SEO and GEO: How to Get Found in Search and in AI Answers

SEO (search engine optimization) is the work of helping your pages appear in search results. GEO (generative engine optimization) is the work of helping your business get mentioned or cited in answers written by AI tools. The two overlap a lot. Most of what helps one helps the other.

If you only have time for one idea, it is this: be clear, be accurate, and be easy to verify.

What is SEO?

SEO helps search engines find, understand and rank your pages for the things people search. It has three parts:

• Technical: the site can be crawled, loads fast and works on mobile
• Content: pages answer real questions in a helpful way
• Authority: other trusted sources mention and link to you

Success is usually measured in impressions, clicks and leads from search.

What is GEO?

GEO is a newer name for working to appear in AI-generated answers. You will also hear AEO (answer engine optimization), AI search optimization and LLM SEO. They all point at the same goal.

Those answers come from tools such as Google AI Overviews and AI Mode, ChatGPT search, Perplexity and Microsoft Copilot. They read a question, pull from sources, and write a short answer that may include links or brand mentions.

Success looks different. Instead of a rank, you look at whether you are mentioned, cited, and described correctly.

SEO vs GEO at a glance

	SEO	GEO
Goal	Rank and earn the click	Be cited or named in an AI answer
Where it shows	Search results pages	AI Overviews, chat answers, assistants
Unit of competition	A page	A passage, a fact, or a brand
How it is measured	Rankings, clicks, impressions	Mentions, citations, accuracy of the answer
Main inputs	Technical health, content, links	The same, plus clear facts and trusted mentions elsewhere
Predictability	Fairly established	Changing, with less visibility into what works

What is the same

• Helpful, original content written for people
• A site that can be crawled and loads fast. If a page cannot be fetched, it cannot be used
• Clear structure: headings, short paragraphs, lists and tables
• Real expertise: who wrote it, who you are, and why you know the subject
• Trust: accurate facts, up-to-date pages, contact details and honest claims

Google has said plainly that there are no special extra requirements to appear in its AI features beyond the usual SEO basics, and that the page must be indexed and eligible to show in search. Treat claims that you need a secret AI trick with caution.

What changes with GEO

1. Answer the question first. Open each section with a direct, one or two sentence answer, then add detail. This helps both snippets and AI summaries.
2. Cover the follow-up questions. AI tools often break one question into several related searches. A page or cluster that answers the likely next questions is more useful.
3. State facts plainly. Price ranges, service areas, hours, specs and process steps should be easy to find and consistent everywhere.
4. Be consistent about who you are. Use the same name, description and details on your site, Google Business Profile, LinkedIn and directories. AI tools compare sources.
5. Earn mentions off your site. Reviews, directories, trade publications, podcasts, partners and forums all build the picture tools use about you.
6. Include original proof. Photos, case studies, data and first-hand experience are harder to copy than general advice.
7. Keep pages current. Show real update dates, and update when facts change.

What to be careful about

• Do not chase guarantees. No one can promise rankings, citations or traffic from AI tools. Be wary of anyone who does.
• Do not mass-produce AI text. Pages made only to fill space, with nothing new to say, go against Google’s guidance on spam and low-value content.
• Do not rely on llms.txt. It is an emerging idea, but Google has said it does not use it for search. It is harmless to add, but it should not be your plan.
• Do not add FAQ markup for rich results. Google limited FAQ rich results to a small set of sites. You can still write FAQ sections for readers, and they help clarity.
• Do not hide key information in images, PDFs only, or behind forms.
• Check what AI says about you. Mistakes happen. Know what is being said and correct the source when you can.

A simple 8-step plan

1. Make the basics solid. Mobile, speed, HTTPS, sitemap, no blocked pages. See 10 web design tips for better search visibility.
2. List the real questions your buyers ask. Use sales calls, emails, search suggestions, “People also ask” and your own support inbox.
3. Write one strong page per question or topic. Lead with the answer.
4. Add a short FAQ and key facts table where it truly helps a reader.
5. Add structured data that matches the visible page: Organization, LocalBusiness, Article, Product or Service.
6. Show who is behind it. Author name, role, an About page, and a way to contact you.
7. Build your footprint. Claim and complete your Google Business Profile, keep directories consistent, ask for reviews, and look for fair opportunities to be mentioned in trade sources.
8. Check and adjust monthly. Look at Search Console for impressions and queries. Ask the major AI tools your top questions and note whether you appear and whether the answer is right.

How to test your GEO visibility

• Write down 10 to 20 questions a buyer would ask.
• Ask them in Google (including AI Overviews where they appear), ChatGPT, Perplexity and Copilot.
• Record whether your brand is mentioned, whether your site is cited, and whether the facts are correct.
• Repeat monthly and compare. Answers vary from run to run, so look for trends, not single results.

What this means for a small business

You do not need a separate GEO program. A small business can get most of the way with a clear, fast site, helpful pages that answer real questions, consistent details across the web, and proof of real work. Do the SEO basics well, then write for the questions people ask out loud.

FAQ

What does GEO stand for?

Generative engine optimization. It is the practice of making your content and brand easier for AI answer tools to find, understand and cite.

Is GEO replacing SEO?

No. Search still drives traffic, and AI tools often draw on indexed, well-ranked content. GEO builds on SEO and adds a focus on clear answers and off-site mentions.

Do I need llms.txt?

Not for Google. You can add one if you like, but do not expect it to change your rankings or AI mentions on its own.

Should I block AI crawlers?

It depends on your goals. Blocking some crawlers may keep your content out of certain tools, and allowing them may help visibility but lets content be used. Decide per crawler, keep private areas such as client portals blocked, and review your choices from time to time.

Can I pay to appear in AI answers?

Some platforms are adding ads. Organic mentions are not for sale. Be careful with anyone who claims they can buy or guarantee them.

How long does it take?

There is no fixed timeline. New content may be indexed within days or weeks, and trust and mentions build over months. Measure progress, not promises.

Want help getting found?

That Guy Sketch builds sites and content with search and AI visibility in mind, then connects your inquiries to a follow-up that does not drop leads. Get Started and we will review where you stand.