Get Seen in ChatGPT and AI Search Tools

Dr. Niklas Richter · 2026-06-02

Search behavior is shifting fast. Not long ago, we all turned to Google for answers. Now, more people are asking direct questions to AI tools like ChatGPT, Gemini, and Perplexity. This changes everything for your business. In this episode, we sit down with SEO and GEO specialist Trees Pille and developer Bram Theunis to explore how to stay visible in this new world. We break down the difference between SEO (Search Engine Optimization) and GEO (Generative Engine Optimization), and why these two are now inseparable. ### Why AI Search Is Different AI tools don't just list links the way Google does. They scan the web for the most relevant, well-structured information and then summarize it directly. If your content isn't easy for AI to read and understand, you'll get left out. It's not about keywords anymore. It's about being the best answer to a specific question. Think of it like this: Google shows you a menu of restaurants; AI picks one and tells you why you should eat there. You want to be that restaurant.  ### The Shift from SEO to GEO SEO was about optimizing for search engines. GEO is about optimizing for generative engines—the brains behind AI. Both matter today. SEO helps get you found in traditional search, but GEO ensures AI tools see you as a trusted source. The key difference? GEO focuses on structured data and "answer-ready" content. For example, if someone asks, "What's the best way to market a small business?" your site needs to have a clear, concise answer ready in a format AI can grab. - Use clear headings and subheadings (like H3s) to organize content. - Add structured data markup (like FAQ schema) to help AI understand your pages. - Keep paragraphs short—three to four sentences max. - Write naturally, as if you're answering a friend's question. ### How AI Collects Information AI tools pull data from across the web, but they prioritize sites that are trustworthy and well-organized. They look for: - High-quality, original content that directly answers queries. - Consistent use of structured data (schema markup). - Fast-loading pages with a good user experience. - Authoritative backlinks from reputable sources. If your website is slow, cluttered, or full of fluff, AI will pass you by. The same goes for businesses that rely on outdated SEO tricks like keyword stuffing. AI is smarter than that. It wants real value. ### Common Mistakes Businesses Make Many companies still treat their website like a digital brochure. They list services and products but don't answer the questions customers actually ask. That's a huge miss. Another mistake? Ignoring structured data. Without it, AI has to guess what your content means—and it often guesses wrong. Finally, some businesses focus only on Google and forget that AI tools are a separate channel. You need to optimize for both. ### Testing Your AI Visibility Wondering if you're visible in AI search results? Try this: Open ChatGPT or Perplexity and ask a question related to your business. See if your company is mentioned. If not, you have work to do. You can also use tools like Google's Structured Data Testing Tool to check if your schema markup is correct. The goal is to make your content so clear and useful that AI can't ignore it. ### Practical Tips for Staying Future-Ready Start by auditing your current website. Identify the top 10 questions your customers ask, then create dedicated pages or sections that answer each one directly. Use simple language and bullet points where helpful. Add FAQ schema to those pages. Keep your content updated regularly—AI rewards freshness. And don't forget about mobile users. More people search on phones than ever, and AI tools prioritize mobile-friendly sites. ### Wrapping It Up The way people find information is changing fast. If you want your business to be seen tomorrow, you need to adapt today. Focus on creating clear, answer-ready content that speaks directly to your audience. Use structured data to help AI understand your pages. And remember: this isn't just about being found—it's about being trusted. When AI recommends your business, it's because you earned that spot by being helpful, honest, and easy to understand. This podcast is brought to you by Creatic, helping small and medium businesses build strong digital brands through smart branding, thoughtful marketing, and high-performing websites. From brand strategy and visual identity to websites that deliver results, we help your business grow visible and recognizable online.