GEO: prepare your website for AI search without magic shortcuts

SEO, AEO and GEO meet on the same page

SEO concerns search visibility; AEO often emphasises organising answers; GEO focuses on generative answers. These perspectives overlap considerably. They are not three independent switches.

Google’s guide to generative AI search says the SEO foundation remains relevant and special files such as llms.txt are not required to appear in Google Search. This describes Google; other systems have their own rules. Identify the platform and evidence before adopting advice.

Make the business easy to verify

Imagine a small consultancy whose homepage uses one name, footer another and business profile advertises a discontinued service. Before pursuing more mentions, we suggest reviewing its public information.

• Business name and a description of its work.
• Current services, service area and contact options.
• Content responsibility and review dates where useful.
• Examples with context and permission to publish.

Consistency helps readers check the offer. It does not require artificial repetition of the brand in every paragraph.

Replace generic claims with original material

“We create innovative experiences” explains no decision. A diagram of an enquiry flow, a comparison of scopes or an integration demonstration can make the work tangible.

This is our suggestion for useful business content. When including numbers, state their source, period and limitations.

Separate mentions, clicks and opportunities

The AI Performance in Bing Webmaster Tools report tracks citations in supported AI experiences. A citation does not itself represent a click or a sale. Assess visits and enquiries as well.

Keep a simple record: date, cited page, observed source and available business outcome. A manual assistant query can vary; treat it as an observation, not a fixed position or evidence that a particular edit caused the result.

Choose the next improvement by the gap

If the service is unclear, rewrite the page. If comparison matters, publish a guide with examples. If visits never reach the form, review navigation and contact. If submission fails, fix it before expanding distribution.

For a new project, we suggest clearly described services, articles that help readers choose and a straightforward enquiry. Give the business a home worth visiting, however people find it.