GEO extends SEO by targeting not clicks but recognition and direct citation by generative AI: it consists of publishing structured, reliable content distributed throughout the digital ecosystem to appear in the models’ « zero-click » responses, without however guaranteeing their citation depending on the architecture of the AI systems queried. The differences between GEO and SEO are significant, and one does not replace the other. GEO (Generative Engine Optimization) refers to all techniques aimed at optimizing content so that it is selected, cited, and integrated into the synthesized responses of generative search engines and conversational agents based on large language models (LLMs). Emerging with the rise of LLMs, this discipline extends SEO by adapting strategies to « zero-click » visibility, where AI directly generates responses without referring to links. Generative engines fall into two main categories, influencing GEO approaches. On the one hand, there are LLMs with web access (e.g., Perplexity, Google Gemini, Copilot), where these systems query online sources in real time via search tools, synthesizing responses…
