What is generative engine optimisation, in plain terms

Generative engine optimisation is a new label for a real shift: a growing share of search demand is answered by a generated response rather than a list of links, and you want to be visible inside that response.

In practice GEO overlaps almost entirely with good SEO plus entity work: clear, well structured content that states its key facts plainly, a recognisable and consistent brand identity, and citations from sources the generative system already trusts. A primer that lays this out is here.

Treat it as a weighting change, not a new discipline. The work is familiar. What changes is that being the clearly stated, clearly trusted source now determines whether you appear in the answer at all.