GEO – Generative Engine Optimisation
"Hey ChatGPT, which marketing agency in the Bernese Oberland would you recommend?"
What would have sounded like science fiction two years ago is now part of everyday life. More and more people are no longer typing their questions into Google's search bar, but asking them directly to AI. And the answers they get there determine which brands are still noticed – and which are not.
This is exactly where GEO comes in.
What is GEO?
GEO stands for Generative Engine Optimisation and refers to all measures that contribute to a brand being visible in AI-generated answers. Specifically, it is about being perceived and recommended by systems such as ChatGPT, Google AI Overviews or Perplexity AI as a credible, expert source – without necessarily requiring a click on your own website.
GEO is therefore a supplement to SEO, not a replacement. While SEO focuses on rankings and website traffic, GEO focuses on brand authority: does the AI know my brand – and does it consider it worthy of citation?
How does AI decide who to recommend?
AI systems are trained with huge amounts of data. In the process, they learn which brands are considered authorities in a particular subject area. The more often and consistently your brand appears in credible sources, the greater the chance that it will be considered a relevant answer.
Two things play a role here:
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What is on your own website – i.e. the quality, structure and relevance of your content.
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What others write about you: mentions in the media, specialist publications or comparison lists are strong signals for AI systems.
Frequently asked questions about GEO
Is GEO the same as SEO?
No. SEO optimises for search engines and their rankings. GEO optimises for AI systems that answer questions directly – without displaying a list of hits. Both disciplines complement each other, but require different measures.
Does GEO also work for smaller companies?
Yes – and GEO offers great opportunities for regional SMEs in particular. Those who are consistently visible in their subject area can be recommended by AI systems even without large advertising budgets.
How long does it take for GEO measures to take effect?
Depending on the measure, there may be a change quickly (within days), as AI search systems refer to current data. Other measures, on the other hand, only take effect after a longer period of time (several weeks).
Can you guarantee that you will appear for certain AI prompts?
No – and anyone who promises that is lying to you. What is possible is to significantly increase your chances through targeted measures.
How do we proceed at deeds?
We work with a four-step approach:
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Audit – We look at how your brand is perceived in AI systems today, which questions are relevant to you and where the greatest opportunities lie.
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Strategy – We determine which measures are currently most effective for your goals.
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Optimisation – We improve your content (on-page), strengthen your presence in external sources (off-page) and ensure that your website is technically sound: structured data, clear information architecture, content that AI likes to cite.
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Monitoring & reporting – We keep an eye on how your visibility is developing and continuously adjust measures.
The most important GEO measures at a glance
A few things make the biggest difference – regardless of whether you work with us or not:
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Build topic authority
Write consistent, technically sound content on your core topics. -
Create quotable content
Answer frequently asked questions directly and clearly – FAQ sections work particularly well for AI systems. -
Secure external mentions
Get yourself mentioned in the media, specialist publications and comparison lists, not just linked to. -
Optimise technically
Use structured data (Schema.org) so that AI can better understand your content. -
Strengthen your social presence
Pay particular attention to LinkedIn and YouTube, as both are heavily used as sources by AI systems.
A word of honesty to conclude
GEO is a young field. No one can guarantee today that your brand will appear in response to a specific prompt.
What we can promise you is a sound strategy based on the latest knowledge that will significantly improve your chances compared to brands that ignore the topic.
And one thing is clear: those who start now will gain a head start.
Curious about how visible your brand currently is in AI systems? Get in touch – we'll take a look together.
Or would you like to understand AI better yourself first? In our AI workshops, we show you how to integrate ChatGPT & Co. into your everyday life in a meaningful way.