Search behavior is bifurcating: AI engines like ChatGPT and Perplexity are absorbing 'answer-seeking' queries while sending fewer but higher-converting clicks to original sources. Generative Engine Optimization (GEO) differs from classical SEO in key ways: the citation unit is a passage not a page, recency is weighted more heavily, and specificity of claims matters far more. Practical tactics include adding TLDRs with explicit dates, leading each section with the direct answer, replacing vague language with specific numbers, using first-person primary-source content, and ensuring AI crawlers can access your site. Measurement is harder than SEO — track referrals from AI domains, manual citation checks, and brand search lift as proxies. For indie hackers, the highest-leverage work is restructuring existing top articles for citation extractability and building a recognizable brand that users search by name.
