How to get found in AI search: from SEO to GEO

SearchGPT flipped the search game on its head. No more endless lists of blue links – just one clear, AI-generated answer. Great for users. Tough for marketers. So how do you make sure your content shows up?

The short answer: don’t just optimize for SEO – start thinking GEO: Generative Engine Optimization. In this blog, we’ll show you what it is, how it works, and what you need to do right now to stay visible in AI-powered search engines like ChatGPT, Google’s AI Overviews, and Perplexity.

What you’ll get:

what AI search engines are and how they work
how GEO differs from traditional SEO
hands-on optimization tips for AI visibility
tools and examples for e-commerce, B2B, and media
how to check if your content shows up in AI results

What are AI search engines?

AI search engines like Perplexity, ChatGPT’s Search, and Google’s AI Overview don’t give you a list of links anymore. Instead, they generate a direct answer to your question. No more endless scrolling, just one clear, well-sourced result.

Where classic search engines gave you a list you had to dig through, AI does the heavy lifting. The outcome? A summarized, supported answer. In other words, an AI answer engine.

Clicks? Optional. Your content only shows up if it’s selected as a direct source. That’s the challenge, and the opportunity.

What is AI Mode?

On top of AI Overviews, Google is testing AI Mode: a conversation-first search experience that uses multimodal input (text, voice, image). Think “Deep Search,” live camera queries, and AI-driven actions like booking tickets. It’s a major shift from static search results to intelligent, task-based answers.

Are there any downsides?

Definitely. AI-powered search engines are impressive, but far from perfect. The sources they pull from can be outdated or incomplete, and not every summary is spot-on. That’s exactly why your content needs to be up-to-date, trustworthy, and well-structured. The better your input, the more likely AI will choose you as a source.

For marketers, this means the battle for visibility is no longer fought on page one of Google, it’s happening in the AI box above it.

From SEO to GEO: why the rules are changing

SEO used to be all about snagging that coveted number one spot on Google. But AI-powered search engines play a different game. They don’t want the best link, they want the best answer. They ask follow-up questions, combine sources, and serve up the full story in one go.

That calls for a new strategy: Generative Engine Optimization (GEO). Still, GEO builds on the foundation of SEO. If your site isn’t crawlable, your content isn’t clear, or your structure is a mess, AI won’t even notice you. SEO lays the groundwork, GEO takes it to the next level.

So you’re not playing one game anymore, you’re playing two: SEO and GEO.

GEO: optimize your content for AI overviews and LLMs

Generative Engine Optimization (GEO) is all about structuring and writing your content so AI models - like Google’s AI Overviews, ChatGPT, Perplexity, and Gemini - can easily understand, summarize, and present it as a trustworthy answer to search queries.

It’s no longer about ranking. It’s about getting selected. If your content is relevant, clear, and well-structured, you’ve got a shot at showing up in those AI results at the top of the page, and being cited as a source in tools like ChatGPT and Perplexity.

So, how do you pull that off? We’ll walk you through the key tactics.

Content & structure: write content AI actually understands

To make your content AI-ready, you need to know how LLMs (large language models) process text. They use Natural Language Processing (NLP) to identify meaning and context, and they scan your page lightning fast for structure, clarity, and relevance. These tips help AI understand exactly what you're saying, and why your content is the right answer.

Give a direct answer
Start with a short summary, TL;DR, or bullet list. Then begin each paragraph with the key point. AIs want instant clarity: answer first, explain later.
Optimize your snippet section
Make sure the first block of text under each heading can stand alone. This is often what AI pulls in as the answer.
Use H2s and H3s for each question or subtopic
It helps AI recognize your structure and grab specific sections.
Use bullet points, tables, and short paragraphs
Make your info easy to scan. AI looks for patterns, not paragraphs.
Add a table of contents for longer pages
Include anchor links at the top. It helps both AI and your visitors understand what’s on the page.
Use smart headlines
Skip vague titles like “The future of everything.” Stick with clear, search-friendly ones like “What is GEO?” or “12 tips for AI optimization.”
Use question-and-answer formats (FAQ style)
Example: “What is GEO?” → “GEO stands for Generative Engine Optimization…”
Write like you're explaining it to someone out loud
AIs answer in a conversational tone, so write that way too. Avoid jargon (unless you explain it), and keep it clear and natural.
Name entities clearly
Don’t just say “the capital,” say “Amsterdam, Netherlands.” Use full names, dates, brands, and job titles.
Add unique insights
AI will only use you as a source if you add value. Share original data, case studies, or expert takes.
Be factual and cite your sources
Link to trusted, external info and list your references clearly.
Give AI context for your videos
Use the description to explain your intent. Like: “This video shows how [problem] is solved using [method].”
Match your content to language and culture
Dutch directness doesn’t always work elsewhere. Adjust tone, framing, and examples for each target audience.
Keep your content fresh
Update your pages regularly. AI favors recent, relevant info.
Prevent AI hallucinations with clear framing
Be ultra-clear with numbers, definitions, and claims. Use signals like “Note:” or “This only applies to…” to steer AI in the right direction.

Tech & semantics: structure your site for AI search engines

It’s not just what you say, but how your content is built. AI scans your pages lightning fast to figure out where the answers are, what belongs together, and which info it can trust. That’s why things like structured data, clean HTML tags, internal links, and consistent terms are key. They help AI understand and use your content as a source.

Use HTML semantics
Tag your content logically with elements like <article>, <section>, and <footer>.
Add structured data (Schema.org)
Give AI context with schema types like FAQPage, Article, or Product. Fill in every relevant field.
Add reading paths
Place a table of contents (TOC) at the top and use anchor links (id="example") for longer content.
Use clear internal linking
Ditch “click here.” Link with phrases like “read more about our AI strategy.” AI gets your site structure that way.
Stick to clean URLs and canonical tags
Use short, readable URLs (like /services/seo), no messy tracking codes. Otherwise, AI may miss the right version.
Optimize for load speed and indexability
Don’t hide content in JavaScript. Go server-side and keep it fast, AI likes it that way.
Prioritize UX
AI looks at user experience. Fast loading, easy navigation, and mobile-friendly design make your content easier to digest - for people and machines.
Add meaning to images
Use alt texts and captions to give your visuals context.
Spell out entity relationships
Help AI connect the dots: “Tim Cook has been Apple’s CEO since 2011.”
Use multilingual markup
Add hreflang and inLanguage so AI knows which language version belongs to whom.
Optimize your Google Business Profile
For local SEO, your GMB profile feeds AI directly. Keep NAP data (name, address, phone) and business info consistent and up to date.

Looking ahead:
Prep for llm.txt
It’s not a standard yet, but concepts like llm.txt - a kind of sitemap for AI - are in the works. Structure your content clearly now, with clean semantics and a strong hierarchy, and you’ll be ready when it arrives.

Monitor your visibility in AI results

GEO doesn’t stop at hitting publish. You need to know if AI is actually picking up your content, and why (or why not). By testing, tracking, and tweaking, you stay visible and avoid surprises.

Test if AI understands you
Ask ChatGPT, Perplexity, or Gemini: “Summarize this page for me.” If the answer’s accurate, you’re on the right track.
Check if you show up
Use tools like Google Search Console, SGE trackers, or Bing Chat Logs to see where your content appears.
Use feedback loops to improve
Not cited as a source? Dig into why. Get more specific, rewrite unclear parts, or add missing context.
Avoid getting filtered out
AI filters out sensitive, medical, or legal claims. Add clear disclaimers, reference laws like GDPR or DMA, and keep your tone objective and bias-free. Skip the hype, AI won’t buy it.
Control what you don’t want shown
Use data-nosnippet or <meta name="robots" content="nosnippet"> to keep sensitive content out of AI summaries.

GEO in action: how to optimize your content for your industry

GEO isn’t one-size-fits-all. Each industry needs its own approach. Here’s how to apply the core GEO principles to your sector, so AI tools choose your content as the best answer.

E-commerce:

Start product pages with a quick summary or “Key specs at a glance”
Use bullet points for features, USPs, and benefits
Add user reviews in plain HTML (not embedded widgets)
Use the right schema markup: Product, Review, Offer, AggregateRating
Clearly mention brand, model, stock status, and shipping time
Add FAQs on usage, sizing, delivery, and returns
Include ProductAvailability and ShippingDetails in your structured data

B2B:

Write FAQs and explain your services with headings like “What is...?”
Use industry-specific terms and define them clearly
Build content clusters: one main page with deep-dive subpages
Show author expertise (e.g. CTO, consultant) and use Person markup
Mention use cases, industries, customer types - AI looks for patterns
Add case studies, testimonials, and experiences in plain HTML
Use structured data like Service, Organization, and SoftwareApplication (for SaaS)

Nonprofit:

Lead with impact: “€50 feeds a family for a week”
Add field stories, photos, and real human experiences
Use FAQPage schema for common donor questions
Explicitly mention goals, regions, projects, and partners
Include clear CTAs: donate, sign up, read more
Show your ANBI status and use Organization, DonateAction markup

Media:

Start every article with a bolded summary
Always include date, author, and source (and mark them with Article or NewsArticle schema)
Use <time> for the publication date
Internally link related articles
Add canonical links for syndicated content (AI can detect duplicates)
Name people, places, and organizations explicitly
Add context: who, what, and why this story matters

By applying these practical tweaks, you’re not just increasing your visibility - you’re boosting your chances of being selected as the definitive source by AI search engines.

Tools to help you master GEO

Want to optimize your content for AI-powered search engines? These tools help you understand how AI sees your site, structure your content, and fine-tune based on real feedback:

Google NLP API / IBM Watson / spaCy - Identify and test entities and semantic relationships
Frase / MarketMuse / Surfer SEO - Analyze content structure, coverage, and topical relevance
Google Structured Data Helper / Merkle Schema Generator - Quickly generate accurate schema markup
ChatGPT / Gemini / Bing - Test how AI summarizes and interprets your content, does it match your intent?
Google Search Console / Bing Chat Logs / SGE monitoring - Track your presence in AI overviews and monitor long-term performance

With tools like these, you’re not just boosting visibility - you’re becoming the go-to source AI systems trust and cite.

What about advertising?

AI systems like ChatGPT are (still) ad-free. That means no paid placements, just pure content selection. If you want visibility, your content has to earn it. You don’t pay with money, but with quality.

But what about Google, a company built on ads?

Since launching AI Overviews in the Netherlands, Google has been placing those AI summaries above traditional ads more and more. The result? Users get their answers right away and click fewer ads. And while Google claims AI Overviews “monetize just as well as classic search results,” we’re already seeing ad CTRs go down.

Still, ads aren’t going away, they’re evolving. Google is now testing ads inside AI answers, integrated through existing campaigns like Performance Max, Shopping, and broad match. Plus, it’s launching AI Mode: a conversational search experience with more subtle ad placement.

For advertisers, this means:

More competition for fewer visible spots
Rising CPCs, but sharper targeting
Lower volume, higher relevance

Bottom line: relying on Google Ads alone isn’t going to cut it anymore. You also need branded authority and solid content structure, so AI systems choose your content for their answers. That’s how you stay visible in a world where clicking becomes optional.

Conclusion: SEO isn’t dead, GEO is just joining the game

If you already have strong SEO content, you’re halfway there. Now it’s time to level up:

Make your content clear for both humans and machines
Structure, update, and specialize
Test, monitor, and keep improving

Because in an AI-driven search world, it’s not the most optimized page that gets picked, it’s the best answer. Make sure that answer is yours.