As AI chatbots gain popularity in China, so does the business of GEO

Unlike traditional SEO meant to improve rankings in results, GEO aims to ensure content is cited, summarised or recommended by AI models

As ChatGPT-like chatbots gain traction, generative engine optimisation (GEO) has emerged as an increasingly significant approach for brands seeking visibility in answers generated by artificial intelligence.

Unlike traditional search engine optimisation (SEO) that is meant to improve rankings in results, GEO aims to ensure content is cited, summarised or recommended by AI models, which generate “answers with a word limit”, said Yuan Yong, branding director of Big Fish Marketing in Shenzhen.

Yuan, who has been working with SEO since 2014, only ventured into GEO this year after Chinese AI start-up DeepSeek burst onto the scene, prompting many local companies to rethink their strategies.

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