Generative artificial intelligence (AI) platforms like ChatGPT, Gemini, and Perplexity provide direct, personalized answers to your internet search questions, saving you from scrolling through pages of Google search results links.
These AI-generated responses are increasingly influencing purchasing and business partnership decisions. According to research from Bospar PR, nearly half of all executives believe AI will replace Google for business research by 2030 — which means small businesses that aren’t focused on generative engine optimization (GEO) might miss out on major opportunities.
Here’s what you need to know about GEO to ensure your business stays visible in the age of AI searches.
How AI and GEO have changed search engine visibility
Search engine optimization (SEO) — using targeted keywords, backlinks, and metadata to improve the chances of appearing on the first page of Google results — has long been the key to online visibility. Generative AI is forcing brands to think beyond traditional SEO.
“When 84% of decision-makers are already buying based on AI's first suggestion, visibility in AI results isn't optional anymore,” said Curtis Sparrer, Principal and Co-Founder of Bospar PR.
This shift has inspired a new term, generative engine optimization, to describe the emerging practices of optimizing your content for AI visibility. Showing up in results now depends less on keyword ranking and more on being perceived as a credible, authoritative source. GEO-friendly content focuses on more conversational phrasing (think of the way you would ask ChatGPT a question) and delivering direct answers to search questions with a quick, concise summary backed by verifiable facts.
The goal of GEO is twofold: Get your brand’s information mentioned in a generated response within an AI platform and in the “AI summary” at the top of a traditional search results page.
“Even if consumers don’t go directly to ChatGPT … to ask a question, they often cut off their Google searches after seeing the AI summary,” explained Debra Vilchis, President of Fishman PR.
[Read more: What Is Evergreen Content and When to Use It]
When 84% of decision-makers are already buying based on AI's first suggestion, visibility in AI results isn't optional anymore.Curtis Sparrer, Principal and Co-Founder of Bospar PR
Assessing your current AI search results
To understand how your brand currently appears across generative AI platforms, start by asking an AI tool about your business and industry with prompts such as:
- “What is [your company]?”
- “Who founded [your company]?”
- “Who are the top companies in [your industry]?”
Review the responses carefully — are they accurate, outdated, or incomplete? These answers can highlight how AI models currently perceive your brand (if your company is mentioned at all).
To help brands perform a more structured analysis, Sparrer’s firm developed Audit*E, a tool that evaluates how eight major AI platforms represent a brand. Audit*E provides visibility scoring, competitive benchmarking, and tailored recommendations for improvement.
Once you’ve reviewed your brand’s AI search results, revisit your owned media, such as your website’s “About” page and your company’s LinkedIn profile.
“When something is published clearly and cleanly on your site, it shows up in AI outputs,” Sparrer explained.
[Read more: 5 Generative AI Tools for Small Businesses]
How to improve your brand’s AI search visibility
Follow these GEO best practices to improve the chances of your brand’s content appearing in AI-generated searches.
Structure your content for machine readability
According to Vilchis, a strong GEO strategy should follow the EEAT principles — experience, expertise, authority, and trust — “which are the main things that generative engines are looking for.” Lead with direct, informative statements, then provide supporting context and credible citations.
As with traditional SEO, technical details such as schema markup, metadata, and clear headings will help AI tools accurately interpret your pages.
“If your content is not structured and contextualized in a way that allows AI models to ‘understand’ and trust it, you risk being invisible,” said Chris Hutchins, Founder and CEO of Hutchins Data Strategy Consultants.
Strengthen your earned media footprint with strategic PR
While owned content like your company is an important source of information for AI platforms, these tools also learn about you through earned media coverage, explained Sparrer.
“Third-party sources provide the external validation that gives AI platforms confidence,” he added. “Strategic PR that creates those authoritative mentions is now the foundation of AI visibility.”
Vilchis agreed and noted that since journalistic links are prioritized by AI, it’s “important for brands to have their messages and executives featured in earned media.”
[Read more: Expert Advice on How to Boost Your Business with PR]
Stay true to the basics of good content
While GEO requires a slightly different approach than SEO, the fundamentals of “good” digital content haven’t changed. Vilchis emphasized the importance of consistency in your messaging across platforms to help AI shape the right narrative about you. Similarly, Hutchins advised publishing regularly, maintaining a coherent voice, and aligning content with your broader mission.
Finally, remember that credibility, clarity, and audience relevance still make all the difference in your brand’s search visibility.
“Brands that [are] useful, human-centered, and consistent will continue to rise above the noise,” said Hutchins. “The tools evolve, but trust, clarity, and authenticity remain nonnegotiable.”
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