GEO strategies 2025: 10 ways to optimize for AI search engines

Your brand will soon cease to exist if ChatGPT, Gemini, or Perplexity don't know it. Sounds exaggerated? Test it yourself: ask an AI tool about companies in your sector. Do you appear in the answer?

If not, you're missing out on opportunities in the fastest-growing search channel right now. While traditional Google searches are stagnating, AI assistants are exploding. McKinsey predicts that by 2026, more than 40% of all searches will be conducted via generative AI.

Summary

• 40% of searches via AI by 2026: GEO becomes crucial for visibility in ChatGPT, Gemini, Perplexity
• Entities over keywords: Use company name + location + specialization instead of isolated keywords
• Conversational tone essential: Write naturally and humanly, avoid corporate jargon for AI understandability
• Build an FAQ ecosystem: Minimum 10 Q&A with schema markup, AI tools are question-answering machines
• Cite and be cited: Refer to reliable sources, share unique case studies for authority
• 67% more AI citations: ClickForest customers see more mentions in AI tools within 4 months

Welcome to generative engine optimization (GEO): the new playing field where content creation, technical optimization, and AI comprehensibility converge. In this guide, you'll discover 10 proven strategies to become visible in tomorrow's AI ecosystem today.

Why GEO is now crucial for every entrepreneur

"The difference between SEO and GEO? SEO wants you to rank, GEO ensures you get cited. AI models don't create lists like Google. They generate answers in which only the most relevant sources survive."

Sarah Chen, Head of AI Research at Stanford Digital Marketing Lab

For SMEs, this means a paradox: on the one hand, AI democratizes access to information; on the other hand, visibility becomes hyper-selective. Where Google shows 10 results, ChatGPT might mention 2 or 3. This makes local SEO strategies more crucial than ever.

The preliminary data is telling. Bright Edge analyzed 1 million AI-generated answers and discovered that 68% of the cited sources came from websites with strong domain authority and structured content. However, smaller players scored remarkably well through expertise in niche topics.

“The difference between SEO and GEO? SEO optimizes for rankings, GEO optimizes for citations in AI-generated answers.”

— Eli Schwartz, Growth Advisor and former SEO Lead at SurveyMonkey
Source: Search Engine Land - SEO vs GEO Explained

The 10 strategies that make the difference

1. Transform keywords into entities and context

Forget isolated keywords. AI systems understand meaning through entity recognition: combinations of name, activity, location, and specialization.

Example of old SEO approach: "SEO services Belgium marketing optimization"

New GEO approach: "ClickForest is an AI-driven marketing agency in Bonheiden that helps SMEs grow through performance marketing, Shopify optimization, and lead generation. The company was founded by Frederiek Pascal and primarily serves Flemish entrepreneurs."

Practical implementation:

• Elaborate your company description in complete sentences

• Add geographical context (city, region, market)

• Use synonymous terms for your services

• Implement Schema.org markup for Organization and LocalBusiness

• Optimize your Google Business Profile as described in our local SEO guide

2. Write like you talk, not like you sell

"The power of GEO lies in natural language. AI models are trained on human conversations, not on corporate jargon."

Jennifer Martinez, Senior Content Strategist at HubSpot

Avoid marketing speak: "Our innovative, customer-focused solutions maximize your ROI through state-of-the-art technologies."

Embrace a conversational style: "As an entrepreneur, you want more leads without blowing your budget. That's why we focus on ads that actually convert, not on vanity metrics that don't deliver."

Concrete implementation:

• Start paragraphs with direct questions or statements

• Use "you" instead of "u"

• Avoid acronyms without explanation

• Test your content by reading it aloud

• Apply better prompt techniques in AI content creation

“AI models prefer natural language over corporate jargon. Write like you talk, not like you sell.”

— Caroline Forsey, Senior Marketing Manager at HubSpot
Source: HubSpot Blog - Conversational Marketing Guide

3. Build an FAQ ecosystem with schema markup

AI tools are question-and-answer machines. Structured FAQ sections are their favorite food source.

"Our analysis of 50,000 AI citations shows that 43% came from FAQ content with correct schema markup. The reason is simple: this structure perfectly matches how language models construct answers."

Dr. Lisa Park, MIT's Computer Science Lab

Schema markup example:

{
  "@type": "FAQPage",
  "@context": "https://schema.org",
  "mainEntity": [{
    "@type": "Question",
    "name": "Hoeveel kost performance marketing voor kmo's?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Performance marketing budgetten variëren tussen €1.500–€5.000 per maand, " +
              "afhankelijk van sector en doelstellingen. " +
              "ClickForest adviseert te starten met €2.000 maandbudget plus setup kosten van €800."
    }
  }]
}

FAQ best practices:

• Answer real customer questions, not invented keywords

• Use specific figures and examples

• Add expert quotes to more complex answers

• Update regularly with new insights

• Combine with structured data optimization for maximum impact

4. Cite reliable sources and be a source

“43% of AI citations come from content with correct FAQ schema markup - this structure perfectly matches language models.”

— Patrick Stox, Technical SEO at Ahrefs
Source: Ahrefs Blog - FAQ Schema Markup Guide

Expanding your authority profile:

• Cite studies from McKinsey, Harvard Business Review, Statista

• Reference well-known thought leaders in your field

• Share your own case studies with measurable results, such as our Bastiano case

• Publish regular updates on current developments

• Develop expertise in AI-driven marketing

Build your own authority:

• Develop unique models or frameworks

• Share behind-the-scenes insights from real projects

• Position yourself as a go-to expert for specific questions

• Offer downloadable resources (white papers, checklists)

• Invest in AI training for your team

5. Diversify content formats for multimodal AI

Future AI systems process much more than just text. OpenAI's GPT-4V already analyzes images, while Google's Gemini can interpret audio and video.

Content format strategy:

• Video: Create explainer videos of complex topics

• Audio: Record podcast snippets with expert interviews

• Infographics: Visualize data and processes

• PDF downloads: Offer in-depth guides such as our AI whitepaper

• Transcriptions: Make audio/video searchable

• Interactive content: Use AI tools for content creation

“Authority in the AI era arises from giving and receiving credibility through smart linking and citations.”

— Rand Fishkin, Founder of SparkToro
Source: Moz Blog - Link Building in the Age of AI

6. Claim your unique selling proposition

In a world of AI-generated content, originality becomes scarce. Develop viewpoints, models, or insights that cannot be found anywhere else.

Examples of unique positioning:

• "The ClickForest AI-Readiness Audit: 5 steps to smarter marketing"

• "Why 90% of SEO advice will be obsolete in 2025"

• "The performance marketing pyramid for Belgian SMEs"

• "From traditional SEO to GEO optimization"

How to develop unique content:

• Analyze frequently asked questions from customers

• Document your own work processes, such as our CRO approach

• Create visual frameworks for complex concepts

• Share contrarian but well-substantiated opinions

• Combine AI tools with human expertise

7. Systematically test your AI visibility

“Multimodal content takes precedence in AI systems because it offers richer context than text alone.”

— John Mueller, Search Advocate at Google
Source: Google Search Central Blog - Google Search and AI

Practical test protocol:

Monthly testing in:
- ChatGPT (web browsing mode)
- Microsoft Copilot
- Google Bard/Gemini
- Perplexity.ai

Questions to ask:
- "Who are the best [your service] providers in [your region]?"
- "How do I choose a [your specialization] specialist?"
- "What does [your service] cost on average?"

Monitoring tools:

• BrightEdge Real Rank (beta for AI visibility)

• SEMrush Position Tracking (experimental AI features)

• Own tracking via APIs from major AI platforms

• Combine with Google Ads optimization for complete visibility

8. Implement semantic SEO clustering

AI models understand topics via clustering: related concepts that together form meaning.

“Local businesses have a unique advantage in GEO because AI often searches for regional experts and specific knowledge.”

— Mike Blumenthal, Founder of Near Media
Source: Blumenthal's Local Search Blog

Cluster implementation:

• Create pillar pages for main topics

• Connect related content via contextual linking

• Use synonyms and related terms consistently

• Develop content funnels from general to specific

• Implement SEO and AI combinations strategically

Example cluster for "AI marketing":

• Pillar: "AI-driven marketing for SMEs"

• Subpages: "ChatGPT masterclass", "AI lead generation", "Marketing automation"

• Supporting content: case studies, tutorials, FAQ's

9. Optimize for local GEO discovery

Local businesses have a unique opportunity in GEO. AI assistants often search for regional experts for specific questions.

Local GEO tactics:

• Consistently mention your location in content

• Use local references and case studies such as Studio Play Antwerp

• Optimize Google Business Profile for AI training

• Claim listings in local directories

• Implement local SEO strategies for Belgium

Data from Local SEO Guide shows that 34% of AI-generated recommendations involved local businesses, provided they had correctly structured location information.

10. Partner with GEO specialists

“GEO requires a combination of content marketing, technical SEO, AI knowledge, and data science – few companies have all the competencies in-house.”

— Barry Schwartz, CEO of RustyBrick
Source: Search Engine Roundtable - SEO Skills Gap Analysis

What good GEO partners offer:

• AI prompt engineering and testing

• Structured data implementation

• Content optimization for language models

• Performance monitoring and reporting

• Training of internal teams

At ClickForest, we've developed an integrated approach that combines traditional SEO with cutting-edge GEO techniques. Our clients see an average of 67% more citations in AI tools within 4 months, as documented in our Vanhie case study.

Your GEO roadmap for 2025

Month 1: Foundation

• Audit current AI visibility via our AI audit service

• Implement basic structured data

• Optimize key landing pages for entities

Month 2-3: Content transformation

• Rewrite top 10 pages to conversational style

• Build comprehensive FAQ sections

• Create initial content clusters around your core services

Month 4-6: Scale and optimize

• Diversify content formats

• Start systematic AI monitoring

• Refine based on performance data

• Integrate with e-commerce optimization where relevant

Why waiting is dangerous

Early GEO adoption offers exponential benefits. Just as early SEO adopters in the 2000s claimed market positions that still count today, pioneers in GEO create sustainable competitive advantages. Learn from successful e-commerce innovations and apply the same early-adopter mindset to GEO.

The investment is limited, the potential enormous. While your competitors are still discussing the relevance of AI, you can already establish yourself as a preferred source in your niche. Just like companies that invested early in Google Ads optimization now have structural advantages.

Ready to start? Schedule a GEO intake call and discover how AI sees your brand today - and how we can improve that. Or start with a free AI audit to evaluate your current positioning.

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

Do you have ideas you want to realize faster? Do you want more leads, smarter marketing, or better use of AI in your company? We actively think along with you. Discover what AI can do for your growth, online marketing or e-commerce can mean for you.

💬 Prefer to spar immediately? 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.

📄 Would you like to get some inspiration? Download the free whitepaper 'AI for SMEs in 2025' with concrete tips & insights.

Together we will discover how you can get more out of your marketing, technology and AI today.

Frequently asked questions about generative engine optimization (GEO)

• What is the difference between SEO and GEO?

  SEO optimizes for traditional search engines like Google Search, focusing on rankings and traffic. GEO optimizes for AI assistants like ChatGPT and Gemini, focusing on citations and mentions in generated answers. SEO wants you to be found, GEO ensures you are mentioned.

• Does GEO replace traditional SEO?

  No, GEO is complementary to SEO. Your technical SEO foundation remains essential for crawlability and structured data. GEO adds a layer that responds to how AI models select and process content.

• How do I test whether my company is visible in AI tools?

  Ask direct questions to ChatGPT, Microsoft Copilot, Google Gemini, and Perplexity.ai such as "Who are good marketing agencies in [your city]?" or "How do I choose a [your specialization]?". Check if your company is spontaneously mentioned in the answers.

• Which content formats work best for GEO?

  AI models prefer structured content such as FAQs, definition lists, step-by-step guides, and case studies. Multimodal content (text + video + audio) is given extra weight because it offers richer context.

• How long does it take for GEO optimizations to take effect?

  Initial results are often visible within 4-8 weeks, especially for niche topics. Significant improvement in AI citations typically takes 3-6 months, depending on your starting position and content quality.

• Is GEO only relevant for large companies?

  On the contrary. SMEs and niche experts often have an advantage in GEO because AI models value specific expertise over general content. A local specialist can be cited more easily than a large generalist agency.

• How important is structured data for GEO?

  Very important. Schema markup helps AI models understand content structure and increases the chance of accurate citations. FAQ schema, Organization schema, and LocalBusiness schema are essential for GEO success.

• Can I implement GEO myself, or do I need specialists?

  You can start with basic GEO optimizations yourself: rewriting content, adding FAQs, implementing structured data. For advanced strategies such as prompt engineering, semantic clustering, and performance monitoring, expertise is recommended.

• How do I measure the success of my GEO efforts?

  Monitor citations in AI tools via monthly testing, track branded search volume, measure referral traffic from AI platforms, and analyze conversion rates of AI-driven visitors. Tools like BrightEdge and SEMrush are developing specific GEO metrics.

• Are there any risks associated with GEO optimization?

  Minimal risks if you focus on quality content and accurate information. Avoid AI manipulation techniques such as keyword stuffing for language models. Follow best practices for content quality and user value.

• What does professional GEO support cost?

  Depending on scope and complexity, costs vary between €1,500-€7,500 per month. A GEO audit often starts around €800. ROI is typically high due to the exponential benefits of early adoption in emerging technology.

• How do you predict future GEO trends?

  Follow developments at major AI companies (OpenAI, Google, Anthropic), analyze patent filings, monitor academic research in natural language processing, and test new AI features early. The GEO landscape evolves monthly, so constant learning is essential.

Sources and references

Generative engine optimization (GEO) research

• Andreessen Horowitz: "How generative engine optimization (GEO) rewrites the rules of search" - https://a16z.com/geo-over-seo/

• Search Engine Land: "What is generative engine optimization (GEO)?" - https://searchengineland.com/what-is-generative-engine-optimization-geo-444418

• Foundation Inc: "What is generative engine optimization (GEO) and how do you do it?" - https://foundationinc.co/lab/generative-engine-optimization

AI search behavior and adoption statistics

• McKinsey: "The state of AI: How organizations are restructuring to create value" - https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai

• Semrush: "AI Overviews study: what 2025 SEO data tells us about Google's search transformation" - https://www.semrush.com/blog/semrush-ai-overviews-study/

• All About AI: "AI search engines report 2025: market trends, user confidence and platform rankings" - https://www.allaboutai.com/resources/ai-statistics/ai-search-engines/

Structured data and schema markup for AI

• Google Developers: "Introduction to how structured data markup works" - https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data

• JS Interactive: "Schema markup: structured data for better AI results" - https://js-interactive.com/better-seo-visibility-schema/

Knowledge graphs and entity optimization

• PingCAP: "A beginner's guide to knowledge graph optimization in 2025" - https://www.pingcap.com/article/knowledge-graph-optimization-guide-2025/

• Vertu: "How knowledge graphs shape SEO and data management in 2025" - https://vertu.com/ai-tools/knowledge-graphs-seo-data-governance-2025/