As a digital advertiser, I’ve spent the past seven years helping small businesses grow through PPC and social media. Paid search has always been one of the most reliable ways to generate leads, and I still believe that. But lately, I’ve been paying attention to something new that’s quietly shaping how people find businesses online: Generative Engine Optimization, or GEO.
If you’ve ever asked ChatGPT, Gemini, or Claude for recommendations, you’ve already seen GEO in action. Instead of a list of blue links like Google gives you, these AI tools generate direct answers, often pulling from multiple online sources. Although you can’t “pay” your way into these platforms there are some practical best practices to implement. The question is, will your business be part of those answers?
That’s where GEO comes in. It’s not about replacing SEO or PPC, it’s about giving your business one more way to show up in the digital world and meet customers where they’re looking next.
Why GEO Matters for Small Businesses
- Reach people who don’t always use traditional search. More consumers are turning to AI tools to make decisions, from “best local plumber” to “where to buy organic coffee.” GEO helps your business get mentioned in those AI-generated recommendations.
- Increase brand credibility. When AI tools reference your business alongside trusted sources, it gives you an instant boost in authority.
- Support your existing marketing. GEO works best when your website, SEO, and paid ads are already in place. It doesn’t replace them. It builds on them.
How to Get Started with GEO
- See how your business appears in AI tools. Ask ChatGPT, Perplexity, or Claude questions your customers might ask. If your business doesn’t show up, that’s a sign to start optimizing.
- Keep your business info consistent. Make sure your name, address, and website are accurate everywhere. Google Business Profile, directories, and social platforms. AI tools rely heavily on this data.
- Answer real questions. Create clear, factual content that answers common customer questions. Think “how-to” guides or local tips—things AI can easily understand and summarize.
- Stay active socially. Engaged social profiles add credibility and help AI engines recognize your brand as trustworthy and active.
- Monitor your mentions. Check how AI-generated platforms describe your business and make updates where needed.
- Get Reviews. Your reviews need to continue to grow to upwards in the hundreds for AI platforms to find you and reference you.
- Get Featured. Partner with local business directories that are relevant to your business and become the “best of….” Being featured in these articles builds credibility and AI platforms will find you.
As someone who lives and breathes paid media, I see GEO as a natural add-on, not a replacement. Paid search still drives leads. SEO still builds long-term visibility. GEO just adds another layer of discoverability in a world where more people are asking AI for answers.
Small business owners who embrace it early will stay one step ahead, while everyone else is still figuring out how they suddenly got written out of the story.
Written by a partnership of real Hanah and AI Hanah
