In short: AI search engines — ChatGPT, Gemini, Perplexity and Google AI Overviews — recommend companies about which they find clear, verifiable and consistent information in several sources. That is why GEO starts with the same thing as good SEO: the site has to be indexed, the answers have to be clearly written, and the company’s details have to be the same everywhere. There is no guarantee that you will be cited — but you can significantly increase the chance.
How GEO differs from ordinary SEO
In classic search, a person sees ten links and chooses for themselves. An AI search engine puts together one answer from several sources and sometimes shows where it took it from. For a company to make it into that answer, it is not enough to be “somewhere in the search results” — the content has to be something that can safely be used as an answer: specific, up to date and easy to find on the page.
Technical work is a prerequisite, not a guarantee
In audits we often see the same picture: the site is technically in order — indexed, fast, with a sitemap and structured data — yet it rarely appears in AI answers. The reason is usually not the code but the content and the company’s recognition outside its own site. That is why a technical audit is only the first step.
Six steps that really help
1. Make sure the site is accessible and indexed
Check that robots.txt does not block search engine and AI bots, and that the pages have been submitted to both Google Search Console and Bing Webmaster Tools. Bing should not be ignored: Microsoft Copilot relies on the Bing index, and other AI tools also use traditional search results as a source.
2. Write answers, not just advertising
An AI search engine looks for sentences that answer the question. “We are professional and innovative” answers nothing. “Website development costs from 700 EUR + VAT, and we build a Onepage site within one working day” — does. A short summary at the start of an article and a frequently asked questions (FAQ) section on service pages are useful.
3. Specific facts: prices, deadlines, technologies, examples
Figures, names and real projects are what AI tools like to cite. If your site states which platforms you work with, which integrations you have built and what you did for a specific client, that can be verified — and is therefore more trustworthy.
4. The same company details everywhere
Name, address, phone number, field of activity — these have to match on your site, your Google Business Profile, LinkedIn, Lursoft, industry directories (such as Clutch) and social networks. Technically, structured data helps reinforce this (Organization schema with links to these profiles).
5. Sources outside your site
AI trusts a company more if others write about it: customer reviews, partner pages, industry articles, project descriptions on clients’ websites. This is the slowest step, but also the one that is hardest for competitors to copy.
6. llms.txt — a useful addition, not a miracle cure
llms.txt is a file with a short, structured overview of your site, intended for language models. It helps organise the key information, but there is currently no evidence that it improves citation on its own. We use it as one of many signals.
How to measure the result
- Bing Webmaster Tools → AI Performance: how many times your pages have been cited in Copilot answers;
- Google Search Console: impressions and clicks, including for queries phrased as questions;
- regularly ask ChatGPT, Gemini and Perplexity the questions your customer would ask, and note what is recommended.
If you want to understand where your site currently stands, we can carry out an SEO / GEO audit — with a specific list of improvements, not general recommendations.