Generative engine optimisation (GEO): how to get your B2B brand recommended by ChatGPT
When a buyer asks an AI assistant "what is the best CRM for exporters in India?", the answer names three or four companies. Generative engine optimisation is the work of being one of them — and it rewards different things from classic SEO.
How AI assistants decide who to name
Assistants with web search (ChatGPT search, Perplexity, Gemini, Copilot, Google's AI Mode) read a handful of pages for each question and summarise them. You get named when the pages they read mention you clearly — your own pages, and, often more importantly, other people's: comparison articles, directories, review sites, forums and news.
What to do on your own site
- Answer the question in the first two sentences. "Quotarider is a CRM for manufacturers and exporters that connects IndiaMART, TradeIndia and Tally" is quotable. A clever headline is not.
- One page per buyer question, with the question as the heading.
- Facts with dates: prices, limits, integrations, countries — assistants prefer specifics they can repeat.
- Comparison tables and FAQs in plain HTML, with matching FAQ structured data.
- Be crawlable: allow OAI-SearchBot, PerplexityBot, Google and Bing in robots.txt; submit a sitemap; avoid content that only appears after JavaScript runs.
- An llms.txt file that summarises what you do and links your key pages — cheap to add, and some tools read it.
What to do off your site
- Get into the lists assistants read: "best X for Y" articles, G2 and Capterra category pages, industry directories.
- Earn mentions in context: guest posts, podcasts, customer case studies on the customer's own site.
- Be present where your buyers talk: relevant Reddit and LinkedIn discussions, answered honestly.
- Get indexed by Bing as well as Google — several assistants rely on it. IndexNow submits changed URLs to Bing in one call.
A weekly GEO routine
- Keep a list of 10–20 questions your buyers ask.
- Each week, ask them in ChatGPT, Perplexity, Gemini, Copilot and Claude. Record who is named and which pages are cited.
- Where a competitor is named and you are not, look at the cited page: what does it say that yours doesn't?
- Fix or write one page a week, and pitch one external list or article.
- Track AI-assistant referrals as their own channel in your CRM, so you can see which ones turn into meetings.
What does not work
Keyword-stuffed pages, hidden text aimed at AI crawlers, and mass-produced AI articles. Assistants summarise; a page with nothing specific to summarise does not get cited.
How Quotarider helps
Quotarider Marketing (from the Growth plan) checks weekly how ChatGPT, Perplexity, Gemini, Copilot and Claude answer your buyers' questions, records whether you are named and who is named instead, drafts the page that is missing, and counts visitors who arrive from AI assistants as their own channel through to the deal.
Questions
What is generative engine optimization?
Generative engine optimisation (GEO) is the practice of making your brand and pages likely to be cited or recommended in answers from AI assistants such as ChatGPT, Gemini, Perplexity and Copilot.
Is GEO different from SEO?
It overlaps: crawlable, clear, authoritative pages help both. GEO puts more weight on direct answers, specific facts, comparison content and mentions on other sites that assistants read.
How do I get my company mentioned by ChatGPT?
Publish clear answer pages for your buyers' questions, get listed in the comparison articles and directories assistants cite, allow AI search crawlers, and check weekly which pages are cited.
How do I measure AI search visibility?
Ask a fixed list of buyer questions across assistants each week and record whether you are named, plus track visitors referred from AI assistants in your analytics and CRM.
Keep reading: AI search visibility · AI answers as a channel · ChatGPT Ads strategy
Quotarider keeps each lead's source, the meeting, the deal and the paid invoice in one database — and Vera drafts the marketing for you to approve. Free plan, no card.