Generative Engine Optimization is what SEO called itself in 2025. The mechanics are different enough that most SEO playbooks are actively harmful if applied unchanged.
Here's what we changed in our content architecture the month Perplexity citations overtook Google clicks for two of our partners.
First: passage-level citability beats keyword stuffing. AI crawlers lift whole paragraphs. Write paragraphs that are self-contained units of reasoning — definition, evidence, implication. If you lift it out and paste it into a page, it should still make sense.
Second: structured data is triple-weighted. Products, articles, organizations, FAQs — we mark up everything with JSON-LD. Perplexity and ChatGPT both over-index on schema.
Third: author credentials matter more than ever. ChatGPT explicitly prefers sources with identified, credible authors. Every post we ship is bylined by someone with a real career history.
Fourth: monitor the surface, not the rank. We built an LLM-query monitor that asks ChatGPT, Claude, Gemini, and Perplexity the 50 queries each of our partners cares about, daily. Share-of-citation is the new share-of-voice.
Written in the studio. Published when we had something to say.
