GEO, SEO and AI search optimization

Generative Engine Optimization (GEO) makes sure AI systems such as ChatGPT, Perplexity, Gemini, Claude, Microsoft Copilot and Google AI Overviews find your brand, understand it and cite it as a source. GEO builds on solid SEO and adds structure, evidence and mentions. Kamil Kascha delivers this from his base in Freiburg, Germany, remotely across DACH and globally.

At a glance

For

B2B companies in the Mittelstand, SaaS and industry

Based in

Freiburg im Breisgau, remote across DACH and globally

Disciplines

GEO, AEO, LLMO, SEO, SXO, technical SEO

Tools

Sistrix, Search Console, log analysis, AI visibility tracking

Practice

Over 30% AI visibility at Wiferion, competitors at 5–9%

More and more research ends in an answer rather than a list of results. Google shows AI Overviews and AI Mode, and buyers ask ChatGPT or Perplexity directly. Many of these searches end without a click (zero-click). Visibility then belongs to whoever is named in the answer.

Classic SEO stays the foundation: AI search draws on search indexes, and what cannot be found cannot be cited. What is new is the goal. It is no longer only about position one, but about citations, mentions and share of voice in AI answers.

At Wiferion I built GEO, AEO, SXO and SEO frameworks for this and reached over 30% AI visibility in core B2B segments, with competitors between 5 and 9%.

AI visibility audit

How often and in what context do AI systems name your brand? I measure mentions, citations, sentiment and share of voice against competitors.

Generative Engine Optimization

Building content, structure and evidence so language models use your brand as a reliable source.

Answer Engine Optimization

Direct answers to real customer questions for featured snippets, People Also Ask, voice search and AI answers.

Technical SEO

Crawlability, indexing, Core Web Vitals, structured data, internal linking, hreflang and log file analysis.

Content strategy

Keyword research, search intent, topic clusters and topical authority rather than single blog posts.

Entity SEO

Anchoring your brand as a clear entity in the Knowledge Graph with Schema.org, sameAs and consistent details.

Digital PR and mentions

Citable data and mentions in trade media, directories and communities that AI systems learn from.

SXO and conversion

Search Experience Optimization: pages that turn visits into enquiries.

The terms overlap and are not used consistently. This is how I use them:

GEO

Generative Engine Optimization: optimising to be named in AI-generated answers.

AEO

Answer Engine Optimization: optimising for direct answers, from featured snippets to AI answers.

LLMO

Large Language Model Optimization: optimising how language models perceive and describe a brand.

AIO

Artificial Intelligence Optimization, often used as an umbrella term. Not to be confused with AIO for AI Overviews.

SXO

Search Experience Optimization: connects visibility with user experience and conversion.

AI Overviews and AI Mode

AI answers and conversational search directly inside Google Search.

AI visibility

How often a brand appears in AI answers to relevant questions.

Citation and mention

A citation is a linked source, a mention names the brand without a link.

Share of voice

Your brand’s share of all mentions on a topic compared with competitors.

Query fan-out

The system splits a question into sub-queries, searches them in parallel and combines the results.

RAG and grounding

The model retrieves current sources from an index and bases its answer on them.

Passage retrieval and chunking

Systems assess individual text passages, not whole pages. Each passage should make sense on its own.

Entity and Knowledge Graph

A uniquely identifiable thing, such as a brand, and the network of its relationships.

E-E-A-T

Experience, Expertise, Authoritativeness, Trustworthiness: Google’s quality concept.

Topical authority

A website’s recognisable depth on a topic across many connected pages.

Zero-click

The search ends without a click on a website because the answer is already on the results page.

Crawl budget

How many pages a crawler fetches in a given period. Matters for large websites.

Core Web Vitals

Google’s metrics for loading, interactivity and visual stability: LCP, INP and CLS.

No vendor discloses its selection, and the systems differ. In practice four things matter most: the page must be crawled and indexed, it must answer the question clearly and early, claims need evidence such as figures, sources and named authors, and the brand must be mentioned beyond its own website.

That is why good pages put short answers directly under the question, with clear headings, tables, definitions and a visible update date. This page is built that way.

Crawler access

In robots.txt, distinguish training crawlers such as GPTBot or ClaudeBot from search crawlers such as OAI-SearchBot, Claude-SearchBot or PerplexityBot. Blocking search crawlers removes you from their answers.

Rendering

Key content belongs in the delivered HTML. Many AI crawlers run JavaScript only to a limited extent, so I use server-side rendering or static pages.

Structured data

Schema.org for Organization, Person, Service, Article, FAQPage and BreadcrumbList. Google names no special AI rules for it, but the data helps every system classify content.

llms.txt

An optional overview for language models. Google says it does not need one, so it is a small addition rather than a lever.

Indexing

XML sitemap, clean canonicals, hreflang for multiple languages, IndexNow for Bing and Copilot.

Performance

Fast servers, lean pages and good Core Web Vitals.

A project runs in five steps. After each step you decide whether to continue.

Audit

Measure technology, content and AI visibility, and record the baseline.

Question set

Define the questions and prompts your customers use in search engines and AI systems.

Strategy

Set topic clusters, entities, content gaps and priorities.

Implementation

Fix technology, build and revise content, earn mentions.

Measurement

Review rankings, citations, share of voice and enquiries regularly, then adjust.

I regularly test a fixed set of relevant questions in the main systems and record mention, position, sentiment, source and competitors. Web analytics and log files add referral traffic from AI systems and crawler activity.

Answers vary from query to query, so trends across many queries are meaningful, single results are not. In the end, what counts is what reaches the pipeline.

Companies look for this work under different titles, as a project or a permanent position:

GEO Manager and AI Search Strategist

Owning visibility in AI search, from measurement to delivery.

Head of SEO and Head of Organic Growth

Leading organic growth across search and AI answers.

Technical SEO Lead

Owning crawling, indexing, performance and structured data.

Content Strategist

Aligning topic clusters and content with search intent and evidence.

I am based in Freiburg im Breisgau. I support GEO and SEO projects remotely across DACH and globally, in German and English. For multilanguage websites, hreflang and translated topic clusters are standard.

At Wiferion over 30% AI visibility in core B2B segments, with competitors between 5 and 9%. At HRworks +80% organic traffic.