GEO:      .   ,    
 


 :       ,     ChatGPT, Gemini, Perplexity   -.         Google -   ,   .

  ,   Generative Engine Optimization (GEO),        ,   ,    ,          AI Search.

 -  , -, , ,    90      , SEO-,    .





 

GEO:      .   ,    



GEO

      -

  ,  ChatGPT, Gemini, Perplexity, YandexGPT   -    .   ,

  .



 

   SEO, GEO  -



   2011 





















2026




 


GEO.       -.   ,  ChatGPT, Gemini, Perplexity, YandexGPT   -    .  ,   .

  , 2026

  .

       , , ,              , , ,         ,   ,     .

     .      ,        .  ,                    .

     ,  ,       .          .



:   

: ivandiskin.ru

 AI Presence: ai-presence.ru

 MarketWiki: marketwiki.ru

, 2026 







 



 1.     

 2. GEO vs SEO vs AEO       

 3.   ChatGPT, Perplexity, Gemini, Copilot, YandexGPT:     

 4.       

 5. RAG,       ,   

 6.       ,  

 7.  E-E-A-T,       

 8. :         

 9.  ,   

 10.  GEO: schema.org, llms.txt,    

 11.    : PR, Habr, Cossa,  , , Reddit/  

 12. E-commerce   :  GEO-    

 13. AEO   :       

 14.      -

 15.  GEO:      

 16.      

 17.   CEO,    GEO,     

 18. GEO-  :      34 

 19.   :    

 20.  GEO  :      

 21.   :  , -,   

 22.      SEO

 23.  -       90 

 

 

.    

 1. -  GEO- ( 30   ,  18  23)

 2.      answer-first  ( 9)

 3.     ( 14)

 4. GEO-       

 5. :  GEO-    SEO/ORM-

   




 1.     


 -   

            .   ,    , , ,    .     , SEO, -            .      .

  Similarweb    ,   2026  ChatGPT                .     ChatGPT   .   ,        Bing.    OpenAI,   2026  ChatGPT     ,         .

      -   . -  ,                .

Zero-click:      

 zero-click search (    )      .  2019    (SparkToro)  , ,       Google      .       ,     .

 2026    .      :

   -  ChatGPT Search, Perplexity, Google AI Mode                  6090% .

  Google    2026      60%   ,    AI Overview     CTR      ,       .

 Bain & Company      ,      -      .   Similarweb, Ahrefs            .

 :     ,    -.  ,  ,        ,     .      ,   .

  ,    -  .  ,    :   ,    -  20242026    ,                .               . ,            ,     .

      :   ,        ,       .       ,     ,    .

  :  - 

 -  2026       :

ChatGPT      ,   ,   6580%  --.         ,    -  ,       .

Gemini  Google          -               .

Perplexity               ,       .

Claude       -,              .

  Google AI Overviews    -     Google,   2026           ,   1,5   .

       YandexGPT              ,       III.

 :         .          ,  ,   ,      ,      .

  ,   

    .      ,     Z     --   .      .    ,   510     .         ,  70%        -    .

     -   .   BrightEdge, Ahrefs    ,                  , , Reddit, Stack Overflow    .     ,    ,                   Google.

  ,    ,     :     ,    ,          .    ,    .      .

       

  ,      Google,   : , .           SEO-:

  ,     .        ,    .     ,        .

        .   ,           -  .     ,         ,   .        ,   .

    -,    (OpenAI, Google, Microsoft, Perplexity, Anthropic)    -,       .        .  ,    .

      ,   -     ( II),          ( III),     ,          ( IV),         ,      ( V).

 ,    ,     .     ,         SEO, GEO  AEO,           .





  ,    :

OpenAI      ChatGPT   ;

Similarweb      AI-;

Bain & Company, Goodbye Clicks, Hello AI (2025);

SparkToro   zero-click search;

BrightEdge    AI Search   ;

Ahrefs   AI Overviews     ;

SE Ranking, Exposure Ninja, Superlines, DigitalApplied, SERPs.io, DemandSage       AI Search.




 2. GEO vs SEO vs AEO       


    

,     :     GEO  AEO    2026   .       -: ,          .           .

      ,      ,             .       ,             ,    .

    GEO

  Generative Engine Optimization          ,   ,     (IIT Delhi)   ,                   20232024 .          ,  Andreessen Horowitz          ,      

    : GEO      SEO-,               ,           ,    .

AEO:       

 Answer Engine Optimization (AEO)        .       ,       ,      .     AEO           .

 Google     :

Featured Snippets          . Google     -         .

People Also Ask (  )        ,       .

      Google Assistant,     ,          .

       :             ,        .

      Google,       ,          .

    .   2010-        :                , ,    .       ,     Google Featured Snippets:  ,  , ,   ,    .  ,        ,       .

    .     ,   ,       :  ,      .     People Also Ask,     :              .

:    .      2017       AEO   .      :    ,      ,       .              ,   ,     .

   .            ,         .    , , , , ,     .

   SEO    :           .          ,   ,        .

  AEO  :          ,  ,     .

  AEO  GEO     :

AEO        (extraction):                 ,   ,  featured snippet.



GEO      (generation):      ,  ,     .          ,    .

   .  AEO       ,       .  GEO      :  ,  ,           .

  ,    AEO  GEO              . ,     :   ,  ,   ,            .      : AEO      ,  GEO        .

     SEO?

     : SEO ?  .   SEO .

 SEO   :        .     : Google   -    ,             .

 ,   SEO    , ,   ,           GEO.  -      ,      SEO-,    (, Perplexity)  -      .

 ,     ,    ,     :

SEO   :     ,   ,     .

AEO   :          ,  .

GEO      -:       ,      ,          .

     ,    ;      -;               .                   .            .

       

       ,    -  :

 .      GEO,        ,    SEO-  ,     .   GEO-        :   ,    -       ,         Ȼ?

 .          featured snippet     (  AEO), ,        ChatGPT     ( GEO),   ,    -  .

 ,  .       GEO  ,         SEO.              ,         ,   SEO   .

 :     

     :

SEO              .

AEO         ,       (featured snippets,        ).

GEO    ,                -,   ,     .

AI SEO          -,    AEO  GEO     .

              :   RAG, ,    ,     ,       .



:

Aggarwal et al., GEO: Generative Engine Optimization, KDD 2024 / arXiv 2023

Wikipedia  Generative Engine Optimization ();

Position: Generative Engine Optimization Creates Underexamined Risks, arXiv, 2026;

 AEO  GEO: Writesonic, Jasper, Core dna, WITHIN, Profound, 2point Agency.




3. 







ChatGPT, Perplexity, Gemini, Copilot, YandexGPT: 



















 : RAG  

     ,        -   Retrieval-Augmented Generation (RAG), ,  .

           ,  ,              .       ,      ,                ,   ,       .

  -   ,    RAG     . RAG   -       :

   .  ,     ,          . ,  query fan-out             .

   (retrieval).        ,  ,               .

  (generation).            , ,     ,   ,    .

ChatGPT:     

  ChatGPT (ChatGPT Search)  -       .            Microsoft Bing,         ,    OpenAI  ,    .

   :     .       ,        ,         .

   ChatGPT   :

. ChatGPT Search            AI-,         .

    -.   ChatGPT           .     GEO-      .

  .   : ,           ,      -.

  . OpenAI  OAI-SearchBot  ,    ,   GPTBot,       -.      robots.txt.

Perplexity: ,       

 ChatGPT    -,     ,  Perplexity         (answer engine),        .

   Perplexity    -,          ,    .

  ChatGPT :

   . Perplexity      ,    -,         .

   .         ,         .

    .         ,   ,      .

   -.         ,      -     .

Gemini  Google AI Overviews:   

Gemini   AI Overviews   Google   search grounding        Google     .

   :  SEO-       Google. ,     ,        Google,          AI-.

  AI Overviews        .        : Google ,              .

  AI- Google  .           ,        .

Copilot:    ,   

Microsoft Copilot    Bing       .        Copilot   ,  -,    ,        Microsoft.

    :     Bing,              Copilot.      Bing, ChatGPT Search  Copilot  .

YandexGPT  :     

 ,    , YandexGPT          GEO -      .

  AI-               .   Google AI Overviews,      ,      .

 GEO-         ,      :  ,  , ,      .



            :  ,  ,       .   GEO         .

   AI- ,     :        ,     .

Claude:       

   Claude  Anthropic.    ,       (, Perplexity), Claude      .

   Claude    ,     ,     .      GEO        :    .

   :           ,           ,  ,    ,           .

            :    ,  ,       .

     

          III:

    -  .      ,  ,       .                   YandexGPT    ,      GEO     .

 SEO           .  Google- SEO    ,  AI-     .  ,  -   , SEO    .    ,       retrieval   ,      .

      ,    .       .   ,        ,         .





  :

   :

OpenAI   ChatGPT Search, GPTBot  OAI-SearchBot.

Google Search Central / Google DeepMind   AI Overviews, AI Mode .

Microsoft   Bing Search  Copilot.

    YandexGPT,     .

Aggarwal P. et al. GEO: Generative Engine Optimization, arXiv, 2023.

Martinez O. Optimizing Visibility in Generative Engines: A Critical Survey of Generative Engine Optimization (20232026), arXiv, 2026.

   :

BrightEdge   AI Search   AI Overviews.

Ahrefs   AI Overviews    .

SE Ranking  AI Search Research.

Similarweb      AI-.

Indexly  AI Search citation analysis (2026).

Topify   ChatGPT, Perplexity  Gemini (2026).

Profound   AI visibility  brand mentions.

Authoritas   AI Search visibility.




 4.       


       

     GEO  :  GA4   -    .    ,    ?

,   , .         ,         .

       ,    -         .       .

      ,   ,       .

    AI-    .

   ,  ,   -,       ,     .

,  Opollo   B2B tech-      AI-     .       ,       ,     .

Ahrefs         AI-         .

          :  Adobe ,     -           .

 :      -         (             ),         ,      .

    AI Search   : ,   -,          ,    .        :            B2B SaaS   .

 :  .    (,  B2B e-commerce   )   -         .            ,    ,   -.

      

    20252026     ,        -    .

 B2B  SaaS

   :            ,  ,           .     ,   -   :   ,   ,       ,     .

    AI referral traffic, ChatGPT   -       B2B tech-.         :           .

   

     ,       .    -         ,       ,    .

  - ,                  ,          .            .

                 ,   ,        .

        

      ,      ,        -.

   ,  , :                   ,     .          ,  .

 ,   .       B2B-:    ,  ,      ,   -     ,  .

  e-commerce

 20252026          -     .            ,           .

 e-commerce      :          ,       -  .     :           -,        ,    .

   

, ,         : -       .

            ,  ,       .         :       ,       .

    

   CEO      ,    .     ,      .

      :  -   ,     . Ÿ        ,    .

 1.      

          , Google Keyword Planner     ,         -.

       :  AI-   , ,     .

    ,               .

 2.    

   1520  ,      :     ,     ,   ,   .

    ChatGPT, Perplexity, Gemini  YandexGPT. ,     ,    ,       .

       ,  ,         .

 3.    

   :   ,   ,    LTV.

       AI referral traffic.

  ,     ,   -,       ,    .

       :   B2B SaaS       ,          .

 4.   

    :

  =    ?   AI- ?    ?   .

      .    ,       GEO-.

                ,      AI-        .

   ,  

     ,      : -        ,     .

  ,      SEO: ,      ,  ,      ,    ,   .

  :        ,             .

         GEO.         -   ,         .

     :        .

  I

        ( 1)      ( 2)      - ( 3)      ( 4).

            .

  II ,       -:  , ,   ,      .

 III ,    :     -     GEO-.



  :

   : AdobeDigitalInsights       e-commercetraffic, conversions  consumerbehavior (20242026).

Bain & Company  Goodbye Clicks, Hello AI (2025).

Conductor   AI Search adoption    .

Ahrefs   AI Overviews, AI Search visibility      .

Semrush   AI Search,     SERP.

Seer Interactive   AI referral traffic   .

BrightEdge    AI Search   .

Similarweb    AI-    .

Gartner          .

 :

AirOps  State of AI Search (    ).

Profound   AI visibility  brand mentions   .




 5. RAG,       ,   


    

      GEO      (   ,   GEO), , ,    ,  ,   .    :     ,       III  IV          ,    .

       :         ,      .    .

 :   

,     ,            ,       .     ,         . ,               ,    .           ݻ     ,          .          .

      (embedding models).         (embedding)  ,       .  ,  OpenAI text-embedding-3  Gemini Embedding,      ,          ,      .

   ,     :          SEO-  .     . ,       ,      ,        ,  ,  .

 :       

   RAG-             .      ,       :    .          (chunks),         .

  ,    :

    :       ,      ,      .

    :        ,       .

               300800,       .          .

  ,   late chunking (   ),     Jina AI.   :  ,         ,          ,     -    .     ,         ,       ,        ,        ,        .

     :         ,  ,    RAG-. ,       ,   ,        ,                    .

 :          

   ,           .       ,        .      ,    (cosine similarity):         .     (,  ,     ),           .

      .         ,            .  ,   .

       SEO.  ,          ,             .               .        ,          ,       .

  :  SEO -  ,    .      -,      ,       ,    ,          .

      2026      .    RAG-    (hybrid search):   ()       ,      BM25,           .         (re-ranking),    ,      (, cross-encoder)                    .

   .       ,       ,     :  ,  , ,   ,  ,      .     ,       ,      .

 :       

            ,         .      ,    RAG-      :

 (authority)            .

 (quality)   , ,           .

 (recency)        ,     .

 (relevance)         ,      .

             ,    .     ,              .  :     . ChatGPT Search, Perplexity, Google AI Overviews, Gemini      ,      .           ,   ,       .





  ,    :

Atlan  What Are Embeddings in AI (2026)

XLR8 AI  How AI Search Works: LLM Retrieval Explained (2026)

ZipTie.dev  Optimizing for Vector Embeddings (2026)

Crosscheck  What Are Embeddings in LLMs (2026)

Stack AI  Best Embedding Models for RAG (2026)

Hashmeta AI  Chunk-Level Optimization (2026)

arXiv  Towards AI Search Paradigm ( 2506.17188)




 6.       ,  


     ,   

,          GEO-:    -       .           .

  Machine Relations,     21    2026 ,   :

Citation selection (   ).              .            ,       .

Citation absorption (  ).         .     ,  ,   ,             .

   .                  .

         .         .           :    , ,       .

    ,      (absorption)     :   ,           (evidence genres)   ,  ,     ,     .

 :    ,   




  .


   .

   ,     (https://www.litres.ru/book/ivan-diskin/geo-kak-popast-v-otvety-iskusstvennogo-intellekta-novaya-epoha-74272538/)  .

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