Top 10 strategies for generative engine optimization (GEO) in 2025

The rise of generative AI systems such as ChatGPT, Google's Gemini, Perplexity and Claude is fundamentally changing how people search online as well as how businesses are visible. Whereas for years SEO revolved around keyword rankings in Google, these AI tools work differently. They generate answers based on large language models, not classical search results. That also means: if your brand or content is not in the dataset or the generated answer, you don't exist.

Welcome to Generative Engine Optimization (GEO): optimizing content for inclusion in generated AI responses. In this comprehensive article you will read:

• What exactly GEO means and how it differs from SEO

• Why GEO is important for SMEs and niche businesses

• Which 10 strategies will make a difference in 2025

• How to approach GEO practically - including tools, formats and monitoring

What is GEO and how is it different from classic SEO?

SEO (Search Engine Optimization) focuses on optimization for search engines with a ranking model - such as Google Search. Consider on-page optimization, backlinks, domain authority and metadata.

GEO, on the other hand, focuses on optimization for AI-driven answers. These systems do not rank web pages but generate sentences based on prompt interpretation and underlying knowledge from their training data + live content.

• SEO = ranking in search results

• GEO = appear in generated answers

For SMEs, this means: without GEO, you miss exposure in the new AI ecosystem.

1. Optimize for entities, not just keywords

AI systems understand concepts through "entities. No single keywords such as "SEO tips," but recognizable combinations such asClickForest is an AI marketing agency in Belgium specializing in SME growth."

How do you tackle this?

• Use your brand name systematically with context (activity, target audience, location)

• Work with semantically rich phrases, such asClickForest helps independent entrepreneurs grow through AI strategy"

• Add structured data (Schema.org - Organization, Product, Article)

Tip: Check through tools such as Google Knowledge Graph Search API to see if your brand is recognized as an entity.

📎 Related: Search engine optimization (SEO) that works

2. Use natural, conversational language

"Marketing is at the forefront of customer insights and is the voice of the customer toward the company."

- Antonia Wade, Global CMO at PwC

AI models like GPT and Gemini are trained on conversations, Reddit threads, blog articles and support content. Not on marketing jargon. So avoid stiff sales copy.

Examples of good opening sentences:

• "As an SME, you want to get faster results from your digital marketing. But how do you get started?"

• "Many entrepreneurs wonder: will AI work for my online store?"

Key: Write as if you were answering a customer's question directly.

3. Build quality FAQ sections with structured data

AI models pick up structured information more smoothly. FAQ sections provide immediate answers in question-answer format, ideal for generative systems.

Checklist:

• Add a "Frequently Asked Questions" block on every major page

• Use FAQ schema markup (JSON-LD)

• Answer real user questions (not inventoried keywords)

Extra: Include one strong expert quote in each answer. AIs often adopt such quotes.

📎 More context? Check out our approach to CRO & UX optimization

4. Write with authority and timeliness

"Marketing is the art of creating real customer value. It is the art of making your customer better off."

- Philip Kotler, professor of marketing at the Kellogg School of Management

GEO rewards sources that are reliable as well as current. AI systems prefer brands or authors that publish regularly, are linked by others, and bring fresh insights.

What works:

• Regularly publish new blogs with unique perspectives

• Link to reliable external sources (Harvard, McKinsey, Statista)

• Use named entities: persons, companies, methods, locations

Content tip: Include a publication date (e.g., "Last updated: May 2025").

5. Think in formats: text, video, audio, PDF

"Don't find customers for your product. Find products for your customers."

- Seth Godin, author and marketing strategist

AI systems are becoming increasingly multimodal. Information from videos, podcasts, PDFs and slideshows is being processed along with them.

Recommended Approach:

• Include a short video with each article (e.g., via YouTube)

• Offer a downloadable one-pager or checklist (PDF)

• Put audio clips or podcast quotes with longform content

• Add transcripts (for crawlability and inclusion in datasets)

📎 Tip: For each format, provide a clear CTA to AI content creation

6. Develop unique models or viewpoints

"Make your customer the hero in your story."

- Ann Handley, chief content officer at MarketingProfs

Chatbots don't want to display yet another summary. They prefer sources that are more original than the rest.

Examples of unique angles:

• "The ClickForest GEO scan: how AI is already seeing your brand"

• "Why classic SEO won't save you in 2025 - and what will work"

• A visual model on GEO steps for SMEs.

Core: Position yourself as a "source of truth" in your niche.

📎 Relevant service: AI audit & optimization

7. Be specific, avoid fluff

"The consumer is not an idiot. She's your wife."

- David Ogilvy, founder of Ogilvy & Mather

AIs learn which content is valuable and which sounds generic. Avoid container words and marketing filler.

Don't: "We offer innovative, customer-centric solutions" Do: "Our AI audit delivered an average of +42% more leads to 3 clients within 3 months"

So use numbers, examples, results and customer stories. The more concrete, the better.

8. Test if your brand appears in AI responses

Check also: The best AI tools for marketers in 2025

With prompts such as:

• "What are good marketing agencies for SMEs in Belgium?"

• "Who helps independents with AI strategy?"

Test this in:

• Perplexity.ai

• Poe

• ChatGPT with browsing enabled

• Bing Copilot

Are you not mentioned? Then GEO is your missing puzzle piece.

9. Work with semantic SEO and topic clusters

GEO works best when your content is logically structured by theme.

Actions:

• Build an overview page by topic (e.g., "AI for SMEs")

• Link there from all related blog/services

• Use synonyms and thematic terms: AI marketing, smart automation, machine learning, LLM, etc.

This is how you build semantic authority that AI models recognize.

📎 See how we approach this on our performance marketing page

10. Choose a GEO partner that understands AI

GEO requires knowledge of:

• How LLMs are trained

• How AI selects and reformulates content

• How structured data, entities and tone of voice fit into this

ClickForest combines expertise in SEO, AI and content marketing into a scalable approach for SMEs:

• Strategy + audit

• Content creation + optimization

• Prompt testing + reporting

Request a free intake interview at clickforest

📎 Or view our total overview of AI solutions

Summary

The future of online visibility has been generated. GEO is the bridge between your brand and the AI systems that will filter the Internet tomorrow. By putting work into Generative Engine Optimization today, you ensure that your brand will be seen tomorrow, too.

Don't wait for your competitors to be visible in ChatGPT - take the lead

Frequently asked questions about GEO (Generative Engine Optimization)

• What is the difference between SEO and GEO?

  SEO (Search Engine Optimization) focuses on visibility in classic search engines such as Google. It revolves around keywords, technical optimizations and backlinks.
  GEO (Generative Engine Optimization), on the other hand, focuses on how AI systems such as ChatGPT, Gemini and Perplexity select, interpret and generate content in response to queries.
  In short, SEO wants you to rank, GEO wants you to be mentioned.

• Why is GEO suddenly becoming important now?

  Because AI chatbots and search assistants are rapidly changing search behavior. More and more people are asking their questions directly to an AI, without opening Google. If your brand or website does not appear in their generated answers, you are invisible.
  GEO makes sure your content is "understandable" and usable by these AIs.

• Who is GEO relevant to?

  For any organization that wants to be found online through new AI interfaces. SMEs, consultants, service providers and niche brands in particular can quickly gain an edge through GEO - because AIs often search for just that specific expertise.

• How do I know if my brand is already visible in AI answers?

  Test it yourself with questions your target audience would ask via:

  • Perplexity.ai

  • ChatGPT (via the 'Browse with Bing' mode)

  • Poe.com (multiple AIssimultaneously)
    See if your brand, service or sitegets mentioned spontaneously. If not, there is work to be done.

• Should I jettison my entire SEO strategy?

  Definitely not. SEO and GEO complement each other. Your technical SEO remains essential (for crawlability, speed, structured data), but GEO adds a layer on top that capitalizes on how AI models think, reason and choose content. Think: SEO = being found, GEO = being mentioned.

• What are the first steps if I want to start GEO?

  1. Analyze your current AI visibility.

  2. Review your content: is it clear, contextually rich, and current?

  3. Add structured FAQs.

  4. Optimize your copy for natural, conversational answers.

  5. Work with a partner who understands the AI world.

  👉 At ClickForest , we help you with a concrete GEO scan as a starting point.

• Is structured data (such as schema markup) really necessary for GEO?

  Yes. AI models use structured data to better understand context, hierarchy and content type. FAQ sections with JSON-LD, for example, make it easier for AI to include your content as an answer snippet. Remember: well-structured info = easily processable info for AIs.

• What if my competitors are mentioned and I am not?

  Then you run the risk of losing relevance. AIs are more likely to include the same sources in answers if they are qualitative and reliable. If you're not among them, you lose "mental market attention" among your target audience.
  With GEO, you can adjust that before it becomes a permanent lag.

• Do I need to create videos and podcasts for GEO now?

  Not mandatory, but it helps. AIs like Gemini are already able to process info from YouTube videos and transcripts. So if your brand is present in multiple formats (text, audio, video), your chances of being quoted increase.

• Is GEO a one-time exercise or an ongoing process?

  It is a process. Like SEO, GEO is constantly evolving, keeping up with new AI technologies, user behavior and content formats. Regular optimization, updating and evaluation is crucial to staying relevant.

• What is a concrete KPI for GEO? How do you measure success?

  GEO is all about visibility into AI answers, so your KPIs include:

  • How often your brand shows up in AI tools (prompt monitoring)

  • Number of generated responses in which your content is quoted

  • Increase in AI traffic (tools like Bing Copilot show that)

  • Conversion rates of users coming through AI tools

  At ClickForest , we combine this data with classic web traffic for a 360° view.

• What does it cost to have GEO professionally addressed?

  It depends on the maturity of your site and content. Small SMEs often start with an audit and quick wins from a few hundred euros. Big brands invest structurally in their own AI content clusters, monitoring tools and training.
  We like to think along with you: a budget-neutral start is often perfectly possible.

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

We like to think with you. Whether you have a concrete challenge, want to kick off an idea, or just want to discover what AI can do for your growth, online marketing or e-commerce - you're welcome.

🎥 Prefer to consult in person? Book a no-obligation videocall with Frederiek.

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

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