Boost AI Visibility: GEO Tips for Perplexity & ChatGPT

According to a recent McKinsey survey, around 65% of organisations now utilise generative AI, nearly double the figure from the previous year. This rapid shift implies that businesses and content creators must start thinking about ranking within AI-driven responses rather than solely focusing on traditional search engines.

This article explores essential strategies for enhancing visibility in AI-generated answers, such as those provided by ChatGPT and Perplexity. By aligning your content with the key factors these AI tools prioritise, you can boost the likelihood that it will be accurately represented and frequently recommended.

Understanding these elements will help you stay competitive in an evolving landscape where generative AI increasingly shapes online visibility.

 

GEO: The new SEO for ranking on ChatGPT and Perplexity

Generative Engine Optimisation (GEO) is becoming increasingly essential as AI-driven platforms shape how content is ranked and delivered to users. While traditional SEO practices remain valuable, optimising for tools like ChatGPT and Perplexity requires a refined approach.

1. Start with Strong SEO Fundamentals

If you aim to appear in generative AI results, foundational SEO remains essential. High-quality, authoritative content is often prioritised by AI tools that rely on structured web data. This means ranking well in traditional search results gives you an advantage in AI-generated answers too.

Key SEO Steps:

• Create high-quality content that is well-researched, insightful, and unique.
• Enhance technical SEO and schema markup to help AI systems interpret content context.
• Focus on entity optimisation (like brands or locations), as AI often prioritises content centred around key entities.

 

2. Target the Right Keywords for AI Search

Selecting the right keywords is crucial for GEO. Generative AI platforms respond better to conversational and natural language phrases. Think beyond conventional keywords; focus on the types of questions users might ask on AI platforms.

Tips for Keyword Optimisation:

• Use conversational language structured around questions like “how to” or “best ways to.”
• Focus on long-tail keywords that match the specificity of user queries.
• Incorporate NLP techniques by writing in a conversational tone that aligns with natural language.

 

3. Analyse Competitors in AI Results

To gain an edge, observe which content performs well on platforms like ChatGPT and Perplexity. These tools prioritise clear, authoritative, and structured content. Analysing competitors helps identify ways to enhance your own content for better visibility.

Steps for Competitor Analysis:

• Identify top performers frequently referenced in generative AI answers and study their themes and structure.
• Ensure clear formatting with headers, bullet points, and short paragraphs.
• Incorporate effective strategies from competitors, adjusting your topic selection, question phrasing, or layout.

 

4. Build a Positive Brand Reputation and Encourage Reviews

AI models often consider user sentiment and brand reputation when generating responses. Brands with strong reviews and a positive reputation are more likely to be referenced as reliable sources.

Steps to Improve Brand Perception:

• Encourage customer reviews on popular platforms to build credibility.
• Monitor your online reputation using tools to address any issues promptly.
• Create trustworthy, authoritative content to foster brand reliability.

By following these steps, you can increase your visibility in generative AI results and remain competitive as AI shapes the future of search.

 

Mastering GEO for generative AI visibility

The landscape of search engine optimisation has expanded with the addition of generative engine optimisation (GEO), which focuses on achieving visibility within AI-generated answers on platforms like ChatGPT and Perplexity. While traditional SEO principles remain essential, GEO requires a refined approach to ensure content ranks well within AI-driven results. By prioritising foundational SEO elements—such as high-quality, authoritative content, a strong technical SEO setup, and the use of schema markup—brands can build a robust foundation. These practices not only support performance on standard search engines but also establish a reliable structure for AI platforms that rely on structured data to interpret and present content.

In addition to these fundamentals, targeting conversational, natural-language keywords can further enhance visibility in generative AI responses. Unlike traditional SEO, GEO often benefits from language that directly aligns with user queries, such as question-based or phrase-driven search terms. Adapting content to include conversational keywords, particularly those that align with likely user questions, helps improve how often AI tools like ChatGPT and Perplexity pull from your content in their responses. Writing in a tone that aligns with natural language processing (NLP) techniques is also advantageous, as these AI systems favour content that feels authentic and user-friendly.

Analysing competitors who already rank highly in AI-generated answers can provide significant insights into content structuring and topic selection. AI-driven platforms frequently prioritise well-organised content with clear headings, bullet points, and short, easy-to-digest paragraphs. By studying successful competitor content, you can identify effective strategies in structure, layout, and even the type of questions or phrases used. Implementing similar strategies in your content enhances readability and accessibility, increasing the likelihood of it being referenced by AI tools. Regularly auditing competitor performance within AI results is a smart way to stay informed on the evolving preferences of these platforms.

Lastly, maintaining a positive brand reputation and encouraging strong customer reviews play an increasingly important role in being featured within generative AI responses. AI models often incorporate sentiment and brand perception, favouring reputable, trusted sources when generating answers. Promptly managing and improving your brand’s online reputation signals reliability and trustworthiness to both users and AI platforms. Positive reviews reinforce this trust and can influence how often your brand is highlighted in AI-generated results. By integrating these GEO strategies alongside traditional SEO, your content is well-positioned for relevance in both conventional search engines and the emerging AI landscape.