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In March 2025, the New York Magazine declared “SEO is dead, say Hello to GEO!”. Which begs the question, what is GEO? If you asked AI what Generative Engine Optimization (GEO) is, AI would define it as the practice of structuring content so that AI platforms such as ChatGPT, Perplexity, Google, Claude and similar systems select the content as source material when they generate an answer. However, GEO is much more than structuring content. As this chapter and later chapters in this book will show, structuring content is only part of GEO. I would define GEO as “the practice of optimizing content to be visible in AI search results”. While this definition is broad and potentially vague, we must accommodate the different components that help content become visible in AI search results so that the definition remains relevant and not to be restricted to just a single aspect of GEO such as the structuring of content. It’s also worth noting that AI search became mainstream in November 2022 when ChatGPT was first launched. It’s highly likely that best practices will evolve in the next decade and therefore a broad definition will still allow for these evolving practices.