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.
How AI Models Choose Who to Recommend
AI systems like ChatGPT, Perplexity, Google Gemini, and Claude all follow a similar process when answering questions about local businesses:
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.
They evaluate sources. 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.
They synthesise an answer. 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.
What I Do for GEO
Shadow query extraction. 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.
Entity optimisation. 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.
Structured content. 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.
Authority signals. 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.
GEO vs Traditional SEO
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 properly, you get better traditional rankings AND AI recommendations. It is not either/or — it is both.
Ready to Get Found by More Customers?
Fill in your details and Greg will personally review your business and get back to you.
Or contact Greg directly: +34 633 856 321 · WhatsApp · [email protected]
Frequently Asked Questions
What does GEO stand for?
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.
Is GEO only for big companies?
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.
How do I know if I need GEO?
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.
How long before AI starts recommending my business?
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.
Can GEO help if my business is new?
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.