From SEO to GEO: this is how to make your brand visible in AI search engines

The way people search online is fundamentally changing. While traditional SEO has revolved around ranking in Google's organic search results for years, a new era is dawning: that of GEO – Generative Engine Optimization. But what exactly does this mean for your brand, and how do you ensure you remain visible in this new reality?

Why GEO is important

AI search engines like ChatGPT, Bing Copilot, and Perplexity are changing how people find information. According to Sparktoro, the search volume via traditional search engines will decrease by 25% by 2026 due to the rise of AI chatbots and virtual assistants.

Additionally, nearly 60% of searches end in a zero-click – users get their answer without clicking through to a website. Therefore, your brand needs to be in the answer itself.

What is Generative Engine Optimization?

GEO is the process of optimizing content for generative AI platforms. Instead of solely targeting keywords for Google, you now also focus on:

• AI-powered overviews in Google Search

• Citations in AI responses from tools like ChatGPT or Perplexity

• Direct recommendations within AI chat interfaces

How do you optimize for GEO?

Here are 6 concrete steps you can implement immediately:

1. Use quotes from experts

AI models favor answers that are backed by quotes from authoritative figures. For example:

“Our AI-driven forecasting tools help CFOs reduce manual errors by 70%.” – Thomas Saueressig, SAP (SAP Global Insights)

“AI is probably the most important technology that our generation will ever encounter.” – Sundar Pichai, CEO of Alphabet (Wired)

"The future of marketing will be partly determined by how well you optimize your brand for AI interfaces." – Satya Nadella, CEO of Microsoft (Microsoft Ignite)

"If your brand doesn’t appear in AI-generated responses, it doesn’t exist in tomorrow’s search landscape.” – Rand Fishkin, Sparktoro (Sparktoro blog)

2. Add reliable sources

Explicitly reference studies and reports from sources like Gartner, Deloitte, or academic papers. AI systems prefer answers that are supported by credible external sources.

Practical tips:

• Link to the original source with a clear URL.

• Include the publication date and author to emphasize the timeliness of the information.

• When possible, use reports with numerical data, such as: "According to the Deloitte AI Adoption Report (2024), 80% of companies use AI for customer personalization."

• Add references as footnotes or at the bottom of the page (as in this article).

3. Rewrite your content for AI consumption

Generative AI reads and processes text differently than humans. Use short, direct sentences and avoid passive constructions. Put the core benefits at the beginning of your paragraphs to be quoted more quickly.

Practical tips:

• Start each paragraph with the most important insight or benefit.

• Use bullet points where possible.

• Avoid jargon unless it is clearly explained.

• Keep paragraphs short (3-5 lines).

Example:

• Poor: "Our solution enables companies to improve their processes."

• Better: "Our AI solution accelerates business processes by 30%, according to a Gartner study."

4. Use structured data (Schema.org)

AI systems understand your content better when you add metadata via Schema.org. This increases the chance of featured snippets and AI mentions.

Practical tips:

• Add FAQ, HowTo, Product, or Article structured data to your pages.

• Use tools like Google's Rich Results Test or Schema Markup Validator to check your implementation.

• Integrate structured data directly into your CMS or via plugins like Yoast SEO (WordPress).

5. Ensure your brand is mentioned on authoritative platforms

AI systems often draw their knowledge from databases like Wikipedia and Wikidata. Ensure your brand is accurately represented there. Additionally, industry-specific directories and citations on authoritative websites help build your topical authority.

Practical tips:

• Submit a Wikipedia page with neutral, verifiable information.

• Use Wikidata to structure your brand identity (for example, using a Q-code).

• Publish guest articles on relevant industry websites with do-follow links to your own domain.

• Build content clusters on your website with internal links around one main topic (e.g., "AI marketing").

6. Be present on Reddit & other sources

Reddit is a widely used source in AI responses. Informative posts or AMAs (Ask Me Anything) make it easier for your brand to be picked up in LLM responses.

Practical tips:

• Regularly post in relevant subreddits such as r/marketing, r/SEO, or r/artificial.

• Use the search function to find questions your brand can answer.

• Start an AMA as a founder or expert in your niche.

• Subtly reference your content without spamming: focus on providing value.

From strategy to action

At ClickForest, we help businesses not only to be visible in search results but also in the answers of the future. GEO requires a different mindset than classic SEO, but the principles remain: authority, relevance, and structure always win.

Want to know how your content performs on GEO? Contact us for a GEO audit.

Frequently asked questions about GEO (Generative Engine Optimization)

• What is the difference between SEO and GEO?

  SEO focuses on optimizing your content for search engines like Google. GEO focuses on making your content understandable, credible, and useful for AI chatbots and generative search systems.

• Should I completely abandon SEO now?

  Not at all. SEO remains important for visibility in Google. GEO is an extra layer that helps your content perform better in AI-powered search environments.

• What are some examples of GEO optimization?

  Utilize source citations, a clear structure, natural language, quotations, schema markup, and content in multiple formats such as video or podcast.

• How do I know if my content is GEO-friendly?

  If your content can be quickly summarized by AI (e.g., with headings, quotes, and clear answers), you're on the right track. Tools like Perplexity and ChatGPT can help you test this.

• Does GEO also impact local discoverability?

  Yes. If AI models recognize you as a local authority (e.g., through local sources or case studies), they will be more likely to include you in responses for users in your region.

🚀 Get better results from AI, online marketing and e-commerce

Do you have ideas you want to implement faster? Do you want more leads, smarter marketing, or to better utilize AI in your company? We actively collaborate with you. Discover what AI can do for your growth, online marketing or e-commerce.

💬 Prefer to discuss things directly? Schedule a no-obligation video call with Frederiek.

👉 Or ask your question via the contact form, email frederiek@clickforest.com, or call +32 473 84 66 27.

📄 Looking for inspiration? Download our free whitepaper 'AI for SMEs in 2025' for practical tips & insights.

Together, we'll explore how you can get more out of your marketing, technology, and AI today.

Resources

• Deloitte – https://www2.deloitte.com/global/en/pages/about-deloitte/articles/ai-adoption-in-business.html

• MMA – https://www.mmaglobal.com/research/2023-ai-impact-report

• SAP Global Insights – https://www.sap.com/insights.html

• Aggarwal et al. (ACM, 2024) – https://dl.acm.org/doi/10.1145/3534678.3539090

• Sparktoro – https://sparktoro.com/blog/

• HubSpot – https://research.hubspot.com/

• Wired (Sundar Pichai interview) – https://www.wired.com/story/google-sundar-pichai-ai-interview/

• Microsoft Ignite – https://techcommunity.microsoft.com/t5/microsoft-ignite/bg-p/MicrosoftIgnite