They search the web
When you ask a question, the AI fires off its own search queries in the background. These are called shadow queries, and they are often different from what a human would type.
When someone asks ChatGPT "what is the best cleaning company in Marbella?" , the AI does not guess. It searches the web in the background, reads multiple sources, evaluates which businesses have the strongest signals, and then recommends one or two by name.
Generative Engine Optimisation : GEO , is the practice of making your business the one that AI recommends.
AI systems like ChatGPT, Perplexity, Google Gemini, and Claude all follow a similar process when answering questions about local businesses.
When you ask a question, the AI fires off its own search queries in the background. These are called shadow queries, and they are often different from what a human would type.
The AI looks at the websites and listings it finds, assessing factors like content depth, structured data, reviews, consistency of business information, and whether the source appears trustworthy.
Based on what it found, the AI generates a response that typically mentions one to three businesses by name, along with reasons for the recommendation.
If your business does not show up in the AI's background searches, or if your website lacks the signals the AI is looking for, you will never be recommended. It is that simple.
I research the exact queries that AI models fire when someone asks about your type of business in your area. These hidden search terms become the targets for dedicated pages on your website.
I make sure your business is a clearly defined entity across the web , consistent name, address, phone number, and business information on your website, your Google Business Profile, directories, and citations.
Every page on your website is built with clear headings, direct answers to specific questions, and schema markup that AI systems can parse and trust.
Reviews, citations, and mentions on platforms that AI models learn from. The more places your business appears with consistent, positive information, the more likely AI is to recommend you.
Traditional SEO optimises for a list of blue links. GEO optimises for AI citations.
Traditional SEO optimises your website to rank in a list of blue links on Google. GEO optimises your entire online presence to be cited and recommended in AI-generated answers. Both matter. They are not competitors , they are complementary.
The good news is that the foundations are the same: great content, proper structure, strong reviews, consistent business data. If you do AI SEO services Costa del Sol properly, you get better traditional rankings AND AI recommendations. It is not either/or , it is both.
GEO works best alongside the rest of the AI SEO stack. These are the services that plug into it.
Reviews, categories, and entity signals , the foundation AI models look at first.
Learn more → 7.5Structured answers that win Google AI Overviews, Perplexity, and voice search snippets.
Learn more → 7.6Structured data on every page so machines can read exactly what you do and where you do it.
Learn more → 7.79 platforms tracked monthly so you know which models are surfacing your business.
Learn more → 7.8Consistent NAP across the directories that Google and AI systems actually trust.
Learn more → HUBSee the full system , nine services that compound into one moat around your business.
Back to hub →GEO stands for Generative Engine Optimisation. It is the practice of optimising your business to be recommended by generative AI systems like ChatGPT, Perplexity, Google Gemini, and Claude. See also the full GEO explainer for Generative Engine Optimisation (GEO).
No. GEO is especially valuable for local businesses because AI systems are increasingly used to find local services. A well-optimised local business can appear in AI recommendations alongside or even ahead of larger competitors.
Ask ChatGPT to recommend a business like yours in your area. If your business is not mentioned, you need GEO. I offer a Free AI Visibility Report that shows exactly where you stand.
AI recommendation depends on how quickly your optimised content gets indexed and recognised. Typically, businesses start appearing in AI results within 2 to 4 months of implementing a full GEO strategy.
Yes. New businesses can build AI visibility from day one by implementing schema, creating comprehensive content, and establishing consistent entity information. Starting early means less catching up later.