How to appear in Artificial Intelligence (GEO) responses
- Carolina Trevizo
- Mar 3
- 6 min read
To ensure your brand and business appear in AI-generated search results, you'll need to implement a Generative Engine Optimization (GEO) strategy on your website. This optimization helps LLMs understand what you offer and consider you as a potential answer to relevant questions.
It's undeniable that the use of Extended Language Models (LLMs) like Gemini, Perplexity, or ChatGPT is becoming increasingly popular. The trend indicates that more and more people, especially younger generations, are using AI to search for questions they previously would have asked on Google or Bing .
But beware, don't be fooled into thinking Google Search is dead; in fact, it's still the king of internet searches. By the end of 2025, Google was registering over 15 billion daily searches , holding approximately 90% of the search market ; while ChatGPT (the most popular LLM) was registering only between 3 and 8% of daily search queries (Goodwin, D. 2025).
Although Google still dominates today, the forecast is that sooner rather than later, Artificial Intelligence will increasingly gain ground in searches for products, services, and brands. That's precisely why it 's vitally important to get ahead of the curve and ensure that TODAY your website not only has SEO optimization (Search Engine Optimization, to be found by Google and Bing bots) but also GEO optimization (to be found and suggested by AI).
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How to appear in Artificial Intelligence responses?
To appear in the answers of LLMs like ChatGPT, Gemini, or Perplexity, you'll need to implement a GEO strategy in addition to your SEO strategy . Therefore, you'll need a well-structured website, generate and publish original, highly relevant content (both about your products/services and content that reflects your authority in your field), and keep it updated so that crawlers (the AI bots that search the internet for information) consider it a site of sufficient authority to be cited in searches and queries.
Doing this sooner rather than later presents a huge opportunity for you. In the near future, many more people will realize how important it is for a website to be discoverable by search engines and LLMs, but today, very few have optimized it for this purpose. This gives you an advantage over your competitors who haven't yet implemented SEO and GEO on their sites.
So don't wait any longer and check out the following series of recommendations that will help you implement it on your website:
Structure your content for “machines”
LLMs do not have the ability to abstract the content of web pages just by reading the text on them (they are not intelligent and do not reason), so you have to help them understand what is on your site through formats that are more "friendly" to them.
A website with good SEO: You must ensure your site has proper SEO , including optimized HTML titles, well-structured H1-H6 headings, a keyword strategy, meta descriptions and alt attributes, correct language tags, optimized images, backlinks, and up-to-date security protocols. Geo-optimization (GEO) is not meant to replace SEO; it's meant to expand it.
Question-Answer Format: In your website content, use headings (H2 and H3) in the form of questions, for example, “What is the scope of solution X?”, followed by a clear and concise answer in paragraph format. Provide specific answers to niche questions in your content.
Use lists and tables: LLM crawlers read content that is listed or bulleted, as well as structured in tables of contents, better.
Use Schema Markup structured data: Include code on your site's pages in JSON-LD format to tell AI and search engines exactly what's on the page they're viewing, so they can differentiate between an FAQ, a blog post, a product, etc.
Add an LLMs.txt file to your backend if your website's hosting platform allows it. This is a relatively new tactic, and due to its current low adoption rate (mostly on websites that existed before LLMs.txt files emerged and haven't been updated due to neglect), it offers a clear advantage to those who implement it.
Strengthen your E-E-A-T (Experience, Expertise, Authority, and Confidence)
As my partner Arjan has explained in past articles , EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) is a series of “rules” that search engines (and now LLMs as well) use to rank whether content on a website is valuable or not.
When you rank well in EEAT, search engines and LLMs determine that your site is perceived as authoritative in its field, and therefore, it is much more likely to appear as an answer to user queries.
In addition to this:
External mentions: It's important that your site not only has backlinks from trusted, industry-leading sites (links to your site from pages like rankings, blogs, news sites, forums, etc.) but also that there's a generally positive digital consensus around your brand, since AI uses these kinds of reliable sources to train its models. That's why this is one of the most important factors that LLM crawlers consider when citing your website.
Citations and references: Support your arguments and claims with reliable sources and hard data, and give credit to them by including references. This helps build credibility in what you say and establishes you as a reference yourself.
Created by humans: Search engines and LLMs can detect if your site contains AI-generated content, and if they find that it was indeed generated by Artificial Intelligence, they will penalize you by lowering your EEAT ranking. That's why we urge our clients not to fall into the temptation of generating their content with AI.
Optimize for Natural Language
People no longer search for things like “cheap restaurant Monterrey.” Now they ask: “What’s the best restaurant to go to in Monterrey to celebrate a birthday that isn’t expensive?”
Don't use short keywords: Use "long-tail keywords", that is, long or compound keywords and use conversational language.
Update your content: LLMs prioritize current information, so don't build your website and then abandon it. You must provide constant maintenance and generate high-value content regularly to keep boosting your ranking.
Having said that, I want to give you a brief summary (which will also help me rank this article for GEO 😉):
Differences between GEO and SEO
SEO | GEO |
It helps browser bots like Google and Bing find your website when someone asks a question. | It helps LLM crawlers like ChatGPT, Gemini, or Perplexity find and refer your website when someone searches. |
It focuses more on keywords or key words | Short keywords matter less, and it's better to use long-tail keywords and natural language. |
Backlinks are important, as is the quality or authority of that backlink. | In addition to backlinks, being mentioned on relevant external sites is more important (being mentioned on other sites of high relevance and authority). |
It is guided by open consultations. | It is guided by very specific questions. |
Search for ranking and traffic to the site | Seek authority, mentions, and visibility of answers |
You must have your title structure, meta descriptions, etc. correctly configured. | In addition to having your structure correctly configured for SEO, you should also include Schema Markups and FAQs. |
Where to start optimizing your site for GEO?
As a partner in a marketing agency, I believe the starting point is understanding the enormous value of having a well-structured website that includes SEO and GEO, versus a cheap website that doesn't include any of this.
There are many agencies that offer websites without SEO or GEO, claiming, " because the client didn't ask for it ," " because the client doesn't know what that is ," or " because I only know how to design pretty, not optimized, websites ." But let me tell you, delivering a website like that is like buying a car without an engine. It's much cheaper, yes, but it won't run.
So my recommendation is that you approach a good marketing agency that offers both SEO and GEO optimization from the start, and that knows what they're talking about. And listen, I'm not telling you to "come join us." If this information helps you better understand what you need, I'll be happy. What I'd like is for this to give you more tools so you don't get taken in by unsolicited offers.
Now, if you'd like to chat and review how your site is doing in terms of SEO and GEO, we'd be happy to diagnose your page to ensure you're taking advantage of these new technologies.
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About the author
Carolina Trevizo
Partner at Werko Marketing Solutions with extensive and varied experience of over 18 years in B2B companies with strategic marketing, Project Management, data analysis for advertising management, audiovisual production and graphic design.
