More people now ask AI assistants for recommendations: “best packaging machine manufacturer in Gujarat”, “how to choose a CRM”, “good website design agency in Ahmedabad”. Instead of ten blue links, they get a written answer that may mention a few businesses. Generative engine optimisation, or GEO, is the practice of making your business easy for these AI systems to understand, trust and mention.
What is generative engine optimisation?
GEO is the work of improving how AI-powered search tools, such as ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity and Microsoft Copilot, understand and present your business. It is closely related to SEO, and some people call it AI SEO or answer engine optimisation.
How is GEO different from SEO?
Traditional SEO focuses on ranking web pages in search results. GEO focuses on being included and accurately described in AI-generated answers. In practice they overlap heavily. AI tools often rely on the same signals search engines value: clear content, technical accessibility, trustworthy sources and consistent information. That is why strong SEO remains the foundation for GEO.
How do AI assistants decide what to say?
Google explains how its own AI features use web content in its guide to AI features and your website. The short version: the same helpful, crawlable content that ranks in search is what generative engine optimisation builds on.
Each AI tool works differently, and the details change often. Broadly, they draw on information they were trained on and, increasingly, on live web results. They tend to favour sources that are clear, specific, consistent and widely referenced. Nobody outside these companies knows exactly how sources are chosen, so be cautious of anyone claiming a secret formula.
Practical steps to improve your GEO
1. Make your key facts unmistakable
State plainly who you are, what you do, where you are based and who you serve. Put this on your home page, about page and service pages in simple sentences.
2. Answer real questions directly
Structure pages around the questions customers ask. Give a clear, concise answer near the top, then the detail. FAQ sections with short answers are easy for AI systems to use.
3. Use structured data
Schema markup for your organisation, local business, services, products and FAQs gives machines a precise description of your business.
4. Keep business information consistent everywhere
Your name, address, phone, services and description should match across your website, Google Business Profile, social profiles and directories. Inconsistencies create doubt.
5. Earn credible mentions
Mentions on respected industry sites, directories, news articles and reviews help establish that your business is real and trusted.
6. Check AI crawler access
Review your robots.txt so the crawlers you want can read your site. Decide deliberately which AI crawlers to allow.
7. Measure regularly
Ask AI assistants the questions your buyers would ask and record whether and how your business appears. Repeat monthly to track progress.
What about llms.txt?
An llms.txt file is a proposed way to give AI tools a summary of your site. It is cheap to add, but there is no strong evidence yet that it improves visibility. Treat it as optional, not a priority.
What GEO cannot do
No one can guarantee that an AI assistant will mention your business. These tools change often and generate answers dynamically. GEO improves your chances by strengthening the signals AI systems rely on, and the same work usually improves your regular SEO too.
How to measure generative engine optimisation
There is no single dashboard for AI visibility yet. Ask leading assistants the questions your buyers ask, record whether and how your business appears, and repeat regularly. Track referral traffic from AI tools in your analytics, and watch branded searches, which often rise when assistants mention you.
Generative engine optimisation checklist
- Clear facts about who you are and what you do on your website
- Consistent business details across directories and profiles
- Structured data for your organisation and services
- Helpful pages that answer real buyer questions
- Reviews and mentions on trusted websites
- AI crawlers allowed to access important pages
Generative engine optimisation for local businesses
Local businesses can benefit from generative engine optimisation too. Make sure your Google Business Profile is complete, your website clearly states the areas you serve, and local directories list the same details. When someone asks an assistant for a recommendation nearby, consistent local information makes your business easier to mention.
Summary
Generative engine optimisation helps AI assistants understand, trust and mention your business. It builds on good SEO with clear facts, consistent information, structured data, helpful content and credible mentions. Start with the basics and measure regularly.
How HB Multimedia can help
Our AI SEO and GEO service audits how AI assistants currently describe your business, then improves your content, schema, brand consistency and authority. It works alongside our SEO services.
Frequently asked questions
Is GEO replacing SEO?
No. GEO builds on SEO. Strong technical SEO, helpful content and authority remain essential.
Which AI tools matter most for GEO?
Commonly used tools include ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity and Microsoft Copilot. Which matter most depends on your audience.
Can I pay to appear in AI answers?
Organic AI answers cannot simply be bought. Some platforms are experimenting with ads, but GEO focuses on earning organic mentions.
How long does GEO take to work?
Like SEO, it builds over time. Some improvements may be picked up quickly by tools using live search; others take longer.
Do small businesses need GEO?
If your customers research online before buying, yes. Local businesses benefit from strong Google Business Profiles and consistent details, which AI tools often use.
How do I check if AI tools mention my business?
Ask them the questions your customers would ask, in different ways, and note the answers. Track the results over time.