Try this: next time you need a recommendation for something, notice whether you open Google or ask ChatGPT directly. More and more people are doing the latter. And once that starts happening in your industry, the question stops being "am I on page one of Google?" and becomes "does the AI mention me when someone asks about this?"
That discipline (optimising so generative AI models cite you, not just so Google ranks you) is called GEO (Generative Engine Optimization). It doesn't replace traditional SEO: it builds on it and adds its own nuances.
What SEO and GEO have in common
The foundation is still the same: clear content that answers real questions, and authority (other people speaking well of you, not just you speaking well of yourself). No shortcut replaces that, whether for Google or for an AI.
What changes
The differences are in the details, and they're what decide whether you show up or not:
- Models prefer short, direct answers to a specific question, not generic thousand-word articles that meander before answering.
- Structured data (schema markup, well-tagged FAQs, clear prices and opening hours) helps the AI understand your business without ambiguity.
- Directories, reviews and trade press carry more weight than people think, because many models draw on exactly that kind of source.
- Consistency of your data matters enormously: if your name or address show up differently depending on where you look, the AI gets suspicious and won't cite you.
The first thing you can do today, without spending a cent: check that your name, address and phone number are identical on your website, your Google listing, and any directory you appear in. It's tedious, but it's the foundation everything else is built on.
How do you measure whether you're showing up in AI answers?
Unlike traditional SEO, there's no "Search Console" yet for generative AI that tells you which answers you appear in. What you can do for now is track it manually: periodically ask ChatGPT, Gemini and Perplexity about your industry and area, and note whether they mention you, with what description, and where in the answer. It's more hands-on than checking a Google ranking, but it gives you a real sense of how the AI sees you.
Is it worth it yet, or is it too early?
It depends on the industry, but the trend only points one way: these assistants are increasingly used for local, trust-based purchase decisions (where to eat, which professional to call, what product to pick). Starting now with the basics (consistent data, clear content, good reviews) isn't extra work: it's essentially the same work you should already be doing for local SEO, with the added benefit of preparing you for GEO too.
Frequently asked questions
Does GEO replace traditional SEO?
No. It's a complement: the foundation (clear content, authority, consistent data) serves both. GEO adds its own nuances, but without a solid SEO base there isn't much to optimise for AI.
Do I need a new website to do GEO?
Not necessarily. The most common approach is adjusting existing content: making answers more direct, adding structured data and a clear FAQ section. It's a layer of work on top of what you already have.
How do I know if a customer came from an AI recommendation?
It's hard to track precisely today, since many AI tools don't leave a clear traffic source in analytics. The most reliable approach for now is simply asking the customer directly how they found you.