From SEO to GEO: How AI is changing the way customers find you

AI systems don’t click. They cite.

Have you noticed how AI assistants like ChatGPT, Gemini and Copilot are starting to replace traditional search engines? They don’t show links anymore. They generate answers, pulling from websites, media articles and product data. It’s not about ranking anymore, it’s about being referenced.

If your business isn’t mentioned when someone asks an AI for “the best accountants in Lancashire” or “top kitchen companies in the North West,” you’re pretty much invisible.

SEO vs. GEO

Is ranking first on Google enough to be found? Well, it is on Google… but ChatGPT is now getting 800+ million visits per week. That’s not something to ignore anymore.

Generative Experience Optimisation (GEO) rewards credible, structured information and brand reputation. While SEO chases keywords for good ol’ Google, GEO speaks to AI. 

We spoke to Tony Garner, founder of Viva PR. He said: “A prospect once told us they’d asked ChatGPT to shortlist five agencies for a project, and we were on the list. That was the moment I realised AI had become a gatekeeper.”

The way to train these AI gatekeepers is surprisingly familiar: publish clear, factual, well-maintained content, and earn coverage in trusted media. Reputation and storytelling still win, but now machines are paying attention too.

Authority Is Changing

Door4’s MD, Sean Dwyer, says structure now matters as much as creativity.

He said: “Write for humans, yes, but make your facts easy for machines to read and reuse. Schema, tables and FAQs help assistants cite your brand confidently.”

Backlinks still help, but they’re no longer the main signal of authority. Unlinked mentions in reputable media or community discussions carry more weight than ever. Greg Wilson from Limitless PR added, “PR is no longer just a brand channel. It’s a performance lever.”

Practical steps to prepare:
So, what can your business do to make sure AI mentions you?

• Keep your website up to date and technically sound. 
• Publish clear, factual pages including pricing, services and policies.
• Earn mentions in respected outlets, as they count twice now with humans and algorithms.
• Monitor what AI assistants say about your brand - it's a new measure of authority.
• Add an llms.txt to your website - think of it as robots.txt but for AI - a standardised way to say "Hi LLM, here's what matters on our site."

The takeaway

GEO does not replace SEO, but some visibility is shifting from clicks to citations. 
If your brand disappeared from AI answers tomorrow, would anyone notice?

By Annabel Pearson, Marketing Lead at Door4

This article is based on a recent collaborative post with contributions from Tony Garner, Greg Wilson and the Door4 team. Read the full 1500-word deep-dive on Door4’s scrapbook here (grab a brew first!).