What is GEO and what do I need to know about it?

In other words: GEO is no longer just about being visible. It's about earning a place in AI's answers. Our expert Andrew de Lisle explains more about this emerging digital transformation.

How do I show up in GEO?

To appear in generative search engine answers, your content needs to meet certain criteria that make it attractive, reliable, and machine-readable for AI agents. Here are some key factors for effective content marketing:

1. Write clearly and to the point
   • Avoid fluff, vague wording, and ambiguities.
   • Use concrete examples, plain language, and active voice.
2. Structure content effectively
   • Break into sections with clear headings.
   • Use bullet points for facts and summaries.
   • Include FAQ sections that answer common questions.
3. Meet search engines' requirements for Experience, Expertise, Authoritativeness, and Trustworthiness (E‑E‑A‑T).
   
   
4. Publish on authoritative platforms
   • AI prioritizes sources with high credibility and good domain authority.
   • Guest blog or get mentions from well-known websites in your industry.
5. Update content regularly
   • Generative AIs prefer current information
   • Continuously revise articles to keep them relevant.
6. Ensure technical accessibility
   • Use proper code structure and clear metadata.
   • Implement schema markup (e.g., LocalBusiness, FAQ, HowTo, Article) to help AI - understand content.
   • Optimize for mobile design and loading times.

Are there tools that can measure GEO today?

Since GEO is relatively new, there aren't yet comprehensive tools specifically designed to measure your GEO visibility. But you can use a combination of these data visualization and marketing automation tools to monitor how AI models use and cite your content. 

•  ChatGPT Search & Perplexity AI
  Search for your keywords and see if your content appears as a source.
  
  
• Google Search Console
  While SEO-focused, it can show traffic changes from Google AI Overviews.
  
  
• Google Analytics
  View traffic you get from ChatGPT, Perplexity, etc.
  
  
• Ahrefs and SemRush
  In the process of showing more AI data for better insight into data mining. 

Example of GEO in practice – A sustainable energy company

Before GEO optimization they wrote blog posts full of technical jargon without clear structure. After GEO optimization:

• They wrote articles in FAQ format.
• Used schema markup and clear metadata.
• Added concrete examples and references to credible studies.
• Published on partner sites in climate and technology sectors.

Result: When asking a generative AI about "benefits of solar panels in the Nordics," their content is cited directly even though they don't rank first on Google.

Are we moving from SEO to GEO? 

 GEO isn't an alternative to SEO – it's the next step in digital strategy. AI search engines already favor well-ranked and credible sources, which means your SEO work isn't just relevant – it's crucial. With the right marketing strategy, your SEO becomes the foundation for success in AI-driven environments too.

How SEO and GEO work together

FAQ about GEO

Do I need to choose between SEO and GEO?
No, they complement each other. GEO should be seen as an extension of SEO, not a replacement, as part of your overall digital transformation.

How do I know if my content is being used by AI?
You can test with prompts in ChatGPT, Perplexity, or other generative tools. Write questions where you should appear and see what the AI responds and which sources are mentioned.

How quickly does GEO deliver results?
It varies, but the effect can sometimes be noticed faster than traditional SEO because AIs can pick up new content quickly – especially if published on trusted sites with good website design.