FAQs
Wondering what GEO is? Start here.
What is a Large Language Model (LLM)?
A Large Language Model (LLM) is what powers AI tools like ChatGPT and Google’s AI Overviews. It’s trained on massive amounts of online data—everything from websites to books—and uses that training to generate human-like answers. Instead of returning a list of links like a search engine, it creates a single, synthesized answer to a user’s question. That means the sources it draws from—and the way your brand is represented across the web—matter more than ever.
What is Generative Engine Optimization (GEO)?
GEO shifts the focus to what truly matters now: high-authority citations from credible sources—especially earned media, including news articles and expert quotes—which LLMs rely on to generate answers. To appear in AI-driven results, brands must rethink their approach. To remain visible in this new landscape, brands must go beyond just SEO. GEO is redefining how visibility works—and it’s quickly becoming the new standard.
GEO is often used interchangeably with terms like Artificial Intelligence Optimization (AIO), AEO (Answer Engine Optimization) and Artificial Intelligence for Search Engine Optimization (AI SEO). While the terminology varies, the idea is the same: earning visibility in AI-generated results.
Why is GEO important for PR and communications professionals?
When LLMs use earned media to shape their responses, the brands mentioned most often in trusted sources–like news outlets and other forms of earned media–are the ones that show up. That makes visibility in AI search a communications priority, not just a marketing or SEO goal. PR pros are uniquely positioned to lead here, using their expertise in storytelling, media outreach, and reputation-building to influence how their brands are represented by AI.
What is Muck Rack’s GEO product?
Generative Pulse by Muck Rack is a groundbreaking new tool designed to help PR and comms teams monitor how their brand and competitors appear in AI-generated search results. The product displays which journalists, media outlets, and specific sources are shaping what LLMs say about a topic, so you can adjust your strategy, refine your outreach, and boost your visibility in this new type of search.
What is Muck Rack’s long-term GEO strategy?
Muck Rack is committed to helping PR and communications teams lead the way in AI-native visibility. That means we’ll keep expanding Generative Pulse with deeper insights, better data and tighter integration with the rest of Muck Rack, so comms teams can stay ahead as generative search becomes the new standard.