ChatGPT, Claude, Gemini and Perplexity now recommend specific companies. We explain what GEO is and how to get into their answers.
Not long ago, everything started in a search engine. Today more and more people type their question straight to an AI assistant: “Recommend me a dental clinic in Žilina” or “Which company can build me a turnkey solar system?” And they get an answer with a few specific names. The question is whether yours is among them.
What GEO is
GEO stands for Generative Engine Optimization. It is a set of changes to your website and content that help AI tools like ChatGPT, Claude, Gemini, Perplexity or Google’s AI overviews know your business, understand what you do and have a reason to recommend it.
How GEO differs from SEO
SEO gets you into a list of links that the person then chooses from themselves. GEO gets you straight into the answer that the AI puts together for them. In classic search you compete for the first page. In an AI answer there is usually room for only a few companies, and anyone who is not in it may as well not exist. The good news is that GEO builds on SEO. A fast, clear and trustworthy website is the foundation for both.
How AI decides who to recommend
AI assistants draw on two sources. What they learned during training, and what they look up on the web right now. In both cases they favour a company about which they find clear, specific and consistent information. It helps when your website clearly states what you do, for whom and where. When you answer the questions customers really ask. And when other sources talk about you too, for example reviews, business directories or expert articles.
Five steps you can start with
- Write clearly on your website what you do, for whom and in which city or region. Without phrases that would fit just anyone.
- Add frequently asked questions and answers. AI draws on them easily, because they have exactly the shape in which people ask.
- State specific facts: your services, your process, real examples and numbers you can back up.
- Make your company details consistent everywhere you appear. Name, address, phone and opening hours should be the same on your website, in your Google profile and in directories.
- Collect reviews and mentions. The more trustworthy places say the same thing about you, the sooner AI will recommend you.
A quick five-minute test
Open ChatGPT, Claude or Gemini and ask the way your customer would ask. For example, about the best company in your field in your city. See who the AI names, what it says about those companies and which sources it draws on. If you are not there, you know where to start. If you are there, check that the details about you are correct.
What not to expect from GEO
A place in an AI answer cannot be bought or guaranteed. Results change depending on how the question is phrased, and each tool answers a little differently. GEO is therefore not a one-time trick, but ongoing work to keep your website understandable for people and for AI.
AI assistants are becoming the new place where customers make their decisions. Companies with a clear website, specific answers and a good reputation beyond their own page will be visible in them. The rest stay unnoticed, even when they do great work. Book a free AI audit and we'll look at how AI sees your business today and what needs to change.