We have received lots of questions related to GEO and AI from our clients. “What should we do for our brands”. We bet you have the same questions. AI is a factor of traffic drop / sales drop for some businesses, particularly who relied on selling on their website.
Therefore, we make this article to share what we know about GEO (generative engine optimization).
To be honest, we don’t really know and there is no expert to master this. What we have been doing is researching, observing and making experimental changes to our tactic and we see signs that showing things are working.
Technique you need
Technique Name: Niche Brand Positioning
What it is: Instead of competing for broad brand mentions, focus on specific niche categories where your brand can be the expert. Rather than trying to be mentioned as “best sneaker brand,” target “best minimalist running shoes” or “sustainable sneaker options.”
How it can help GenAI models: GenAI models ask follow-up questions to match user intentions precisely. When users search for specific categories, your niche expertise becomes more relevant than general brand authority, giving smaller brands a competitive advantage.
How to implement:
- Run creative campaigns positioning yourself as experts in specific niches.
- Produce expert articles and guides in that niche category.
- Optimize your copy to match niche-specific search patterns and conversations.
Technique Name: Comparative Content Creation
What it is: Create “vs” content and “best of” guides that directly answer user comparison questions. Write content like “Canvas sneakers vs leather sneakers: Complete guide” instead of general product descriptions.
How it can help GenAI models: AI systems prefer content that directly answers user questions and provides comparative analysis. This type of structured comparison content gets cited more frequently because it matches how users naturally ask questions.
How to implement:
- Identify common comparison queries in your industry.
- Create comprehensive guides comparing different product types, features, or approaches.
- Update existing content regularly as AI systems prefer current information.
Technique Name: Platform-Specific Content Strategy
What it is: Focus on platforms where small brands can compete effectively – primarily Reddit discussions and YouTube videos that answer specific questions rather than trying to dominate general search results.
How it can help GenAI models: AI systems appear to value content quality and relevance over domain authority. A small YouTube channel with expertise in a specific area can get cited alongside major brands if the content directly answers user questions.
How to implement:
- Find Reddit threads that already rank well on Google and add genuinely helpful answers.
- Create YouTube content that addresses specific user problems.
- Focus on platforms like Pinterest for product visibility.
Technique Name: AI-Optimized Content Structure
What it is: Structure your content using clear headers (H1, H2, H3), bullet points, specific facts and numbers, and direct answers to common questions. Write shorter, simpler sentences instead of long-form content.
How it can help GenAI models: AI systems scan for structured information and prefer content that’s easy to parse and cite. Specific details and numbers provide concrete information that AI can reference in responses.
How to implement:
- Use hierarchical headers to organize information.
- Include specific facts and measurements (e.g., “8mm heel drop and memory foam insoles”).
- Break information into scannable bullet points and answer questions directly.
Technique Name: Schema Markup Implementation
What it is: Schema is structured JSON code that displays information about your website or organization and its content. This can then be read by search engine crawlers or GenAI tools when they scrape your website content.
How it can help GenAI models: GenerativeAI models can browse and scrape the web, but webpages contain complex information beyond just content – menu bars, advertising pixels, interactive elements. GenAI models are trying to be efficient when browsing, and schema is efficiently structured and easy to understand with clear labels and important information.
How to add it to your website:
We have made two instructions in our blog post. One for WordPress owner and one for Shopify owner.
For website using other CMS, to add schema markup, you can directly add in HTML code. We advise you to consult with your web developer before working on it.
Technique Name: Third-Party List Inclusion
What it is: Get your brand featured in “Best Of” or “Comparison” lists created by other publications and websites.
How it can help GenAI models: These lists are primary sources for AI systems when generating recommendations and comparisons for users.
How to implement: It’s not easy to be featured, you might send 1000 pitches and get rejected 95% of the time. We recommend forming a freelance team who works specifically on this tactic to handle the volume of outreach required.
Technique Name: Original Data Research
What it is: Create and publish your own industry data research and reports based on surveys or analysis.
How it can help GenAI models: Original data gets widely cited and shared across the web, creating multiple reference points for AI systems.
How to implement: Research what kind of industry data is in demand. Create surveys from your customers then make data reports from the results. Position yourself as the source of this valuable information.
Technique Name: Industry Event Hosting
What it is: Host industry events, webinars, or online initiatives to position yourself as a thought leader.
How it can help GenAI models: Event coverage mentions organizers, creating authoritative content that links your brand to industry expertise.
How to implement:
- Host industry events or webinars related to your niche.
- Ensure proper coverage and documentation that can be referenced by AI systems.
Technique Name: News Commentary Strategy
What it is: Position yourself as a thought leader by commenting on breaking industry news and developments.
How it can help GenAI models: Breaking news commentary gets shared widely and creates timely mentions that AI systems value for current information.
How to implement: You can either agree or disagree with industry developments. The goal is to get attention from other experts and generate discussion around your brand’s perspective.
What we think about GEO & SEO?
Simply put, GEO is when you do the hard work to gain visibility on any AI tools/platform like Perplexity, ChatGPT, Claude, etc. and you make content for the machine.
With SEO, you make an effort to stay visible on any search platform like Google, Bing, etc. and you make content for humans.
The technique is basically the same: on-page optimization and off-page optimization for both.
With SEO, you make people click on article when they find it on Google. With GEO, you make AI quite or cite your brand name.
What we’re seeing work (and what doesn’t)
Here’s what we’re observing:
What works:
- Brands focusing on specific niches are getting mentioned more often in AI responses. The specificity strategy is working.
- Brands catch up fast with current trends, news.
- Brands that show their presence on various media channels.
What doesn’t work:
- Trying to compete on broad terms. Small brands attempting to rank for “best product category” are getting nowhere.
- Evergeen content. People can find the answer from AI directly. The shift of behavior has decreased the effectiveness of these type of contents.
- Brands that are not opening up other media channels. If you just stick to your website, you are hitting a rock.
- PR and outreach matter more than we thought. Getting mentioned on third-party sites often leads to AI citations later.
The honest truth? We’re all still figuring this out. But the brands winning at GEO aren’t necessarily the ones with bigger budgets. They’re the ones being more strategic about where they show up in conversations.
How Search is Changing
Good SEO now means more than just the basics:
- People knowing and trusting your brand matters more
- What customers say about you online (on review sites, Reddit, forums) affects how you show up in searches
- Getting mentioned in articles and lists helps build your reputation
- Creating helpful content about what you do gives search engines more to work with
You still need the basics: good links, rankings, and a working website. But that’s not enough anymore.
Bottom line: Are you giving search engines enough good information about your business to recommend you?
Do you need help to get your website found by AI?
We have made a AI optimisation checklist for you which some practical ideas and how to do it. This guide shows you easy steps to make your website better for AI to find. The checklist gives you simple tips that work well for most websites. You can try these ideas one by one to help AI find your site more easily.
