Generative Search Optimization (GSO) is the practice of optimizing your content so it appears — and performs well — in AI-generated search results. As search engines like Google and Bing begin using generative AI to answer queries directly (instead of just listing websites), GSO is becoming an important part of content strategy.
While traditional SEO focuses on keywords and backlinks, GSO is about creating helpful, trustworthy, and structured content that AI models can understand, summarize, and cite. It also means anticipating how people ask questions in natural language and ensuring your content answers those questions clearly.
Example:
Imagine someone searches: “What’s the difference between ARR and MRR?” Instead of showing a list of links, the search engine might generate a paragraph with a direct answer. If your content is clear, accurate, and well-structured, it could be the source the AI pulls from — earning you visibility even without a click.
GSO is still evolving, but it’s quickly becoming essential for brands that want to stay discoverable in the age of AI-powered search.