How to appear in ChatGPT and Perplexity: GEO for SMEs
Many buying decisions now start with a question to ChatGPT, Perplexity or Gemini: "which company would you recommend for…?". If your business does not appear in those answers, you lose customers who never run a Google search.
GEO (generative engine optimisation) is the set of practices that help AIs know, understand and cite you.
How AIs decide whom to cite
Assistants combine what they learned in training with information they look up at the moment. Some rely on search engines for that lookup, so ranking well still matters.
They tend to cite sources that are clear, specific and confirmed by several trusted sites.
Content that answers concrete questions
Pages that clearly answer what your customer asks: what you do, for whom, where, roughly what it costs and how you are different. FAQs, comparisons and guides work especially well.
Structure machines understand
Well-ordered information helps a lot:
- ✓Structured data (schema.org) for your organisation, services and FAQs.
- ✓Clear headings and sections, one idea per paragraph.
- ✓An llms.txt file summarising your site for language models.
- ✓The same details (name, services, location) everywhere.
Mentions beyond your website
Reviews, industry directories, press and comparisons on other sites reinforce that your company exists and is relevant. AIs give more weight to what several sources confirm.
How to start, and what it costs
The first step is an audit: asking assistants about your industry and area, seeing who appears and why, and reviewing your site and external presence. We need the detail to scope the full project, but as a reference a GEO audit starts from €390 (plus VAT where applicable).
Questions about how to appear in ChatGPT and Perplexity: GEO for SMEs
No, it complements it. Much of GEO rests on solid SEO, and each reinforces the other.
No. Nobody controls an AI's answers. What we can do is greatly increase the chances of being cited.
It depends on your starting point and competition. Website changes apply quickly; presence on external sources takes longer.
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