GEO: how to show up in ChatGPT and Google AI answers

More and more people ask ChatGPT or Perplexity the question they used to type into Google, or get the answer in Google’s AI overview above the search results. The answer is often written so that there’s no need to click through. For businesses this raises a new question: how do you get your name mentioned in that answer?

This is called GEO (generative engine optimisation). It isn’t a magic formula and it doesn’t replace SEO, it builds on it.

How GEO differs from SEO

Classic SEO aims for a position in the list of results. GEO aims for an AI model to understand your page, trust it and use it as a source. Most of the foundations are shared: the page has to be reachable, fast, clearly structured and credible. The difference is in the emphasis.

AI assistants look for clear, verifiable answers. They are served well by content that:

• answers the question directly, in the first sentences,
• uses concrete facts (prices, timelines, places, processes),
• is split into logical sections with clear headings,
• is consistent across your site, your Google Business Profile and other sources.

What you can do on your own site

1. Answer the right questions

Write down the questions customers ask you by phone or email, and answer them on your site. An FAQ section is one of the most useful kinds of content for AI answers.

2. Be specific

“We offer quality services at fair prices” tells a model nothing. “A website costs €249 to build, with hosting from €19.90 a month” is a fact it can quote.

3. Structured data

Schema.org markup (business, service, FAQ, products) tells search engines and models clearly what is on the page. For local businesses, address, opening hours and service area matter most.

4. Technical accessibility

If a site blocks crawlers or its content only loads through JavaScript, an AI assistant may not see it at all. Checking accessibility is the first step before we change content. More in A developer-led technical SEO audit.

5. Reputation beyond your site

Models learn from the whole web. Mentions in the media, Google reviews and consistent listings in directories make it more likely a model knows you and recommends you.

What GEO can’t promise

Nobody can guarantee that ChatGPT will mention you for a particular question. Answers differ between users and change over time. What we can do is make your site the best possible source: clear, accurate, accessible and consistent with other sources.

The good news is that almost everything that helps GEO also helps visitors and classic SEO. You don’t have to choose. More about our approach on the SEO, GEO and speed page and in Content for search and AI answers.

FAQ

Does GEO replace SEO?

No. GEO builds on the same foundations as SEO and adds an emphasis on clear, verifiable answers. A page that is bad for SEO is usually not good for AI answers either.

How do I know whether AI assistants mention me?

The simplest way is to ask the questions your customers would ask and look at the answers. In analytics you can also track visits coming from AI assistants.

How long until changes show?

It depends on how often search engines and models refresh their data. Changes usually show in Google within a few weeks; with AI assistants the timing is less predictable.