More and more customers ask an AI assistant instead of scrolling ten links. We work so the answer cites you, with clear pages and a site AI crawlers can read.
GEO (Generative Engine Optimization) is the work that turns a website into a source AI assistants find, understand and cite when they answer. It builds on technical SEO and adds three things: short, verifiable answers on your pages, company facts that match across site, listings and directories, and controlled access for the crawlers of OpenAI, Perplexity, Anthropic and Google.
Nobody can promise a citation: answers change from one question to the next. What we can do is remove every obstacle that stops an AI from using your pages today, and measure the visits arriving from ChatGPT, Perplexity and Gemini.
Classic SEO aims to get a page listed among Google’s results. GEO aims to get the page used inside an answer written by a language model: Google’s AI Overview at the top of the results, Google’s AI Mode, ChatGPT with search, Perplexity or Gemini.
The foundations are still those of SEO: a fast, indexable site. What changes is how the page is read. An assistant extracts a paragraph rather than reading the whole page: if the answer is buried halfway through promotional copy, it picks someone else’s source. Consistency also weighs more: if the site says one thing, the Google profile another and a directory a third, the model does not know whom to believe and often cites nobody.
That is why GEO is not separate from SEO: it is the part that completes it for AI-driven searches.
The causes we find most often in audits.
A robots.txt copied from another site or a firewall rule turns away GPTBot, OAI-SearchBot, PerplexityBot or ClaudeBot. The page exists, just not for them.
Many AI crawlers do not run JavaScript: if the content appears only after scripts load, they read an empty page.
Pages full of slogans and short on facts: prices, timelines, areas served, what is included. AI looks for sentences it can quote as they are.
Different name, services and contacts across site, Google profile, LinkedIn and directories. The model cannot tie them to one entity.
Technical and content work, measured before and after.
robots.txt and firewall set up for the search bots of OpenAI, Perplexity, Anthropic and Google, with a separate choice on who may use content for training.
Main content readable without JavaScript, Organization, Service, FAQPage and Product schema consistent with the page.
At the top of each key page a two or three-sentence answer with the exact fact, and visible FAQs built on questions customers really ask.
The same company description on site, Google profile, social profiles and directories. The same wording goes into partner programme listings, linked with sameAs in the code.
An llms.txt file listing the pages that matter. It is a proposal, not a standard: it costs little and some tools already read it.
Visits from chatgpt.com, perplexity.ai and gemini.google.com in GA4, plus regular checks of answers to a list of questions agreed with you.
For Marco Mascellani, a nutritionist with four practices, we redesigned the site and worked on SEO and GEO together: one page per practice, clear answers about services and consistent facts across the site and Google profiles. He is exactly the kind of professional patients now also find by asking an AI assistant.
We apply the method to uretech.it first: full text in the HTML of service pages, a short answer at the top, visible FAQs with FAQPage, organisation structured data and a public llms.txt file. What we offer clients we have already tried on ourselves, with the same measurement tools.
If you run an online shop, GEO also covers product pages: Product structured data, up-to-date prices and availability, genuine reviews. More in e-commerce development.
Visits from ChatGPT, Perplexity and Gemini show up in GA4 as referral traffic: we split them into a dedicated report, along with the leads they generate. Google AI Overviews do not yet have a separate figure in Search Console, so we watch queries that bring impressions without clicks and the pages that benefit.
Every month we ask AI assistants a fixed list of questions agreed with you and note whether and how you appear. It is a sample, not a statistic: it tells us whether the direction is right. Be wary of anyone selling sure placement in AI answers: nobody controls how a model picks sources, and answers change even when the same question is repeated.
An initial audit, then a prioritised plan with measurement.
We collect with you the questions customers ask before they buy.
Crawlers, robots.txt, rendering, schema, consistency of facts online.
Short answers, FAQs, dated sources and new pages where they are missing.
Structured data, Google profile, directories and profiles aligned.
Regular report on AI referrals and sample answers, with next actions.
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