What generative engine optimization is
More and more people ask assistants such as ChatGPT, Perplexity, Gemini or search engines’ AI overviews which provider to choose, which company solves a problem or which service fits. Those answers are built from information available on the web. Generative engine optimization (GEO), also called LLM SEO or AI search optimization, is the work of making sure that information about the company exists, is clear, is consistent and sits in sources these systems consult.
What can and cannot be done
There is no way to guarantee that an assistant will recommend a company: answers change with the question, the moment and the system. Anyone promising a fixed position in ChatGPT is promising something they do not control. What can be done is to increase the likelihood of appearing and of being described correctly, and to measure whether that happens.
What we work on
- Clear, citable content: pages that explain what the company does, for whom, how and within which limits, with direct answers to the questions people actually ask.
- Consistent identity: name, industry, location, services and contact details that match across the website, profiles and directories.
- Structured data: markup that helps search engines and AI systems identify the organization, its services and its FAQs.
- External sources: presence in industry directories, articles, publications and professional profiles, because assistants often rely on what others say about a company.
- Technical access: a site that can be crawled, loads well and does not block the systems that read it. Some sites also publish an llms.txt index for assistants; it is a proposed format, useful but with no guarantee of use.
SEO is still the foundation
Many assistants search the web before answering. That is why traditional search engine optimization still matters: indexed pages, titles that use the words people search for and useful content. GEO and SEO do not compete; the second is a precondition for the first.
How it is measured
We build a set of real questions from the company’s market and periodically ask different assistants, recording whether the company appears, how it is described, which sources are cited and which competitors show up. Geovox is our system for that measurement. Results are compared over time, because a single query is not enough to draw conclusions.
How the work is done
- Assessment: how the company appears today in search engines and assistants, and with which sources.
- A content and external presence plan based on the market’s real questions.
- Technical and structured data adjustments on the website.
- Periodic measurement and adjustments based on results.
Who it is for
For companies whose customers research before buying: professional services, technology, healthcare, education, travel, industry and any business where recommendations matter. To connect presence, content and sales, see AI for marketing and sales.