TL;DR: GEO (Generative Engine Optimization) is the practice of optimising content to be cited by generative AI systems like ChatGPT, Claude, and Perplexity. In B2B, where decision-makers increasingly use these tools for research, being citable by AI is becoming a measurable competitive advantage. This article covers the principles and techniques.
What is GEO and how does it differ from SEO?
SEO optimises your content to appear in Google search results. GEO optimises your content to be cited in generative AI responses.
The difference is fundamental. Google returns links — the user decides which to visit. ChatGPT, Claude, and Perplexity synthesise a direct answer. They cite sources, but user behaviour is different: they read the answer, not necessarily the sources. Being the cited source in that answer is the new « first Google result ».
For B2B startups, the stakes are concrete. When a VP Engineering asks ChatGPT « what are the best monitoring solutions for Kubernetes? », the response cites 3 to 5 solutions. Being on that shortlist is an acquisition channel nobody measures yet — but it already influences purchasing decisions.
How do generative AI systems select which sources to cite?
Generative AI doesn’t work like a search engine. It doesn’t rank by keywords — it evaluates relevance, clarity, and content structure to answer a given question.
Several factors influence citability. Clarity of formulation comes first. Content that directly answers a question with a readable structure is more likely to be selected than dense, ambiguous text.
Specificity matters too. AI systems favour content that treats a subject in depth over pages that skim ten topics. A 2,000-word article focused on « B2B messaging for European SaaS startups » will be more citable than a generic piece on « digital marketing ».
Technical structuring counts as well. H2 headings framed as questions, TL;DR summaries at the top, Schema.org-marked FAQs — these elements facilitate information extraction by AI systems. Not magic. Content engineering.
Which concrete techniques make B2B content citable by AI?
Six techniques form the foundation of B2B GEO.
1. H2s as natural questions. Users ask AI questions. If your H2 matches the question asked, your content is a direct candidate for the answer. « How do you structure B2B messaging? » is more citable than « Our messaging approach ».
2. TL;DR at the top of each page. A 2-3 sentence summary at the start lets AI systems extract the essential without parsing everything. It’s the equivalent of the featured snippet for generative AI.
3. Schema.org-marked FAQs. AI systems use structured data to identify answers. An FAQ with FAQPage markup is a strong relevance signal.
4. Verifiable claims. « We reduce sales cycles by 35% » is citable. « We improve commercial performance » is not. AI systems look for concrete data to integrate into their responses.
5. Explicit definitions. When you define a concept — « B2B messaging is the argumentative structure that underpins all of a company’s communication » — you provide AI with a text block that’s directly usable.
6. Contextual internal linking. AI systems explore sites in depth. Coherent internal linking reinforces the perceived thematic authority.
How does GEO work alongside traditional SEO?
GEO doesn’t replace SEO. It complements it. The good news: the two disciplines are largely compatible. Content well-structured for AI is also well-structured for Google.
Convergence areas are numerous: explicit headings, in-depth content, structured data, internal linking, careful meta descriptions. SEO remains essential for organic traffic. GEO adds a visibility channel that gains importance every quarter.
There is a nuance. SEO sometimes rewards keyword density and backlink tactics. GEO rewards clarity and demonstrated expertise. Content that repeats « B2B messaging startup » fifteen times will be less citable by AI than content that explains the subject thoroughly and coherently.
At Fast Growth Advisors, every piece of content is optimised for both — SEO and GEO. We call this dual optimisation. The pages on this site are a working example: question-based H2s, TL;DR summaries, Schema.org FAQs, and in-depth treatment.
How do you measure your GEO visibility?
GEO measurement is still emerging. There’s no equivalent of Google Search Console for generative AI — not yet. But pragmatic approaches exist.
The most direct: ask ChatGPT, Claude, and Perplexity the questions your prospects ask. Is your company cited in the responses? If not, are your competitors? This manual benchmark takes an hour and gives an immediate snapshot.
Tools like Perplexity explicitly display their sources. Tracking citations that point to your site is a GEO visibility indicator. It’s not a standardised metric yet, but it’s a strong signal.
The agentic approach we’re developing with NOMO AI integrates this dimension from the content creation stage: each article is analysed for citability before publication.
FAQ
Is GEO relevant for all B2B companies?
Primarily for companies whose prospects use generative AI in their research process. In 2025, this covers most tech decision-makers, but also a growing share of buyers in finance, consulting, and industry.
Do you need to rewrite all existing content for GEO?
No. The most effective GEO optimisations are incremental: adding TL;DRs, reformulating H2s as questions, marking up FAQs. An audit of existing content usually identifies the 20% of changes that produce 80% of the impact.
Does GEO make SEO obsolete?
No. Google still accounts for the majority of B2B organic traffic. GEO is a complementary channel, not a replacement. The optimal strategy is to optimise for both simultaneously, which is feasible since best practices largely overlap.
How does Fast Growth Advisors integrate GEO into its services?
Every piece of content goes through dual SEO/GEO optimisation. Service pages, blog articles, and diagnostic reports are all structured for AI citability. The NOMO AI agentic workflow includes a dedicated SEO/GEO agent.