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What generative engine optimisation actually is
GEO isn't SEO with a new coat of paint. It's about being legible to a model that summarises instead of links.
Classic SEO optimises to be the link someone clicks. GEO optimises to be the sentence a model writes when it answers on your behalf. The unit of visibility changed from a ranked page to a claim the model is willing to repeat.
At QueryLift this reframes the whole problem. We measure whether a brand shows up in generated answers, in what framing, and against which competitors — then trace why. The hard part is that the surface is non-deterministic: the same question gives different answers, so you measure distributions, not positions.
My working belief: the brands that win the GEO era are the ones whose facts are structured, consistent, and easy for a model to ground in. Be the source that's safe to quote.