Generative engine optimization (GEO) is the process of structuring your content so that it’s eligible to be retrieved, ranked, and summarized by AI systems like Google’s AI Overviews, AI Mode, and ChatGPT. Unlike traditional SEO, which focuses on ranking web pages in the classic “10 blue links,” GEO ensures your content is semantically rich, topically authoritative, and formatted in a way that large language models (LLMs) can understand and surface in AI-generated summaries. This includes aligning with user intent, using structured formats (like FAQs, tables, and lists), and answering long-tail informational queries clearly within content passages.

This approach is informed by several key Google patents and publications. One is US11769017B1, which details how Google retrieves information using neural networks and grounds generative summaries in web-based content. Another is WO2024064249A1, which explains query decomposition and fan-out techniques to improve diverse result retrieval. Additional patents on passage ranking (e.g., US20190372508A1) and user-context-based answer generation also support the idea that Google is optimizing at the passage and entity level, not just by page or keyword.

Query-fanning is a retrieval method used by Google’s AI Mode to handle long, complex, or layered search queries. Instead of treating a user’s input as a single, monolithic query, Google breaks it into multiple sub-queries—each designed to target a distinct aspect or intent embedded in the original question. These sub-queries are run independently to gather a broader and more diverse set of high-quality results. The outputs are then synthesized into a single, coherent AI-generated summary.

This technique is critical for visibility in AI Mode because it allows Google to surface deeper, more nuanced content—even if your page only addresses one part of a complex query. If your content clearly answers sub-topics or related questions using well-structured, semantically relevant passages, it becomes eligible to be retrieved during the fan-out process. This means optimizing for long-tail queries, topical breadth, and structured answers significantly increases your chance of being included in AI-generated responses.

Passage-level optimization refers to the practice of structuring your content so that individual paragraphs or sections can stand alone as semantically relevant answers to user queries. Google’s AI systems (and ChatGPT) now evaluate and retrieve specific passages—not just entire pages—based on their relevance and clarity.

This means each section of your content should include direct, well-formatted answers using clear headers, concise language, and scannable structure (tables, bullet points, and other rich content). Strong passage optimization increases the likelihood that your content will be used in AI-generated summaries and featured responses (higher rank position and brand visibility).

At Go Fish Digital, we’ve been at the forefront of defining what Generative Engine Optimization (GEO) really means for enterprise brands. In our article on What is Generative Engine Optimization?, we explain how GEO goes beyond traditional SEO tactics. Instead of chasing keyword rankings, the focus is on making your content retrievable, re-rankable, and reference-worthy inside AI-generated answers from Google AI Overviews, ChatGPT, and Bing Copilot.

We’ve also developed a clear strategic framework in our post on Generative Engine Optimization (GEO) strategies. This approach centers on three key pillars: expanding your semantic footprint, increasing fact-density, and implementing structured data that makes your content more machine-readable. By aligning with how large language models actually fetch and synthesize information, we help brands become the trusted sources AI systems surface and cite.

In our overview of top Generative Engine Optimization (GEO) agencies, we highlight why Go Fish Digital stands out. Our proprietary tools—such as Barracuda, the AI Overview Analyzer, and our Semantic Content Audit—are built to measure and improve inclusion in AI-powered results. These tools, paired with our expertise, ensure our clients gain visibility and authority in the conversations where buying decisions now begin.