A Practical Playbook for Generative Engine Optimization (GEO)

by James Sorensen, Eric Scheer, and Kyle Swan

As AI becomes the primary way consumers discover products, the rules of search have changed. Instead of scanning a list of links, shoppers now ask AI systems for direct, trustworthy recommendations. Brands must shift from being found to being the definitive answer. This playbook outlines three essential steps to help your brand earn visibility and credibility in AI-driven search results.

This is a follow-up to an earlier article and dives deeper into Generative Engine Optimization (GEO).
Read Part 1 here: Winning AI Search: When Key Words Aren’t Enough

Build an AI-First Content Architecture

AI systems “read” content differently than humans. They favor structured, machine-readable information that is easy to extract, verify, and summarize. To make your brand more visible and cite-worthy, your content must be designed for these superhuman readers.

Use Schema Markup to Label Content Clearly

Adding structured data to product pages, FAQs, reviews, and comparisons helps AI understand what each piece of content represents. Schemas make data—like pricing, ingredient lists, features, and ratings—explicit. This gives AI confidence that it is referencing accurate and reliable information.

Prioritize Clear, Conversational Content

AI models favor information that is direct, logically organized, and written in natural language. Break your content into short, meaningful sections where each paragraph answers a single question. This structure improves parsing and increases the chances that AI will surface your content.

Leverage Listicles for Higher Citation Rates

Ranked comparison content (e.g., “Top 10,” “Best of,” “5 to Consider”) is one of the most frequently cited formats across generative engines. The concise, scannable nature of listicles makes them ideal for AI extraction.

Example: Summer Fridays, a beauty brand founded by influencers, has grown more than 25% from 2023 to 2025. Beyond authentic social engagement, they increased AI visibility by adding schema markup to product details and ingredients—helping generative engines cite them more often than much larger competitors.

Earn Generative Engine Optimization (GEO)

GEO is the practice of earning trust and authority with AI systems. The objective is not only visibility, but becoming a cited, reliable source.

Strengthen E-E-A-T Signals

Google’s framework—Experience, Expertise, Authoritativeness, and Trustworthiness—plays a significant role in AI citation preferences.

• Smaller brands can win by highlighting authentic expertise and firsthand experience.
• Larger brands must centralize and clearly express their authority across categories.

Become the Topic Leader

AI prefers sources that demonstrate depth, not just keyword relevance. Build comprehensive “pillar content” around the topics where your brand aims to lead. A niche earbuds company can dominate “best earbuds for running,” even against industry giants, by building expertise-rich content.

Amplify Third-Party Validation

Earned media, reviews, backlinks, and mentions from reputable sources are powerful credibility signals. Generative engines weigh this type of validation heavily when selecting sources to cite.

Example: USAA consistently ranks among the top car insurance brands referenced by AI tools—despite serving a limited audience and having a smaller marketing budget. Their exceptionally high customer satisfaction fuels strong online sentiment, which AI interprets as trustworthiness.

Optimize for a New Kind of Search

Search is no longer keyword-based; it’s conversational. To be recommended by AI, your content must mirror how real people ask questions today.

Address Long-Tail, Conversational Queries

People increasingly speak to AI in natural language. Instead of searching “best running shoes,” they might ask:

“What are the best trail-running shoes for the Appalachian Mountains?”

AI systems analyze multiple factors—context, location, user preferences—to deliver personalized answers. Creating content that reflects conversational phrasing improves your alignment with how AI interprets intent.

Answer Questions Directly and Completely

AI often pulls from FAQ sections because they provide clear question-and-answer pairs. Use customer insights to develop FAQs that resolve common concerns concisely. Structured Q&A format increases the likelihood that generative engines will reference your content.

Example: Hyundai has become one of the most frequently cited automobile brands by AI—surpassing global competitors with far larger marketing budgets. Their shift toward conversational, human-like messaging aligns closely with how AI parses and recommends information.

Conclusion: Become the Definitive Answer

AI-driven discovery rewards clarity, authority, and trust—not just content volume. By embracing GEO principles—structured content, topic leadership, conversational optimization, and credibility signals—your brand can progress beyond basic visibility and become the definitive answer delivered by AI. In the future of generative search, the winning brands aren’t just found; they’re trusted.