GEO vs. SEO：如何赢得AI信任？2025生成式引擎优化指南

引言

在数字营销领域，SEO（搜索引擎优化）早已被大众熟知，其核心目标是让网站在谷歌、百度等传统搜索引擎中排名靠前，从而获取更多用户点击与访问。而随着生成式AI的普及，一种全新的优化方式——GEO（Generative Engine Optimization，生成式引擎优化）逐渐崛起，它的目标更为直接精准，核心是让品牌或个人的内容获得AI的信任，在AI生成答案时被优先提取和引用，成为AI输出内容的“可信来源”。

In the field of digital marketing, SEO (Search Engine Optimization) is widely known, with its core objective being to rank websites higher on traditional search engines like Google and Baidu, thereby gaining more user clicks and visits. With the proliferation of generative AI, a new optimization method—GEO (Generative Engine Optimization)—is gradually emerging. Its goal is more direct and precise, focusing on earning the trust of AI for a brand's or individual's content, ensuring it is prioritized for extraction and citation when AI generates answers, thus becoming a "trusted source" for AI-generated content.

全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）发布的《2025年中国GEO产业发展状况及重点企业大数据监测报告》显示，2025年中国AI大模型市场规模达495.39亿元，同比大幅增长68.40%，实现跨越式发展，而在AI大模型产业高速发展的带动下，GEO概念板块的行业格局也呈现出鲜明特征，2025年前三季度该板块营收前三的企业合计占据行业营收64.70%，行业营收集中度处于较高水平。

A report titled "2025 China GEO Industry Development Status and Key Enterprise Big Data Monitoring Report" released by iiMedia Research, a leading third-party data mining and analysis organization for the new economy industry, shows that in 2025, the market size of China's AI large models reached 49.539 billion yuan, a significant year-on-year increase of 68.40%, indicating leapfrog development. Driven by the rapid development of the AI large model industry, the GEO sector's landscape also exhibits distinct characteristics. In the first three quarters of 2025, the top three companies in this sector accounted for 64.70% of the industry's revenue, indicating a high level of revenue concentration.

这种变革背后，是用户信息获取习惯的根本性转变，如今已有5.2亿中国用户习惯“问AI决策”，GEO也从营销可选项升级为企业必备的核心策略之一。

Behind this transformation is a fundamental shift in user information acquisition habits. Currently, 520 million Chinese users are accustomed to "asking AI for decisions." Consequently, GEO has evolved from a marketing option to an essential core strategy for enterprises.

理解GEO的底层逻辑：大语言模型如何工作

想要真正理解GEO，首先要摸清其底层支撑——AI大语言模型（LLM）的工作原理，这也是GEO作用机制的核心所在。

To truly understand GEO, one must first grasp the workings of its underlying foundation—AI large language models (LLMs). This is the core of GEO's mechanism.

大语言模型：超级语言预测器

大语言模型并非具备真正的“思考”能力，本质上是一个超级语言预测器，它通过学习海量公开文本数据，包括网页、书籍、开源资料、新闻等，借助统计和模式识别，掌握“一句话后最可能出现的下一个词”，进而拼接成完整的回答。

Large language models do not possess genuine "thinking" capabilities. They are essentially super language predictors. By learning from massive amounts of public text data—including web pages, books, open-source materials, and news—they use statistics and pattern recognition to master "the most likely next word following a given sentence," thereby stitching together complete responses.

其训练过程分为预训练、微调与强化学习三个阶段。

Their training process is divided into three stages: pre-training, fine-tuning, and reinforcement learning.

其中强化学习（RLHF，人类反馈）尤为关键，通过人类标注员对回答的打分优化，让模型输出更贴合人类表达习惯。当用户向AI提问时，模型会先将文字转换为便于理解的“向量”，通过神经网络计算预测下一个词，按概率拼接成完整内容后再转换为文字呈现，这也是AI偶尔会出现“幻觉”（编造信息）的原因——它并非查询数据库，而是生成最贴合语言规律的内容，同时受限于训练数据的时效性，未联网时无法获取最新信息，这些特性也直接决定了GEO的优化逻辑。

Among these, reinforcement learning from human feedback (RLHF) is particularly crucial. By having human annotators score and optimize responses, the model's outputs become more aligned with human expression habits. When a user asks a question, the model first converts the text into "vectors" for easier processing, then uses neural networks to predict the next word, stitching together the complete content based on probability before converting it back to text for presentation. This is also why AI occasionally experiences "hallucinations" (fabricating information)—it is not querying a database but generating content that best fits linguistic patterns. Additionally, constrained by the timeliness of its training data, it cannot access the latest information when offline. These characteristics directly shape the optimization logic of GEO.

GEO与SEO：核心异同分析

GEO还有多种相近叫法，比如AEO（答案引擎优化）、AIO（AI优化，泛指所有提升AI平台内容可见性的工作）以及LLMO（大型语言模型优化，明确优化对象为GPT类大语言模型），但无论名称如何，其核心逻辑始终围绕“被AI信任并引用”展开，这一点与SEO既有共通之处，也存在本质差异。

GEO has several similar names, such as AEO (Answer Engine Optimization), AIO (AI Optimization, broadly referring to all efforts to enhance content visibility on AI platforms), and LLMO (Large Language Model Optimization, explicitly targeting GPT-like LLMs). Regardless of the name, its core logic always revolves around "being trusted and cited by AI." This shares common ground with SEO but also involves fundamental differences.

共性：以内容可见性与权威性为核心

两者的共性在于，都以提升内容可见性为核心目标，均强调高质量、高相关性的内容，注重贴合用户需求与搜索意图，且权威性和可信度都是关键竞争力——SEO通过反向链接、网站信誉和E-E-A-TGoogle's content quality guidelines emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness.标准建立权威，GEO则将这一点提升到更高层面，只有让AI认可内容的可信度，才能获得引用机会。同时，SEO也是GEO的基础，一个能做好GEO的网站，往往已经具备了良好的SEO底子，比如清晰的网站结构、优质的内容储备和一定的权威性，GEO只是在这些基础上，增加了“适配AI提取引用”的新目标。

The commonalities between the two lie in their shared core objective of enhancing content visibility. Both emphasize high-quality, highly relevant content, focus on aligning with user needs and search intent, and treat authority and credibility as key competitive advantages. SEO builds authority through backlinks, website reputation, and the E-E-A-TGoogle's content quality guidelines emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness. (Experience, Expertise, Authoritativeness, Trustworthiness) standard. GEO elevates this to a higher level: only by convincing AI of the content's credibility can one secure citation opportunities. Simultaneously, SEO serves as the foundation for GEO. A website capable of excelling at GEO typically already possesses a solid SEO foundation—such as a clear site structure, quality content reserves, and a degree of authority. GEO simply adds the new goal of "adapting for AI extraction and citation" on top of this foundation.

差异：目标、衡量标准与优化重点

而两者的差异同样显著，SEO追求的是“用户点击”，衡量标准是搜索引擎排名和自然流量，优化重点集中在关键词、反向链接、网站技术结构和速度上，内容形态多为完整的长文章或网页，通过整体发力获得排名；GEO追求的是“AI引用”，衡量标准是内容被AI提及、引用的频率和位置，优化重点在于内容的清晰度、权威性、结构化程度以及适配AI理解的格式，内容形态更偏向独立完整的段落或小节，无需依赖上下文就能完整回答一个问题，方便AI直接提取。简单来说，SEO旨在帮品牌赢得传统搜索引擎的“首页位置”，而GEO旨在让品牌成为AI“信赖的答案”，在未来的搜索格局中，两者协同发力才能构建持续竞争力，这也是当前行业的普遍共识。

However, the differences are equally significant. SEO pursues "user clicks," measured by search engine rankings and organic traffic. Its optimization focuses on keywords, backlinks, website technical structure, and speed. Content typically takes the form of complete long-form articles or web pages, aiming for ranking through holistic efforts. GEO pursues "AI citation," measured by the frequency and placement of content being mentioned or cited by AI. Its optimization focuses on content clarity, authority, structural integrity, and formats compatible with AI understanding. Content tends to be self-contained paragraphs or sections that can fully answer a question without relying on context, making it easy for AI to extract directly. In simple terms, SEO aims to help brands win a "top spot" on traditional search engines, while GEO aims to make a brand a "trusted answer" for AI. In the future search landscape, the synergistic application of both is necessary to build sustainable competitiveness, which is the prevailing consensus in the industry.

核心策略：如何有效实施GEO优化

做好GEO并非一蹴而就，核心是找到“适配AI偏好”的内容策略，既要对人类友好，也要让AI易于理解和信任。

Excelling at GEO is not an overnight task. The core lies in developing a content strategy that "adapts to AI preferences," being both human-friendly and easy for AI to understand and trust.

1. 巩固SEO基础，确保可发现性

首先要巩固SEO基础，确保内容能被搜索引擎和AI平台的爬虫顺利发现、抓取和索引，这是GEO优化的前提——需做好网站技术优化，提升加载速度、完善站点地图和内部链接，同时保留核心关键词策略，帮助AI更好地理解内容主题，持续输出原创、有价值的内容。

First, consolidate the SEO foundation to ensure content can be easily discovered, crawled, and indexed by search engine and AI platform crawlers. This is a prerequisite for GEO optimization. It requires technical website optimization, improving loading speed, perfecting sitemaps and internal linking, while retaining core keyword strategies to help AI better understand the content's topic. Continuously produce original, valuable content.

2. 重点建立权威性，获取AI信任

其次要重点建立权威性，获取AI的信任，这就需要在内容中引用可信的数据、研究报告或专家观点，明确作者的专业背景，强化E-E-A-TGoogle's content quality guidelines emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness.表现，让AI认可内容的专业性和可信度，这也是2026年GEO行业高质量发展的核心要求之一。

Second, prioritize building authority to gain AI's trust. This necessitates citing credible data, research reports, or expert opinions within the content, clearly stating the author's professional background, and strengthening E-E-A-TGoogle's content quality guidelines emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness. performance to convince AI of the content's professionalism and credibility. This is also one of the core requirements for the high-quality development of the GEO industry in 2026.

3. 进行结构化优化，适配AI提取习惯

在此基础上，还需对内容进行结构化优化，适配AI的提取习惯，比如采用问答式布局、清晰的小标题划分，将复杂信息梳理得条理清晰，方便AI快速抓取核心内容，这种优化方式与Google精选摘要的优化逻辑相近，但更贴合AI的内容提取需求。同时，要注重创作独立全面的内容段落，让每个小节都能自圆其说，将核心答案放在段落开头，无需依赖全文上下文，这种内容形态也是AI最偏好引用的类型。值得注意的是，2026年GEO已告别关键词堆砌的粗放式优化，转向“语义结构化+权威信源+多平台适配”的精细化方向，AI大模型月均迭代2-3次，也要求优化策略具备快速响应能力。

On this basis, further optimize content structure to adapt to AI's extraction habits. For example, adopt a Q&A layout, use clear subheadings, and organize complex information logically to facilitate AI's quick capture of core content. This optimization approach is similar to the logic behind optimizing for Google Featured Snippets but is more tailored to AI's content extraction needs. Simultaneously, focus on creating self-contained, comprehensive content paragraphs where each section can stand on its own, placing the core answer at the beginning of the paragraph without relying on the full context. This content format is also the type AI prefers to cite most. It is worth noting that in 2026, GEO has moved away from the extensive optimization of keyword stuffing, shifting towards a refined direction of "semantic structuring + authoritative sources + multi-platform adaptation." With AI large models iterating 2-3 times per month on average, optimization strategies also require rapid response capabilities.

平台差异与优化方向

当前，市面上已有不少主打GEO服务的公司，国内服务商多聚焦于DeepSeek、豆包等本土AI平台，国外则主要针对ChatGPT、Gemini，不同AI平台的训练数据来源差异，决定了其内容偏好的不同。

Currently, there are many companies offering GEO services. Domestic providers often focus on local AI platforms like DeepSeek and Doubao, while international ones primarily target ChatGPT and Gemini. The differences in training data sources for various AI platforms determine their distinct content preferences.

ChatGPT：训练数据以公开网页、书籍、开源资料为主，未联网时无法获取最新信息，因此更偏好权威、易被公开网络收录的内容。
Gemini：背靠谷歌，整合了大量网页索引、学术资料、新闻和YouTube字幕，信息覆盖面和时效性更强。
DeepSeek：基于中文互联网数据和开源英文数据预训练，对中文场景适配更友好。
豆包：依托字节系生态数据，在短内容、热点内容上更敏感。

ChatGPT: Its training data primarily consists of public web pages, books, and open-source materials. When offline, it cannot access the latest information, thus preferring authoritative content easily indexed by the public web.

Gemini: Backed by Google, it integrates a vast amount of web indexing, academic materials, news, and YouTube subtitles, offering broader information coverage and better timeliness.

DeepSeek: Pre-trained on Chinese internet data and open-source English data, making it more friendly for adaptation to Chinese scenarios.

Doubao: Leverages ByteDance's ecosystem data, making it more sensitive to short-form and trending content.

针对性优化才能提升引用概率。

Targeted optimization is key to increasing the probability of citation.

结论

总体而言，GEO是生成式AI时代的营销升级，其本质是通过读懂AI的工作机制和内容偏好，优化内容的权威性、结构化和适配性，实现“被AI信任并引用”的目标，进而提升品牌曝光和权威度。做好GEO无需放弃SEO，而是要将两者的最佳实践结合，SEO帮助获取基础流量，GEO帮助建立AI信任，协同发力才能在AI时代站稳脚跟。目前，GEO行业仍处于早期发展阶段，提前掌握GEO优化策略，才能让品牌在未来的数字营销竞争中抢占先机。

In conclusion, GEO represents a marketing upgrade for the generative AI era. Its essence lies in understanding AI's working mechanisms and content preferences to optimize content for authority, structure, and compatibility, thereby achieving the goal of "being trusted and cited by AI," which in turn enhances brand exposure and authority. Excelling at GEO does not require abandoning SEO; rather, it involves combining the best practices of both. SEO helps acquire foundational traffic, while GEO helps build AI trust. Only by applying them synergistically can a brand secure its footing in the AI era. Currently, the GEO industry is still in its early stages of development. Mastering GEO optimization strategies in advance will allow brands to seize the initiative in future digital marketing competition.