AI search
GEO (Generative Engine Optimization)
In short
AI search is when people get a finished answer from ChatGPT, Perplexity or Google instead of a list of links. GEO is the work of becoming one of the sources.
When someone asks ChatGPT, Perplexity or Google's AI Overviews and AI Mode, they get a written answer instead of ten links. The answer shows links to the sources it is built on. GEO is about being one of those sources.
Why it matters to you
If the answer is already in the summary, people have less reason to click through. The business used as a source still gets the visibility, and if someone does click through, they have already read about you.
Most of it is good old SEO. Google writes that there are no additional requirements or special optimisations for appearing in AI Overviews or AI Mode, and that you do not need special AI files or new code. The page must be indexed and eligible to be shown with a snippet. The rest is clear answers, concrete facts and content that shows you know your trade.
What you can do today
Ask ChatGPT or Perplexity the question your customers ask most often, ideally with a place name. See who gets mentioned and which pages are used as sources. Also check that the robots.txt file on your website does not shut out OAI-SearchBot. OpenAI writes that sites that block it will not appear in ChatGPT search answers. If you want to read more, we have written about zero-click search and GEO.
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