Summary: When buyers ask ChatGPT, Gemini or Perplexity for a recommendation, a handful of brands get named. Generative Engine Optimisation improves your chances of being one of them.
"Which agency should I use for Shopify in Sydney?" "What is a good ERP for a small manufacturer in Ohio?" More buyers now ask AI assistants questions like these, and the answers shape their shortlist.
How assistants form answers
AI assistants combine what they learned in training with live web results. They tend to recommend brands that are:
- Mentioned consistently across trusted websites
- Clearly associated with specific services and locations
- Discussed in reviews, articles and directories
- Described accurately on their own website
Practical GEO steps
- Audit your visibility: ask assistants the questions your buyers ask and note the results.
- Fix your facts: make your name, services, locations and descriptions consistent everywhere.
- Allow AI crawlers you want to reach your content.
- Publish an llms.txt file summarising your business.
- Earn third-party mentions in industry publications, associations and genuine reviews.
- Write specific service pages for each market you serve.
What to avoid
Nobody can guarantee AI recommendations. Be wary of anyone who claims to.
FAQs
Is GEO only for big brands?
No. Niche and local businesses often find it easier to be recommended for specific questions.
How long does it take?
Fixing facts is quick; building reputation takes months.
Does advertising influence AI answers?
Organic AI answers are not sold; reputation and visibility drive them.
