Something new is happening in how people find businesses. Instead of opening Google and clicking through websites, more and more people are asking AI tools like ChatGPT, Perplexity, or Google's AI overview to just tell them who to hire.
"What's the best web designer in Copenhagen?" "Recommend a good accountant for freelancers in Denmark." "Which hair salons in my area have the best reviews?"
If your business isn't mentioned in those answers, you're invisible to an entirely new category of potential customers. This is what GEO — Generative Engine Optimisation — addresses.
What is GEO?
GEO is the practice of making your business visible in AI-generated answers. It's newer than SEO, less understood, and right now represents a significant opportunity for businesses that act early.
Unlike traditional SEO where you compete for a ranked list, GEO is about being the business an AI recommends — with authority, by name, with a reason.
How do AI tools decide who to recommend?
AI tools like ChatGPT are trained on large amounts of web content. When asked about local businesses, they draw on:
- What your website says about you (clearly, specifically, authoritatively)
- What other websites say about you (mentions, reviews, press)
- How consistent your information is across the web
- How often you appear in contexts relevant to your service
Businesses with vague websites, missing information, and no external mentions are essentially invisible to these systems.
Five things you can do right now
1. Be specific about what you do
AI systems respond to specificity. "We build websites" is weak. "We build fast, SEO-optimised websites for service businesses in Denmark" is strong. The more precisely you describe your service, your location, and your ideal customer, the better.
2. Use natural question-and-answer language on your website
AI tools are designed to answer questions. If your website content answers the questions your customers ask, it's more likely to be pulled into AI responses. Consider adding a FAQ section with questions like "What does a new website cost?" or "How long does a website project take?" answered clearly.
3. Collect and publish specific testimonials
AI systems treat testimonials as evidence. A review that says "Sarpoli built our website in 3 weeks and our enquiries doubled" is far more useful than "Great service!" Include names, industries, and specific outcomes wherever possible.
4. Get mentioned on other websites
External mentions act as citations for AI tools — similar to how they work in SEO. Being listed in local directories, mentioned in blog posts, or featured in industry publications all help.
5. Claim and complete all your business profiles
Google Business Profile, Trustpilot, industry directories, Yelp — the more consistent and complete your presence across these platforms, the more confident AI tools are in recommending you.
Why this matters now
GEO is at the same stage SEO was in 2008. The businesses that understand it now and act on it will have a significant advantage when AI-assisted search becomes the norm — which, by most indications, it already is becoming.
Your next customer might not be Googling you. They might be asking ChatGPT. Make sure it knows your name.
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