Welcome to the future of search optimisation! If you’re still thinking about SEO the old-fashioned way, it’s time to catch up because GEO — Generative Entity Optimisation — is reshaping how brands get noticed online. In this article, we’ll dive into what GEO really means, why it’s crucial for your business, and how you can start ranking high in AI-powered search results like ChatGPT, Gemini, and Google’s evolving AI models.
What Is GEO and Why Should You Care?
Simply put, GEO is the next evolution of SEO. Instead of focusing solely on keywords and backlinks, GEO centres around how often AI engines mention your brand as a trusted entity. Think of it as the AI world’s version of “brand recognition.” If you’re not learning GEO, you’re falling behind because these generative engines are becoming the new gatekeepers of online visibility.
But how do you measure this? There’s a handy tool called LLM Refs that tracks how often large language models (LLMs) like ChatGPT mention your brand. For example, if someone asks, “Who is the best lawyer in Atlanta?” LLM Refs can show you which brands pop up most frequently and their ranking position in AI responses. This is basically your brand’s AI share of voice — and it’s a game changer.
Understanding Entities: The Core of GEO
To win in GEO, you need to become an entity. No, not aliens or sci-fi stuff — an entity is simply a person, place, or thing that AI recognises with a unique machine ID. Google and Wikipedia have been building knowledge graphs around these entities for years, and now generative engines do the same.
For example, the Eiffel Tower has its own entity ID, complete with facts and context. Your brand needs to become one of these verified entities so AI can confidently mention you as a trusted answer. This is the foundation of GEO.
How to Become a Verified Entity
Building your entity starts with claiming and syncing your profiles everywhere online. Here’s what you need to do:
- Claim and verify your Google Business Profile, Bing Places, Apple Maps, and Wikipedia pages.
- Make sure your brand name, address, and descriptions are consistent across all platforms.
- Get listed on social media channels like LinkedIn, Twitter, Facebook, and Instagram.
- Use tools like Yext to distribute your brand information across hundreds of citation sites such as Yellow Pages and the BBB.
The secret sauce? Be everywhere. The more consistent and widespread your presence, the easier it is for AI engines to verify your entity and mention you in their answers.
Feeding AI with Structured Data: The Power of Schema
Once you have your entity set up, it’s time to speak AI’s language — structured data, also known as schema. Schema.org is a universal code developed by Google, Microsoft, Yandex, and others that helps search engines understand your business details in a neat, machine-readable format.
Adding schema to your website is like handing AI a well-organised fact sheet about your brand. For example, your schema can include:
- Organization name, website URL, and description
- Social media profiles linked to your brand
- Founders’ names and LinkedIn profiles
- Videos and multimedia associated with your brand
Even basic schema can help, but the more detailed and accurate your structured data, the better your chances of ranking high in AI search results.
Content Syndication: Be Everywhere, All The Time
Here’s where GEO really shines — syndicating your content across multiple platforms and formats. Don’t just stop at your blog post. Turn that blog into a podcast episode and upload it to Spotify or iTunes. Share snippets on LinkedIn, Pinterest, and Medium. Post videos on YouTube and embed them on your website.
Why? Because generative engines love crawling community-based content and social media. By being present everywhere, you’re feeding AI models with a rich network of mentions and references about your brand. This multi-format, multi-platform approach helps AI associate your brand with relevant search queries and boosts your visibility dramatically.
Press Releases and Backlinks: Still Essential in the AI Era
Don’t ditch traditional SEO tactics just yet. Press releases and backlinks remain powerful tools in the GEO toolkit. AI models often source their information from trusted websites, so getting your brand mentioned on reputable sites like PC Mag or industry-specific listicles can skyrocket your AI ranking.
Here’s how to use them effectively:
- Publish press releases on Google News and distribute them widely to get mentions across hundreds of websites.
- Collaborate with reputable publications for guest posts or sponsored content relevant to your niche.
- Build backlinks from authoritative sources that AI engines trust and crawl frequently.
These citations serve as endorsements that reinforce your entity’s credibility and improve your chances of being recommended by AI when users ask relevant questions.
Getting Started with GEO: Your Action Plan
- Claim and verify all your online profiles to build a consistent and recognised entity.
- Implement detailed schema markup on your website to feed AI structured data.
- Syndicate your content across multiple platforms and formats to increase mentions and visibility.
- Leverage press releases and backlinks to build authority and trust signals for AI engines.
- Monitor your brand’s AI share of voice using tools like LLM Refs.
You’re early to this game, and that’s a huge advantage. Investing in GEO now will position your brand for success as AI-driven search continues to dominate the digital landscape.
Final Thoughts
GEO is not just a buzzword — it’s the new reality of search. By understanding entities, feeding AI structured data, syndicating content everywhere, and maintaining strong backlinks, you can secure a top spot in AI search results and capture more leads and revenue in 2025 and beyond.
Remember, the key is simple: be everywhere and be consistent. Start building your GEO strategy today, and watch your brand thrive in the AI-powered search era.
