In my last blog post, I introduced Generative Engine Optimization (GEO) and explored why it matters as AI changes the way people search online.
If you’re new to GEO, here’s a quick recap.
Consumer habits online are changing.
Rather than typing keywords into search engines like Google, more people are turning to AI tools like Claude, ChatGPT, or Gemini to answer their questions. They’re describing entire scenarios or typing out full questions conversationally, and are looking for curated answers to be delivered to them.
Even when someone does turn to Google, many of those users aren’t looking beyond the AI overview that appears at the top of the search results.
Combined, these changing behaviours mean your website is likely getting less organic traffic from search engines.
Your website now has an expanded audience:
- The people visiting it
- Search engines crawling it, and
- The AI tools deciding whether or not your site is trustworthy enough to recommend
And so, your goals for visibility also need to change.
Instead of focusing all of your efforts on search engine optimization (aiming to appear as one of the top links in search engines), your focus as a business owner needs to shift to include generative engine optimization (GEO).
Essentially, this means optimizing your website and content so they’re more likely to be referenced and credited by AI tools.
Thankfully, this doesn’t require a full site rebuild. Many of the same things that make a website easier for humans to use also make it easier for AI to understand.
Here are 10 practical steps you can take to improve your chances of being recommended by AI-powered search tools.
Start with clarity: help AI understand what you do
Tip 1: Answer real questions.
Think about the questions your customers ask you most often.
For example,
- What happens after I contact you?
- Who do you work with?
- How long does this process take?
- How much will this cost me?
- Do you offer this virtually?
Consider how you search online as well. Chances are you’re asking complete questions rather than isolated keywords.
AI tools work in much the same way. They’re looking for straightforward answers paired with real questions because it’s easier to summarize or pull information from.
If someone asks ChatGPT a question that you’ve already answered directly on your website, there’s a much better chance your content can be summarized and referenced.
Quick win:
Add an FAQ page to your website. If customers repeatedly ask the same question, chances are someone else is asking AI that question too. Focus on using the exact language your customers use when they ask you questions, and respond in a clear and concise way so AI tools can summarize the information easily.
Tip 2: Use plain, specific language.
Catchphrases and creative branding can be fun to play with, but they make it more challenging for AI tools to understand what you do.
For example, framing yourself as a “strategic growth partner” sounds impressive, but it doesn’t explain anything specific about how you achieve those goals.
Now compare that to, “Marketing consultant in Perth, Ontario helping small businesses grow through practical marketing strategies.”
One is clear and concise. It tells both humans and AI tools exactly what you do and where you’re located so that key phrasing can be matched. The other requires interpretation.
Straightforward language will win moving forward. This doesn’t mean your brand has to become boring; your personality can still shine through in your writing.
But it does mean you should focus on being clear before you try to be too clever. Once people (and AI tools) understand what you do, your brand voice can add to it.
Quick win:
Include a sentence or two on your home page clearly outlining what you do, where you operate, and who you help so AI tools can quickly understand if your business is relevant to their users.
Tip 3: Create a strong about page.
While AI tools might not be human, they’re driven to look for content that feels human and authentic. People connect with people, not faceless businesses, and AI tools recognize this.
These tools want to give the best answers possible, so they’re looking for websites that appear relevant and trustworthy.
Businesses with clear stories, real people behind them, professional experience, authentic reviews, and transparent information naturally fulfill these criteria.
Your about page is one of the best places to communicate those trust signals.
It should include the following elements:
- Your story
- Credentials and experience
- Location
- Who you help
- What makes your approach unique
Each of these helps to establish trust and authority, which is what AI is looking for.
Quick win:
Create or edit your website about page, making sure it speaks to your story, your experience, and your credentials in a clear and conversational manner.
Tip 4: Create dedicated service pages.
When all of your services are hidden in the same “What We Do” page, AI has to work harder to understand exactly what you offer. Instead, create dedicated service pages that clearly outline each of your offerings.
For example, I have a drop-down menu on my website where services like “Social Media Management” and “Website Design” are listed. Each has its own page and description, allowing AI tools to pull information directly relevant to whatever it is their users are looking for.
This also generally creates a better experience for visitors – especially if you have a lot of varied services. Someone looking for something specific shouldn’t have to hunt through a long page describing every service you offer.
Quick win:
Review your website navigation. If multiple services are combined onto one page, consider breaking them up so that one service is the primary focus of each page.
Explain each offer in detail, answer common questions, and naturally include the language your audience is already using when they search.
Build trust through social proof and credibility
Tip 5: Prioritize collecting reviews and responding to them.
Reviews are no longer just tools for building trust with prospective clients. Google reviews and third-party mentions (such as on social media) are also trust signals AI uses to validate local businesses.
Think of reviews as conversations happening about your business when you’re not in the room. AI tools pay attention to these mentions because they’re less biased than your own marketing.
This doesn’t always happen on its own. An intentional part of your marketing plan should include asking past clients to leave feedback on your Google Business or Facebook pages.
Responding to the reviews you receive is just as important. Not only is it a thoughtful way to show your clients that you appreciate them, but it also shows AI that you’re active and engaged within your business operations.
Quick win:
Reach out to a few happy clients and ask if they’d be willing to leave a review. Make it easy by sending them a direct link to your page. Respond thoughtfully to every review you receive.
Tip 6: Include your location throughout your website.
If you serve a specific area, don’t hide it. Include your city, region, and province naturally throughout your copy.
That includes within:
- Page titles
- Meta descriptions
- Footer content
- Service pages
- Blog posts
Rather than simply saying, “I help small businesses,” consider saying, “I help small businesses across Lanark County and Eastern Ontario.”
Location-based context helps AI tools connect your business with the people searching nearby. Make it clear where you operate, so AI can reference you where relevant.
Quick win:
Add your location to your footer.
Improve structure: focus on your headings and homepage
Tip 7: Use proper headings.
Headings aren’t just tools to break up your content. The heading hierarchy structure also organizes information for readers and AI tools.
Each page on your website should have one primary H1 tag. This indicates the most important information, and should appear as the title at the top of the page. Subsequent headings should have H2 tags, followed by a logical sequence of H3 and H4 subheadings underneath (and so on).
While visitors will appreciate this structure for ease of readability (especially if they rely on accessibility tools like screen readers), AI tools are also looking at the underlying structure.
Each heading should clearly describe the section below it, using clear and concise language so AI can quickly sort and summarize the information for its users.
Quick win:
Make sure each of your website pages has one H1 tag. If you have more time, go through each of the blogs on your website and audit them for proper paragraph and heading structure.
Tip 8: Write a clear homepage introduction.
Avoid assuming people already know what you do. Provide information about your business as clearly as possible on your home page.
This is often the first page that visitors see. Within the first few sentences, people should understand who you are, what you do, who you help, and where you’re located.
AI tools frequently pull information from these introductory sections, so clarity matters.
When someone lands on your website for the first time they should quickly understand whether or not they’re in the right place. AI tools are trying to make that same determination.
Quick win:
Ask someone unfamiliar with your business to read only the first paragraph of your homepage. Then ask them what they think you do. If there’s any confusion, your homepage likely needs to be refined.
Continue demonstrating expertise
Tip 9: Regularly publish helpful content.
New content demonstrates that your business is active, knowledgeable, and invested in helping people solve problems.
Every blog post, FAQ, case study, guide, or educational article also becomes another opportunity for AI to understand your expertise.
These posts should answer the real questions your audience is already asking, providing additional information for those who land on your site or are looking for information related to your area of expertise via AI tools.
Quick win:
Write down the last five questions clients have asked you. Choose one and use it as a prompt for a new blog post or case study. Make sure to create at least 300 words of truly helpful content.
Tip 10: Make sure your website loads quickly.
Page speed affects user experience, search rankings, and AI crawlability. A slow website isn’t just frustrating for visitors. It can also make it more difficult for search engines and AI tools to access your content.
Often, simple updates like compressing images, removing unnecessary plugins, or updating outdated software can make a noticeable difference.
Quick win:
Run your website through an online tool like Google PageSpeed Insights. Based on the results, this tool will offer simple improvements you can make within your site to boost the speed.
The bottom line:
Write for humans first, but don’t forget to keep AI tools in mind as well.
Clear language, well-organized pages, and helpful content all make it easier for AI tools to understand your business and include you in their responses. That’s really what GEO is all about.
The businesses that will continue to thrive are those that are willing to evolve as marketing inevitably shifts and expands.
If you’re unsure whether or not your website fulfills these GEO criteria, I’d be happy to help audit it for you.
Together we can review your website, improve your messaging, and ensure your business is positioned to be found not just by Google, but by the AI tools people are relying on every day.
