GEO: A Guide to Showing Up in LLMs

Search behavior has shifted dramatically over the past year—and it’s still evolving. People no longer just “Google it” anymore. They’re turning to AI-assistants like ChatGPT, Perplexity, Gemini, and Copilot to find information, summarize ideas, and get answers fast.

Think about your own habits. Do you use Google the same way you did in 2020? Probably not. 

As someone who’s been in digital marketing for over twenty years, I can’t help but notice that GEO (Generative Engine Optimization) feels a bit like the early days of SEO—only faster and more unpredictable. The digital landscape we thought was fast-paced has now become a whirlwind of AI-driven change. Still, the opportunity lies in striking that perfect balance between analytical precision and creative experimentation. While we can’t know exactly how AI assistants operate, we can hypothesize, test, and continually refine our approach.

What Is GEO and Why Does It Matter?

While SEO helps your website appear on search engine results pages (SERPs), GEO focuses on helping your content appear in AI-generated responses. These responses are the summaries, citations, and linked references you see inside ChatGPT, Gemini, and other LLMs (large language models).

The goal of GEO isn’t just to rank—it’s to be referenced. When your organization or brand is quoted, summarized, or linked to in AI-generated answers, you gain:

• Visibility — You’re included where users are searching now.
  
• Credibility — Being cited builds thought leadership and trust.
  
• Traffic and conversions — Mentions can drive real users to your site.

Bonus! There’s an added advantage to appearing in AI-generated responses: our anecdotal data indicates that users arriving via LLMs tend to be more engaged and have a higher likelihood of converting compared to traffic from other channels.

So how do you optimize your site for generative engines? Let’s dive in.

1. Build Semantic Relevance

Generative engines rely on context and meaning—not just keywords. They analyze your content for semantic relevance, asking:

• Does this content answer the user’s intent?
  
• Does it clearly explain the topic?
  
• Is it connected to other related concepts?

This is where topic modeling comes into play. For example, if you’re writing about “sustainable building design,” your page should naturally reference related entities like LEED certification, green materials, carbon footprint reduction, and energy efficiency.

How to Create Semantic Relevance:

• Use entity SEO: Focus on identifiable “entities”—People, Places, and Products.
  
  • Example: If you’re writing about (my happy place) the Minneapolis Institute of Art, include structured references (like schema) that identify it as an organization in Minneapolis, MN.
    
• Write clear, high-quality content: Avoid jargon. Use plain, readable language that answers specific questions.
  
• Organize your structure: Use headings, bullet points, and subtopics so both users and AI crawlers can understand context hierarchy.
  
• Leverage links strategically:
  
  • Internal links show how your content connects.
  • External links (to reputable sources) build trust and context.

2. Prioritize Accessibility and Structured Data

Generative engines, like traditional crawlers, need to understand your content’s structure. A site that’s accessible and well-marked-up improves both human and machine comprehension.

Best Practices:

• Use clean, semantic HTML. Avoid bloated code and unclear div structures.
  
• Implement structured data (schema.org).
  
  • Example: A nonprofit could use Organization, Event, and FAQ schemas to help AI tools understand what’s on their site.
    
• Ensure accessibility:
  
  • Include alt text for images, descriptive links, and proper heading hierarchy.
    
  • Remember, accessibility enhances both user experience and machine readability. At ArcStone, we’re fortunate to have Insi—our accessibility tool—helping us ensure every step of the process supports inclusivity and a better web for everyone.
    
• Add contextual metadata: Similar to how rich snippets help with Google results, structured data helps LLMs understand your ratings, pricing, authorship, and expertise.

3. Strengthen E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

Seasoned SEOs will recognize this acronym. E-E-A-T has always mattered for Google—but it’s even more important for AI visibility.

Generative engines want credible, expert sources they can safely summarize and cite. In many ways, this is where GEO overlaps with PR and brand reputation. 

How to Build E-E-A-T for GEO:

• Show your experience: Include author bios, credentials, and firsthand perspectives. Create a compelling “About” page that highlights who you are, what you stand for, and what sets you apart.
  
• Demonstrate expertise: Publish deep, original insights—not surface-level summaries.
  
• Earn authority:
  
  • Seek backlinks from reputable organizations.
    
  • Get mentioned in trusted publications.
    
  • Partner with aligned brands.
    
• Build trust signals:
  
  • Ensure HTTPS, privacy policies, accessibility statements, and transparent contact info.
    
  • Maintain consistent branding across platforms.

Generative engines evaluate not just your domain’s authority, but also social signals, reviews, and external reputation. The bonus? Strengthening these areas will boost your local and traditional SEO performance as well.

4. Conduct a GEO-Friendly Tech Audit

Before you optimize your content, make sure your website’s foundation is strong.

Ask yourself:

• Is my site crawlable and free of errors? Run a crawl audit to find broken links, redirects, and indexing issues. Do you have an llms.txt file?
  
• Is my site accessible? Use tools like Insi, WAVE or Axe to identify WCAG issues.
  
• Is it fast and mobile-friendly? Review your Core Web Vitals in Google Search Console. Likewise, review your search performance in Bing Webmaster Tools.
  
• Is my site architecture logical? Make it easy for both users and crawlers to navigate.
  
• Does my content answer questions clearly? Review top-performing LLM queries in your niche and ensure your content provides actionable, concise answers.
  

Preparing for the Future of Search

The line between search engines and AI assistants is disappearing. As generative models become the first stop for users, GEO will define which organizations remain visible.

Just as SEO helped brands dominate search results in the 2000s, GEO will determine who shows up when AI answers.

Start by optimizing your content for clarity, accessibility, and credibility. Use structured data to guide LLMs. Build trust through authentic expertise and a strong technical foundation.

Because in the era of generative search, visibility isn’t about keywords—it’s about context, connection, and credibility.

Want Help with GEO?

ArcStone helps mission-driven organizations stay visible in evolving search landscapes. From accessibility audits to content strategy, we can help you build a foundation that earns trust—from Google and from generative AI.

Contact us to talk!