GEO (generative search)
SEO applied to AI (GEO): being cited by ChatGPT, Perplexity and Google AI when your market asks them its buying questions.
Capture demand, or generate it?
Not all acquisition levers do the same job. Some go and find customers who don’t know you yet, others harvest those already looking for you, others convert and measure. GEO (generative search) is first and foremost a lever to capture demand.
Generate demand
Create interest where it doesn't exist yet: you go and find the customer.
Capture demand
Harvest the intent already searching: the customer looks for you.
Convert and measure
Turn traffic into customers, and steer by data.
What I run in GEO
GEO answers a shift in behaviour: more and more people ask a conversational AI instead of typing a query into a classic engine. The challenge becomes being the source the AI cites and recommends. I scope the strategy, then orchestrate SEO and GEO experts from my network.
1. The foundation: solid SEO
There is no GEO without an excellent SEO foundation. AI engines rely heavily on the same signals as traditional search: crawl, indexing, performance, architecture and content quality.
2. The major lever: reputation
The big difference with GEO is the over-weighting of reputation compared to classic SEO. AI gives strong weight to brand credibility and to the mentions that talk about you elsewhere on the web. Building that authority is the central lever.
3. The sources AI favours
AI engines draw on well-identified sources. Community forums and online encyclopedias weigh heavily in their answers, all the more so as some AIs have struck direct partnerships with these platforms. The strategy is to strengthen your presence where AI goes looking for its information.
4. A suitable content strategy
- Contextualised, precise content that answers a clear intent.
- Questions built into the content, because AI reasons in questions and answers.
- Repurposing your existing SEO content to make it digestible for the models.
Classic SEO or GEO: what changes
| Criterion | Classic SEO | GEO (AI answers) |
|---|---|---|
| Goal | Appear at the top of Google's results | Be cited or summarised in AI answers (ChatGPT, Gemini, Perplexity) |
| Content format | Keyword-optimised pages, FAQs, long content | Original, structured and sourced content, data and studies |
| Expected quality | Keyword relevance, technical experience | Teaching clarity, perceived reliability, expert tone |
| Credibility | Backlinks, seniority, technical structure | Public reputation, EEAT (experience, expertise, authority, trust) |
| Distribution | Google ranking, link building | Presence in cited content, citations by third-party sites |
| Automation | Mass generation possible, but risk of thin content | Partial updates possible, fully automatic creation discouraged |
| Winning strategy | Volume and optimisation | Strong branding, expert content, relationship to sources |
Why act now
GEO is a young channel where few players are structured. Taking a position today captures visibility that will be far more contested tomorrow. It's a head-start investment that builds on the SEO foundations you already have and puts them to work on new ground.
It's for you if…
It's for you if a growing share of your prospects ask a conversational AI rather than a classic engine, and you want to be cited there. It's also for you if you want to get ahead on a still-young channel. You already have a decent SEO base and you want to turn it into a visibility advantage with AI.
I never treat GEO (generative search) as an isolated channel. I run it within your go-to-market strategy: we look at how it connects with your message, your targets and your other levers, so it truly serves your growth and not a vanity metric.
We start from your context and priorities, define what will have the most impact, and put in place what's needed. Everything stays consistent with your overall sales strategy, because that's what counts.
A typical engagement
- Diagnosis. I audit what exists (your data, what already works, the competition) and connect GEO (generative search) to your go-to-market, not to an isolated metric.
- Prioritisation. We pick the two or three highest-impact actions, not a list of forty tasks that will never be finished.
- Setup. We deploy concretely: structure, content or campaigns, clean conversion tracking, and we test fast to learn.
- Steering and handover. We read the right indicators, adjust, and I make you autonomous. Or I steer over time, whichever suits you.
GEO (generative search) in your GTM strategy.
Tell me where you stand. We look together at how to weave it into your go-to-market, and what it can do for your growth.