The 5-Step GEO Playbook: Get Your Website Cited by ChatGPT & AI Search Engines
The complete guide to Generative Engine Optimization (GEO) presents the 5 proven methods which help you optimize your website for ChatGPT and Perplexity and additional AI search engines.
What you'll learn in this playbook:
- • 5 concrete steps for better AI citations
- • New GEO metrics for AI search success
- • Technical optimizations for AI crawlers
- • Content structuring for maximum retrieval chances
Hello! As the founder of UltraRelevant I am Falco Schneider. I have worked with multiple marketing teams during the past few months to implement AI Brand Monitoring and Generative Engine Optimization (GEO).
The article presents all GEO activities which deliver actual results. The article presents tested methods which I have personally used or observed at partner and customer sites and verified through sufficient data collection.
Important Note
The document presents actual operational advice which I would provide to marketing teams during this period instead of theoretical guidance. All strategies are proven and data-driven.
What is GEO (Generative Engine Optimization)?
GEO is the optimization of websites for AI search engines like ChatGPT, Perplexity and Google AI Overview to get cited in AI-generated responses.
Key AI Search Engines:
- • ChatGPT & OpenAI
- • Google AI Overview
- • Perplexity AI
- • Claude & Anthropic
GEO vs. SEO:
- • Citations instead of links
- • AI recommendations instead of rankings
- • Brand mentions as KPI
New GEO Metrics for AI Search Success
The current metrics of impressions and clicks and traffic do not provide accurate measurements for AI Search Success. The distinct nature of user behavior and UI systems requires organizations to develop fresh performance indicators for ChatGPT and Perplexity and AI Search applications.
| KPI | Definition | Target Value |
|---|---|---|
| Brand Mentions | How frequently does your brand appear in AI-generated responses? | Maximize frequency for relevant queries |
| Brand Coverage | Percentage of relevant queries mentioning you | Target 50%+ for brand searches |
| Domain Citations | Direct links to your website in AI responses | Maximize clickable references |
Why these metrics matter
- • It's about how we appear and get recommended as a brand in ChatGPT and AI Search
- • Brand and brand influence define whether we are top-of-mind with our target customers
- • Instead of link tracking, it's about citations and whether our content is cited in AI Search
The 5 Steps for AI Citations
The following instructions explain how to obtain website citations in ChatGPT and Perplexity and other AI search engines.
Check CDN/Web Host AI Crawler Access
My CDN/Web Host provides access to my website for AI crawlers.
Most web hosts and CDNs have built-in protection against AI crawlers which serves as their primary defense mechanism against website scraping. Websites frequently experience this issue because of default blocking mechanisms that web hosts and CDNs implement.
- • Check CDN settings
- • Check web host configuration
- • Block AI training bots
- • Instruct AI bots via robots.txt file
⚠️ Important: We have found that many CDNs and web hosts block AI crawlers by default. It's better to send an email to your CDN provider's support team and ask for clarification.
Configure robots.txt for AI crawlers
We determine whether AI crawlers can access our website through our robots.txt file.
💡 Important Disclaimer: The instructions in robots.txt files do not have the ability to control how crawlers behave on your site.
Reduce Dynamic Content
How much dynamic content do we have on specific URLs?
🚨 Critical: AI crawlers don't execute JavaScript. GPTBot and other OpenAI crawlers see raw HTML; they don't reliably execute client-side JavaScript.
AI Crawler JavaScript Support
| AI Crawler | Executes JavaScript? | Sees dynamic content? |
|---|---|---|
| GPTBot, OAI-Searchbot | ❌ No | ❌ No |
| Google (Gemini, Googlebot) | ✅ Yes | ✅ Yes |
| PerplexityBot | ❌ No | ❌ No |
Optimize Content Structure
On-page content chunk analysis for better retrievability
Now it's time to analyze and optimize our content for better retrievability. The following aspects are crucial for content optimization:
| GEO Analysis | Description |
|---|---|
| Section Structure | Each section should express a complete idea with clear headings |
| Clear Language | Direct questions and answers without marketing fluff |
| Entity Clarity | All brands, people, tools clearly identified |
💡 Why this check is useful: It makes our content better and therefore improves the chances that our content will be retrieved for ChatGPT.
Ensure SEO Basics
The fundamental SEO basics as GEO complement
In addition to the steps described above, I always recommend ensuring that the following SEO basics are met. Consider them as important additions to your Generative Engine Optimization strategy.
✅ Technical Basics
- • Clean HTML structure
- • Correct heading hierarchy
- • Good navigation structure
- • Mobile-friendly design
✅ Content Basics
- • Correct meta data
- • Clear language tags
- • Structured data
- • Optimized loading times
AI Results and Analytics in Detail
In the rapidly evolving world of AI search engines, understanding your website's performance goes far beyond traditional search engine metrics. AI Results and Analytics are now essential for measuring how visible your brand is within AI-generated responses and across AI-driven platforms. As AI search engines, AI crawlers, and AI bots become the primary way users discover content, tracking your site's AI visibility and brand recognition is crucial for staying competitive.
AI-generated responses can influence user decisions and shape brand perception in ways that traditional search engines never could. By analyzing AI search results and monitoring how often your brand appears in AI overviews, you gain valuable insights into your website's reach and authority in the AI era. This data-driven approach allows you to refine your content, improve engagement, and ensure your brand stands out in AI search.
Tracking Your GEO Impact
To truly understand the effectiveness of your Generative Engine Optimization efforts, it's important to track how your website performs in AI search results and AI overviews. Start by using AI tools and analytics platforms designed to monitor AI visibility, brand mentions, and the frequency of AI-generated responses that reference your site.
The goal is to maximize your site's presence in AI-generated responses, driving more users to your website and strengthening your brand's authority in your niche.
Interpreting AI Search Citations
AI search citations are a new and powerful metric for measuring brand recognition in the age of AI-driven search. When AI search engines, AI crawlers, or AI bots mention your website in their responses, it's important to analyze not just the frequency, but also the context and sentiment of these mentions.
The more relevant and positive your citations, the greater your brand recognition and influence in AI search results.
Tools for Monitoring AI Visibility
To stay ahead in the AI era, it's essential to leverage the right tools for monitoring your website's AI visibility. Popular options include Google's AI Search Console, AI Search Analytics, and AI Visibility Tracker, each offering insights into how your site is performing across major AI crawlers.
By combining robust analytics with technical optimization, you can monitor your GEO impact, refine your content strategy, and boost your brand visibility in AI search engines.
Author
Falco Schneider
Founder, Ultra Relevant
Published
September 11, 2024
15 Min Read
Related resources
Keep exploring to deepen your AI visibility strategy.
How relevant is your product in AI searches?
68% of purchase decisions are influenced by AI recommendations today. Test your visibility for free now.