Hello everyone,
It’s been a while.
We’ve been heads down working with clients and building GTM systems, while trying to keep up with the constant wave of new AI tools and models. They are making things easier in some ways and more complex in others.
That’s where we come in. As always, our goal is to break down what matters so you can stay ahead without getting overwhelmed.
This week, we’re revisiting a topic we’ve touched on before: GEO/AEO strategies.
In simple terms, how to make sure your product shows up when your buyers ask AI tools for recommendations.
Let’s dive in.
87% of B2B software buyers are now using AI chatbots to research products.
Yet only ~5–15% of marketers have a real GEO/AEO strategy in place.
That gap is the opportunity.
GEO (Generative Engine Optimization) still feels like a black box for most teams. But the signal is getting clearer. This is not guesswork anymore. There are already patterns in what gets picked up by models like ChatGPT or Gemini.
It’s not magic. But it does require intentional effort.
Here are the tactics we consistently see working:
1. Structure content for extraction, not just reading
LLMs don’t “browse” like humans. They extract.
If your content is dense or narrative-heavy, it’s harder for a model to pull a clean answer. The more direct and self-contained your explanations are, the easier it is for your brand to be cited.
Think in terms of:
Clear questions your buyers ask
Direct, concise answers within your content
Write sections that can stand on their own. A good test: can a single paragraph answer a specific question cleanly?
2. Benchmark your visibility against competitors
Search used to be about rankings. AI discovery is about inclusion.
Run the same prompts your buyers would use and compare:
Who shows up
How they are described
Which use cases are mentioned
If competitors appear in queries where you should, that’s a content gap, not a coincidence.
Close those gaps with:
Better structured explanations
Clearer positioning
More explicit use cases
3. Track your “AI visibility” over time
Most companies are not tracking this yet, which is exactly why it matters.
On a monthly basis, monitor:
Which prompts include your brand
Where you are missing entirely
How your positioning is interpreted
If you are not showing up at all, that is normal at this stage.
Most brands that appear today do so inconsistently. The difference is that some teams are starting to make it systematic.
4. Make sure AI can actually see your content
This is a technical point, but it is critical.
When AI systems crawl your site, they do not wait for dynamic elements to load. They capture what is immediately available.
If your:
Headline
Value proposition
“Who we help”
only appear after the page fully renders, they may never be seen.
Think of it like a journalist reading only the first paragraph of a press release. If your core message is not there, it does not exist.
The fix is straightforward:
Ensure key content is server-rendered
Make your positioning visible immediately on page load
5. Write for clarity without design
Before your content reaches an AI system, it gets flattened.
Layout., colors, and visual hierarchy are removed.
What remains is plain text, top to bottom.
If your message depends on design to be understood, it will break.
Write like you are sending a well-structured email:
Lead with the main point
Follow with supporting detail
Keep ideas explicit and self-contained
A simple test: if your page were pasted into a plain document, would it still make sense?
It should.
There are already tools emerging to help diagnose and improve AI visibility. This will become a standard part of the marketing stack sooner than most expect.
We are also working on something in this space. More on that soon.
Thanks for reading.
