Many people think improving their website’s visibility is about stuffing pages with keywords. But is that really what gets a business found today?

Curated by Martin R. Ricketts

Search has changed. People still use Google, but they’re also asking tools like ChatGPT, Gemini, and Perplexity to explain options, answer questions, and recommend businesses. So there are now two related challenges: helping people find your pages in search results, and helping AI systems understand your expertise well enough to include it in their answers.

That second challenge is often called GEO: Generative Engine Optimization. It’s about making your information clear, useful, credible, and easy for generative AI tools to interpret. It doesn’t replace SEO, and there’s no trick that guarantees an AI will cite you. But it does mean your content needs to work for both search engines and the people asking questions through AI.

Imagine two businesses. One repeats the same phrase again and again. The other clearly explains what it does, who it helps, what questions customers have, and what evidence supports its advice. The second gives visitors a better experience and gives search and AI systems more useful information to understand.

That starts with helpful content: answer real customer questions directly, use specific examples, explain technical terms, and make it clear who is responsible for the information. Keep your site accessible to search crawlers, organized with clear headings, and usable on mobile. Page speed matters for visitors, too, but a fast site by itself won’t earn a top ranking or an AI citation.

SEO and GEO work best together. SEO helps people discover your pages through traditional search. GEO helps make your expertise easier for AI tools to find, understand, and potentially reference in generated answers.

Here’s your ACTION STEP: Choose one question your ideal customer regularly asks. Publish a direct, evidence-backed answer on your website. Then check that the page loads well on mobile, can be accessed by search crawlers, and clearly identifies your business and expertise. Track whether it attracts search visits, and periodically check how AI tools respond to that same question. That gives you a practical starting point for improving both SEO and GEO.

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