GEO (Generative Engine Optimization) is the practice of making content visible and citable to generative AI systems, such as ChatGPT, Perplexity and Gemini, so they mention and recommend the hotel or site when answering travel questions.
Generative engines synthesize answers from sources they can access and trust. GEO works on those levers, allowing AI crawlers in robots directives, publishing verifiable facts with clear attribution, structured data, and content formatted as direct answers rather than persuasion.
The order of work matters. Access comes first, since a site that blocks AI bots cannot be cited regardless of content quality. Then representation and structure. Measuring referrals from AI assistants, which many analytics setups miss by default, tells whether the effort is working.
← sesion.org · All categories · Advisors · Blog · Glossary