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

The way people search online is fundamentally changing. Whereas classic SEO for years revolved around ranking in Google's organic search results, a new era is now dawning: that of GEO - Generative Engine Optimization. But what exactly does that mean for your brand, and how do you make sure you stay visible in this new reality?

Why GEO matters

AI search engines such as ChatGPT, Bing Copilot, and Perplexity are changing the way people find information. According to Sparktoro, search volume through traditional search engines will drop 25% by 2026 due to the rise of AI chatbots and virtual assistants.

In addition, nearly 60% of searches already end in a zero-click - users get their answer without clicking through to a website. So your brand must be in the answer itself.

What is Generative Engine Optimization?

GEO is optimizing content for generative AI platforms. Instead of just targeting keywords for Google, now target:

• AI-powered overviews in Google Search

• Citations in AI responses from tools such as ChatGPT or Perplexity

• Instant recommendations within AI chat interfaces

How do you optimize for GEO?

Here are 6 concrete steps you can apply right away:

1. Use quotes from experts

AI models prefer answers backed with 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 our generation will ever touch." - Sundar Pichai, CEO of Alphabet(Wired)

"The future of marketing will be determined in part 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. Include reliable sources

Refer explicitly to studies and reports such as Gartner, Deloitte or academic papers. AI systems prefer answers supported by credible external sources.

Practical Tips:

• Link to the original source with a clear URL.

• Include publication date and author to emphasize timeliness.

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

• Include references in the form of 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 core benefits at the front of your paragraphs to get quoted faster.

Practical Tips:

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

• Use bullet points whenever possible.

• Avoid jargon unless it is clearly explained.

• Keep paragraphs short (3-5 lines).

Example:

• Bad: "With our solution, companies can improve their processes."

• Better: "Our AI solution speeds up 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 through Schema.org. This increases the chances of featured snippets as well as AI mentions.

Practical Tips:

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

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

• Integrate structured data directly into your CMS or through plugins such as Yoast SEO (WordPress).

5. Get your brand mentioned on authoritative platforms

AI systems often get their knowledge from databases such as Wikipedia and Wikidata. Make sure your brand is listed correctly there. In addition, sectoral 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 entity (for example, via 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 theme (e.g., "AI marketing").

6. Be present on Reddit & other sources

Reddit is a common source in AI responses. Informational posts or AMAs (Ask Me Anything) make it easier for your brand to get picked up in LLM responses.

Practical Tips:

• Post regularly 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 value.

From strategy to action

At Clickforest, we help companies be visible not only 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 out.

Want to know how your content scores 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 such as Google. GEO focuses on how your content is understandable, believable and usable by AI chatbots and generative search systems.

• Should I let go of SEO completely now?

  Definitely not. SEO remains important for visibility in Google. GEO is an extra layer that makes your content perform better in AI-based search environments.

• What are examples of GEO optimization?

  Use of source citations, clear structure, natural language, quotes, 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 an AI (e.g., with headings, quotes and clear answers), you're in good shape. Tools like Perplexity and ChatGPT can test you in this regard.

• Does GEO also impact local findability?

  Yes. If AI models see that you are a local authority (e.g., through local resources or cases), they are more likely to cite you in a response for users in your region.

🤖 Need help with AI, online marketing or e-commerce?

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👉 You can also leave a question using the contact form, email frederiek@clickforest.com or call +32 473 84 66 27.

Together, we'll look at how you can get more out of marketing, technology and AI.

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