Be visible when your customers ask Google and AI.

01

What GEO adds to search engine optimisation

Generative Engine Optimization, or GEO, concerns how businesses can be found and accurately described in AI answers. It starts with your customers’ questions: what information does someone need to understand your offer, compare their options and choose a next step?

An AI search system can retrieve additional information and use it to compose an answer. Google also describes running related searches across subtopics. The pages included in an answer can differ by system and request.

For your website, this means explaining what you offer, who it suits and which details can be checked. SEO provides the foundation. GEO adds a closer look at answers and sources beyond the traditional results list.

02

Specialist knowledge makes the content distinctive

Generic copy rarely explains why your particular service is a good fit. The valuable work is drawing out your expertise: what do customers ask before commissioning you? Which differences matter? What example makes a complex service easier to understand?

We turn that knowledge into arguments, comparisons, images or short explanatory videos. An original observation with a traceable basis can be more useful than another general guide. Checking the facts is part of creating the material: whoever makes a claim should also be able to show what supports it.

• How we develop content: Content SEO with a worked example ↗

03

Naming a business and citing its website are different things

An answer can mention your company, link to your website or cite another publication about you. We record those observations separately. A link alone also does not prove that its destination supports the statement being made.

This makes information beyond your own domain part of the work: which specialist publications, directories or accounts of customer experience are relevant? Where is information incomplete? A useful expert contribution or original data can provide a basis for coverage. We distinguish independent, paid and company-owned publications.

04

From completed work to a qualified enquiry

A comparison needs a recorded set of questions that matter to a buying decision. Each observation includes the language, region, system, search mode and date. Repeated checks show whether a mention occurs once or more often. New questions need their own baseline so that a changed selection does not create apparent progress.

The report separates planned checks, captured answers and answers suitable for evaluation. A failed or pending check does not count as an absent brand mention. A mention rate states its denominator: evaluable answers within the defined question set. API results and observations from a user interface are reported separately; they are not interchangeable measurements.

The origin of some visits also remains unclear: Google includes traffic from its AI search features in Search Console’s Web performance data. We therefore distinguish observed AI presence from business results that can be evidenced.

For enquiries, we count successful contacts and review their quality with you. Available analytics and voluntary accounts of how customers found you complement each other but cannot provide complete attribution. The GlasRein report makes this limit explicit: its GEO measurement series is still pending, so it cannot demonstrate visibility growth.

• Worked example: a report with explicit measurement gaps ↗

05

The same service can prompt different questions

An enquiry from Lucerne may need different information from an international comparison: service area, language, responsibility or working arrangements. We develop DE-CH and EN questions around those needs. A word-for-word translation alone does not capture the difference.

Company names, locations and service details should agree across the website, Google Business Profile and relevant directories. Official Swiss registers serve as a reference when we check company details. Observed discrepancies become specific tasks.

Market data provides context. How many people use AI does not tell you how many enquiries your company receives from it. That needs your own baseline and further observations.

• Market data: Switzerland and international comparisons ↗

06

An accessible website and claims people can check

Important information belongs in readable text, with clear headings and relevant internal links. Images or videos add value where they explain a question more clearly. Update details when the facts change, and make responsibility and supporting evidence visible.

To qualify as a supporting link in Google AI Overviews or AI Mode, a page must be indexed and eligible for a search snippet. We therefore check crawling, indexing and preview controls, as well as possible hosting restrictions. Special AI files or a dedicated schema are not required.

Search access and use for AI training are different questions. Googlebot governs Google Search crawling; Google-Extended addresses other uses. An llms.txt file is a proposed navigation format, not an access control. Technical eligibility does not guarantee inclusion or citations.