Over the past two years the way people search has changed. Instead of typing into Google and scanning ten links, more and more customers just ask ChatGPT, Gemini or Perplexity — "who's best for X near me?" — and get one, worded answer with names. If your name isn't there, you simply don't exist in that conversation. The field that handles exactly this is called GEO — Generative Engine Optimization.
Why an AI engine recommends one business over another
An AI engine doesn't "rank" sites like classic Google. It builds an answer from what it knows — texts it read, sources that cite you, and structured facts it can retrieve confidently. To get mentioned you need three things: information about you that's present and clear, consistent everywhere, and backed by credible sources.
Four practical steps
- Presence audit. Ask ChatGPT, Gemini and Perplexity the questions your customers ask, and note who shows up and who doesn't.
- Content that answers real questions. Write pages and articles in the language customers ask in, with clear answers. AI engines cite content that explains, not content that sells.
- Structured data (Schema) & entities. Give the engine the facts about your organization in a format it reads, so it retrieves you confidently instead of guessing.
- Cross-platform consistency. Same name, same description, same details everywhere. Contradictions confuse the engine and lower your chances.
Bottom line
Entering GEO early is a real advantage: the answers haven't settled yet, and there's room to claim. At Duolux we don't just do GEO for clients — we build it for ourselves, so we know what really works.
To the service: GEO →