How to increase your visibility in AI search engines: from SEO to GEO

The arrival of SearchGPT is completely turning the world of searching and being found upside down. No more endless lists of search results, just a clear, generated answer to your question right away. Easy for users, but challenging for marketers: how do you ensure your content ends up there?

The short answer: by optimizing your content not only for SEO, but also for GEO: Generative Engine Optimization. In this blog, we’ll show you what that is, how it works, and most importantly: what you need to do right now to stay visible in AI search engines like ChatGPT, Google’s AI Overview, and Perplexity.

We’ll show you:

• what AI search engines are
• exactly what GEO is and how it differs from traditional SEO
• practical optimization tips for AI search engines
• tools and examples for e-commerce, B2B, and media
• how to check your own content for AI visibility

What are AI search engines?

AI search engines like Perplexity, ChatGPT’s Search, and Google’s AI Overview no longer provide a list of links, but instead give you a generated answer to your question right away. No more endless scrolling, just one clear, well-reasoned result.

Where traditional search engines gave you an endless list of results that you had to sift through yourself to find the answer, AI now does that work for you. The result? No individual links, but a well-reasoned, summarized answer. An AI answer engine, in other words.

You no longer need to click, unless your content is literally used as a source. And that’s exactly where the challenge (and the opportunity) lies.

What is AI mode?

In addition to AI Overviews, Google is now also testing AI Mode: a conversation-oriented search experience with multimodal input (text, speech, images). Think of “Deep Search,” live camera input, and AI actions such as booking tickets or making reservations. A fundamental shift from traditional search to smart, task-oriented AI answers.

Are there any downsides?

Definitely. AI search engines are impressive, but they’re not yet flawless. The sources used may be outdated or incomplete, and not every summary is equally accurate. That’s precisely why it’s crucial that your content is up-to-date, reliable, and well-structured. The better your input, the greater the chance that AI will select you as a source.

For marketers, this means the battle for attention is no longer taking place on page 1 of Google, but in the AI block above it.

“The playing field is changing rapidly, and those who don’t adapt will miss their chance.”

From SEO to GEO: why the rules are changing

SEO has always been about that coveted No. 1 spot on Google. But AI search engines work differently: they don’t want the best link, but the best answer. They ask questions themselves, combine sources, and deliver the result in one go.

That calls for a new approach: Generative Engine Optimization (GEO). Yet GEO simply builds on the foundation of SEO. Without a crawlable site, strong content, or a clear structure, you won’t make the cut, even with AI. So SEO remains the foundation; GEO is what you build on top of it.

So you’re no longer playing just one game, but two: SEO and GEO:

GEO: optimize your content for AI summaries and LLMs

Generative Engine Optimization (GEO) is all about structuring and formulating your content in such a way that AI models, such as Google’s AI Overview, ChatGPT, Perplexity, and Gemini, can easily understand, summarize, and present it as a reliable answer to search queries.

It’s no longer just about ranking, but also about being selected, summarized, and cited. If you publish relevant, clear, and well-structured content, you have a chance to appear in the AI blocks at the top of the search results page and to be cited as a source in tools like ChatGPT and Perplexity.

How do you go about this? We’ll give you the most important tips.

Content & structure: write content that AI understands

To make your content AI-proof, you need to understand how LLMs (large language models) read text. They use Natural Language Processing (NLP) to recognize meaning and context, and scan at lightning speed for structure, clarity, and relevance. With these tips, AI will understand exactly what you’re saying, and why your content is the answer.

1. Provide an immediate answer
   Open with a short summary, TL;DR, or bullet list. Then start each paragraph with the main point. AI systems want quick clarity, so give the answer first, then the explanation.
2. Optimize your snippet segment
   Make sure the first block of text under each heading can be understood on its own. This is often the part that AI systems use.
3. Use H2s and H3s for each question or subtopic
   This helps AI recognize the structure and extract specific sections of text.
4. Use bullet points, tables, and short paragraphs
   Make your information easy to scan, AI looks for patterns, not blocks of text.
5. Add a table of contents to longer content
   Place a list at the top with anchor links to the subheadings. This helps AI understand what your page is about more quickly and makes it easier for users to scan the content.
6. Use “smart” headings
   Avoid vague, creative titles like “The Future of Everything,” and use direct, search-focused headings like “What Is GEO?” or “12 tips for AI optimization.”
7. Use question-and-answer formats (FAQ)
   For example: “What is GEO?” → “GEO stands for Generative Engine Optimization…”
8. Write as if you’re explaining it to someone in a conversation
   AI systems provide answers in conversational language, so write that way too. Avoid jargon (unless explained), and opt for clear, natural sentences that you could say out loud.
9. Name entities explicitly
   Don’t say “the capital,” but “Amsterdam, the Netherlands.” Use full names, dates, brand names, and job titles.
10. Add unique insights
    AI will only use you as a source if you add value. Think of your own data, case studies, or analyses.
11. Be factual and transparent about sources
    Link to external, reliable information and cite your references.
12. Provide context for your videos
    Include your intention in the description: “This video shows how [problem] is solved using [method].”
13. Tailor your content to the language and culture
    Dutch directness doesn’t work everywhere, so tailor your tone of voice, framing, and examples to your target audience in each language region.
14. Keep your content up to date
    Update pages regularly. Up-to-date content increases the likelihood that AI systems will view your page as a useful source, especially for topics that change rapidly.
15. Prevent hallucinations with clear framing
    Provide clarity on numbers, definitions, and claims. Use phrases like “Note:” or “This applies only to…” to keep AI systems on the right track.

Technology & semantics: structure your site for AI search engines

In addition to content, the technical structure of your content matters. AI systems scan your page at lightning speed, looking for structure: where does the answer begin, what belongs together, and which information is reliable? That’s why elements like structured data, clear HTML tags, internal links, and consistent terminology are so important. They ensure that AI understands your content and uses it as a source.

1. Work with HTML semantics
   Use elements like , , and to structure your content logically.
2. Use comprehensive structured data (Schema.org)
   Provide AI with context about your content using types such as FAQPage, Article, or Product. Fill in everything that’s relevant.
3. Use “reading paths”
   Add a table of contents (TOC) at the top and use anchor links (id="example") for longer content.
4. Link internally with clear anchor text
   Don’t use “click here,” but rather “read more about our AI strategy.” This helps AI understand your site’s structure.
5. Use clear URLs and canonical tags
   Make sure your pages have short, readable URLs (such as /services/seo), without tracking codes or parameters in the main URL. Otherwise, AI may have trouble choosing the correct version.
6. Ensure fast load times and indexability
   Don’t hide your content in JavaScript. Server-side rendering and fast load times make your content AI-friendly.
7. Optimize for UX
   AI systems pay attention to user-friendliness. Therefore, make sure your site is fast, has simple navigation, and features a mobile-friendly design. Content that’s easy for people to read is also easier for AI to understand.
8. Give images meaning
   Use alt text and captions to add context to your visuals.
9. Identify relationships between entities
   AI understands relationships better when you spell them out: “Tim Cook has been Apple’s CEO since 2011.”
10. Use multilingual markup
    Add hreflang and inLanguage so that AI knows which language version is intended for whom.
11. Optimize your Google Business Profile
    For local discoverability, your GMB profile is the primary source for AI rankings. Ensure consistent NAP data (name, address, phone number) and up-to-date information.
    
    And looking ahead:
12. Optimizing for LLMs.txt
    Although it’s not yet a standard, people are experimenting with concepts like LLMs.txt: a kind of sitemap specifically for AI. Ask your webmaster to create an LLMs.txt file (or use a generator), place it in the root directory of your website, and keep it up to date (as with everything related to SEO and GEO).
    
    For now, think of LLMs.txt as an additional signal, not a magic bullet. It may help you present your most important content more effectively, but there’s no guarantee that AI systems will use it.

For inspiration, here’s what your LLMs.txt file might look like:

• Anthropic’s LLMs.txt (short version): https://docs.anthropic.com/llms.txt
• Anthropic’s LLMs.txt (detailed): https://docs.anthropic.com/llms-full.txt
• Perplexity’s LLMs.txt (short): https://docs.perplexity.ai/llms.txt
• Perplexity’s LLMs.txt (extended): https://docs.perplexity.ai/llms-full.txt

Monitoring: stay visible in AI results

GEO doesn’t stop at publishing. You want to know whether AI picks up your content and why (or why not). By testing, monitoring, and making adjustments, you ensure you remain visible and prevent errors.

1. Test whether AI understands you
   Ask ChatGPT, Perplexity, or Gemini: “Give me a summary of this page.” → Is the answer correct? Then you’re on the right track.
2. Check if you’re visible
   Monitor AI visibility using a combination of manual prompts, AI visibility tools, server logs, referral data, brand mentions, and Search Console data. Don’t expect a perfect dashboard, not yet anyway.
3. Adjust usingfeedback loops
   Not being cited as a source? Analyze why and adjust your content: make it more specific, rewrite it, or add context.
4. Prevent AI from rejecting your content
   AI systems filter out content that is medical, legal, or sensitive. Add explicit disclaimers, cite legislation such as the GDPR, EAA, or DMA, and make sure your content is written objectively and neutrally. Avoid exaggerated language or bias.
5. Limit what you don’t want to include
   Use the `data-nosnippet` attribute or ` [DELETED] ` for sensitive information that should not appear in AI search results.

GEO in practice: how to apply AI optimization in your industry

In GEO, every industry requires its own approach. Below, you’ll see how to smartly apply GEO principles in your sector so that AI tools select your content as their answer.

E-commerce:

• Start your product page with a short 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 correct schema markup: Product, Review, Offer, and AggregateRating
• Explicitly state the brand, model, stock status, and shipping time
• Include an FAQ section with questions about usage, sizes, delivery, and returns
• Add structured data for ProductAvailability and ShippingDetails

B2B:

• Write FAQs and explanations about your service with headings such as "What is…?"
• Use industry-specific terms and explain them clearly
• Build content clusters: one main page with in-depth content below it
• Feature an expert author (e.g., CTO, consultant, specialist) and use Person markup
• Mention use cases, industries, and customer types, AI recognizes patterns
• Add case studies, testimonials, and user experiences in plain HTML
• Use structured data such as Service, Organization, and, if applicable, SoftwareApplication for SaaS

Non-profit:

• Start with the impact at the top: “With €50, you can help one family a week get food”
• Add field reports, photos, and stories from real people
• Use the FAQ schema for frequently asked questions from donors
• Name goals, regions, projects, and partners explicitly
• Include clear calls to action: donate, sign up, learn more
• Explicitly state your ANBI status and use Organization and DonateAction structured data

Media:

• Start each article with a bold summary
• Always include the date, author, and source (incorporate this into the Article or NewsArticle schema)
• Use for the publication date
• Link related articles to each other via internal links
• Add canonical links when syndicating (otherwise, AI may identify duplicate sources)
• Explicitly name the people, locations, and organizations involved
• Add contextual explanation: who, what, and why this news is relevant

By implementing these practical adjustments, you increase the likelihood that your content will not only be found but also selected as the answer by AI search engines.

Tools for GEO optimization

Want to optimize your content for AI search engines? These tools provide insight, structure, and feedback:

• Google NLP API / IBM Watson / spaCy: Identifying and testing entities and semantic relationships
• Frase / MarketMuse / Surfer SEO: Analysis of content structure, information coverage, and relevance
• Google Structured Data Helper / Merkle Schema Generator: Generate schema markup quickly and accurately
• ChatGPT / Gemini / Bing: Test how AI summarizes and interprets your page, is the answer accurate?
• Google Search Console / Bing Chat Log / SGE monitoring: Gain insight into your visibility in AI overviews and track your performance over time

With these kinds of practical adjustments, you’ll not only increase your visibility but also become the go-to source that AI chooses first.

So what about ads?

Until recently, it was simple: ChatGPT was ad-free. No paid visibility, just content-based selection. Your content had to do the work; you didn’t pay with money but with quality.

But that era is changing.

OpenAI is going to test ads in ChatGPT. First in the U.S., for the free version and ChatGPT Go. These ads will appear at the bottom of a response as soon as a relevant “sponsored product or service” matches the query. The paid tiers (Plus, Pro, Business, Enterprise) will remain ad-free for now. OpenAI says ads won’t influence the answers, conversations won’t be shared with advertisers, you can turn off personalization, and no ads will show for sensitive topics.

But what about Google, which has relied on ad revenue for years?

Google is increasingly pushing AI to the forefront in Search, and monetization is shifting along with it. Ads can now also appear in AI Overviews, fed from existing campaigns (Search, Shopping, and Performance Max), with restrictions for sensitive sectors.

In addition, Google is experimenting with AI Mode, a chatbot-like search experience in which ads are contextually integrated, including through Performance Max, Shopping, and broad match.

For advertisers, this means:

• Less “traditional” visibility, more contextual placements: your ad doesn’t just appear next to results, but pops up as part of the answer itself.

• More automation, less control: campaigns that already use broad targeting (PMax, broad match) are more likely to gain exposure in AI interfaces, but placement becomes more abstract.

• Intent becomes both more expensive and more valuable: lower volume is realistic, but the remaining clicks are more often high-intent.

   

Bottom line: relying solely on Google Ads is no longer a smart strategy, and “ChatGPT is ad-free anyway” is no longer a safe assumption either. You need to have your branded authority and content structure in order so that AI includes your content (and brand) in its overviews. That way, you’ll remain visible in a world where clicks are increasingly optional.

Conclusion: SEO isn’t dead, but GEO is on the rise

If you already have strong SEO content, you’re halfway there. Now it’s time to take it a step further:

• Make your content understandable to both people and machines
• Structure, update, and specialize
• Test, monitor, and improve continuously

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