Is your company already being found in AI search engines?

How often do you consciously open Google to ask a question? And how often do you ask that same question directly to an AI system? That small difference says a lot about how quickly our search behaviour is changing. Generative AI is rapidly developing into a primary source of information, meaning that traditional search engines are no longer the exclusive starting point of the customer journey.

For brands, this means one clear reality: your visibility can no longer rely solely on SEO. You also want to be present in the answers that AI models formulate. This calls for a new approach: GEO – Generative Engine Optimisation.

Participating in direct AI responses

AI platforms such as ChatGPT, Copilot, Gemini and Perplexity are increasingly answering questions with a single, complete, clear piece of advice. Users no longer have to scroll through a list of links; they get a concrete answer straight away.

The crucial question is: is your brand included in that answer?

Where SEO revolves around ranking factors, AI systems assess information based on:

• Expertise and reliability
• Consistent communication across all channels
• A content structure that is easy to process

Content that excels in these areas is more likely to be included in AI responses, even if your organic position in Google is less strong.

Why GEO is becoming indispensable alongside SEO?

SEO remains valuable, but the way AI selects information requires additional optimisation. With GEO, you focus on:

• Clearly structured, understandable content
• Content with real depth and practical utility
• Clear source references and recognisable expertise
• A consistent brand message on every platform

This increases the chance that AI will include your brand in advice, comparisons or product recommendations.

AI as part of the customer journey

AI plays an increasingly important role in every phase of the customer journey:

• Orientation: users ask for tips or recommendations
• Comparison: AI creates clear lists with insights
• Decision: systems identify brands and solutions that match the intention

How to increase your brand’s visibility in AI responses

More and more users are asking their questions directly to an AI tool. That is why it is important to optimise your content for this as well. Focus on:

• Clear, logically structured content
• Unambiguous, reliable information across all your channels
• Content that adds practical value
• Sources and signals that AI models can interpret well

The effect:

• You build authority in both search engines and AI platforms
• You strengthen your brand within a rapidly growing search channel
• You become visible at the exact moments when someone asks a question