Customers also search for businesses through AI
Before, people went to Google, typed a search term, and clicked links. Now, more and more people ask ChatGPT, Gemini, or Perplexity directly: "Where's a good place to eat today?", "What's the best accountant for a small business in Helsinki?" or "Who builds a quality website fast?", and AI may respond with a recommendation: "Contact company X, it's the best fit for your situation."
If your business doesn't appear in these answers, customers using those services may not find it.
What does GEO mean in practice?
GEO (Generative Engine Optimization) means optimizing your content and website so that AI-based search systems, like Google AI Overviews, ChatGPT Search, Perplexity, and Gemini, include your business in their answers.
Good search engine optimisation also supports GEO. The work focuses on trustworthy sources, clear structure, and content that answers customer questions.
Why is it important right now?
Google has already started showing AI summaries above search results. This means traditional #1 ranking is no longer enough. AI might answer the entire question without the user clicking a single link.
5 practical steps to start with GEO
1. Answer questions clearly
Write content on your pages that directly answers customer questions. "What do accounting services cost?" or "How fast can I get my order?" is a better headline than "Our Services". AI picks up clear, direct answers.
2. Build authority
Get mentions on other sites, participate in industry conversations, and ask customers to leave reviews on Google. Whether you're a hairdresser, consultant, or e-commerce store, AI values sources that others reference too.
3. Use structured data (schema)
Schema markup tells search engines and AIs what your page content means. Business info, services, pricing, reviews, opening hours: everything should be marked up structurally.
4. Keep information up to date
AI prioritizes fresh and accurate information. Outdated pricing, wrong phone numbers, or a closed location can drop you out of answers. Check your Google Business Profile regularly.
5. Write like an expert
Google evaluates content using the E-E-A-T model: Experience, Expertise, Authoritativeness, Trustworthiness. Personal experiences, professional certifications, and transparency build this, regardless of your industry.
How much does this cost?
You don't need a big budget to get started. Google's Search Console and Google Business Profile are free tools. Quality content that answers customer questions only costs time.
If you don't have the time yourself, professional help is worth considering.
Want your business to appear in AI answers? I've completed Google's certification in search optimization and helped my own company Nice Events reach #1 in both Google and Gemini. Let's take a look at your situation together.