What Is Generative Engine Optimisation (GEO) for B2B Companies?
Written by Aggée Kimpiab
8+ years of SEO experience. Started out machining steel on the factory floor before moving into SEO. Now works with manufacturers, ecommerce brands, and B2B companies on organic growth. Case studies: Lawton Tubes and MoverX.
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Generative engine optimisation, GEO, is the practice of getting your content cited inside AI-generated answers, the summary ChatGPT or an AI Overview gives instead of a list of blue links. For B2B companies, it matters more than the term suggests: a buyer researching vendors now often gets a shortlist from an AI tool before they visit a single website.
GEO isn’t a separate discipline from SEO, it’s an extension of it #
I don’t treat GEO as a new, bolted-on service. It’s the same SEO work, technical structure, on-page clarity, content built around real buyer questions, extended to a second kind of search result.
The techniques overlap almost entirely:
Answer the question first. The first few sentences of a key page should answer the actual question directly, with real numbers, not three paragraphs of preamble. AI tools lift the part that answers cleanly, buried answers don’t get cited.
Real FAQ schema. Actual questions your buyers ask, short answers, marked up so an AI tool can read the structure, not just the text.
Comparison tables. AI answers lean on tables for anything comparable, pricing, features, specs. A page without one is a page that doesn’t get quoted when someone asks an AI tool to compare options.
Track it monthly, not assumed. AI visibility and AI-referred traffic belong on the same dashboard as rankings and clicks, so it’s a measured result, not a claim. See how I measure results for the full method.
How to tell if it’s already a problem #
Practical tool
Ask an AI tool a question a prospect would ask
Try “best [your category] for [a specific use case],” or “[you] vs [a named competitor].”
GEO is built into every B2B SEO audit I run, not sold as a separate add-on. If you want to know where you actually stand, get in touch.
Related reading: B2B SEO consultant · How I measure results · The B2B SEO checklist