Generative Search Engine Optimisation (GEO): The Complete Guide 2026

The complete guide to GEO (Generative Engine Optimisation) for Nordic SMEs. Find out what GEO is, why ChatGPT and Perplexity are fundamentally changing search, the 15 GEOdimensions explained, and a step-by-step strategy you can start using today.

What is GEO — Generative Engine Optimisation?

GEO, or Generative Engine Optimisation, is the discipline of making your business visible in AI search engine results. Whereas traditional SEO focuses on ranking highly in Google’s blue link results, GEO is about being cited directly in the responses that ChatGPT, Perplexity, Gemini and Microsoft Copilot generate for their users.

The definition is simple: GEO is the systematic optimisation of your digital content, your technical signals and your online presence, so that AI models select your business as a reliable source when answering user queries in your industry.

The concept was formally defined in an academic context in 2024 through research at Princeton (Aggarwal et al., KDD ’24), which was the first to quantify what makes content citable by generative AI systems. The result: targeted text changes can boost visibility in AI responses by up to 40% overall — and for a page ranked 5th, by up to 115% by citing its sources (Aggarwal et al., KDD ’24).

Why AI search is changing everything — and what it means for your SME

ChatGPT currently handles around 2.5 billion prompts a day (OpenAI via TechCrunch, July 2025). Perplexity had already surpassed 780 million queries a month by May 2025 (the company’s CEO via TechCrunch). And in February 2024, Gartner predicted that traditional search volume would fall by 25 per cent by 2026, precisely because AI is taking over the search experience (Gartner, 2024).

For a Nordic SME, this poses a tangible and very imminent threat: If your potential customer asks ChatGPT “who is the best accountant in Aarhus?” and you aren’t mentioned in the answer, you’ve lost that lead — without even realising you were competing for it.

The difference compared to Google is fundamental. In Google results, there are 10 links on page one. All 10 can generate a click. In an AI response, there are typically 2–4 brands mentioned specifically. The rest do not exist for that user at that moment. There is no page two to fall back on.

The good news: Nordic SMEs businesses acting now have a significant advantage. Most of your competitors have not yet prioritised GEO. Your early efforts translate directly into visibility.

ChatGPT, Gemini and Perplexity: How they differ

Not all AI search engines use the same signals. It’s important to understand the differences so you can prioritise your efforts correctly.

ChatGPT (OpenAI) primarily uses its training data from crawled web pages combined with real-time search via Bing (in Plus/Pro versions). ChatGPT is particularly good at answering conceptual questions and providing definitions. It most often cites content that is structured with clear definitions, lists and FAQs. ChatGPT has over 200 million active users globally and is by far the most widely used AI search engine in the Nordic region.

Google Gemini is integrated directly into Google Search via AI Overviews (formerly SGE). Gemini uses Google’s search index as its foundation, which means that traditional SEO authority still plays a certain role — but content structure and E-E-A-T signals are heavily weighted. Gemini is particularly relevant for local searches and industry-specific queries.

Perplexity AI is the most source-transparent AI search engine and explicitly cites its sources with links. This gives Perplexity a slightly different dynamic: content that is specific, up-to-date and fact-based ranks highest. Perplexity is growing rapidly and is popular amongst professional users in the Nordic region.

Microsoft Copilot (based on OpenAI models and the Bing index) is integrated directly into Windows and Microsoft 365, giving it particularly strong penetration in the B2B segment. Many business users encounter AI search for the first time via Copilot.

The 15 GEO dimensions — your complete checklist

Geoa’s GEO Score measures your visibility across 15 dimensions. Each dimension represents a specific signal that AI models use to assess whether your business is reliable and relevant enough to be cited. Here is an explanation of all 15:

1. Crawlability — Can AI crawlers actually access your content? robots.txt, llms.txt and technical blockers determine whether you’re even in the running.
2. Content structure — Do you use clear H1/H2/H3 headings, short paragraphs and a scannable layout? AI models extract content more easily from structured HTML.
3. Fact density — Does your content contain specific figures, percentages, dates and statistics? Vague claims are cited significantly less often than empirical statements.
4. Source transparency — Do you link to credible external sources? AI models assess your credibility partly through your source references.
5. E-E-A-T signals — Does your content signal Experience, Expertise, Authority and Trustworthiness? Author bios, certifications and case studies reinforce this signal.
6. Schema markup — Have you implemented the JSON-LD schema (LocalBusiness, FAQ, Article, Organisation)? Schema data provides AI models with machine-readable context about your business.
7. llms.txt — Have you created an llms.txt file to guide AI crawlers to your most important content? The standard is new but is rapidly gaining traction.
8. Citatability — Is your content written in short, precise sentences that can be quoted directly? A BLUF (Bottom Line Up Front) structure significantly increases the citation rate.
9. Question coverage — Does your content answer the specific questions your target audience is asking? FAQ sections and direct answers to “what is”, “how to” and “best X in Y” work well.
10. Local relevance — Does your content signal geographical relevance? For local businesses, accurate and consistent NAP details (Name, Address, Phone number) across all platforms are crucial.
11. External authority — Are you mentioned and linked to by other trustworthy domains? Industry directories, the press and partners’ websites count.
12. Content accessibility — Is your content available as text (not just as images or JavaScript)? AI crawlers struggle with image-based content.
13. Timeliness — Do you update your content regularly? AI models prefer fresh, relevant content over outdated material.
14. Semantic breadth — Does your content cover related terms and synonyms? Semantic breadth signals topical authority and increases the chance of being cited across a wide range of related queries.
15. Competitor differentiation — Do you clearly differentiate yourself from your competitors in your content? AI models rank brands with a clear, distinct narrative higher than generic descriptions.

What is a good GEO Score?

Geoa’s GEO Score is an aggregate figure from 0–100 that reflects your overall visibility across the 15 dimensions. As a reference:

• Below 40: Low visibility. Your company is barely visible in AI responses to general industry queries. Fundamental technical issues are likely.
• 40–60: Average visibility. You are cited in AI responses occasionally, but typically only for very specific searches. Most unoptimised Nordic SMEs start here.
• 60–75: Good visibility. You are visible in AI responses relating to your core category and are beginning to outperform competitors who have not actively optimised.
• Over 75: Strong visibility. You are cited consistently and widely. Your industry authority is well-established in the AI models’ understanding.

Relark.dk — a Danish cloud backup company — went from a GEO score of 49.9 to a significantly improved citation rate in four weeks by implementing the GEO basic package: llms.txt, schema markup and FAQ content. This illustrates that rapid progress is possible even for SMEs organisations with limited resources.

Step-by-step: Your GEO strategy as a Nordic SME

Here is the practical approach we recommend, based on data from hundreds of Nordic SMEs:

Step 1: Measure your current visibility. Use Geoa’s free GEO-test tool to get a snapshot of your GEO Score and see exactly which of the 15 dimensions are dragging your score down. It takes 60 seconds and requires no installation.

Step 2: Fix the technical fundamentals. robots.txt must not block AI crawlers. llms.txt must exist and point to your most important content. The JSON-LD schema (LocalBusiness or ProfessionalService) must be implemented correctly. These three fixes alone typically close several of the 15 dimensions right away. Geoa’s Auto Fix generates them automatically.

Step 3: Write FAQ content targeted at your most important prompts. Make a list of the 10–15 questions your target audience asks AI search engines in your industry. Write short, precise answers using the BLUF structure (the most important answer FIRST, followed by context). Publish this on your website — either as dedicated FAQ pages or as sections on existing pages.

Step 4: Strengthen your external authority. Ensure your business is correctly listed in relevant industry directories. Update Google Business Profile with comprehensive, accurate information. Reach out to industry organisations, local media and partners who can link to you.

Step 5: Be consistent with your identity details. Your company name, address and telephone number must be identical across all platforms: your website, Google Business Profile, social media, Trustpilot, industry directories and LinkedIn. Inconsistency is one of the most underestimated factors that harms your GEO Score.

Step 6: Track your progress weekly. GEO is not a one-off effort. Geoa monitors your GEO Score and your AI citations weekly and sends you a report showing trends and the next priority action. Make active use of the data.

The most effective GEO actions, ranked by impact

Based on our data from Nordic SME users, here are the actions that provide the greatest boost per hour invested:

1. Creating an llms.txt file (+8–15 points on average)
2. JSON-LD schema markup (+6–12 points)
3. FAQ sections with direct answers (+5–10 points)
4. robots.txt clean-up (remove AI blocks) (+3–8 points)
5. NAP consistency across platforms (+4–9 points)
6. Google Business Profile optimisation (+3–7 points)
7. External links from industry authorities (+5–15 points over time)

GEO and SEO: Do they compete or complement each other?

A question we often hear: “Should I drop SEO and focus on GEO?” The answer is clear: no. The two disciplines complement each other in 2026.

Strong SEO authority is a positive signal for AI models. Good content structured for GEO generally ranks better in Google as well. And many of the GEO measures — such as schema markup, external link building and high-quality content — are exactly the same as good SEO practices.

The difference is that GEO requires an extra layer of optimisation specifically tailored to the way AI models consume and cite content. That layer is the new element, and it is the one that is under-represented among most Nordic SME sites today. See our detailed article on GEO vs SEO: the difference and what you should prioritise.

Ready to get started?

The quickest way to understand your current GEO position is to test your GEO Score for free. You’ll receive a score, an overview of your 15 dimensions and a prioritised action plan — in 60 seconds.

Would you like to learn more about specific optimisation techniques? Read our guide to content that AI search engines cite and explore all the GEO tools we offer.