Generative Engine
Generative engines — like ChatGPT, Gemini, and Claude — draw on training data and, increasingly, live retrieved content to compose new answers in natural language. Unlike a traditional search index, they don't just surface a page; they interpret and rewrite information from it.
That rewriting is where accuracy is won or lost. A retrieval engine either shows your sentence or it does not. A generative engine restates it — and any ambiguity in the original gets resolved by the model, not by you. Content written to survive paraphrasing states its claim plainly and early, rather than building to it.
Because generative engines rewrite rather than quote directly, brands need content that's unambiguous enough to survive paraphrasing without losing accuracy or attribution.
When a generative engine answers "how does schema markup help SEO," it composes an original explanation, potentially blending facts from several different sources into one coherent paragraph.
