Introduction
Over the past few months, the way search engines work has been evolving rapidly.
For a long time, online search followed a simple principle: ask a question and receive a list of clickable links to find an answer.
With the rise of solutions such as ChatGPT, Gemini, and Google AI Mode (rolled out in June 2025), this model is changing. Today, users can ask a question and receive a complete, synthesized answer, displayed directly on the results page, without necessarily visiting the source websites.
This shift is transforming the rules of online visibility. While SEO traditionally aimed to rank a website at the top of search results, the new challenge is now to be cited within AI-generated answers.
This transformation affects all brands that rely on online visibility, whether in e-commerce, services, or B2B.
It is in this context that GEO, Generative Engine Optimization, is emerging.
What is GEO?
GEO consists of adapting content for search engines and assistants powered by generative AI.
The goal is straightforward: help AI models understand, retain, and cite your content when responding to a user’s question.
GEO does not replace SEO. It builds upon it. It is not about “optimizing for AI” at the expense of users, but about producing clear, useful, and well-structured content that AI systems can easily interpret and reference.
This approach is becoming essential in a zero-click environment. According to Similarweb, nearly 60% of Google searches now end without a click. Why? Because users increasingly find their answers directly within AI-generated responses.
In short, if your brand does not appear in these new answers, it loses visibility. GEO is no longer optional, it is a mindset to adopt now.
4 Practical Tactics to Improve Your GEO Today
Faced with this evolution, the question is no longer whether GEO is necessary, but how to activate it in practice.
Here are four simple, actionable levers you can implement today.
1. Understand Generative Queries
Queries addressed to AI do not look like traditional Google searches. They are generally more natural and conversational.
For example, instead of typing “car loan Belgium”, a user is more likely to ask:
“What is the best loan to finance a car in Belgium?”
To optimize your content, the first step is then to identify the real questions your customers are asking.
You can then test these questions in tools such as ChatGPT or Gemini and analyze which sources are cited in the generated answers. This helps you understand the tone, structure, and level of detail that AI considers relevant.
Tools like AnswerThePublic or Similarweb can also help you identify the most common natural query formulations in your industry.
2. Improve Structure and Clarity
AI systems favor content that is clear, well-structured, and easy to read.
Here are some best practices:
- Organize your headings (H1, H2, H3) logically to guide reader
- Use short paragraphs and bullet points
- Support your content with numbers, quotes, or sources
- Write in a clear, explanatory tone
- Add a structured FAQ at the end of your pages
For example, instead of writing “Flexible car loan” write:
“A flexible car loan allows you to adjust the repayment period and amounts based on your situation.”
Finally, consider adding a structured FAQ section at the end of your pages. AI systems frequently draw from these sections, especially when questions are clearly formulated (“How…?”, “Why…?”).
3. Prepare Your Website for AI Crawlers
Generative engines rely on new exploration robots (or crawlers) to collect information. If your website is not accessible to them, your content will remain invisible.
Key points to check:
- Make sure your robots.txt file doesn’t block crawlers like GPTBot (OpenAI) or Google-Extended
- Maintain a solid internal linking structure and use structured data (schema.org)
- Update your content regularly. AI models prioritize fresh, up-to-date information
4. Build Your Brand’s Credibility
AI systems naturally prioritize sources they consider reliable and authoritative. Strengthening your online authority is therefore a key lever to appear in AI-generated answers.
Here’s how to build it:
- Getting your brand mentioned on reference websites such as comparison platforms, industry studies, rankings, or specialized media
- Multiplying touchpoints by sharing your content on platforms like LinkedIn or Meta to expand your reach and legitimacy
- Collaborating with recognized players in your industry
- Cross-linking your content: articles that reference one another send strong signals of consistency and reliability that AI systems value highly
Conclusion
SEO remains an essential foundation. It ensures your website is technically sound, well indexed, and easily understood by search engines.
GEO builds on this foundation by adapting it to an environment where answers are no longer found solely in links, but within AI-generated conversations.
Brands that embrace this shift today will be the ones AI systems cite tomorrow. To stay ahead, it’s time to structure, clarify, and update your content, and let your brand speak the language of AI.
As generative engines continue to evolve, GEO will become a cornerstone of any digital visibility strategy.
Camille Servais
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