Generative Engine Optimisation (GEO): how to remain visible in the AI era

AI tools such as ChatGPT and Gemini are rapidly changing how people search for information. But what does that mean for your visibility as an entrepreneur or marketer? Enter: Generative Engine Optimisation – GEO for short.

In this article, we explain what GEO is, why you should not overlook it in your marketing approach in 2025, and how you can immediately put it into practice.

Marketer Dennis Vieren giving a marketing workshop to students.

What is GEO?

GEO is all about optimising your content for generative AI models such as ChatGPT, Gemini (Google) or Claude. These models no longer provide a list of search results, but direct answers to their users – often without your website being clicked on.

With classic SEO, you try to rank high in Google. With GEO, you want your brand, service or expertise to appear in the generated response.

Example

  • Someone asks: ‘What is a good marketing strategy for a start-up?’
  • The AI model provides an answer based on various sources.
  • With GEO, you ensure that your insights, name or company are included in that answer.

In short: GEO is the new way to stay top-of-mind digitally in a world where AI is increasingly becoming the “search engine”.

Team of marketers in the office reviewing the figures and graphs.

Essential to your marketing strategy

The digital rules of the game are changing. AI models are being used on a massive scale to search for information – not only by young people, but also by managers, customers and policymakers. As an entrepreneur or marketing manager, you want to be visible in this new space.

A few facts:

  • AI tools are being integrated into emails, browsers and even CRM software. Think of Gemini in your Gmail/Google Search or Copilot in Outlook.
  • Generative search engines are rapidly gaining ground in search habits.
  • Focusing on GEO gives you an edge over competitors who are still only focusing on SEO. The longer you wait, the smaller that edge will become.

Ride the wave before it's too late

You can compare it to the transition from print to online 15 years ago. Or the wave of social media marketing a few years later. Those who were there at the time had a huge head start. With GEO, this is happening again, but in the context of AI. Once bitten, twice shy …

How do you start with GEO?

You don't have to completely overhaul your website or strategy, but you do need to think differently about how your content is read – not by people, but by AI. Five tips to apply right away:

  • Write clearly and in a structured way: AI understands what you mean best when you use clear sentences, clear titles and logical paragraphs.
  • Answer specific questions: Think of questions such as “What are the costs of influencer marketing?” or “How can I use email marketing as an SME?”. Provide short, direct answers to these questions.
  • Use recognisable context: Name your target group or sector: “For SMEs in the construction sector...” or “Start-up webshops often find that...”. This way, AI knows when your expertise is relevant.
  • Claim your expertise: AI likes to select “authorities”. So show why you are reliable: through cases, awards, testimonials or specialised content.
  • Publish in AI-friendly places: Think of blogs, press articles, LinkedIn, podcast transcripts or YouTube. AIs use a wide range of sources, not just your website.

GEO only works if you take a strategic approach

Don't view GEO as a separate “to-do” that you can quickly tick off your list. It only works well if it fits within your broader marketing strategy:

  • Are your core messages consistent across the board?
  • Do you regularly publish new content that is current and relevant?
  • Is there a clear positioning behind what you share?

For entrepreneurs, it is important to take a long-term view: GEO boosts your visibility in a place where people (and AI) go to find solutions, suppliers and inspiration. For marketing managers, it is a new skill set to add to your toolkit.

Do you want your company to be ready for the AI search evolution?

We'd love to offer you training to make your business easier to find.