In the previous blog article, we looked at Answer Engine Optimization (AEO) – an approach that helps content get into search engine results.
But GEO is an equally important term to learn.
Today, searches are increasingly conducted not through a traditional list of results, but through generated responses, where generative artificial intelligence tools aggregate information from multiple sources and create a unified explanation. For example, ChatGPT is now also available Shopping Research, which allows the AI tool to recommend your product or service to a potential buyer.
If SEO is about positions,
and AEO will respond to the appearance,
then GEO is about whether, how often, and how your company is interpreted and included in the responses generated by generative AI tools.
What is GEO?
Generative Engine Optimization (GEO) is the optimization of digital presence so that the company is mentioned or used in the responses of generative artificial intelligence tools.
This applies to tools such as:
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ChatGPT
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Perplexity
- Claude
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Gemini etc.
Why is GEO becoming so important?
Search behavior is changing.
People ask:
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“Where can I buy natural, scented candles?”
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“The best dental clinic in Rezekne”
And often they don't see all 105 different websites.
They see one or more generated responses.
It is important to understand that AI tools use both previously learned data and current information from the internet, so a consistent and long-term presence is essential.
Pictured: ChatGPT's answer to the question - the best dentists in Rezekne
How does AI choose what to mention?
Generative tools analyze:
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Is the company mentioned in multiple reliable sources?
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Is all information clearly defined and available on the website?
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Is the information structured and consistent?
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Is the brand associated with a specific topic or industry?
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Are there any external references (media, publications, interviews)?
- Is the brand actively mentioned on social media?.
How to work with GEO? A practical example for a dental clinic
Let's imagine a dental clinic in the region that wants to be mentioned by artificial intelligence tools when people ask:
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“Which is a good dentist in Rezekne?”
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“Where to get dental implants in Latgale?”
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“How much does dental implantation cost?”
1. Clearly define specialization
Not:
“We provide quality dental services.”
But:
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We specialize in dental implantation and aesthetic dentistry.
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We offer implantation with digital planning.
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We work with patients from the Latgale region.
The more precisely defined the expertise, the more likely it is that AI will link the clinic to a specific service.
Pictured: ChatGPT's answer to the question - where to get a tooth pulled in Latgale
2. Create thematic pages for specific issues
Not one general “Services” page, but separate pages:
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What is dental implantation?
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How does the implantation process work?
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How much does a dental implant cost?
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When is an implant not suitable?
There should be a clear, defining answer at the beginning of each page.
Example:
“Dental implantation is a procedure in which a titanium implant is placed in the jawbone to replace the root of a lost tooth.”
Such text can be used as an explanation in AI.
3. Create an FAQ section with real customer questions
Not a formal section, but questions that people actually ask:
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Is dental implantation painful?
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How long does an implant last?
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Is the procedure safe?
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How to prepare for implantation?
Pictured: Sources used by Chatgpt when answering the question “Best dentistry in Rezekne”
4. Appear in external sources
If the clinic:
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provides commentary to local media about dental health,
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participates in an interview,
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is mentioned on the health industry portal,
The AI perceives this as an additional signal of trustworthiness.
In the case of GEO, external references are particularly important.
5. Ensure information consistency
The name, service descriptions, and specialization must be worded the same:
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on the website,
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On your Google Business profile,
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on social media,
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in catalogs.
If a clinic positions itself as a “family dentistry” in one location and an “implantology center” in another, it will be more difficult for the MI to create a clear association.
Image: Chatgpt's response regarding sources used
6. Create thematic blog posts
GEO does not mean one article about implantation.
This means content about:
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dental care,
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periodontitis,
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dental aesthetics,
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prosthetics,
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pediatric dentistry.
It's not as complicated as it might seem at first. Organize your digital presence so that it's clear what you do and who you're associated with.
Remember, GEO is not a quick fix and it doesn't mean you'll appear in all MI answers tomorrow. But this is a sign for you - start today!
The article was prepared by: Mg.sc.comm. Katrīna Bartkeviča, strategic communication specialist and head of SISTERING.
