What is GEO (Generative Engine Optimization), and how is it different from SEO? In this episode of the Phasewheel in Brief, Phasewheel’s Kiley Hylton (Director) and Caitlin Morin (Co-Founder & CTO) break down what it actually takes for a brand to show up accurately in AI answers, not just rank on Google. What you'll learn: Who is Phasewheel What GEO is The AI Discovery Infrastructure framework: Signal, Align, Illuminate, Sustain Why your website might be written in "French" while LLMs speak "Spanish” FAQ’s Question: Is AI Discovery infrastructure just SEO with a new label? Answer: No. However, there's a lot of overlap, things like structured content, and authority signals are important. Technical like hygiene clarity is really important. So those things are definitely overlapping and I do think SEO is very important and that's a foundation that that GEO is built on. You want to have a good base. The difference is the decision is happening at very different points. So SEO, you're optimizing for a click. GEO, you're optimizing to for your site for a citation basically. So you're optimizing to show up when someone's looking for you in an LLM. So the difference is that the actual automation point click versus citation. The difference is to you're going before you wanted to be found and ranked, now we wanted to be trusted and recommended. So it's more intent driven, it's higher trust, it's a lot more authority. The ranking signal changes from back links and page rank to whether your brand is being cited in a way that's accurate, consistent and trustworthy. Question: Which brands in the space today are getting it right and what are they specifically doing when we say getting it right? Answer: There's two different ways people are going to get right right now. The first one is infrastructure and then second one is content. Infrastructure, Glossier, Skims, Vouri and Spanks are like the four that are crushing it. They're already ready and hygienically ready for agentic check out. So that's what I would say is their infrastructure is great. Second thing is content. The strategist, Wire Cutter and Hubspot are all doing a good job. All of them have the answer first question print content that's very very clear and very very well structured and consistent. So the first 200 words of the content answer the question. The LLMs. want the answer as quickly as possible with as little resistance as possible because that's how they keep the users on their site. Question: What is Entity TrustAnswer: LLMs using your website as a source because you are defining what you offer in a very clear consistent way. Question:If you were a brand and you had 90 days, where do you start? Answer: First, do an audit. Go to different LLMs in incognito mode and search for your brand or questions about your vertical. Second step is look at your website and ensure its clear and technically sound (does it have schemas, do your meta titles and descriptions make sense, phone numbers align, names are spelled correctly and you have no errors like 301s). Lastly start putting out structured content. If you have the resources then engaged in PR is also great Work with us: [email protected]• Learn more: phasewheel.com