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Generative Search Optimization (GSO) / AI Search Optimization

Traditional SEO focused on ranking in the “10 blue links.” GSO, by contrast, focuses on how content is interpreted and incorporated into AI-generated answers.

For example, Google’s SGE may display a synthesized overview of “best CRM software for startups,” pulling information from multiple pages and citing sources inline.

To optimize for GSO, marketers can:

  • Use concise, factually rich summaries at the top of content to increase the chance of being cited.
  • Structure content with clear headings, FAQs, and schema markup to help AI models extract information accurately.
  • Include unique perspectives, data, or experience (rather than boilerplate content), since generative systems prioritize original, authoritative insights.
  • Optimize entities (e.g., company names, product names, industry terms) so AI systems can confidently identify and associate your content.

Example: A software company restructures a comparison page with bullet points, pricing tables, and FAQ schema. Within weeks, their content begins appearing as a cited source in Google’s AI overviews, driving qualified traffic and brand visibility even without holding the #1 organic slot.