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 The sources they pull from can be outdated or incomplete, and not every summary is spot-on.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.

1. 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.
2. 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.
3. Use H2s and H3s for each question or subtopic
   It helps AI recognize your structure and grab specific sections.
4. Use bullet points, tables, and short paragraphs
   Make your info easy to scan. AI looks for patterns, not paragraphs.
5. 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.
6. 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.”
7. Use question-and-answer formats (FAQ style)
   Example: “What is GEO?” → “GEO stands for Generative Engine Optimization…”
8. 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.
9. Name entities clearly
   Don’t just say “the capital,” say “Amsterdam, Netherlands.” Use full names, dates, brands, and job titles.
10. Add unique insights
    AI will only use you as a source if you add value. Share original data, case studies, or expert takes.
11. Be factual and cite your sources
    Link to trusted, external info and list your references clearly.
12. Give AI context for your videos
    Use the description to explain your intent. Like: “This video shows how [problem] is solved using [method].”
13. Match your content to language and culture
    Dutch directness doesn’t always work elsewhere. Adjust tone, framing, and examples for each target audience.
14. Keep your content fresh
    Update your pages regularly. AI favors recent, relevant info.
15. 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.

1. Use HTML semantics
   Tag your content logically with elements like <article>, <section>, and <footer>.
2. Add structured data (Schema.org)
   Give AI context with schema types like FAQPage, Article, or Product. Fill in every relevant field.
3. Add reading paths
   Place a table of contents (TOC) at the top and use anchor links (id="example") for longer content.
4. Use clear internal linking
   Ditch “click here.” Link with phrases like “read more about our AI strategy.” AI gets your site structure that way.
5. 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.
6. Optimize for load speed and indexability
   Don’t hide content in JavaScript. Go server-side and keep it fast, AI likes it that way.
7. 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.
8. Add meaning to images
   Use alt texts and captions to give your visuals context.
9. Spell out entity relationships
   Help AI connect the dots: “Tim Cook has been Apple’s CEO since 2011.”
10. Use multilingual markup
    Add hreflang and inLanguage so AI knows which language version belongs to whom.
11. 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:
12. Optimizing for LLMs.txt
    It’s not a standard yet, but there’s growing experimentation with concepts like llms.txt, a sitemap specifically for AI. Think of it as a way to guide language models just like robots.txt guides web crawlers. Ask your webmaster to create an llms.txt file (or use a generator), place it in the root directory of your site, and keep it updated - just like you would with SEO or GEO-related files.

Here’s some inspiration on what an llms.txt could look like:

• Anthropic’s basic LLMs.txt: https://docs.anthropic.com/llms.txt
• Anthropic’s full version: https://docs.anthropic.com/llms-full.txt
• Perplexity’s basic LLMs.txt: https://docs.perplexity.ai/llms.txt
• Perplexity’s full version: https://docs.perplexity.ai/llms-full.txt

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.

1. 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.
2. Check if you show up
   Use tools like Google Search Console, SGE trackers, or Bing Chat Logs to see where your content appears.
3. Use feedback loops to improve
   Not cited as a source? Dig into why. Get more specific, rewrite unclear parts, or add missing context.
4. 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.
5. 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.

So what about ads?

Until recently, the story was simple: ChatGPT was ad-free. No paid visibility, just content selection. Your content had to do the heavy lifting. You did not pay with money, you paid with quality.

That era is shifting.

OpenAI is now testing ads in ChatGPT. The rollout starts in the US for the free version and ChatGPT Go. Ads appear at the bottom of an answer when there is a “relevant sponsored product or service.” Paid tiers (Plus, Pro, Business, Enterprise) are ad-free for now. OpenAI says ads do not influence answers, conversations are not shared with advertisers, personalization can be turned off, and sensitive topics (like health and politics) will not show ads.

And then there is Google, the giant that has been running on ad revenue for decades.

Google is pushing AI further up in Search, and monetization is moving with it. Ads can now show up inside AI Overviews, pulled from existing campaign types like Search, Shopping, and Performance Max, with restrictions for sensitive categories. Google is also rolling out and testing AI Mode, a chatbot-style search experience where ads are woven into the flow, including via Performance Max, Shopping, and broad match.

For advertisers, that means:

• Less “classic” ad real estate, more contextual placements: your ad is not just next to results, it shows up at the answer moment.
• More automation, less control: campaigns that already lean into automation (PMax, broad match) are more likely to surface, but placements get harder to pin down.
• Higher cost, higher intent: less volume is realistic, but the clicks you do get are often closer to purchase intent.

Bottom line: relying on Google Ads alone is no longer a smart strategy, and “ChatGPT is ad-free” is no longer a safe assumption either. You need your brand authority and content structure dialed in so AI systems can confidently pull your content into their overviews. That is how you stay visible in a world where the click is becoming 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.