GEO Playbook: 4 Immediate Steps to Improve Your AI Search Visibility (Part 1)

The digital landscape is fundamentally shifting. While marketers obsess over traditional SEO rankings, a new game is quietly reshaping how customers discover businesses: Generative Engine Optimization (GEO). 

When someone asks ChatGPT “What are the best asset managers in Chicago?” or searches Google and reviews an AI Overview response, the companies that appear aren’t necessarily the ones ranking #1 in traditional search results. They’re the ones optimized for generative AI. 

That’s where GEO comes in. It’s an evolution of SEO for the age of artificial intelligence, focusing on visibility in AI-generated responses, overviews, and recommendations across platforms like ChatGPT, Gemini, Microsoft Copilot (formerly Bing Chat), and Claude. Businesses optimized for generative engines will be better set up to capture more market as AI continues to expand its prominence in consumer behavior.  

This guide will provide immediate, actionable steps you can implement for GEO in four steps, and is part of a four part series by HomeTree Digital exploring all aspects of how your business might optimize and benefit from GEO.  

Understanding Generative Engine Optimization (GEO) 

Before diving into tactics, it’s crucial to understand what makes GEO different from traditional SEO:

Key platforms driving GEO importance 

• ChatGPT and its current 190+ million daily active users (as of August 2025). 

• Google Gemini, which powers the AI Overviews appearing in over 50% of search results and growing. 

• Microsoft Copilot and its deep integration across Microsoft’s massive ecosystem, including Office 365. 

• Claude, Perplexity, and other emerging AI search tools that are gaining market share constantly. 

The businesses that start optimizing now will dominate AI-driven discovery before competitors even realize the game has changed. 

Step 1: Content optimization for AI recognition 

AI models scan content differently than traditional search engines. They look for clear, structured information that matches natural language query patterns. Here’s how to optimize your existing content for immediate GEO impact. 

Target phrase integration strategy 

Start by identifying exact phrases that potential clients use when asking AI agents about your services. These often differ from traditional SEO keywords because people speak to AI more conversationally. 

Traditional SEO Keywords vs GEO Phrases: 

Target phrase integration should also be factored into your headline, service page content, and meta description strategy.

When considering your target phrases, consider long-tail and commercial intent search queries. With AI’s ability for further contextualize content, these kinds of queries can now be more successfully attributed to content that best provides a solution. 

Step 2: FAQ sections that AI models love 

Frequently Asked Questions (FAQ) sections are goldmines for GEO because they mirror exactly how people query AI assistants. The key is creating FAQs that match natural language patterns AI models recognize. 

Identify common AI queries and research what potential customers ask AI assistants about your industry.

Examples of GEO inquiries to target 

Service-related queries: 

• “What should I look for in an asset management firm?”
• “How do I evaluate an asset manager’s risk management framework?”
• “What questions should I ask potential asset managers about their ESG strategies?”
• “How much does professional portfolio management typically cost for a $2M portfolio?”
• “What’s the difference between active and passive asset management approaches?”

Industry-specific queries: 

• “How are asset managers leveraging AI to enhance their investment strategies?”
• “What impact is the AI boom having on technology-focused investment portfolios?”
• “How should I adjust my asset allocation given current inflation concerns?”
• “Which portfolio managers hold stocks that have AI or crypto exposure?“

Step 3: Business directory optimization for AI recognition 

AI models will reference business directories when making recommendations, making profile optimization important for visibility. Your directory presence should include complete basic details like company name with relevant keywords, formatted address, contact information, and social links.

Alongside these basic details should be enhanced elements like comprehensive service descriptions, team credentials, certifications, and client industry experience. This foundational information helps AI systems understand and categorize your business accurately, giving the relevant model a fuller understanding of the work you and your team do for more accurate mentions in its answers.  

Step 4: Schema markup for enhanced AI parsing 

Schema markup provides structured data that AI models use to understand and categorize your content. While technical, these implementations offer significant GEO value with relatively simple setup. 

Priority schema types for immediate impact 

There are a few basic schemas that should be considered for the most immediate GEO impact:

• Organization Schema: Essential for establishing business credibility and basic information.
• Service Schema: Helps AI models understand and categorize your offerings.
• Review Schema: Enhances credibility signals for AI models.

Implementation best practices

Technical setup guidelines 

• Validate all schema markup using Google’s Rich Results Test.
• Test implementation across multiple pages.
• Monitor Google Search Console for schema-related errors.
• Update schema when business information changes.
• Use consistent formatting across all implementations.

Content integration strategy

• Align schema data with visible page content.
• Include relevant keywords naturally in descriptions.
• Maintain accuracy between schema and actual services.
• Update regularly to reflect current offerings.
• Coordinate with overall GEO content strategy.

Measuring your GEO efforts

Early AI optimization success shows up through web performance before it shows up on your bottom line.

Improved search rankings, increased organic traffic, and higher visibility for target keywords are clear signals that your optimization efforts are enhancing your GEO performance.

Measuring AI visibility after 30 days 

Test your progress by conducting manual incognito queries across ChatGPT, Google AI Overviews, and Microsoft Copilot to document company mentions in AI responses. Using incognito mode is an important factor, as it ensures you’re seeing unbiased results that aren’t influenced by your personal search history, cache, or cookies.

Then compare your visibility against competitors while tracking which query types generate mentions.  

Traditional SEO metrics will also improve—expect ranking gains for optimized pages, increased organic traffic to FAQ sections, and better featured snippet capture. Directory performance should show increased profile views, more leads, and improved platform rankings. 

Overcoming implementation challenges 

The biggest hurdle is making AI-optimized phrases feel natural rather than forced. Focus on conversational tone and genuine user intent—write as if directly answering customer questions rather than stuffing keywords.  

For technical implementation, start with basic schema using Google’s primary tools for markup: Google’s Rich Results Test, Google Search Console, and Google’s Structured Data Markup Helper. Popular tools like SEMrush and Ahrefs also provide some schema markup support, but require a third-party subscription.

Begin by adding one schema type at a time, then start working towards managing multiple directories with standardized descriptions, consistent imagery, and monthly update schedules. 

Building advanced strategies 

These foundational steps prepare you for sophisticated tactics over the coming months: comprehensive content marketing aligned with AI preferences, industry thought leadership and media relations for GEO, and ongoing optimization with continuous monitoring and scaling successful strategies. This systematic approach keeps your company ahead of the rapidly evolving AI search landscape. 

Conclusion  

Generative Engine Optimization represents the next evolution of digital marketing. While your competitors focus on traditional SEO tactics, implementing these four foundational steps position your firm at the forefront of AI-driven discovery. 

The companies that optimize for generative engines now will lead the AI recommendation landscape before most have even considered adding GEO into their strategy. Start with these immediate implementations, measure your progress, and build toward more advanced GEO implementations as you go. 

Tips you should know

• Start with natural language optimization. AI models prioritize conversational phrases, so focus on answering questions your customers would naturally ask.
• Use Google’s Rich Results Test to verify your FAQ and schema markup is properly implemented—these structured data types are frequently pulled by AI assistants when answering user questions about your services.
• Complete your directory profiles with comprehensive information, as AI models frequently reference these platforms for business recommendations.
• Track your progress through manual testing across multiple AI platforms. Test the same queries monthly to monitor your visibility improvements.

About HomeTree Digital 

HomeTree Digital is a full-service digital marketing agency for financial services. We incorporate design & creative elements to our work and specialize in email marketing, social media marketing, paid advertising, videography, web development, custom integrations, SEO, and automations. As a Salesforce Certified Partner, we can assist with the architecture, administration, or development of your CRM. If you are facing challenges in any of these areas, please reach out to us for assistance. Personalize your subscription to receive regular updates. 

HomeTree is defined as a wise resourceful home that provides knowledge, instills inspiration, encourages creativity, and protects. While harmoniously connecting its residents through its branches and roots to the outer world. This accurately describes the approach we take when it comes to our clients. We believe in excellent customer service and prioritizing you. Our mission is to provide you with the know-how to succeed in a rapidly evolving digital world.