As an integral part of SEvO (Search Everywhere Optimization), GEO (Generative Engine Optimization) is becoming increasingly popular.
GEO involves setting up optimizations for your website (and beyond) to appear and be cited in content generated by AI assistants (ChatGPT, Gemini, Claude, etc.)
A new term that notably appeared when Google updated its search engines and introduced the AI overview.
– GEO (Generative Engine Optimisation) aims to enhance business visibility in content generated by AI assistants like ChatGPT.
– User search behaviors are shifting towards more precise and contextual queries, necessitating adaptation of digital strategies.
– To be cited by AIs, it is essential to have a solid SEO foundation while integrating GEO-specific practices, such as clear and modular texts.
– Swiss SMEs can benefit from GEO by optimizing their content for AI assistants and working on visibility through citations and structured information.
– Integrating GEO into a global digital strategy is crucial, as users expect instant and precise answers from conversational AIs.
Why search behaviors are evolving
The way internet users search for information online has profoundly changed. Increasingly, they are turning to chatbots and AI assistants like ChatGPT, Gemini, Perplexity, or Google AI.
Instead of simply listing links, these tools provide direct answers, such as offering a list of hotels or service providers.
Queries are also becoming more precise and contextual.
We no longer search simply for the “best hotel in Lausanne,” but rather “I am with my family, I’d like to spend a weekend in Lausanne, can you recommend the best hotels?”
These changes mark an important shift and open up new opportunities.
What is GEO
The concept of Generative Engine Optimization is based on the ability to be cited by artificial intelligence, either as information (content) or as a reliable source (link).
The goal is not just to reach the top of traditional search result rankings, but to be visible in AI Assistants and Chatbots.
For example, when a user asks Perplexity or ChatGPT about the “three best plumbers in Lausanne,” these search tools suggest answers with specific details about each professional in the area.
This is why it is important to optimize your website and digital strategy to appear in these new interfaces.
Even though there is currently no need to completely transform your methods, some practices stand out from classic SEO and should already be integrated into a modern digital strategy.
What are the differences between GEO and classic SEO?
The goal of implementing an SEO strategy is to appear in the top positions of traditional search engine rankings.
For this, we rely on the usual three pillars: technical optimization of the site, content creation in the form of topic clusters targeting specific keywords and search intents, and finally, backlinks.
In contrast, GEO prioritizes clarity and appearance in AI-generated content or results.
In other words, we move from a pure traffic generation logic to a logic of targeted and credible visibility in the answers provided by AI.
It is about becoming a reliable and clear source so that AIs cite you when generating responses.
| Critère | Classic SEO | GEO |
|---|---|---|
| Main objective | Generate traffic and improve search engine rankings | Being cited as a reliable source in AI responses |
| Format | Optimized pages, blog articles, backlinks | Clear, modular content that is easily reusable by AI |
| Measuring success | Google rankings, organic traffic volume | Presence in AI responses, quality of citations |
| Temporality Progressive results | Progressive results over several months | Emerging opportunity, still largely untapped |
| Key factor | Technique + contenu + netlinking | Clarity + structure + credibility of the source |
Thus, SEO and GEO are distinct while remaining closely linked.
To be cited by AI, a website must first meet the fundamental SEO requirements.
Without a solid SEO foundation, it is unlikely that a business will be mentioned by AI.
These mainly rely on search engine results, well-structured content, and citations on various platforms.
Can you really optimize your site for AI-Generated results?
Yes, it is possible to optimize your site (and digital presence) for AI engines and chatbots.
Although there are no fixed rules yet, certain trends are emerging.
Tests conducted by agencies and SEO specialists in Europe and the United States already reveal some best practices.
The crucial aspect remains having solid SEO in place.
If a site is poorly built, it will be difficult to hope to be cited by AI-generated results.
However, here are five actions to implement to optimize your presence in the GEO field:
1. Ultra-clear and readable texts
For example: a winery site in French-speaking Switzerland wanting to reach German-speaking consumers should offer a well-structured, clear, and suitable “tasting” page for this audience, rather than a generic text. Opt for structured, clear texts, focused on accessible elements. Feel free to use structured data tags (Article, Recipe, contact page, etc.)
2. “Chunkable” and modular content
Imagine a travel guide: each section (“where to sleep,” “where to eat,” “activities”) can be read independently. This is exactly what AIs appreciate for reusing your content. So, divide your articles into short paragraphs with clear titles (H2, H3, etc.).
3. Make PDFs truly usable
A product catalog in PDF form must contain precise metadata (titles, descriptions, tagging). For example, a construction company publishing its portfolio must make each project indexable and understandable by AI systems.
4. Immediate answers at the start of blocks
In an article on “How to choose a heat pump,” start directly with the key recommendation (“First check the energy efficiency”) before going into details. This facilitates AI content reuse.
5. Harmonize traditional SEO with AI-Oriented structure
A good example is a small to medium-sized enterprise already working on classic SEO with keywords (“renewable energy Zurich”) while structuring content to directly address practical questions (“What subsidy for a solar installation in Zurich?”).
Why GEO is an opportunity for Swiss SMEs
GEO represents a real opportunity for Swiss SMEs, especially since few are actively interested in it today.
Currently, my clients who have a solid SEO strategy are beginning to integrate GEO techniques as a natural extension of their referencing.
I suggest they actively work on citations across different sites, whether in the form of links (backlinks) or appearing in list-type articles (e.g., top 10 [trades/companies/places] in [city]).
For family-owned or B2B SMEs looking to expand beyond their region, GEO constitutes a concrete competitive advantage.
GEO is part of a global approach called “search everywhere optimization,” where the goal is not to limit yourself to a single platform but to be visible wherever your audience is.
Conversational AIs are becoming more popular
GEO is an important element of a successful digital strategy, alongside SEO, SEA, and also social media presence.
Searches are becoming more nuanced and specific, and users expect instant answers from AIs.
We are already assisting Swiss B2B SMEs to help them become “AI ready,” meaning ready to respond to this new digital reality.
If you are a Swiss SME and wish to understand how to adapt your digital presence to GEO, we would be delighted to discuss it with you. Our local expertise and “done with you” approach will enable you to turn these changes into real opportunities.
Ready to talk about your digital strategy?
Your website is more than just a showcase. With SEO, it can become one of your strongest tools to win new clients.
I am an SEO consultant and digital marketing trainer with 20 years of experience supporting Swiss B2B SMEs.
My specialty is improving their online visibility through a “done with you” approach, which actively involves and trains their internal teams to achieve effective results.
Fluent in French, German (including Swiss German), and English, I adapt each strategy to the local market to effectively reach all regions of Switzerland.
From comprehensive technical audits to hands-on implementation—including keyword research and content creation—I guide my clients toward sustainable growth while respecting their company identity and values.
My mission is to share expertise so that every project becomes a true driver of long-term success.