Many people now ask ChatGPT, Gemini or Perplexity instead of searching on Google, for example “Which dental clinic in Sathorn is good?” The answers usually name only a handful of brands, so the brands that get mentioned gain a big advantage. Getting your brand picked for these answers is called GEO, or generative engine optimisation.
| Topic | Traditional SEO | GEO |
|---|---|---|
| Goal | Rank on Google's first page | Be cited or recommended in AI answers |
| What users see | A list of links to choose from | A summarised answer naming a few brands |
| What helps | Keywords, links, site speed | Clear information that answers the question, mentioned across many sources |
| Measured by | Rankings and clicks | Mentions and traffic from AI |
How does AI choose which brands to recommend?
AI systems that can search the web read information from many sources and summarise it into an answer. Brands with clear information, mentions on several trustworthy websites and consistent reviews are more likely to be picked. Nobody knows the exact formula yet, but these principles align with good SEO anyway.
5 things you can do right now
- 1Write web pages that answer questions directly, such as how much it costs, who it's for and how it differs from competitors
- 2Create an FAQ page and add schema so systems can read your business information correctly
- 3Make your name, address, phone number and services consistent everywhere: your website, Google Business Profile and social media
- 4Build up reviews and mentions on news sites, articles and relevant forums
- 5Check your robots.txt file to make sure it isn't blocking AI bots you want to read your site
How to measure results
Regularly ask the questions your customers are likely to ask in ChatGPT and other AIs, note whether your brand is mentioned, and check in Google Analytics 4 whether traffic from AI sites such as chatgpt.com is increasing.
Summary
GEO doesn't replace SEO or advertising. It's another channel that keeps your brand top of mind from the research stage. Start by making your website information clear and directly answering questions, and pair it with ChatGPT Ads when you need faster results.