Title: What Generative Search Engines Like and How to Optimize Web Content Cooperatively
Primary area: foundation or frontier models, including LLMs
Keywords: generative engine optimization, generative engines, preference rule discovery, reinforcement learning

Abstract: By employing large language models (LLMs) to retrieve documents and generate natural language responses, Generative Engines, such as Google AI overview and ChatGPT, provide significantly enhanced user experiences and have rapidly become the new form of search. Their rapid adoption also drives the needs of Generative Engine Optimization (GEO), as content providers are eager to gain more traction from them. In this paper, we introduce AutoGEO, a framework to automatically learn generative engine preferences when using  retrieved contents for response generation, and rewrite web contents for more such traction. AutoGEO first prompts frontier LLMs to explain generative engine preferences and extract meaningful preference rules from these explanations. Then it uses preference rules as context engineering for AutoGEO$\_\text{API}$, a prompt-based GEO system, and as rule-based rewards to train AutoGEO$\_\text{Mini}$, a cost-effective GEO model. Experiments on the standard GEO-Bench and two newly constructed benchmarks using real user queries demonstrate the effectiveness of AutoGEO in enhancing content traction while preserving search utility. Analyses confirmed the learned rules' robustness and abilities to capture unique preferences in variant domains, and AutoGEO systems' ability to embed them in content optimization. The learned preference rules, our models, and codes will be open-sourced.