GEO: Show Up in AI Search Results with Generative Engine Optimization

The phrase “let me google it” could be on the way out. Because let’s face it: why bother googling when you can just ask ChatGPT?

For years, search engine optimization (SEO) was the primary way to get found online. Businesses optimized their websites to rank well in Google’s results, targeting keywords and building backlinks to increase visibility.

Still getting the hang of SEO? Take a look at our blog, What the Heck is SEO, and Is It a Big Deal for My Business?

But search has evolved, and discovery is no longer confined to search engine results pages (SERPs). Generative AI tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) are changing how people look for information. Instead of typing keywords in Google’s search bar, users are turning to AI chats with direct, conversational questions. Those AI tools then respond with a handful of helpful information, rather than a list of links.

And thus, Generative Engine Optimization (GEO) was born. While SEO focuses on helping you show up in search results pages, GEO helps to get your business included in that conversational AI response. To stay visible in both spaces, businesses now need a dual approach.

All About GEO and Why It’s a Really Big Deal

Generative Engine Optimization (GEO) is all about making your business crystal clear to AI so that when someone asks a question, those search tools instantly know who you are, what you do, and why you deserve the recommendation.

A traditional SEO search might look like: “home cleaner Hamilton,” producing a ranked list of websites.

But an AI-driven GEO search might be: “How do I deep clean my house without wasting a whole day?” to which the AI responds with reassurance, advice, and one or two names of reputable home cleaners based on the data it trusts.

The difference is significant. With GEO, there’s no scrolling through pages of results. Either your business is recommended, or it’s invisible in that interaction. With AI’s dominance only continuing to grow and traditional search engines on the decline, making sure that your website is optimized to show up in those chat results should be at the top of your priority list.

GEO & SEO: The Optimization Dream Team

The good news is that SEO and GEO aren’t entirely distinct; there is significant overlap. You’re not starting from scratch! They share some common principles: accurate, high-quality content, clear descriptions of services, and strong trust signals such as positive reviews and credible backlinks.

Where they start to diverge is in their end goals. SEO aligns with search engine ranking algorithms, while GEO aligns with AI’s ability to recognize your business as a reliable entity and match it to specific questions.

Together, they’re your visibility dream team. SEO keeps you front and center in traditional search, while GEO slips you onto the AI’s shortlist of go-to recommendations.

So what does it take to convince ChatGPT (and its many counterparts) that you’re up to snuff?

• Complete and consistent business profiles: Fill out every detail on your Google Business Profile, LinkedIn, Bing Places Business Listing and industry directories — and keep them identical across the board.

• Structured data and schema markup: Give search engines and AI the cheat sheet they need with schema markup that spells out exactly what you do and who you help.

• Reputation signals: Stack the deck with glowing reviews, testimonials, and media mentions that tell AI you walk the walk.

• Clear, authoritative content: Answer the questions people actually ask. Solid service pages and FAQs make it easy for AI to pull the right facts about you. (Note: AI has self-esteem issues—AI generally doesn’t care for AI-generated content!).

The SEO + GEO Workflow

Think of GEO as the next layer on top of your SEO game plan—you’re not rewriting the strategy completely, you’re just sharpening what’s already working and filling in the gaps AI cares about most.

First, audit your SEO foundations and make sure the basics are rock-solid: fast site speed, mobile-friendly design, targeted keywords, and quality backlinks. Without this, AI is unlikely to put you on the shortlist.

Next, audit your AI readiness. Ask the AI tool of your choice (or better yet, a handful of them) the kinds of questions your customers might be asking. See if your website shows up in the responses, and check to make sure whether the way you’re described is accurate.

Finally, use your findings to build a cross-functional strategy tailored for your website. Create content that humans want to read and that AI wants to recommend, tied together with clear service descriptions, structured data, and consistent language that keeps everybody happy.

Be the Brand AI Recommends with The Brand Brew®

Don’t get it twisted; AI-driven search hasn’t killed classic SEO. It’s just broadened the playing field. Winning now means showing up twice: once in the search results people scroll, and again in the AI-generated answers they trust. 

The businesses that take action now will hold the advantage when AI becomes the average buyer’s default discovery mode, and The Brand Brew ® can help. Start with an SEO & GEO Keyword Strategy to spot the gaps and growth opportunities in your search visibility. Book a call to put both human and AI search power to work. Two heads are better than one—and it turns out, the same goes for optimization strategies.