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In shortGEO (Generative Engine Optimization) means preparing your website and content so AI assistants such as ChatGPT, Gemini or Perplexity understand, cite and recommend your company. What matters most is clear answers to customer questions, structured data, consistent company information across the web and trusted mentions.
How is GEO different from SEO?
SEO aims to get your page high in Google's list of results. GEO aims to get an AI assistant to mention your company or rely on your content when it answers a question.
The difference matters because more and more people ask their questions in a chat with AI rather than in a search box. There are no ten links there – there is one answer, and your company is either in it or not.
How do AI assistants decide what to mention?
Each system works a little differently, but the general principles are similar. AI relies on what it has learned and on what it finds when searching the web at answer time.
- Whether the content answers the question directly and is easy to understand.
- Whether company information is consistent across sources: website, registries, directories.
- Whether the website is technically accessible: fast, clean HTML, not blocked for AI crawlers.
- Whether the company is mentioned in trusted sources: media, professional platforms, partner websites.
Which technical things should you fix first?
The technical foundation doesn't require big investment, but it is often neglected.
- Structured data (Schema.org): Organization, Service, FAQPage, Article and Person – so systems clearly understand who you are and what you do.
- robots.txt – check that AI search crawlers such as OAI-SearchBot, PerplexityBot or Claude-SearchBot aren't accidentally blocked.
- llms.txt – a short text file with a company description and links to the most important pages.
- Speed and HTML – content should be visible without heavy JavaScript execution.
- Language versions – if you work in several markets, each language needs its own page with hreflang links.
How do you write content AI will want to cite?
AI assistants like content that is easy to turn into a short answer. That doesn't mean texts must be dry – they must be clear.
- Start every page with a 2–3 sentence answer to the main question.
- Use headings phrased as real customer questions.
- Define terms: what it is, who it's for, how long it takes, what the price depends on.
- Add an FAQ section with concrete answers.
- Show the author and the last updated date – both strengthen trust.
Why are mentions elsewhere so important?
Even a great website is just one source. AI systems trust information more when it is confirmed in several independent places.
That is why GEO naturally connects with public relations: expert articles, interviews, press releases and accurate company data in directories increase the chance that your company is mentioned.
How do you measure GEO results?
The simplest way is to regularly ask AI assistants the questions your customers ask, in several languages, and record whether your company is mentioned and which sources are cited.
Track the trend over several months because answers change. netgroup usually starts GEO work with exactly this kind of visibility research, then fixes the technical side and the content.
Key takeaways
- GEO complements SEO: the goal is to be mentioned in AI answers.
- Start with the technical foundation: schema, robots.txt, llms.txt and speed.
- Write in answers: a short answer, clear headings, an FAQ.
- Mentions in trusted sources increase the chance of being cited.
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Frequently asked questions
Will GEO replace SEO?
No. GEO builds on the same foundation – a fast, clear and trustworthy website. Combining both gives the best results.
Can you buy a place in a ChatGPT answer?
Organic AI answers are not for sale. Visibility in them depends on content quality, clarity and mentions in trusted sources.
How soon do GEO results show?
Technical fixes can affect AI search fairly quickly, while building authority and mentions usually takes several months.
Is an llms.txt file required?
It is not a mandatory standard, but it is easy to create and helps AI systems quickly understand a site's content.