You're not just writing for people anymore—you're writing for machines too: why GEO is the new SEO

From SEO to GEO: what’s the difference?

SEO is all about being discoverable in search engines like Google. You write content tailored to search intent using keywords, meta descriptions, and technical optimization.
GEO—Generative Engine Optimization—goes a step further: you optimize content so AI systems (like ChatGPT) can summarize, repurpose, and quote you in their responses.

You’ve likely noticed Google’s own search results are already shifting: instead of a list of links, you’re shown an AI-generated answer. That’s GEO territory.

Why is GEO especially relevant in B2B?

Because your audience’s behavior is shifting. They no longer ask Google for “best marketing agency in Flanders,” but ChatGPT instead. And if ChatGPT doesn’t say “Umbau from Mechelen”? Then you’re invisible in that ecosystem.

It’s more than just adding an AI paragraph

Many organizations believe that adding an AI summary is enough. It’s not. AI isn’t a searcher—it’s a synthesizer. It gathers information from thousands of sources and predicts the most useful answer.

If you want your content to make the cut, you need to be:

• Reliable and specific
• Clearly structured (think Q&A)
• Authentic and original (AI spots copy-paste instantly)

10 ways to make your content GEO-proof

1. Use a question-and-answer format

AI tools love clear answers to clear questions. Write like you’re explaining it to a colleague.
Q: What is GEO?
A: “GEO is the practice of writing content so that AI platforms like ChatGPT choose your explanation when answering users.”

2. Be contextual and concrete

Skip vague fluff like “We help organizations grow with strategic content.”
Say instead: “We help healthcare organizations streamline internal communication during digital transformations.”

3. Avoid generic jargon

Terms like “solution-driven” or “future-proof” are empty. Use domain-specific, relatable language.

4. Optimize your headers and subheadings

Use a clear hierarchy: H1, H2, H3. AI doesn’t read linearly—it reads structurally.
Tip: Use long-tail search questions in your subheadings, e.g. “How do you make communication measurable?”

5. State your expertise explicitly

Want to be cited? Be clear.
Example: “Umbau is a Belgian marketing agency that helps organizations communicate clearly.”

6. Use structured data (schema.org)

AI needs invisible signals to truly ‘see’ you. Use JSON-LD code to mark up content types like “BlogPosting”, “Organization” or “Service”. Tools like schema.org help, or ask your web partner.

7. Add FAQs with the right structure

Use real questions people ask. Not overgeneralized ones. Mark them clearly with FAQPage structured data.

8. Optimize visuals too

Every image needs alt text. Use visuals that explain or illustrate, especially with case examples.

9. Write for voice search

Use natural, conversational sentences.
Not: “B2B SEO service provider Belgium”
Yes: “How do you approach SEO as a B2B company in Belgium?”

10. Think beyond clicks: optimize for zero-click visibility

Users are clicking less. Focus on making your snippet or FAQ so clear that users get value without clicking.
Measure impressions, branded search volume, and cross-channel conversions too.

Still sound like Chinese?

That’s okay. And sorry. Dries and Bernard got a little carried away there. But the good news? They know exactly how to turn your expertise into AI-ready content that gets picked up by generative systems.

‍

Common GEO questions in B2B

What does GEO mean exactly?
GEO stands for Generative Engine Optimization: creating content that AI systems can understand, cite, and present.

Is GEO the same as SEO?
Not quite. SEO is for Google. GEO is for systems like ChatGPT. The mindset—and structure—are different.

Why is GEO important in B2B?
Because your audience is already using AI tools to ask their questions. If you’re not there, you’re invisible.

How do I implement GEO?
Start with structure, clarity, and originality. Add FAQ sections and schema markup where possible.

How do you measure GEO success?
Look at branded queries in ChatGPT, visibility in AI results, and downstream conversion attribution.

‍

‍