Generative Engine Optimization (GEO) and Reputation

The main tactic setting GEO apart from traditional SEO is that with GEO, key activities focus more on citation optimization, quotations, and statistics. In our own studies, locating and editing source information, when possible, is also helpful. Meanwhile, with SEO, optimization normally occurs through link building and on-page optimization.

Generative Engine Optimization (GEO)

GEO is a paradigm that helps content creators enhance the visibility of their web content in AI-generated search results. Google and others are rapidly patenting many aspects. In this article, we’ll explore how reputation management companies like Reputation X leverage GEO to improve AI-based results for their clients and navigate the ever-evolving SEO landscape.

Understanding Generative Engine Optimization (GEO)

Generative Engine Optimization (GEO) is an approach to optimizing content for AI-driven search engines. While traditional SEO focuses on ranking in traditional search engine results, GEO is specifically tailored to generative engines, which rely on large language models (LLMs). Think ChatGPT. GEO involves optimizing content to increase its visibility in responses generated by these AI-driven search engines.

Will GEO leave SEO in the dust? Probably, but not today. To achieve better visibility in generative engine responses, the most up-to-date reputation management companies employ various tactics. These tactics include incorporating citations, quotations, and statistics relevant to the user’s query. By carefully engineering the information displayed by databases like WikiData, Golden, IMDB, maps data, reviews, ratings, and more, reputation management companies can influence the data sources used by LLMs, thereby shaping the perception of their clients in AI-based search.

The Importance of Reputation Management in the AI Era

The importance of reputation management cannot be overstated. According to studies, 85% of people trust online reviews as much as personal recommendations. Negative online profiles can lead potential customers to reconsider their purchasing decisions, affect personal relationships, and hinder business growth. Instant chatbot answers don’t even require much reading, the answer pops up right before your eyes. But that information comes from somewhere, and that’s where online reputation agencies make changes.

Chris Anderson, the former editor of Wired Magazine, famously said, “Your brand isn’t what you say it is; it’s what Google says it is.” This statement highlights the significance of managing online reputation, as search engine-generated results heavily influence public perception. Today, that statement can be appended with more than just Google.

Leveraging GEO for Effective Reputation Management

With the emergence of generative engines, some online reputation management services firms are beginning to adapt their strategies to the new SEO landscape. By integrating GEO into their practices, these companies can improve their clients’ online reputation and influence the perception of their brands.

Online Reputation Management

One of the key areas where GEO (Generative Engine Optimization) is applied is online reputation management. Reputation management companies employ various tactics to control an individual or corporate reputation. These tactics include monitoring and responding to online reviews, comments, and mentions, as well as creating positive content to enhance reputation.

Through GEO, reputation management companies strategically incorporate citations from authoritative sources, add quotations from known experts or entities, and include relevant statistics. These tactics help shape the generative engine’s perception of the client, leading to improved visibility and a more positive online reputation.

Crisis Management and Brand Management

GEO also plays a crucial role in crisis management and brand management. In times of crisis, reputation management companies leverage GEO strategies to lessen the harm caused by negative events or damaging publicity. They implement well-defined plans to address the crisis, communicate effectively with stakeholders, and minimize reputational damage. Tactically, this often means researching where results are coming from, and why, then working to change those results. For example, one often cited source is Wikipedia. To solve this, reputation companies edit Wikipedia articles to present information about their clients more faithfully.

Personal Reputation Management and Reputation Repair

Some reputation management companies employ GEO tactics to actively monitor and influence public perception through social media, interviews, public appearances, and online presence. Content generated by these finds its way into LLMs. By optimizing content and strategically managing personal reputation, individuals can shape how they are perceived in AI-based search results.

Reputation repair is another area where GEO can make a significant impact. When a person or organization’s reputation has been damaged by negative events or publicity, reputation management companies use GEO tactics to address the root causes of the damage, implement corrective measures, and actively work towards regaining trust and credibility.

Review Management and Wikipedia Reputation

Review management is essential to reputation management, and GEO (Generative Engine Optimization) strategies can enhance its effectiveness. Reputation management companies proactively manage online reviews and star ratings by improving star ratings, addressing negative reviews, encouraging positive reviews, and responding to customer feedback. These reviews are then reflected in the answers to queries LLMs provide.

Wikipedia reputation management involves actively monitoring and managing the narrative of Wikipedia articles related to an individual, company, or brand. Reputation management companies carefully edit Wikipedia pages to ensure accuracy, address inaccuracies or biased information, and maintain a positive representation of their clients. Beyond Wikipedia, reputation firms edit WikiData as well, the database used by search engines around the world.

Managing Online Reputation with GEO

Managing GEO is all about finding and editing the data feed used by LLMs.

Managing your online reputation with GEO requires a proactive approach and a well-defined strategy. Here are key steps to navigate the evolving SEO landscape and leverage GEO for effective reputation management:

Monitoring and Responding to Online Reviews and Ratings

Set up alerts and notifications to track mentions of your name, brand, or organization across various online platforms. Regularly monitor online review sites, social media platforms, and industry-specific forums for customer reviews and feedback. Respond promptly and professionally to both positive and negative reviews or comments, addressing concerns and providing solutions. LLM’s use bots like GPTBot to crawl pages. These LLM-based bots will only become more prevalent. So, managing reviews has become an important part of the GEO toolkit.

Implement a review management system that encourages satisfied customers to leave positive reviews and addresses any negative feedback privately and constructively. By actively managing online reviews, reputation management companies can shape public perception and enhance their clients’ online reputation.

Managing Online Content

Just like for traditional SEO, regularly update and optimize your website to accurately reflect your brand, expertise, and offerings. Create and share valuable and interesting content on various online platforms, such as blogs, articles, videos, and social media. Monitor search engine results for your name, brand, or organization and proactively address any negative or misleading content. This may involve contacting website owners or utilizing SEO strategies to push down negative content in search results.

Continuous Monitoring

Bots are fast. So, it’s important to regularly monitor your online presence, including social media mentions, reviews, news articles, and other relevant sources of information. This allows you to identify potential reputation risks or negative content and respond promptly. By continuously monitoring online platforms, reputation management companies can proactively address any emerging issues and maintain a positive online reputation for their clients.


Generative Engine Optimization (GEO) is revolutionizing the field of reputation management in the era of AI-driven search. By leveraging GEO strategies, reputation management companies can enhance their clients’ online reputation and shape public perception in AI-generated search results. Through tactics such as citations, quotations, and statistics, reputation management companies optimize content to increase visibility and influence the way their clients are perceived online.

With the evolving SEO landscape and the increasing influence of generative engines, reputation management companies play a crucial role in helping individuals and businesses navigate the digital realm and maintain a positive online reputation. By embracing GEO and staying ahead of the curve, reputation management companies can unlock the power of AI-driven search and ensure their clients’ success in the digital age.

Citations and Further Reading

Tags: Reputation Management, SEO.

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