GENERATIVE ENGINE OPTIMIZATION: HOW TO GET CITED BY AI TOOLS
Let’s face it: the way people discover and interact with content is changing — and changing fast. Not just because of TikTok trends or the latest Instagram update (although those certainly still play a big role!), but because AI tools like ChatGPT, Google Gemini, and Perplexity are becoming the go-to answer machines for everything from skincare recommendations to business strategies to this week’s meal plan. If your brand provides value within any of those categories — or one of the tens of millions of others that people are searching for at a given time — generative engine optimization is a must-know marketing practice.
Why? Because your brand could be showing up in the answers being provided by AI tools — but if your content isn’t written and structured in a way those tools can understand, synthesize, and cite, you’re likely being skipped over for someone who’s figured it out.
Welcome to Generative Engine Optimization (GEO): a growing marketing practice designed to make your brand more findable and quotable by generative AI tools.
And no, this isn’t just yet another new acronym to chase. For brands across both the service-based and product-based spectrums, Generative Engine Optimization is about building brand equity, authority, and visibility in a space that’s quickly shifting how we go about marketing our businesses in big ways.
But this isn’t SEO as you know it, because GEO isn’t just about keywords. It’s about relevance, structure, and resonance. It’s about making sure when someone asks, “What’s the best [insert thing you do here]?” your voice is part of the conversation — even if you’re not in the room.
So if you’ve ever wondered:
“How do AI tools decide who gets cited when they provide answers?”
“Is my content getting pulled into these tools’ responses? How do I check?”
“How can I ethically tailor my marketing to rise with the AI tide without losing my voice?”
…you’ve come to the right place! Read on for a full breakdown of what Generative Engine Optimization (GEO) actually is, how AI tools determine what content to cite, and how you can position your brand to show up ethically and effectively when it matters most.
How AI Tools Pull From Online Content
The internet is massive — and it’s growing by the second. So how do AI tools like ChatGPT, Google Gemini, Bard, and Perplexity sift through the noise to deliver clear, useful answers? It starts with how they’re built.
Generative AI tools are trained on a blend of static and dynamic data. That means they ingest massive sets of existing content from across the internet (called training data), and some also pull live, real-time content when generating answers (called retrieval-augmented generation, or RAG). While the specifics of each tool’s dataset are proprietary, we know they rely on publicly available information that includes:
Blog content and public-facing website pages (especially content-rich ones with clear structure)
Community platforms like Reddit, Quora, and Stack Overflow
Customer reviews and feedback from marketplaces like Amazon
Academic research, scientific journals, and whitepapers
News articles, digital magazines, and industry publications
In short: if it’s on the open web and accessible without a login, it’s likely being scanned, analyzed, and used to train these tools.
But here’s the catch: AI doesn’t “index” content the way Google does. It doesn’t care how many backlinks your blog has or whether you’ve nailed the perfect keyword ratio. Instead, it “reads” for clarity, structure, and relevance to the question at hand.
If someone asks, “What’s the best way to build brand awareness as a solo business owner?”, the AI tool will attempt to pull and cite content that sounds like an actual answer to that question. It’s prioritizing web pages that:
Clearly explain strategies or examples relevant to solo business owners
Use accessible, direct language
Are well-organized, with logical headings, short paragraphs, and scannable formatting
Include some kind of signal of expertise, such as unique perspectives, case studies, or clear data
In other words: even if you’ve written a brilliant blog post on that exact topic, if the post is buried in a wall of text with no formatting or isn’t titled in a way that matches the query, it’s likely to get passed over.
Static vs. Live Data
There’s another wrinkle: some tools, like earlier versions of ChatGPT, only used static data (training cutoffs ranging from 2021 to 2023, depending on the model). But more advanced tools, including Perplexity AI and Google’s Search Generative Experience (SGE), are actively retrieving live content from the internet.
That means your newest blog post or landing page could be pulled into an answer tomorrow, but only if it’s structured well and directly relevant to the query.
For example:
Perplexity typically cites its sources directly underneath the answer. You can sometimes see the exact sentence or phrase it pulled from a blog, and click through to the source.
SGE displays summaries with source links at the top of Google results. If your content ranks well organically and is clearly aligned with the search, it has a shot at being included.
This dynamic approach makes it more possible than ever to get discovered, but also means your content needs to be continually optimized, updated, and intentional in its structure to do so.
Why Generative Engine Optimization Matters for Women-Led Brands
At first glance, Generative Engine Optimization (GEO) might sound like another algorithm-chasing chore on your to-do list, but for women-led brands, it’s an opportunity to shift the power dynamic.
The truth is, much of the content that gets picked up by generative AI tools today still reflects dominant voices: those with bigger budgets, older domain authority, or a more aggressive SEO strategy. That means if your brand is built around nuance, storytelling, or values instead of volume, there’s a real risk of being overlooked. Not because your ideas aren’t worth citing, but because they’re not formatted in the way these tools are trained to find.
And here’s the thing: Women-led businesses often bring a different kind of brilliance to the table. One rooted in empathy, lived experience, cultural intuition, and holistic insight. But that brilliance can be lost in the noise if it isn’t packaged for visibility — especially in a space where AI is rapidly becoming a gatekeeper for information discovery.
Generative Engine Optimization is about equity, not erasure. It’s not about stripping away your voice to appease robots, but rather about structuring your valuable insights in a way that makes them legible and citable.
Here’s why this especially matters for women-led, values-aligned brands:
You’re not just selling, you’re story-selling: Your content likely often weaves in values, identity, and connection. Generative Engine Optimization helps those layered messages cut through the noise instead of getting buried under keyword-heavy “quick answers”.
You’re serving underrepresented audiences: If your brand speaks to groups, communities or identities that are historically (and even currently) left out of the mainstream narrative, it’s vital that your insights are accessible in the places people are now going for answers, including AI tools.
You trade in clarity, not clichés: You’re not trying to be the loudest voice in the room, you want to be the one with the most resonance. GEO allows your clarity and perspective to take center stage without compromising your tone or ethos.
In short? You shouldn’t have to mimic bro-marketing energy to get cited. You don’t need to flatten your story into a funnel to be found.
Generative Engine Optimization creates space for women-led, insight-driven brands to show up and be seen — not just by search engines, but by the next generation of consumers who are relying on AI to shape what they believe, buy, and share.
How to Optimize Your Content for Citation by AI Tools
Let’s zoom out for a moment: optimizing for generative AI isn’t about becoming a tech wizard or gaming the algorithm. It’s about learning how these tools read content, and then making sure your brilliance doesn’t get lost in translation. This is where Generative Engine Optimization (GEO) comes in. While traditional SEO focuses on search engine rankings, GEO asks a more nuanced question: Is your content answer-worthy?
When someone asks ChatGPT or Perplexity a question that you could answer, is your content what shows up? If not, it’s time to shift your approach from simply “posting content” to positioning it as a source.
Let’s break that down into two parts: the principles AI tools are designed to reward, and the practical things you can do to increase your chances of being cited.
Key Principles of Generative Engine Optimization
The best content for generative AI tools isn’t necessarily the flashiest; it’s the clearest, most consistent, and easiest to understand at a glance. These are the five foundational principles to keep in mind when crafting AI-citable content:
Structure is everything: If your post doesn’t have clear headings, subheadings, and defined sections, AI tools may struggle to understand what you’re actually trying to communicate. Think in proper sectioning, bullet points, summaries, and FAQ-style formatting — not endless paragraphs.
Use the language your audience uses: AI tools are trained on real human queries. That means content that mimics how people ask questions (“how do I build brand awareness?” or “why is no one seeing my Instagram posts?”) will naturally align with what these tools are trying to answer.
Authority matters, but it’s not all about credentials: Your lived experience, case studies, and data points all signal credibility. You don’t need to be a university professor to get cited, but you do need to present your knowledge with clarity and confidence.
Make your content accessible (literally): If your wisdom is locked inside a PDF, trapped in a Canva doc, or tucked away in a members-only page, AI tools likely can’t see it. Public-facing, crawl-able web pages are key.
Niche down to stand out: Trying to cover too many topics across your site can dilute your perceived authority. AI tools recognize topic consistency, so identify your core focuses and stay in your lane.
When these five principles are in place, your content becomes easier for AI to parse — and more importantly, more useful for the people searching.
Practical Tips For Getting Cited by AI
You’ve got the foundations, now it’s time to put them into practice! Whether you’re creating something new or refreshing what already exists, here’s how to position your content so it doesn’t just live online… it gets pulled into the conversation.
Lead with a question: Start your blog posts, article headlines, or introductory paragraphs by addressing the exact questions your audience might be typing into an AI tool. Think: “What does it mean to build a values-led brand?” or “How do I get my products featured in AI recommendations?”
Add a dedicated FAQ section: AI tools love concise, Q&A formats. A well-placed FAQ at the bottom of your post gives your audience quick clarity and positions your content as a direct answer source.
Use mini case studies or lived examples: We’re not talking full white papers — even a 2–3 sentence real-world example can anchor your point and help AI tools recognize your authority through specificity.
Make your headings and intros ultra-clear: Avoid poetic detours at the top of the page. Your headline, subheaders, and intro copy should tell both people and machines exactly what the page is about in the first few seconds.
Update and optimize existing content: If your older posts are solid but underperforming, refresh them with new data, a stronger structure, and an FAQ or callout box to resurface them in both search and AI pulls.
Ensure technical visibility: Confirm your blogs live on public-facing, crawlable pages. No paywalls, no PDFs, no buried subdomains. Use basic SEO tools to ensure each piece has proper URLs, internal links, and metadata.
When you embed these habits into your content workflow, you increase the likelihood that your ideas don’t just inspire, they get cited. This is what turns your site into a living resource, not just a digital diary.
Measuring Generative Engine Optimization Success
The ROI of Generative Engine Optimization isn’t always as easy to spot as a viral post or a spike in followers, but just because it’s not flashy doesn’t mean it’s not working. GEO is a slow-burn strategy — one that pays off in relevance, visibility, and long-tail authority.
Still, you need ways to assess whether your tweaks are doing their job. Here’s how to gauge if your content is actually getting picked up (and making an impact):
Check for AI citations directly: Some tools, like Perplexity AI and Google’s Search Generative Experience (SGE), do show their sources. Run a few queries related to your niche or offers and see if your blog posts or site URLs are listed. If not, use it as intel to tighten up your clarity, structure, or topical focus.
Watch for subtle traffic shifts: While Google Analytics won’t always tell you, “This visitor came from ChatGPT,” you can track traffic changes that coincide with publishing GEO-optimized content. Look for:
Sudden visits to older blog posts you recently refreshed
Unusual referral sources or spikes in direct traffic
Increased time spent on resource-heavy content
Prioritize quality over quantity: Sure, a bump in traffic is great, but the bigger question is: Are the right people showing up? GEO works best when it attracts aligned visitors who find exactly what they were looking for in your content. Track metrics like:
Scroll depth and time on page
Click-through to related content
Email opt-ins or downloads from those pages
Look at engagement patterns: If your optimized posts are generating more comments, shares, saves, or inquiries than usual, that’s a sign your positioning is resonating — not just with AI, but with the humans AI is trying to help.
Use third-party tools for deeper visibility: Consider platforms like Semrush, Ahrefs, or even niche AI monitoring tools (like AlsoAsked or SparkToro) to see where your content is surfacing and which keywords or topics it’s gaining traction on.
Remember: GEO success isn’t about gaming the system, it’s about aligning your content with the way people are now discovering answers. When your blog becomes the one AI tools quote, that’s when you know it’s working.
Ethical Considerations & Bias Awareness
Generative Engine Optimization may feel like the wild west of content strategy, but just because AI tools are pulling your wisdom doesn’t mean it’s a free-for-all. As with any visibility channel, showing up comes with responsibility.
Let’s break down what it looks like to stay grounded, ethical, and values-aligned in the world of AI citations:
Credit properly (and invite the click): Just because an AI tool might cite your content doesn’t mean attribution is guaranteed or accurate. That’s why it’s essential to embed links back to your own related content, calls-to-action to learn more, and context for readers to explore your world on your terms. AI visibility without website stickiness can be a missed opportunity.
Stay values-aligned: Yes, structure and clarity matter. But tailoring your content for AI doesn’t mean diluting your voice or contorting your message to fit what the algorithm might favor. Your job isn’t to pander to robots, it’s to serve your people, which means your GEO strategy should enhance your values-driven message instead of overshadowing it.
Watch for bias (both in and out): Generative tools are far from flawless. They can misinterpret nuanced language, flatten identity-based experiences, or repeat dominant narratives without context. If your content gets cited, periodically check how it’s being summarized or framed. If it feels off? Say something. Depending on the tool, that might mean reporting inaccurate citations, flagging bias in community forums, or clarifying your original perspective directly through your own platforms.
Clarity > clickbait: It’s tempting to zhuzh up your copy for maximum reach, but hype without substance usually backfires. Don’t chase citations at the expense of your integrity. When you lead with clarity, the right people and platforms will follow.
Bottom line? GEO isn’t just a tactic, it’s a tool — and like all tools, it should be used with intention. Root your strategy in authenticity over opportunism so that when your content shows up in AI responses, it’s because it truly helps.
From Visibility to Citability: Where To Go From Here
We’re not just optimizing for search engines anymore; we’re optimizing in an ecosystem where AI tools are often the first touchpoint — shaping how people gather information, make decisions, and discover new brands. That means your content needs to do more than resonate. It needs to be recognizable, relevant, and ready when AI comes knocking.
Key Takeaways
Here’s a quick recap of what to keep in mind as you apply Generative Engine Optimization to your own content strategy:
Prioritize public content: AI tools are scanning blog posts, public pages, FAQs, and clearly written web content, not PDFs or gated downloads.
Structured content wins: Use headers, bullets, summaries, and FAQs to make your message easier to understand.
Your language matters: Mirror how your audience talks and what questions they’d actually be asking an AI tool.
Authority ≠ degrees & certifications: Personal stories, client wins, and thoughtful insights all build credibility.
Niche consistency helps: AI tools categorize your site, so focus on 1–3 core themes.
Monitor your success: Check your presence on tools like Perplexity or SGE to see if you’re getting cited.
Focus on ethics & authenticity: Don’t bend your voice for the algorithm. Optimize with integrity, not opportunism.
Generative Engine Optimization isn’t about chasing a trend. It’s about positioning your voice, your work, and your values in a rapidly changing digital world without compromising your integrity. It’s about meeting the moment and honoring your message.
You don’t need to rewrite everything overnight. But small, strategic shifts in how you structure, format, and share your expertise can open new doors — from being cited in an AI answer to being discovered by the exact client who’s been looking for what you offer.
And remember: the goal isn’t just to get noticed. It’s to be understood.
If you’re ready to apply this to your own brand but want help connecting the dots — from story to strategy to structure — you don’t have to go it alone!
The Story-Selling Strategy Sidekick, our FREE custom GPT, was built to help women-led brands craft content that’s emotionally resonant, strategically sound, and AI-optimized. Whether you’re trying to get out of your own head or into your ideal client’s algorithm, your new marketing partner-in-crime is ready to support you.
Prefer support that’s a little more hands-on and human-led? At Sonder Social, we help brands like yours build marketing systems that don’t just convert — they connect. From high-level strategy to done-for-you content planning, we help you build a presence that’s rooted in values, aligned with your vision, and scalable for what’s next.
Ready to scale your story with less stress and more strategy? Check out our marketing management and consult services designed for women-led brands, then let’s chat about how we can support you as you scale to your next level!
