The provided source discusses Generative Engine Optimization (GEO), a new approach to content strategy contrasting with traditional Search Engine Optimization (SEO). While SEO aims for visibility and clicks on search engine results pages, GEO focuses on optimizing content to be directly cited or used as primary information within generative AI platforms like ChatGPT and Claude. This shift is driven by users increasingly seeking instant, conversational answers from AI, leading to declining click-through rates on traditional search engines for informational queries. The article explains key differences, such as citations replacing links, the evolving concept of authority signals for AI, the importance of structured and fact-rich content, the necessity of expanding brand visibility beyond traditional search platforms, and the need for prompt-driven content strategies to align with how users interact with AI.