From SEO to GEO

Why are ChatGPT, Gemini and Perplexity "devouring" traffic from Google?

Until a few years ago, the game was almost exclusively about Google positions. Today, an increasing number of users, instead of "googling," simply ask ChatGPT, Gemini, Claude, Grok or Perplexity:

• "What tax law firm in Warsaw do you recommend for a software house?"

• "What is a good SEO agency for e-commerce in Poland?"

• "Which physiotherapist in Krakow to choose after a knee injury?"

Language models are increasingly responding specific recommendations from companies - sometimes with links, sometimes with just a name and description. This is a new type of "search engine," which in literature and marketing practice is called a generative engine - the engine not only searches, but also generates a response from multiple sources at once.

As a result, a new field has emerged: GEO - Generative Engine Optimization. It is about something simple:

How do you get your company to show up more often in ChatGPT, Gemini, Claude, Grok and Perplexity responses - especially when someone is looking for services exactly like yours?

This is especially important for service companies: local (medical, beauty, construction, service), specialized B2B (agencies, law firms, software houses, consultants) and educational. In e-commerce, additional developments of this concept include strategies such as SEO, AEO and GEO for e-commerce, which show well how these layers come together in practice.

In this guide you will find a structured gEO strategy step by step, based on current knowledge of how today's models and generative search engines work.

What is GEO strategy for service companies

Definition of GEO (Generative Engine Optimization)

GEO is a set of actions that increase the chance that your content and Your brand will be used as a source in responses generated by models like ChatGPT, Gemini or Perplexity. Similar logic - only focused on online stores - is described, for example, in the guide GEO for e-commerce and AI search.

Unlike classic SEO, where you're fighting for a spot on the results list, in GEO you're fighting for:

• Your website was one of the sources cited

• Your company was named in the response (e.g., "One of the recommended SEO agencies in Poland is... ")

• the user who sees this answer just clicked to you
  

GEO vs classic SEO - key differences

In practice, GEO is not a replacement for SEO. Rather, it's another layer that uses the foundations of SEO (visibility in Google/Bing indexes), but additionally optimizes the format, structure and authority of the content for the way generative engines work.

For service companies, GEO is exceptionally important, because inquiries to models are often heavily oriented toward recommendations: "who do you recommend", "which company is the best", "who is worth talking to".

How AI chatbots "think" when choosing a company to recommend

None of these systems "think" like a human being, but they are all based on similar process:

1. Interpret the user's question (intent, context, location)
2. Retrieve information from search engine indexes and other sources
3. Combine data from multiple sites into a single, coherent response
4. Sometimes they join links to sources (Perplexity, Claude, Grok, ChatGPT Search, AI Overviews at Google)

In practice, it is part of a broader architecture, where such phenomena as the following, among others, are important query fanout in AI search - that is, the way a single user query expands to multiple technical queries "underneath."

Where they get the data from

• ChatGPT - combines knowledge from the base model with results from Bing and other sources when it has access to the Internet
• Perplexity - performs a real-time search with each question and immediately shows what sites were used
• Gemini / AI Overviews - relies on Google Search index; generative layer summarizes and combines information from pages already rated by Google

What they consider "credible and helpful"

Based on GEO's documentation and research, the most important signals are:

• Visibility in classic SEO (Google/Bing) - if you are not in the index, models are less likely to notice you at all

• Domain authority and content: links from credible sites, publications in trade media , consistent, expert content

• Structurality of content: clear headings (H2/H3), Q&A sections, FAQ , definitions, checklists, case studies

• Social proof: reviews, ratings, testimonials , presence in directories and rankings ("top agencies", "best clinics")

• Consistent branding: identical company data (NAP) in all important places , uniquely defined specialties and target group

What does this mean for you?

If you want ChatGPT, Gemini, Claude, Grok or Perplexity to recommend your service company, you need:

• build a strong, expert online presencewhich classical search engines consider valuable

• organize company information (NAP, offer, specialties, case studies)

• prepare content in a form that models like to quote (Q&A, checklists, step-by-step processes)

• invest in PR and social proof where generative engines are eager to draw data from

Semly helps service companies go through this process in a structured way - from researching topics and intent, to producing GEO-ready content, to distributing and reinforcing brand authority. In practice, this is also often combined with an AEO/SEO layer for e-commerce, described in more detail in the material on modern SEO and AEO for stores.

Step-by-step GEO strategy for service companies

Here's a process you can use whether you run a marketing agency, software house, law firm or physical therapy practice.

Step 1 - Map GEO queries: what your customers are asking for in ChatGPT, Claude, Grok, Gemini and Perplexity

Start with user himself.

1. List 20-50 real questions you hear from customers in sales, emails, meetings, e.g.


• "How to choose an SEO agency for an online store?"

• "When is it profitable to switch from a JDG to a limited liability company?"

• "How long does it take to rehabilitate after ACL reconstruction?"

2. Turn them into prompts for models:

• "What SEO agency in Poland do you recommend for an online fashion store?"

• "What tax law firm for the IT industry in Warsaw do you recommend?"

• "What physiotherapist in Krakow do you recommend after ACL reconstruction?"

3. Check with ChatGPT, Gemini, Perplexity


• whether they fall specific company names

• whether they are links to websites, directories, rankings

• what selection criteria lists the model ("check reviews", "pay attention to specialization", "ask about experience in industry X")

This will give you the first map:

• what topics and questions are missing from your site

• what types of sources are the most cited in your category today (e.g., industry portals, reports, directories)

Step 2 - Build a foundation of company data (NAP, offerings, specialties, case studies)

Models need a consistent picture of your business. So get the basics in order:

1. NAP (Name, Address, Phone) aND MAIN DATA


• company name

• address (with city / region)

• phone, e-mail

• Website URL


ensure that they are identical


• on the web

• in Google Business Profile

• in local and trade directories

• on social media

2. Company Description and Specialties


• 1-2 concise paragraphs that clearly define, whom and what you are helping (e.g., "we help e-commerce stores increase sales through SEO and paid campaigns.")

• master list services (e.g., "SEO for e-commerce," "B2B marketing automation," "sports rehabilitation")

3. Case studies


• a minimum of 3-5 described implementations with specific numbers, process and result

• separate sub-pages or sections - models are happy to summarize them in the guide answers

4. Social proof:

• testimonials, reviews, customer logos

• awards, certificates, distinctions

A well-structured foundation ensures that when any source (industry portal, directory, blog) writes about you, models will see the same consistent brand image.

Step 3 - GEO-ready content: service pages, tutorials, FAQs written "under model answers"

Now you get to the content that generative engines are most likely to quote.

1. Service pages


• each key service should have a separate, well-described page, containing: clear description of the service and benefits , section "for whom this service is", step-by-step process of cooperation

• FAQ with questions in the customer's language

• sample H2 headline: "What does it look like to collaborate on online store positioning?"

2. Guides and expert articles


• create texts that directly answer GEO's questions, e.g.:"How to choose an SEO agency for an online store? 10 criteria (with checklist)", "When is it worth switching to a limited liability company? A guide for software houses"

• divide text into readable sections, add summaries and checklists - these are great "chunks" for models to cite

3. FAQ and Q&A


• create a separate FAQ page and FAQs on key service pages

• write the questions as the customer would ask them in ChatGPT (in a full sentence, in the first person), such as:"How long does the SEO process take for an online store?", "How many visits do I need after my knee injury?"

Semly can help here on two levels


• search real questions from the market (SEO + GEO)

• plan and generate content backbonewhich a copywriter will refine for your brand

Step 4 - Reviews, references and mentions in credible sources

Generative engines trust very strongly sites that are already recognized as reliable. Therefore, in addition to your own site, you need to take care of:

1. Reviews and Feedback


• Google Business Profile - number, frequency and quality of reviews

• Facebook, industry portals (e.g. Clutch for agencies, FamousDoctors for medicine)

• ask for customer feedback systematically, after each completed project

2. Guest Publications and PR


• expert articles in trade and local media

• interviews, podcasts, webinars with your participation

3. Rankings and listings


• reports like "Top software houses in Poland", "Best SEO agencies 2026" are often cited by models
• make sure your company appears in such lists - this acts as a "shortcut" to becoming an AI recommendation

Step 5 - Structured data, industry and local directories (Local GEO)

For local and service companies dane structural and catalogs are one of GEO's strongest pillars:

1. Schema.org on the site


• use the appropriate types:localBusiness, ProfessionalService or MedicalClinic - for local services , Organization, Service - for B2B

• add schema for FAQPage, HowTo, Article, Review - this helps both SEO and generative engines to better understand your listing

We write more extensively about the practical differences between the various types of markers for GEO in the article, among others Schema.org and itemprop under AI and GEO.

2. Local and industry directories


• have up-to-date entries in the most important directories: local (e.g., city, regional, chamber of commerce) , industry (e.g., directories of law firms, agencies, clinics)

• make sure the NAP is consistent everywhere

3. Data integrity check


• search for your company's name in Google / Bing and see if anywhere NAP "splits"

• correct differences (e.g., old phone number, old addresses, outdated logos)
  

Step 6 - How to test: control prompts and visibility monitoring in AI

A GEO strategy does not exist without testing and measurement.

1. Create a set of control prompts (10-20 questions), such as


• "What SEO agency in Poland do you recommend for a medium-sized online store?"

• "What tax law firms in Warsaw are recommended for the IT industry?"

• "Which sports physiotherapist in Krakow do you recommend?"

2. Ask them every month in


• ChatGPT (in search mode)

• Perplexity

• Gemini / AI Overviews (in Google Search)
• Claude
• Grok

3. Record the results


• whether your company appears

• what other companies are mentioned

• what sources the models use (directories, rankings, portals)

4. Monitor traffic and input sources


Check in analytics to see if inputs are coming in from domains like perplexity.ai, chatgpt.com, search.apps.google.com, etc.; we describe a detailed approach to this in the guide how to measure sales with AI search.

Tactical differences: ChatGPT vs Gemini vs Perplexity

ChatGPT

Priority: bing visibility + expert content .

GEO Tactics


• take care of indexability and basic SEO for Bing (same best practices as Google, with an emphasis on technical SEO)
• build content that ChatGPT can easily summarize in a few sentences: definitions, FAQs, checklists

• try to be cited in articles and reports that rank well in Bing on their own

Perplexity

Priority: being a "better source" than the competition


GEO Tactics:

• 
contents very factual and information-rich, with unique data (case studies, figures, processes)

• guest articles and publications in portals that Perplexity frequently cites in your niche

• clear headings and excerpts that can be pasted into the answer without alteration

Gemini / AI Overviews

Priority: strong classic SEO on Google.

GEO Tactics


• refined E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): authors with competence

• "About Us" and "Team" pages
• privacy policies, terms and conditions

• technically secure site

• rich content answering full questions

• structured data, local SEO, link building

How Semly helps put GEO into practice

Semly was created precisely for companies that want to grow through search engine visibility and AI-generated responses, but they don't have the time or resources to pin all the blocks together by hand.

In the context of GEO, Semly can help you with, among other things:

1. Researchu topics and intentions:

• identify queries that are important for both SEO and GEO (conversational queries, shopping scenarios)
• analyze what types of content (tutorials, case studies, FAQs) are most likely to be cited by models

2. GEO-ready content planning and creation:

• designing skeletons of articles and service pages under the structure that LLMs "like" (H2/H3, Q&A, checklists)
• supporting the marketing and copywriting team in creating consistent, expert content

3. Distributing and enhancing authority:

• helping you choose where to get links, guest publications, mentions and reviews
• building stable brand presence in the sources that generative engines cite most readily

This makes GEO not an abstract buzzword for you, but a concrete, repeatable process, which can be incorporated into your marketing strategy.

GEO strategy for 30 days - an action plan for service companies

Here's a simple plan you can implement right away.

Week 1 - Audit and Foundations

Find out how models see your company:

• ask 10-20 follow-up questions in ChatGPT, Gemini, Perplexity, Claude, Grok

• make a note of whether your brand appears, what companies are mentioned and what sources are cited

Do an audit of NAPs and profiles:

• standardize name, address, phone, website address in all key places
• update Google Business Profile

Map out key services and specializations.

Week 2 - GEO-ready content

Choose 1 - 2 key services i:

• refine their sub-pages (description, process, "for whom" section, mini FAQ)
• add a section with case study or even a brief example of implementation

Create 1 larger guide answering a specific GEO question (e.g., "How to choose an SEO agency for an online store?") with a checklist.

Week 3 - Social proof and directories

Start systematically get feedback:

• prepare a simple template message asking for a review
• send to 10-20 satisfied customers

Identify major local and industry directories i:

• make sure you have a profile there
• update company details and description

Week 4 - PR, monitoring and iteration

Choose 1-2 media / industry portals and offer them:

• expert article
• expert commentary on their material
• share in the ranking / listings

Repeat the tests with control prompts.

Update your content plan for the next 2-3 months based on what content and sources models are already eager to cite.

If you work with Semly, you can consider this plan as a cooperative frame - many tasks (from topic research to content skeletons to effects monitoring) can be automated or significantly accelerated. In practice, we often start with sessions like ask ChatGPT why it doesn't recommend your brand, which allows you to quickly identify the biggest gaps in GEO visibility.

The most common mistakes in GEO and how to avoid them

1. Thinking only "under the algorithm"

• Creating content only "for models", with no real value for humans
• The result: low quality, no links from valuable sites, ignored by AI
• Solution: start with real customer problems, GEO consider as a way of arranging and reinforcing content

2. Lack of social proof

• Great site, but no reviews, no case studies, no outside mentions
• Solution: integrate feedback collection and case studies into the customer service process

3. Smashed NAP and information chaos

• Different addresses, phone numbers, descriptions of services in different places
• The result: models have trouble "connecting the dots", your brand looks less credible
• Solution: once a quarter view all key profiles and directories

4. No content strategy

• Publishing random posts with no connection to key customer questions
• Solution: base content on GEO question map and classic keyword research

5. No monitoring of AI search

• You do the actions, but you don't check if AI actually starts quoting you
• Solution: keep a simple sheet with control prompts and test results + monitor traffic sources

Summary and next steps

GEO is not magic or "hacking" models. It's consistent combination of good marketing, SEO and PR with the new reality that more and more purchasing decisions start with a question to ChatGPT, Gemini, Claude, Grok or Perplexity.

For service companies, this is a huge opportunity:

• you can become a natural recommendation of AI in its niche
• you can build brand authority not only in the eyes of search engines, but also in the responses of models
• you can source new leads from channels that your competitors often still ignore

If you want to speed up the process, base it on data and proven practices, use Semly's tools and support. It's one of the fastest ways to get your SEO in order, add a layer of GEO and get the generative engines going recommend just your service company.

Sources

• Zapier - How does ChatGPT choose its sources when browsing?
• Dejan Marketing - How ChatGPT Search Results Work
• Yoast - What is ChatGPT Search (and how does it use Bing data)?
• Trackboxx - Because of AI like ChatGPT, Bing is the new Google
• Perplexity Help Center - How does Perplexity work?
• Perplexity Hub - Getting Started with Perplexity
• DigitalOcean - What is Perplexity AI? A Smarter Way to Search
• Ethan Lazuk - How Does Perplexity Work? A Summary from an SEO's Perspective
• Google - Grounding with Google Search | Gemini API
• Google - Generative AI in Search: Let Google do the searching for you (AI Overviews)
• ArXiv - GEO: Generative Engine Optimization
• First Page Sage - Generative Engine Optimization (GEO) Strategy Guide
• Jakob Nielsen - GEO Guidelines: How to Get Quoted by AI Through Generative Engines
• Foundation Inc. - What's Generative Engine Optimization (GEO) & How To Do It
• Vercel - How we're adapting SEO for LLMs and AI search
• LLMrefs - AI SEO: How to Optimize for AI Search Engines (2026 Guide)
• Text.com - How to Optimize Your Website for AI and LLM SEO
• xfunnel - What sources do AI Search Engines cite? Analysis of 40k answers

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