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GEO (Generative Engine Optimization) is optimising a business for AI search: ChatGPT, Perplexity, Gemini, Copilot. The goal of GEO is to make sure AI recommends your company when a user asks it to “recommend a studio/shop/tradesperson”. It is a young field, the counterpart of SEO, but for a new generation of search — the kind where, instead of ten blue links, a person gets one ready-made answer.
For twenty years we searched the same way: we typed a query into Google, got a list of links and chose for ourselves. SEO existed so that your website would appear higher in that list.
Now more and more people ask differently. Instead of typing “web studio Prague” into the search bar, they write to ChatGPT: “recommend a web studio in Prague for a small business that speaks Russian”. And they get not ten links but a short answer with two or three specific recommendations.
The user doesn't scroll through results — they read the answer and often act on it right away.
This changes the rules of the game. Where you used to need to get into Google's TOP 10, you now need to get into the one answer AI gives the user. A company that AI “doesn't know” simply does not exist for these customers.
GEO is not a replacement for SEO but its continuation. The difference lies in how the “search engine” works.
Google shows links and ranks them by hundreds of factors. AI generates an answer, relies on data it considers trustworthy and names specific names.
SEO optimises a website for ranking in a list. GEO optimises data about a company so that AI confidently cites and recommends it.
The foundation is shared, though: AI relies to a large extent on the same pages that Google indexes. That is why strong SEO is a necessary foundation for GEO.
But GEO adds what classic SEO lacks: work on the machine readability of data, the structure of answers and mentions in sources that models trust.
AI likes specifics: prices, timelines, clear definitions, answers to questions. A page that opens with a direct answer and contains an FAQ with facts gets cited more readily than watered-down advertising copy.
An llms.txt file, schema markup, correct access for AI crawlers to the website. This is the technical part that tells AI “here are the facts about the company, take them from here”.
Name, address, services and specialisation must match everywhere — on the website, in your Google Business Profile, in directories, in reviews. Contradictory data undermines the model's trust.
AI relies on sources it trusts: authoritative directories, reviews, publications. A company with consistent mentions in several places is “more real” to the model.
The main reason: competition is almost zero. In most niches, especially in local markets like the Czech one, there is currently a vacuum in AI answers: models recommend the few companies about which there is clear data. Taking that spot today is cheap and fast.
In two or three years, when AI search goes mainstream and companies start competing for it, pushing an established competitor out of there will be as expensive and slow as fighting your way into Google's TOP results for a competitive query is today.
It is exactly the situation SEO was in back in 2010: those who got into it early collected cheap traffic for years while others played catch-up. Only now the window of opportunity is shorter — AI search is growing faster than traditional search once did.
We will run an AI visibility audit and show you what ChatGPT, Perplexity and others say about you.
The first step is to find out what AI already says about your company and your niche. Ask ChatGPT and Perplexity: “recommend [your service] in [your city]”. If they don’t name you, you see the problem with your own eyes. If they name competitors, you see who you need to catch up with. From there, the work goes in two directions: the technical foundation (llms.txt, schema, crawler access) and content that AI can cite (direct answers, FAQ, facts). That is GEO.
GEO is SEO for an era when people ask ChatGPT instead of googling. Search has shifted from a “list of links” to “one ready-made answer”, and a company’s task is to get into that answer. The foundation of GEO is strong SEO plus machine-readable, consistent and citable data about the company. It pays to work on it now, while competition is minimal: a spot in AI answers taken today will cost many times more in a few years.
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