Key takeaways
- GEO (generative engine optimization) is the work of getting your business named and cited in AI answers from ChatGPT, Gemini, Perplexity, Copilot and Google’s AI Overviews.
- AI tools lean on the same signals as search engines: clear facts about you, a healthy website, reviews and mentions on other trusted sites.
- GEO builds on SEO rather than replacing it. Start with your website, your Google Business Profile and consistent business details everywhere.
More people now ask an AI tool for a recommendation instead of typing keywords into Google. They ask things like “Which digital marketing agency in Nairobi is good for small businesses?” or “Where can I get a wedding cake in Kilimani?”. The answer names a handful of businesses. Generative engine optimization, or GEO, is about being one of them.
This guide explains what GEO is, how it differs from SEO, and seven practical steps to get your business named by ChatGPT and other AI tools.
What is generative engine optimization?
A generative engine is an AI tool that writes an answer instead of showing a list of links. ChatGPT, Gemini, Claude, Perplexity, Microsoft Copilot and Google’s AI Overviews all work this way. They draw on what they learned in training and, more and more often, on a live web search they run before answering.
GEO is the work of making your business easy for these tools to find, understand and trust, so they mention you in their answers and link to your website as a source.
GEO vs SEO: what is the difference?
| What | SEO | GEO |
|---|---|---|
| Goal | Rank high in Google’s list of results | Get named or cited inside an AI answer |
| Where people see you | The search results page | In a written answer, often with a source link |
| What you measure | Rankings, clicks and enquiries | Mentions, citations and whether AI describes you correctly |
| Foundations | Useful content, technical health, links, reviews | The same, plus clear facts and structured data |
The two overlap a lot. A business that ranks well on Google and Bing is far more likely to turn up in AI answers, since many AI tools search those indexes before they reply.
How AI tools decide which businesses to mention
- They search the web. If your site is not indexed or ranks nowhere for your service, there is little for the AI to find.
- They look for clear, consistent facts. Your name, location, services, prices and opening hours should say the same thing on every site.
- They trust what others say about you. Reviews, directories, news stories and “best of” lists act as evidence.
- They quote content that answers questions directly. A page that opens with a plain answer is easier to cite than one that buries it.
7 ways to get your business named by ChatGPT and other AI tools
1. Make sure search engines and AI crawlers can see your site
Verify your site in Google Search Console and Bing Webmaster Tools and submit your sitemap. Check that your robots.txt file does not block AI crawlers such as GPTBot, ClaudeBot and PerplexityBot, unless you have chosen to keep them out.
2. State the facts plainly on your website
Your home and About pages should say what you do, who you serve, where you are, how long you have operated and roughly what you charge. AI tools repeat clear statements. They skip vague slogans.
3. Answer the questions your customers ask
Add FAQ sections to your service pages and write guides around real questions. Put the short answer in the first sentence, then explain. This format suits both Google and AI tools.
4. Add structured data
Schema markup labels facts for machines: your business type, address, phone, services, prices and FAQs. It removes guesswork about who you are and what you offer.
5. Keep your business details identical everywhere
Use the same business name, phone number and address on your website, Google Business Profile, Facebook, LinkedIn and directories. Our Google Business Profile checklist walks you through the profile itself.
6. Earn mentions on other websites
Ask happy customers for Google reviews, list your business in trusted local directories, join industry associations and share your expertise with local media. AI tools look for agreement across many sources.
7. Check what AI already says about you
Ask ChatGPT, Gemini and Perplexity the questions your customers would ask. Note whether you appear, who appears instead and which websites they cite. Then improve or add content on those sources.
How to check your AI visibility in 10 minutes
- Write down five questions a customer might ask, such as “best physiotherapist in Westlands”.
- Ask each one in ChatGPT, Gemini, Perplexity and Google, and look at the AI Overview.
- Note which businesses are named and which sources are linked.
- Ask each tool “What do you know about [your business name]?” and check the facts.
- Repeat once a month and keep notes, so you can see what changes.
Is GEO worth it for a small Kenyan business?
If customers research before they buy, yes. That covers most professional services, health, education, travel, property and business-to-business firms. AI answers name only a few businesses, so being one of them carries real weight. And since GEO shares its foundations with SEO, the same work also lifts your Google rankings.
Some websites also publish an llms.txt file, a plain-text summary written for AI tools. It is a new idea rather than an official standard, but it takes little effort to add.
Our GEO services cover all of the steps above. GEO on its own starts from KES 25,000 a month, and SEO and GEO together from KES 35,000 a month.
FAQ
Is GEO the same as SEO?
No, but they overlap. SEO aims to rank your pages in search results. GEO aims to get your business named and cited in AI answers. Most GEO work, such as clear content, technical health and reviews, also helps SEO.
How long does GEO take to show results?
Expect a few months. AI tools that run live searches can pick up changes to your website within weeks, while knowledge from training data updates more slowly.
Does GEO work for local businesses?
Yes. People ask AI tools for local recommendations all the time. A complete Google Business Profile, good reviews and consistent details across directories make a big difference.
What is llms.txt?
It is a simple text file at the root of your website that summarises your business and key pages for AI tools. It is optional and not yet an official standard.
Want to know what AI tools say about your business right now? Ask us for a free AI visibility check on WhatsApp. We will run the checks above and send you what we find.
