Back in October, I wrote about the shift from SEO to GEO – how AI had fundamentally changed search. Businesses understood the problem. But they wanted to know what to do about it.
So here’s the answer: how to make sure AI systems cite you instead of your competitors – because knowing what’s broken doesn’t fix it. Doing something about it does.
Schema markup sounds technical but it’s your secret weapon
Schema is code that tells AI what your content is about—like subtitles for machines. Without it, AI has to guess. With it, AI knows exactly what you’re saying and why, and when to recommend you.
Most businesses skip schemes because they don’t understand its relevance. That’s your advantage. Add schema for your organisation details, products, FAQs, articles and reviews. This one technical change makes you visible to AI systems that currently can’t parse your content properly.
Stop burying your answers
AI doesn’t read like humans. It scans for information it can extract quickly. If your main point is buried in paragraph five, AI moves on.
Put your answer in the opening paragraph. Then elaborate. When someone asks “How long does implementation take?” and your content starts with “Implementation typically takes 6–8 weeks for companies under 100 employees,” AI can extract and cite that.
When your content starts with “At our company, we pride ourselves on delivering exceptional implementation experiences,” AI learns nothing and keeps searching.
Your headings matter too. “Our approach” tells AI nothing. “How we reduce implementation time by 40%” gives AI something specific to cite.
Create content other sites actually want to link to
AI trusts brands that credible sources reference. So ask: would another publication link to this as a source?
You don’t need massive surveys or expensive research. You need something others can’t easily replicate—your real numbers, real mistakes, real processes. Authenticity beats generic advice every time.
Your brand information is probably wrong somewhere
AI cross-references your brand across the web. Inconsistencies reduce trust. If your business name is spelled differently across platforms or your services use conflicting terminology, AI lowers your credibility.
Google your business name. Check the top 20 results. Address, phone number, descriptions, titles—are they identical? If not, fix them.
It’s tedious. But it’s free credibility that most competitors won’t bother with.
Answer what they’re really asking
AI prioritises honest, comprehensive sources over polished marketing fluff. The questions you dodge—pricing, limitations, comparisons—are exactly what build trust signals AI recognises.
“How much does this cost?” shouldn’t lead to “Contact us for a quote.” It should lead to: “Pricing ranges from £5,000–£15,000 depending on company size, with larger implementations reaching £30,000+. Here’s what affects cost…”
“What are the downsides?” shouldn’t be ignored. Say: “Our solution works best for X but struggles with Y. If you need Y, consider Z.”
Honest content signals credibility. AI rewards it with citations.
Write like a human talking to another human
AI systems can detect AI-generated content. To rank well with AI, you need to sound distinctly human.
Repetitive structure, generic transitions, and overly formal language signal AI generation. Human writing uses variety, contractions, specificity, personality.
If your content could’ve been written by anyone about anything, it won’t get cited. Authenticity and specificity win.
Do one thing this week
You don’t need to implement everything. Pick one action and actually do it.
Add schema to your five most important pages. Rewrite your top blog post with front-loaded answers. Create one piece of original industry insight. Fix your brand inconsistencies. Answer one difficult question you’ve been avoiding.
One thing this week. Then another next week.
While competitors are still processing GEO and AI search, you’ll be building the authority that makes AI cite you first.
Your prospects are asking AI for recommendations right now. Make sure you’re the answer.
