Proud partner
GEO
People are increasingly using AI search engines such as ChatGPT, Claude, Gemini and Google AI Overviews to find answers. What does this mean for your online visibility? At Traffic Today , we see GEO as an extension of SEO. The fundamentals remain the same, but it requires extra attention to how your brand is visible in AI responses.
Curious about your opportunities?
What is GEO?
GEO stands for Generative Engine Optimisation: optimising your online visibility in AI search engines such as ChatGPT, Google AI Overviews and Perplexity. The aim? To ensure that your brand, content and expertise are included in AI responses when potential clients search for products, services or advice.
GEO is not an entirely new discipline, but think of it as SEO for AI. Strong content, a technically sound website and demonstrable expertise remain the foundation. With additional GEO optimisations, you can adapt to how AI systems find, understand and use information. In this way, you can further build your online visibility, both on Google and beyond.
How do you become visible in AI search engines? Follow these 5 steps
By strengthening your SEO foundations and optimising them specifically for AI, you increase the likelihood that your content will be found and used in AI responses. These five steps will help you lay the groundwork for this.
1. Research what your target audience is looking for
Identify the questions potential clients are asking on Google, ChatGPT and other AI search engines. Think not only of keywords, but also of comparisons, practical questions and specific problems for which your organisation offers a solution. These questions form the starting point for your content strategy.
2. Optimise your content
Check whether your pages actually answer your target audience’s questions. Make sure the information is specific, up-to-date and well-substantiated. Demonstrate your in-house experience and expertise using your own insights, data and real-world examples. Also ensure it is clear who is sharing the information and why it is reliable. This will strengthen the E-E-A-T signals of your content and make your expertise recognisable to search engines and AI systems. Our E-E-A-T checklist is here to help you get started.
3. Strengthen your SEO foundation and online authority
Ensure your website is technically sound and that key pages are accessible to search engines. Work on a logical site structure and clear information. Also, consider your online presence beyond your own website, for example through relevant trade publications and independent listings. SEO and GEO reinforce each other in this regard.
4. Measure your results and make adjustments
Track how your visibility in AI-generated answers is developing and compare it with your SEO performance. Using Google Search Console and Google Analytics, you can measure organic clicks, impressions and website traffic, amongst other metrics. With our proprietary tool, Visibility Today, we monitor your brand’s visibility in AI search environments. Use these insights to identify opportunities, prioritise optimisations and continue to track progress.
Important: no optimisation guarantees a listing in AI responses. However, by systematically analysing, improving and measuring, you can build a stronger online presence in both traditional search engines and AI environments.
Why is it important to invest in GEO?
GEO is interesting because it can directly influence the way potential customers discover and choose your business. More and more people are using AI tools such as ChatGPT, Gemini and Claude to gather information, compare products and seek advice. They often receive an immediate response recommending a number of brands or providers.
When your brand is visible within this framework, you increase the chance of being noticed early on in the decision-making process. Not only will you be discoverable by people actively searching for your business, but you can also reach new target audiences who are not yet familiar with your brand.
By investing in GEO, you’ll build greater brand awareness, trust and authority. What’s more, you’ll prevent competitors from gaining visibility in the very places where your potential customers are increasingly turning to for information. This way, you’ll boost your chances of attracting new visitors, leads and, ultimately, customers.
How do we help our clients as a GEO agency?
We help clients develop a GEO strategy that aligns with their business, target audience and ambitions. Because no two organisations are the same, every GEO approach requires a bespoke solution.
We assess a brand’s current visibility on AI platforms, identify where opportunities lie and determine which competitors are already well represented. Based on this, we determine the right approach. This might include optimising existing content, creating relevant new content, strengthening online authority and targeted link building.
By cleverly combining these elements, we increase the likelihood that AI platforms will recognise your brand, trust it and include it in their responses. In this way, we work step by step towards more relevant visibility and commercial opportunities.
Get started with our GEO checklist
Would you like to know how well your website is prepared for AI search engines? With our AIO/LLM (GEO) checklist, you can check which parts of your website and content require attention. You’ll receive practical tips on how to boost your online visibility in AI search environments and discover where opportunities still lie. A handy starting point for tackling GEO yourself.
Curious to find out how visible your brand could be in AI search engines?
Want to know where you stand at the moment? Find out with the free audit from Traffic Today . Request it now, with no obligation. We naturally hope that this will lead to a fruitful collaboration. A win-win!
They’ve gone before you
Together with these inspiring companies, we are running GEO campaigns. And with great success!
How do you measure GEO?
A question we’re often asked is: how do you actually know if you’re visible in AI search engines? Just as with SEO, it’s all about measuring, analysing and making adjustments. The only difference is that with GEO, you look at different signals.
You can measure your AI visibility by asking relevant questions to AI search engines and investigating whether your brand is mentioned, which competitors are highlighted and which sources are used. Using our proprietary tool, Visibility Today, we map out that visibility in a structured way. In addition, you’ll continue to monitor your SEO performance – such as organic rankings, impressions, clicks and traffic – via Google Search Console and Google Analytics.
By combining this data, you can discover how your visibility is developing in both traditional search engines and AI environments. Bear in mind that AI responses may vary depending on the question and the moment, and that not all source references or visits are fully measurable. Measuring GEO therefore requires multiple indicators and a consistent approach, rather than a single score that tells the whole story.
Our own tool: Visibility Today
How often is your brand mentioned in AI responses? Which sources do AI systems use, and which competitors are highlighted? With Visibility Today, we provide insight into your brand’s visibility in AI search environments. Our proprietary tools help to systematically monitor relevant queries, brand mentions and source references. This allows you to discover where you’re visible, where opportunities are being missed and how your position is developing. These insights form the basis for more targeted optimisation and for tracking the impact of your GEO efforts. Curious about your GEO score?
Getting started with GEO at Traffic Today
Would you like to get started with GEO? At Traffic Today , we look beyond just your visibility on Google. We investigate how visible your brand is in AI search environments, where opportunities lie and which improvements can make the biggest difference. With a targeted approach, we build your online visibility step by step.
Today’s Talk: Head of SEO Marc on SEO in the AI era
GEO is essentially still SEO, but within a changing search landscape. The fundamentals remain the same: providing your target audience with the best and most relevant answer. But what does that mean in practice, now that AI is playing an increasingly significant role in how people search? To gain more insight into this, we put a number of questions to Marc, Head of SEO. He shares his views on the role of AI within SEO, the opportunities this presents, and why a strong SEO foundation remains indispensable even in the AI era.
Frequently asked questions about GEO
What is the difference between SEO and GEO?
In fact, GEO is simply an extension of SEO. It’s still all about good content, a technically robust website and providing relevant answers to your target audience’s questions. The difference is that with GEO, you pay extra attention to how AI systems find, understand and incorporate information into their answers. So SEO remains the foundation, but the search landscape is broadening.
How long does it take for GEO to deliver results?
This varies depending on the situation. It depends, amongst other things, on your existing content, the technical condition of your website and your online authority. GEO is not a one-off optimisation exercise, but an ongoing process of analysis, improvement and measurement. By systematically monitoring your visibility, you gain insight into developments.
How do I know if my brand is visible in ChatGPT and other AI search engines?
You can ask relevant questions of AI search engines and investigate whether your brand is mentioned, which competitors are highlighted and which sources are being used. As answers can vary depending on the question and the moment, it is important to monitor this on an ongoing basis. With Visibility Today, we systematically map out your brand’s visibility in AI search environments.
Can I start using GEO without having to adjust my SEO strategy?
GEO builds on SEO, so you don’t have to start from scratch. However, it may be necessary to refine your existing strategy. This could involve improving content, answering specific questions and strengthening your online authority. The adjustments required will depend on your current website and visibility.
5. How much does GEO cost?
The costs depend on your ambitions, the current state of your website and the work required. Sometimes the focus is on improving existing content, whilst in other cases technical optimisations, additional research and ongoing monitoring are also needed. During an AI consultation, we’ll discuss your situation and determine which approach is best suited to your needs.
Ready to boost your brand’s visibility with GEO?
Do you want your brand to feature not only in Google but also in AI-generated responses? We’d be happy to identify your GEO opportunities and show you how to boost your online visibility. Together, we’ll build a strong foundation for both SEO and GEO.
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