February 15, 2026
Most people are familiar with SEO, which is optimization for search engines like Google. But the world of search is changing. More and more people are looking for answers through AI tools like ChatGPT, Gemini, or Perplexity. And that's where GEO comes in. GEO stands for Generative Engine Optimization.
GEO is not a replacement for SEO. It's a natural extension for a time when an increasing share of search is moving to AI chatbots. Those who adapt first gain an advantage, and that advantage can be decisive.
SEO focuses on positions in traditional search results, the blue links you know from Google. The goal is to get on the first page of results and attract clicks. GEO goes further. The goal is for AI search engines to not only find your website but to be able to draw from it and recommend you in their answers.
When someone asks ChatGPT "Who makes quality websites in Brno?", AI doesn't browse through Google results. It crawls the content of websites it has indexed and looks for structured information: who you are, what you do, what reviews you have, how long you've been in business.
The fundamental difference: in SEO, you compete for positions (1st–10th on the first page). In GEO, you compete for whether AI mentions you in its response at all. There's no results page with 10 blue links. AI either knows your company and recommends it, or it doesn't.
Imagine a potential customer opens ChatGPT and types: "I'm looking for a web designer in Brno who can build fast modern websites." What happens?
For AI to find and recommend you in this process, you need to have the right information on your website in the right format. And that's exactly the goal of GEO optimization.
Here's a practical checklist you can implement on your website today:
1. Create an llms.txt file
Place an llms.txt file in your website's root directory with information about your company, services, and contacts. This file is to AI what robots.txt is to Google, serving as a guide on how to understand your website.
2. Implement JSON-LD structured data
Add structured data in JSON-LD format to your HTML header. At minimum, you should have:
Organization or LocalBusiness: basic company infoWebSite: website description with searchService: description of offered servicesBreadcrumbList: breadcrumb navigationPerson: if you're a freelancer or personal brand3. Optimize text content
AI needs clear, factual, and structured text. Write for humans, but structure for machines. Use headings (H1–H3), lists, tables, and short paragraphs. Mention specific facts such as location, years of experience, number of completed projects, specialization.
4. Build authority signals
AI models evaluate trustworthiness similarly to Google, through signals from external sources. Collect reviews on Google Business Profile, maintain active profiles on LinkedIn and other networks, publish expert content, and earn backlinks.
5. Connect all channels
Structured data should include links to your social networks (sameAs property). Your website should be connected to your Google Business Profile, LinkedIn profile, and other relevant platforms. The more consistent information AI finds about you across the internet, the more it trusts you.
JSON-LD (JavaScript Object Notation for Linked Data) is a format that AI models directly parse and process. Here's an example for a local business:
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Company Name",
"description": "Company and services description",
"url": "https://www.example.com",
"telephone": "+1234567890",
"email": "info@example.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "New York",
"postalCode": "10001",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 40.7128,
"longitude": -74.0060
},
"openingHours": "Mo-Fr 09:00-17:00",
"sameAs": [
"https://www.linkedin.com/in/yourprofile",
"https://www.instagram.com/yourprofile"
]
}Place this code inside a <script type="application/ld+json"> tag in the HTML header. AI models automatically parse it and use it to understand your business. The more types of structured data you have, the more accurately AI can describe and recommend you.
The llms.txt file is a key element of GEO optimization. Unlike structured data, which is designed for machine processing, llms.txt is written in natural language with Markdown formatting, which is exactly how AI models best process information.
I recommend creating two versions: a concise llms.txt (overview of company, services, and contacts) and a detailed llms-full.txt (complete website content in text form). Some AI crawlers prefer a brief overview, while others process detailed information.
Learn more about the format and template in the article What is llms.txt and Why Your Website Needs It.
GEO is harder to measure than SEO because AI chatbots don't have public analytics tools like Google Search Console. Still, several methods exist:
Important: GEO results appear more slowly than SEO. Expect 4–12 weeks from implementation before changes show in AI responses.
If you have neither SEO nor GEO, start with SEO. The reason is pragmatic: Google still generates the majority of web traffic, and good SEO is the foundation on which GEO builds.
The good news: many SEO techniques directly help GEO as well. Quality content, structured data, a fast website, and authority signals are important for both disciplines. If you're doing SEO well, you're halfway to functional GEO.
Practical prioritization recommendations:
For most businesses, I recommend implementing phases 1 and 2 simultaneously, as it only takes a few extra hours and results come faster.
I implement GEO optimization as a standard part of every website I build. Here are specific experiences:
On my own website (fana.design), I implemented complete GEO: JSON-LD structured data for Person, LocalBusiness, and WebSite, llms.txt and llms-full.txt files in two languages, optimized text content, and social media connections. The result: within a month of deployment, ChatGPT started mentioning me in responses to queries about web design in Brno.
For a client in wedding photography, we implemented JSON-LD with Person, LocalBusiness types and detailed service descriptions including price ranges. We added llms.txt with portfolio and specializations. Perplexity started recommending them for queries like "best wedding photographer Brno," without a single euro invested in advertising.
Key finding: GEO works best for local businesses and specialized services. When AI receives clear information about who you are, where you operate, and what exactly you offer, it can very accurately recommend you to relevant customers.
GEO is still in its early stages. Most websites aren't prepared for it. That's an opportunity for early adopters. Those who adapt first gain an advantage. AI search engines are growing and in a few years they'll be a common part of how people search for services and products.
According to current data, over 30% of internet users use AI chatbots for searching information, and this number grows every month. Companies that wait on GEO risk being overtaken by competitors in the fastest-growing search channel.
I offer a free AI audit that shows how artificial intelligence sees your website and what to improve. The audit takes just a few minutes and shows you specific steps to improve your GEO visibility.
Related articles: What is llms.txt and Why Your Website Needs It • Why a Fast Website Makes More Money