GEO optimisation

You are searching for GEO (Generative Engine Optimization). At Onder, GEO falls under AI SEO: one approach for visibility in Google as well as LLMs. ChatGPT, Gemini and Perplexity get their answers from Google and Bing via grounding. That is why your SEO strategy also determines your GEO results. With us, GEO is not a separate subject, but an evolution of SEO.

Table of contents:

• Does AI already mention your brand?
• Start with a baseline measurement
• Our five-step approach
• What you get
• Case Study: What GEO / AI SEO delivered for Windesheim University of Applied Sciences
• Outsource GEO
• What is GEO?
• GEO and SEO: what’s the difference?
• Frequently asked questions

Does AI already mention your brand?

There’s a good chance you’re losing customers right now without even realising it. Here are three situations that happen every day: 

1. You’re not on the list: A potential customer asks ChatGPT for advice in your market. Four brands are suggested, but yours isn’t among them. You’ve been written off before the conversation has even begun.
2. AI uses old information: Someone asks for a comparison with your competitor. The AI draws its information from an old review and that competitor’s website. Your latest offer or your real story? That’s completely overlooked.
3. Your traffic is falling, but your rankings aren’t: People get their answers straight away on screen via AI Overviews or ChatGPT. They simply no longer need to click through to your website. 

In all three cases, you lose control over how your brand is presented. It’s time to regain that control, and that starts with knowing where you stand right now. Take Contact with us.

Start with a baseline measurement

Before you start optimising, you’ll want to know exactly where you stand. We gather the exact questions and search queries that your target audience asks of AI, and test them in ChatGPT, Gemini, Perplexity and Google AI Overviews. 

For each search query, you will then see: 

• Which brands are mentioned in the answer (and whether you’re one of them)
• Which sources and websites does AI use to support its claims?
• How you compare to your direct competitors
• What information AI retrieves about your brand, and whether it is accurate

Not just a gut feeling, but data you can actually use. 

Such an analysis almost always yields surprising insights. For example, a competitor might be performing better thanks to a single, simple comparison article that you could just as easily have written yourself. Or AI might be repeating out-of-date product information because it is structured more effectively on an external site than on your own online shop. 

Once you know how the AI models view you, you can make targeted adjustments.

Our five-step approach

1. Baseline measurement & prompt survey – We map out exactly what questions your target audience is asking of AI and what the current landscape looks like. That is our starting point. This way, we can later see exactly what impact our efforts have had.
2. Your brand as a recognisable entity – AI models don’t look at individual keywords, but at ‘entities’: who are you, what do you do and how trustworthy are you? We ensure a rock-solid and consistent brand profile on your own website, in your code and on external sources from which AI draws its information. 
3. Creating content that AI wants to quote – Not every page makes the cut in an AI response. Models look for clear facts, a clear structure and direct answers. We build and rewrite your content in such a way that AI models simply cannot ignore it when gathering information. 
4. Technology and access – If AI crawlers can’t scrape or understand your site properly, things will quickly come to a standstill. We sort out the technical issues, refine your structured data (schema markup) and ensure that new content is picked up quickly. 
5. Continuous monitoring and adjustment – Every month, we monitor how often, where and in what way your brand is mentioned compared to the competition. This turns GEO into a predictable marketing channel where you make decisions based on figures, not guesswork.

What you get

Choosing Onder means you know exactly where you stand. We start with a razor-sharp baseline assessment of the prompts that matter in your market. This results in a prioritisation plan ranked by impact. Depending on your preference, our GEO specialists will carry this out, or we’ll provide clear briefings to your own team. Via a clear dashboard, you’ll be able to see how your AI visibility is growing each month, with a dedicated point of contact at Onder who you can simply ring directly if you have any questions. 

A 20-minute sparring session to see if you can GEO / AI SEO Need to get started? Feel free to get in touch!

Case Study: What GEO / AI SEO delivered for Windesheim University of Applied Sciences

Windesheim wanted to find out whether prospective students came across the university of applied sciences when they asked AI their questions. We began with a baseline measurement in January 2026: 116 questions representative of the university selection process, analysed in Google and ChatGPT. An AI Overview appeared for 103 of these questions. Windesheim was mentioned in 15 of them. In ChatGPT, the university of applied sciences was cited as a source in 11 prompts. 

What we did: 

Based on missing responses, we have expanded the section on choosing a degree programme. Together with the editorial team, we wrote and rewrote 33 pages addressing the questions, doubts and considerations that prospective students actually have. 

Results:

In the follow-up survey, Windesheim was visible in 43 AI Overviews and 54 ChatGPT prompts as a source. The same pages also gained visibility on Google: 64% more organic clicks and 143% more viewings between January and May 2026. 

View the full case study

Outsource GEO

Search behaviour is shifting away from Google towards direct answers from sources such as ChatGPT, Perplexity and Gemini. This calls for a different approach to your content, technology and external authority.

As specialists in Generative Engine Optimisation, we ensure that your brand is recognised by AI models as the go-to source in your market. We structure your product and service information so that AI crawlers can index it accurately, rewrite content into cited answers, and build the authority needed to feature in the recommendations.

Wondering where your opportunities lie?

What is GEO?

GEO stands for Generative Engine Optimisation. It involves optimising your brand and content so that AI systems such as ChatGPT, Gemini, Perplexity and Google’s AI mode use your information in their responses.

The difference compared to the traditional SEO lies in the objective. In the case of SEO You want a place in a list of links. With GEO, you want to be part of the answer itself, either as a mentioned brand or as a cited source.

The user’s approach is also different. On Google, someone types in “best coffee machine”. To ChatGPT, the same person says: “What is a good coffee machine for an office of eight people without a water connection?” More context, more specific, and often followed by a follow-up question. That is why GEO works with prompts rather than individual keywords.

GEO and SEO: what’s the difference?

Both require content that genuinely answers a question, a site that is technically readable, and demonstrable reliability. Good SEO forms the foundation on which GEO builds further.

Frequently asked questions about GEO

How soon will I see results?

Technical adjustments and structured data are often picked up within weeks. Changes in who is mentioned take longer – usually several months – because models gradually adjust their view of a market. With tracking, you can see the movement as it happens, rather than after the event.

How do I know if my brand is already mentioned in AI responses?

You can test this for yourself: ask the questions your customers ask and see who turns up. The problem is that AI responses vary from session to session. To get a reliable picture, you need to test the same prompts repeatedly across multiple models. That is exactly what our baseline measurement does.

Should I stop taking SEO?

No. AI systems largely source their information via Google and Bing. A lower ranking on Google means a lower chance of appearing in an AI response. GEO is being added; it does not replace anything. SEO and GEO complement each other. SEO remains important for search engines, whilst GEO ensures your brand is visible in AI answers.

How much does it cost to get started with GEO?

There’s a lot you can do yourself, such as structuring your content more effectively and adding context. For more in-depth strategies and monitoring, you can work with a specialist. The costs depend on the current state of your site. The initial assessment is free of charge. After that, we work on the basis of a fixed monthly fee for implementation and tracking, or a one-off project if you plan to take over from there yourself. We’ll give you an estimate during the introductory meeting; there’s no obligation on your part.