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What is GEO, and what should you change on your website?

GEO, or generative engine optimization, involves making information about your business easier for AI search services to find, understand and use accurately. Start with the information a potential customer needs to choose your product or service, and check whether your site provides it.

Imagine an office manager asking for a coffee machine for 40 employees. A page saying “innovative coffee solutions” offers little help. A page explaining daily capacity, plumbing requirements, servicing and rental terms gives the reader something to compare. Those details also give search systems material they can use in an answer.

Start with a real buying decision

Choose one service and list the questions customers ask before contacting you. Answer them on the relevant page: who the service is for, what is included, where it is available, what affects the price and what happens next. Use examples drawn from your actual work. Say when a price needs a quote instead of inventing a reassuring starting figure.

Check that the page loads, has links from elsewhere on the site and makes its main text available to the search services you want to reach. Technical access is only part of the work. Adding structured data or an llms.txt file does not compensate for missing information or guarantee a citation.

Check whether the work helped

Keep a small, repeatable set of customer questions. Record the AI service, date, language, answer and cited URLs. Check whether the answer represents your offer correctly, not just whether your name appears. Then look separately at inquiries and sales. An AI mention is evidence of visibility, not proof that it produced a customer.

Sources and further reading

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Published: · Reviewed by the geo-rank.ai editorial team · Our methodology