How do you do GEO? Generative Engine Optimization step by step
Step 1: Measure where you stand
Before you optimize, you need a baseline. Build a fixed set of realistic questions your customers would ask an AI, and run them through ChatGPT, Gemini and Perplexity – each one several times, because the answers are non-deterministic. This shows whether and what for you get mentioned, and where competitors stand.
Step 2: Analyze which sources get cited
Look at where the AI pulls its answers from. Trade portals, Wikipedia, Reddit, YouTube or review platforms? These sources are your actual optimization targets – that's where it's decided who gets named, not on your website alone.
Step 3: Create answer-ready content
Produce content that answers a specific question completely, with evidence and on its own. AI prefers to cite clearly structured, fact-based sources. A short answer right at the top, clear subheadings, lists and FAQs make it easy for the machine to extract you.
Step 4: Build presence and consistency
Make sure you appear in the cited sources – through posts, mentions and evidence on platforms LLMs trust. Describe yourself the same way everywhere: website, LinkedIn, directories and press texts should paint the same picture, so the AI finds a clear consensus.
Step 5: Make yourself technically findable
Allow AI crawlers, serve clean, server-readable HTML and add structured data (Schema.org). What the machine isn't allowed to – or can't – read won't appear in answers.
Step 6: Repeat and adjust
GEO is a loop. Measure regularly whether your actions work, and adjust. Because models, sources and competitors change constantly, monitoring isn't the finish line – it's the engine of the process.
Key takeaways
- GEO is a recurring loop, not a one-off project.
- Measure first, then optimize – otherwise you optimize blind.
- The cited sources are the real target, not just your own website.
- Content, presence, consistency and technology work together; monitoring keeps the process running.
Want to approach GEO in a structured way? VISIBILIS measures your brand's visibility in ChatGPT, Gemini and Google AI Overviews, benchmarks you against competitors and shows which sources the answers come from – the foundation for every GEO step. Book a free demo
Frequently asked questions
What is the practical difference between GEO and SEO?
SEO optimizes for ranking positions in classic search. GEO optimizes for your brand being named and cited in the generated answers of AI systems. A lot of the SEO craft helps, but GEO additionally factors in sources like forums, Wikipedia and video, plus brand consistency.