Generative Engine Optimization

Generative AI is being increasingly integrated into web search for the convenience it provides users. In this work, we aim to understand how generative AI disrupts web search by retrieving and presenting the information and sources differently from traditional search engines. We introduce a public benchmark dataset of 11,500 user queries to support our study and future research of generative search. We compare the search results returned by Google's search engine, the accompanying AI Overview (AIO), and Gemini Flash 2.5 for each query. We have made several key findings. First, we find that for 51.5% of representative, real-user queries, AIOs are generated, and are displayed above the organic search results. Controversial questions frequently result in an AIO. Second, we show that the retrieved sources are substantially different for each search engine (<0.2 average Jaccard similarity). Traditional Google search is significantly more likely to retrieve information from popular or institutional websites in government or education, while generative search engines are significantly more likely to retrieve Google-owned content. Third, we observe that websites that block Google's AI crawler are significantly less likely to be retrieved by AIOs, despite having access to the content. Finally, AIOs are less consistent when processing two runs of the same query, and are less robust to minor query edits. Our findings have important implications for understanding how generative search impacts website visibility, the effectiveness of generative engine optimization techniques, and the information users receive. We call for revenue frameworks to foster a sustainable and mutually beneficial ecosystem for publishers and generative search providers.

Generative engines (GEs) are reshaping information access by replacing ranked links with citation-grounded answers, yet current Generative Engine Optimization (GEO) methods optimize each instance in isolation, unable to accumulate or transfer effective strategies across tasks and engines. We reframe GEO as a strategy learning problem and propose MAGEO, a multi-agent framework in which coordinated planning, editing, and fidelity-aware evaluation serve as the execution layer, while validated editing patterns are progressively distilled into reusable, engine-specific optimization skills. To enable controlled assessment, we introduce a Twin Branch Evaluation Protocol for causal attribution of content edits and DSV-CF, a dual-axis metric that unifies semantic visibility with attribution accuracy. We further release MSME-GEO-Bench, a multi-scenario, multi-engine benchmark grounded in real-world queries. Experiments on three mainstream engines show that MAGEO substantially outperforms heuristic baselines in both visibility and citation fidelity, with ablations confirming that engine-specific preference modeling and strategy reuse are central to these gains, suggesting a scalable learning-driven paradigm for trustworthy GEO. Code is available at https://github.com/Wu-beining/MAGEO

Generative answer engines expose content through selective citation rather than ranked retrieval, fundamentally altering how visibility is determined. This shift calls for new optimization methods beyond traditional search engine optimization. Existing generative engine optimization (GEO) approaches primarily rely on token-level text rewriting, offering limited interpretability and weak control over the trade-off between citation visibility and content quality. We propose FeatGEO, a feature-level, multi-objective optimization framework that abstracts webpages into interpretable structural, content, and linguistic properties. Instead of directly editing text, FeatGEO optimizes over this feature space and uses a language model to realize feature configurations into natural language, decoupling high-level optimization from surface-level generation. Experiments on GEO-Bench across three generative engines demonstrate that FeatGEO consistently improves citation visibility while maintaining or improving content quality, substantially outperforming token-level baselines. Further analyses show that citation behavior is more strongly influenced by document-level content properties than by isolated lexical edits, and that the learned feature configurations generalize across language models of different scales.

As large language model-based chat systems become increasingly widely used, generative engine optimization (GEO) has emerged as an important problem for information access and retrieval. In classical search engines, results are comparatively transparent and stable: a single query often provides a representative snapshot of where a page or brand appears relative to competitors. The inherent probabilistic nature of AI search changes this paradigm. Answers can vary across runs, prompts, and time, making one-off observations unreliable. Drawing on empirical studies, our findings underscore the need for repeated measurements to assess a brand's GEO performance and to characterize visibility as a distribution rather than a single-point outcome.

Generative Engine Optimization (GEO) is rapidly reshaping digital marketing paradigms in the era of Large Language Models (LLMs). However, current GEO strategies predominantly rely on Retrieval-Augmented Generation (RAG), which inherently suffers from probabilistic hallucinations and the "zero-click" paradox, failing to establish sustainable commercial trust. In this paper, we systematically deconstruct the probabilistic flaws of existing RAG-based GEO and propose a paradigm shift towards deterministic multi-agent intent routing. First, we mathematically formulate Semantic Entropy Drift (SED) to model the dynamic decay of confidence curves in LLMs over continuous temporal and contextual perturbations. To rigorously quantify optimization value in black-box commercial engines, we introduce the Isomorphic Attribution Regression (IAR) model, leveraging a Multi-Agent System (MAS) probe with strict human-in-the-loop physical isolation to enforce hallucination penalties. Furthermore, we architect the Deterministic Agent Handoff (DAH) protocol, conceptualizing an Agentic Trust Brokerage (ATB) ecosystem where LLMs function solely as intent routers rather than final answer generators. We empirically validate this architecture using EasyNote, an industrial AI meeting minutes product by Yishu Technology. By routing the intent of "knowledge graph mapping on an infinite canvas" directly to its specialized proprietary agent via DAH, we demonstrate the reduction of vertical task hallucination rates to near zero. This work establishes a foundational theoretical framework for next-generation GEO and paves the way for a well-ordered, deterministic human-AI collaboration ecosystem.

The proliferation of AI-powered search engines has shifted information discovery from traditional link-based retrieval to direct answer generation with selective source citation, creating new challenges for content visibility. While existing Generative Engine Optimization (GEO) approaches focus primarily on semantic content modification, the role of structural features in influencing citation behavior remains underexplored. In this paper, we propose GEO-SFE, a systematic framework for structural feature engineering in generative engine optimization. Our approach decomposes content structure into three hierarchical levels: macro-structure (document architecture), meso-structure (information chunking), and micro-structure (visual emphasis), and models their impact on citation probability across different generative engine architectures. We develop architecture-aware optimization strategies and predictive models that preserve semantic integrity while improving structural effectiveness. Experimental evaluation across six mainstream generative engines demonstrates consistent improvements in citation rate (17.3 percent) and subjective quality (18.5 percent), validating the effectiveness and generalizability of the proposed framework. This work establishes structural optimization as a foundational component of GEO, providing a data-driven methodology for enhancing content visibility in LLM-powered information ecosystems.

Generative Engine Optimization (GEO) aims to improve content visibility in AI-generated responses. However, existing methods measure contribution-how much a document influences a response-rather than citation, the mechanism that actually drives traffic back to creators. Also, these methods apply generic rewriting rules uniformly, failing to diagnose why individual document are not cited. This paper introduces a diagnostic approach to GEO that asks why a document fails to be cited and intervenes accordingly. We develop a unified framework comprising: (1) the first taxonomy of citation failure modes spanning different stages of a citation pipeline; (2) AgentGEO, an agentic system that diagnoses failures using this taxonomy, selects targeted repairs from a corresponding tool library, and iterates until citation is achieved; and (3) a document-centric benchmark evaluating whether optimizations generalize across held-out queries. AgentGEO achieves over 40% relative improvement in citation rates while modifying only 5% of content, compared to 25% for baselines. Our analysis reveals that generic optimization can harm long-tail content and some documents face challenges that optimization alone cannot fully address-findings with implications for equitable visibility in AI-mediated information access.

Generative search engines represent a transition from traditional ranking-based retrieval to Large Language Model (LLM)-based synthesis, transforming optimization goals from ranking prominence towards content inclusion. Generative Engine Optimization (GEO), specifically, aims to maximize visibility and attribution in black-box summarized outputs by strategically manipulating source content. However, existing methods rely on static heuristics, single-prompt optimization, or engine preference rule distillation that is prone to overfitting. They cannot flexibly adapt to diverse content or the changing behaviors of generative engines. Moreover, effectively optimizing these strategies requires an impractical amount of interaction feedback from the engines. To address these challenges, we propose AgenticGEO, a self-evolving agentic framework formulating optimization as a content-conditioned control problem, which enhances intrinsic content quality to robustly adapt to the unpredictable behaviors of black-box engines. Unlike fixed-strategy methods, AgenticGEO employs a MAP-Elites archive to evolve diverse, compositional strategies. To mitigate interaction costs, we introduce a Co-Evolving Critic, a lightweight surrogate that approximates engine feedback for content-specific strategy selection and refinement, efficiently guiding both evolutionary search and inference-time planning. Through extensive in-domain and cross-domain experiments on two representative engines, AgenticGEO achieves state-of-the-art performance and demonstrates robust transferability, outperforming 14 baselines across 3 datasets. Our code and model are available at: https://github.com/AIcling/agentic_geo.

The way customers search for and choose products is changing with the rise of large language models (LLMs). LLM-based search, or generative engines, provides direct product recommendations to users, rather than traditional online search results that require users to explore options themselves. However, these recommendations are strongly influenced by the initial retrieval order of LLMs, which disadvantages small businesses and independent creators by limiting their visibility. In this work, we propose CORE, an optimization method that Controls Output Rankings in gEnerative Engines for LLM-based search. Since the LLM's interactions with the search engine are black-box, CORE targets the content returned by search engines as the primary means of influencing output rankings. Specifically, CORE optimizes retrieved content by appending strategically designed optimization content to steer the ranking of outputs. We introduce three types of optimization content: string-based, reasoning-based, and review-based, demonstrating their effectiveness in shaping output rankings. To evaluate CORE in realistic settings, we introduce ProductBench, a large-scale benchmark with 15 product categories and 200 products per category, where each product is associated with its top-10 recommendations collected from Amazon's search interface. Extensive experiments on four LLMs with search capabilities (GPT-4o, Gemini-2.5, Claude-4, and Grok-3) demonstrate that CORE achieves an average Promotion Success Rate of 91.4% @Top-5, 86.6% @Top-3, and 80.3% @Top-1, across 15 product categories, outperforming existing ranking manipulation methods while preserving the fluency of optimized content.

Generative search engines (GSEs), which combine large language models (LLMs) with retrieval-augmented generation (RAG), are reshaping how users access Web information and making source visibility and influence in generated responses new optimization objectives. Existing generative search engine optimization (G-SEO) methods seek to improve content visibility, but many rely on direct access to target queries or GSE feedback elicited by those queries. However, Web content is typically optimized and published before future user queries are known, making G-SEO without access to target queries or their associated feedback an important yet underexplored problem. To address this, we propose RAID, a Role-Augmented Intent-Driven G-SEO method that operates without access to target queries or query-dependent GSE feedback. RAID infers a primary retrieval intent from source content, refines it through 4W multi-role deep reflection on prospective searchers' information needs, and uses both the primary and refined intents to jointly plan and rewrite source content. We further extend GEO-BENCH with diverse topic-related query variants, using both the original queries and their variants exclusively for evaluation to assess generalization to queries unseen during optimization. Across 100 samples and 500 evaluation queries, RAID achieves Relative Improvement Scores (RIS) of 3.00% for Objective Overall and 1.32% for Subjective Average, exceeding the best corresponding results among the nine predefined GEO rewriting strategies by 1.31 and 0.74 percentage points, respectively. With an optimization considered effective when $\mathrm{RIS}>0$, its effective optimization rates for Objective Overall and Subjective Average average 58.0%, exceeding the highest corresponding average among the predefined strategies by 4.5 percentage points.