attract significant traffic from the LLMs is useful data for your optimization efforts.

Attributed Conversions from Conversational Queries: Attribution is extremely difficult with AI answer engines, as the lead only sometimes comes directly from a direct click. Buyer behavior is proving that most LLM queries do not result in an immediate clickthrough to a website. With this in mind, focus on attribution of leads. It’s important to include a “How did learn about us?” type of field in your contact us, free trial, and demo request forms, and it’s important for your salespeople to ask prospects the same question.

As a marketing leader, your mandate is clear. Along with dominating in traditional Google search, evolve your content and master GEO to win in ChatGPT, Perplexity, and the other generative engines. Those who master this new discipline will expand reach, build trust, better own the narrative, and become the answer.

The battlefield for brand and product discovery is here.

Get a complimentary GEO Audit from Stratabeat, a B2B GEO agency that goes deeper than other agencies in future-proofing your online growth, and fix the root causes that limit generative engine performance for greater AI-driven search visibility.