How to succeed with your GEO strategy? 

The massive arrival of generative artificial intelligence is shaking up the world of SEO. Google is gradually losing market share to LLMs. That said, it remains the number one search engine. The only difference is that it no longer has a monopoly. Today, internet users can find information on Google, social media, ChatGPT and other intelligent chatbots. And it is precisely this proliferation of communication channels that is creating new opportunities for businesses. In addition to positioning yourself on Google, you can also appear on AI tools. This is known as Generative Engine Optimisation. But how can you ensure your GEO strategy is successful? Ad’s up Consulting explains everything. 

GEO and SEO, an indispensable combination

Thanks to their conversational response, LLMs are revolutionising online search. It is becoming more intuitive, more accessible and more enjoyable. There is no longer any need to navigate between links to find the right information. Intelligent agents provide it on a silver platter. And internet users love it! Proof of this is that ChatGPT reached a record 400 million users in February 2025. A figure that continues to rise month after month. 

This widespread use of generative AI has led to a (relative) loss of interest in traditional search engines. But beware, although Google is no longer the only source of information, it remains number one. SEO still has a bright future ahead of it. But it must evolve. This is because the online search journey is fragmented into several touchpoints, the main ones being search engines, social networks and artificial intelligence solutions. The latter display their sources (in the form of links), allowing internet users to deepen their searches. 

Today, companies can no longer rely on keywords alone to rank highly on traditional search engines. They must also adapt the right strategy to appear on ChatGPT, Perplexity, Gemini and the like. That’s where GEO comes in. 

Understanding Generative Engine Optimisation 

Before developing an effective GEO strategy, it is important to understand how it works.

The commonalities between SEO and GEO 

Fundamentally, AI-driven search engine optimisation shares several similarities with SEO: 

• Content strategy: to cite a source (a website), conversational agents rely primarily on content: does it meet the user's search intent? This remains the basis of Generative Engine Optimisation. 
• The technique: loading speed, markup, robots.txt, etc. These are all criteria that facilitate the indexing and crawlability of the site. 
• A website's authority: unsurprisingly, a website with a Trustflow of less than 10 will find it more difficult to rank on Google or ChatGPT. 

But the GEO goes further. 

Developments at GEO 

When it comes to content strategy, keywords are no longer as relevant. And for good reason: LLMs are intelligent. They understand the subtleties of natural language and know when content matches search intent based on the overall context. This means that greater emphasis will need to be placed on semantic richness and long tails. 

In terms of technology, crawlability and page indexing are no longer sufficient. AI now uses a retrievability criterion. In other words, the ease with which information can be accessed, interpreted and prioritised. 

For authority, LLM is based on brand recognition. It is no longer backlinks that determine popularity, but rather mentions of the brand on other websites. Ideally, these mentions should be associated with a relevant context. For example, Decathlon and sportswear. 

Good to know: due to their different operating methods, LLM and traditional search engines do not rank websites in the same way. Therefore, a website ranked number 1 on Google may not appear on ChatGPT. 

Traditional SEO techniques are not going to disappear, but simply evolve. Discover how to apply them in your GEO strategy. 

Steps to a successful GEO strategy 

To position yourself on search engines, you need to adapt your natural referencing techniques.

How do you do GEO? 

On-page SEO 

The search intent is placed back at the centre of the GEO strategy, along with keywords. Ultimately, this is good news, as it is more about responding to the user’s query and less about satisfying algorithms. 

In practical terms, this means: 

• Build rich content around a central theme; 
• Strengthen relationships between subjects through strategic links; 
• Create contextually relevant content; 
• Regularly review AI-generated responses to identify changes in search intent; 
• Create content optimised for long-tail queries and natural language based on questions; 
• Structure content for AI processing (FAQs, bulleted lists, questions, plain language, etc.); 
• Publish unique and original information; 
• Update your content regularly. 

Off-page SEO 

As recognition is one of the key aspects of GEO, you must ensure that your brand is mentioned in a relevant context, with clear associations. This will prove your brand’s authority in its field. 

Here are some actions to implement: 

• Identify and target reliable sources of AI information in your niche; 
• Maintain consistency in brand representation across all channels; 
• Strengthen your presence in Knowledge Graph (Wikipedia, Wikidata or Google Business); 
• Proactively participate in current conversations;
• Monitor how the brand appears in AI-generated content. 

Technical SEO 

The fundamentals of SEO continue to apply to GEO, but they are evolving. Here’s how. 

• Keep data simple and clear; 
• Using structured data to improve recoverability; 
• Prioritise website speed and performance;
• Assist AI in easily exploring content (GPTBot, PerplexityBot, etc. via robots.txt); 
• Optimise multimedia resources for multimodal visibility. 

Please do not hesitate to contact our SEO agency to optimise your website.