Generative Engine Optimization (GEO) and how to get cited by AI:
The new front page for B2B brands
When Your Buyers Ask ChatGPT For Help – Will It Point to You?
Your best-fit buyers aren’t Googling like they used to.
They’re asking ChatGPT. Or Claude. Or Copilot. Or Perplexity. And those tools are answering.
These generative AI tools aren’t just answering FAQs – they’re shaping shortlists, suggesting vendors, and referring real traffic without clicks or form fills.
And if your name isn’t in the answer?
You might never know what opportunity you missed.
Key Takeaways
-
AI tools are shaping B2B shortlists. If you’re not cited, you’re likely not considered.
- GEO (Generative Engine Optimization) is how brands earn visibility in AI-generated answers.
- Read on for the top 10 ways to be cited by AI tools (with context for B2B).
- Start small if you must: implement what you can and then keep coming back to this list.
Welcome to GEO: Generative Engine Optimization
Some call this shift GEO—Generative Engine Optimization.
It’s how modern websites earn visibility in AI tools, not just in search engines. If you’re wondering how to get cited by ChatGPT or Perplexity, this is your starting point.
Where search engine optimization (SEO) aims to rank high in Google, GEO aims to get cited in answers generated by large language models (LLMs).
If your site isn’t structured for tools like ChatGPT to understand and trust, it won’t be mentioned. That means:
- No visibility in buyer research
- No reinforcement of your authority
- No shot at the shortlist
Start Small
You don’t have to overhaul everything. Instead:
- Add a “Key Takeaways” summary box to one core page
- Check that your top blog posts include author names and bios
- Update your About page with clear bullets (who, what, where)
One step at a time equals forward motion. Each of these supports both traditional SEO and AI visibility for B2B brands.
- 10 Ways to Be Cited by AI Tools (with Context for B2B)
The following steps blend technical SEO, content clarity, and AI visibility best practices. Each one helps your site become more AI-friendly, citation-ready, and competitive.
1. Publish Clear, First-Party Content on Public Web Pages
AI tools extract—they don’t infer.
Include:
- What you do
- Who you help
- Where you operate
- Why you’re credible
Place this content in fast-loading, crawlable, plain HTML—not tabs or videos (add transcriptions to make video workable).
BONUS: Also supports search engine optimization.
2. Get Cited by High-Authority Sources
Mentions from .edu, .gov, analyst blogs, or high-domain-authority sources increase your ChatGPT citation odds.
These citations train LLMs—and influence what they recommend.
BONUS: Also supports SEO.
3. Add Summary Boxes to Core Pages
Create “Key Takeaways” at the top or bottom of:
- Service pages
- Industry pages
- About pages
Use semantic HTML and consider section and summary tags.
BONUS: Also supports SEO.
4. Use Structured, Scannable Formats
AI agents prefer:
- Bullet points
- FAQs
- Comparison tables
- Headings (H2s, H3s)
Add relevant schema: Article, FAQPage, HowTo, Product.
Avoid AI Blind Spots, Don’t Hide Key Info:
When using tabs or accordions on a page:
- Ensure the content exists in the raw HTML
- Avoid loading it only on click
- Use semantic HTML where possible (e.g. details or ARIA roles)
- Consider server-side rendering (SSR) if SEO or LLM parsing is important
- No videos without transcripts
- No text baked into images
BONUS: Also supports SEO.
5. Publish a Plain-Language Comparison Page
Explain how you compare to others.
Title examples:
- “Us vs. Competitor”
- “Top Tools for ‘Use Case’ – Compared”
Clear, side-by-side content trains AI to contextualize your brand and improves AI visibility for B2B brands.
BONUS: Also supports SEO.
6. Be Active on Platforms LLMs Crawl
These include:
BONUS: Consistency increases indexability and citations.
BONUS: Doesn’t directly improve SEO, but boosts GEO.
7. Coin Your Own Phrases or Frameworks
Make your expertise quotable. Examples:
- Zero Moment of Truth (ZMOT) – Google’s coined term to describe the decision-making moment online.
- Content marketing was popularized—if not directly coined—by Joe Pulizzi, founder of the Content Marketing Institute (CMI)
- Inbound Marketing – Coined by HubSpot, now a category-defining term.
- Content Shock – Coined by Mark Schaefer to describe content saturation.
BONUS: May lead to branded search growth.
BONUS: Boosts recall, making your brand easier to remember and cite.
8. Use Real Author Attribution and Bios
Add:
- Author name and title
- Short credentials
- Optional LinkedIn link
Use schema.org/Person
BONUS: Supports both SEO and AI credibility.
9. Get Quoted in Roundups, Reports, or B2B Media
HARO, Qwoted, SOS, podcasts, analyst reports—these external references signal authority to AI.
Make it easy to cite you with clear, sound-bite-ready insights.
BONUS: Also supports SEO.
10. Build an “AI Training” Page
Create a structured page that tells the full story:
- Who you are
- What you do
- Where you serve
- Who leads the team
- Why you’re trusted
Use schema (Organization, Service, Location, FAQ)
Link it from your site footer
BONUS: Boosts both AI and search visibility
Want to Know What AI Says About You?
If you’ve never asked ChatGPT or Perplexity about your brand, now’s the time. You might be surprised—or invisible.
We offer:
- AI Visibility Snapshots
- Free audits of your content and schema
- Recommendations for structured updates
Hear Leslie Speak: MAII AI for B2B Summit
Leslie Carruthers, President of The Search Guru, will speak at the upcoming AI for B2B Summit, a virtual half-day event hosted by the Marketing AI Institute.
Learn more and register here. Choose the free ticket option or purchase the recording of the event and watch it at your convenience.
Her session, “Why Generic AI Fails & How Custom GPTs Fix It,” dives into how B2B marketing teams can move beyond one-size-fits-all tools and unlock real value with tailored, domain-specific GPTs.
This practical talk is built for B2B leaders who are ready to:
Build custom GPTs that reflect their messaging, tone, and target audience
Use AI to speed up content production—without sacrificing voice or accuracy
Scale strategy and execution by embedding AI agents into daily workflows
The summit draws an audience of 4,000+ B2B marketers from brands like Google, Microsoft, Thermo Fisher, HubSpot, and Zendesk. It’s a can’t-miss opportunity for teams looking to turn AI from a buzzword into a business advantage.
Sessions will be available online, with live chat engagement during each talk.
Register here and see you there!
