Key points in 30 seconds
- SEO aims to appear in search engine results; GEO aims to be cited in the answers of generative (AI) engines.
- Both rest on the same foundations: useful, structured, reliable and technically accessible content.
- GEO gives even more weight to direct answers, verifiable facts and consistent information about the company.
- Eight concrete actions are enough to get started, without rebuilding your website.
SEO and GEO: definitions
SEO (Search Engine Optimization) covers the techniques that help a page appear among the top results on Google, Bing and other search engines.
GEO (Generative Engine Optimization) covers the techniques that increase the chances of a company or page being cited, summarised or recommended in the answers of generative engines: ChatGPT, Gemini, Perplexity, Copilot, Claude or the AI-generated answers shown by Google.
| SEO | GEO | |
|---|---|---|
| Goal | Rank in a list of links | Be cited in a written answer |
| Unit | The page | The passage, the fact, the entity |
| Preferred format | Complete, optimised page | Direct answers, definitions, lists, figures |
| Key signal | Relevance, links, user experience | Clarity, reliability, consistency across sources |
| Measurement | Rankings, clicks | Mentions in answers, referral traffic from AI tools |
Why it matters for an SME
When a CEO asks an AI assistant "which consulting firm for an SME in Tunis?" or "which CRM works in Arabic and French?", the answer cites a few names. Companies missing from these answers do not exist for that search. The groundwork needed to appear there is largely that of good SEO, with a few extra requirements.
8 actions to get started
1. Define your company clearly, the same way everywhere
Who you are, where, for whom, doing what: an identical one-sentence definition on your website, Google Business Profile, LinkedIn and directories. Generative engines cross-check sources; inconsistencies reduce their confidence.
2. Answer your customers' questions directly
List the twenty questions your prospects ask most often. Give each one a clear answer in the first lines, then expand on it. FAQ sections and guide-style articles are the formats most often quoted.
3. Structure your content
One heading per idea, short paragraphs, lists, comparison tables, a summary at the top of the article. Content that is easy to break into pieces is easier to cite.
4. Provide verifiable facts
Timeframes, figures, customer results, named methods, cited sources. A precise, attributable statement is more likely to be picked up than a generic phrase.
5. Add structured data
Schema.org markup (Organization, Service, Article, FAQ, breadcrumb) explicitly describes your content to engines. You can check it with Google's Rich Results Test.
6. Let crawlers access your site
Check that your robots.txt file does not block the search engine and AI assistant crawlers you want to cite your content, and publish a sitemap. Some sites also add an llms.txt summary file, a recent and still experimental convention.
7. Get mentioned elsewhere
Generative engines draw on the whole web: business directories, press articles, partner websites, customer reviews, LinkedIn profiles. Every consistent mention strengthens your credibility.
8. Take care of local SEO
A complete Google Business Profile (name, address, hours, categories, reviews) remains a major source for "near me" or "in Tunis" queries, whether the answer comes from a traditional or a generative engine.
How to measure GEO
- Regularly ask several AI assistants your customers' questions and note whether you are cited.
- Track traffic from AI assistant domains in your analytics tool.
- Ask new prospects how they found you and record the answer in your CRM.
No technique guarantees a citation by an AI assistant: their answers vary and their criteria evolve. The practices above increase your chances of being picked up and improve your traditional SEO at the same time.
Frequently asked questions
What is GEO?
GEO (Generative Engine Optimization) refers to the practices that increase the chances of a company or content being cited in the answers of generative engines such as ChatGPT, Gemini, Perplexity or Google's AI-generated answers.
Does GEO replace SEO?
No. It extends it. Generative engines rely heavily on well-ranked, clear and reliable content. Good SEO remains the foundation of GEO.
How do you appear in ChatGPT's answers?
By publishing clear answers to your customers' questions, with verifiable facts, structured content, schema.org data, a consistent definition of your company across all platforms and mentions on third-party websites. No method guarantees a citation.
Does VSIA Services offer SEO and GEO optimisation?
Yes. VSIA Services' Digital Presence service covers the website, organic search, content strategy and page structuring for search engines and AI assistants.