GEO (Generative Engine Optimization): How to Make Sure Your Business Shows Up in AI Search Results

If you’ve Googled anything lately, you’ve probably noticed something new at the top of your results: a neat little AI-generated answer that pulls information from multiple sources and serves it up in a tidy summary. No clicking required. Google calls these “AI Overviews,” and they’re changing the game for how people find information online.

Here’s the thing that keeps us up at night (besides our teenagers’ curfews): if your business isn’t showing up in these AI answers, you’re becoming invisible to a huge chunk of potential customers. But here’s the good news, and why we’re writing this: most small businesses haven’t figured out how to optimize for AI yet. Which means if you start now, you’ve got a serious competitive advantage.

So let’s talk about GEO (Generative Engine Optimization) and how to make sure your business shows up when AI is doing the answering.

What Exactly Is GEO (And Why Should You Care)?

GEO stands for Generative Engine Optimization. Basically, it’s the new SEO for the AI era. Instead of just optimizing your website to rank in traditional search results, you’re optimizing to be cited and featured in AI-generated answers.

Think about it this way: Traditional SEO was about getting your website to page one of Google. GEO is about getting your information into the answer itself, before anyone even has to click.

Here’s What’s Actually Happening

When someone searches for something like “best property management company in Toledo,” Google’s AI might now generate a comprehensive answer that includes what to look for in a property management company, key services to expect, pricing considerations, why location matters, and recommended companies (hopefully including yours!).

All of this appears before the traditional search results. It’s prime real estate, and it’s where people’s eyes go first.

The Stats Are Pretty Eye-Opening

AI Overviews are now appearing in up to 84% of search results in some industries. Users spend an average of 24 seconds reading AI-generated answers. When AI provides an answer, click-through rates to traditional websites drop by 25-40%.

Translation: If you’re not in the AI answer, you might not get the click at all.

But here’s where it gets interesting for local businesses like yours. AI Overviews love authoritative, local, specific information. And who’s more local and specific than a business that lives and breathes their community? You’ve got built-in advantages here that national competitors can’t replicate.

Understanding how content marketing and SEO work together becomes even more important in the AI era, because the quality and structure of your content determines whether AI can use it.

How Google’s AI Overviews Actually Work

Before we dive into how to optimize for AI, let’s understand what’s happening behind the scenes. Don’t worry, we’ll keep this brief and jargon-free.

Google’s AI is essentially reading the entire internet (or at least a huge chunk of it), understanding the content, and then synthesizing information from multiple sources to create comprehensive answers.

What AI Is Looking For

Authoritative sources: Websites that Google already trusts as experts in their field. This is where your existing SEO work pays off.

Clear, direct answers: Content that directly addresses common questions without making readers hunt for information.

Structured information: Content that’s organized logically with clear headers, lists, and easy-to-scan formatting.

Recent, updated content: Fresh information signals that your business is active and current.

Comprehensive coverage: In-depth content that covers topics thoroughly, not just surface-level fluff.

The AI is basically looking for the same things your ideal customer is looking for: helpful, trustworthy, specific information that actually answers their questions.

The Difference Between Traditional SEO and GEO

Okay, so you might be thinking, “Wait, I just got the hang of regular SEO. Now there’s something new?” We hear you. But honestly, GEO builds on everything you’re already doing. It just adds some new considerations.

Traditional SEO Focuses On

Ranking in the top 10 results, getting clicks to your website, keywords that match exact search queries, individual pages ranking for specific terms, and backlinks from other websites.

GEO Adds These Focus Areas

Being cited within AI-generated answers, providing information that AI can easily understand and use, answering questions in multiple formats (paragraphs, lists, tables), comprehensive topic coverage (not just single keywords), and clear structure that AI can parse and synthesize.

The good news? If you’ve been doing solid SEO work like optimizing your content, building authority, and creating helpful resources, you’re already halfway there. GEO is really about taking your content to the next level of clarity and usefulness.

Content Strategies That Win in the AI Era

Let’s get practical. Here’s how to create content that AI loves to cite and feature.

Answer Questions Directly and Clearly

This is huge. When someone asks Google, “How much does property management cost in Toledo?” your content should provide a clear, direct answer in the first sentence or two. Then you can elaborate.

Example of AI-friendly formatting:

Question: How much does property management cost in Toledo?

Direct answer: Property management in Toledo typically costs 8-12% of monthly rent for single-family homes, with some companies charging flat fees ranging from $80-150 per month.

Then elaborate: The exact cost depends on several factors, including property type, number of units, services included, and…

See what we did there? We gave the AI (and the reader) an immediate answer, then provided context. This format makes it easy for AI to pull your information and cite you as a source.

Use the “Question as Header” Strategy

This one’s simple but powerful. Turn your H2 and H3 headers into actual questions that people ask. Instead of a header like “Our Services,” use “What Property Management Services Do You Need?”

Why does this work? Because it matches how people actually search. When someone types “what property management services do I need” into Google, your header is a perfect match. The AI recognizes this and is more likely to pull your content.

Questions to target for local businesses:

“What does [your service] cost in [your city]?”

“How do I choose a [your business type] in [location]?”

“What should I look for in a [your service]?”

“Does [your business name] serve [specific area/neighborhood]?”

“What’s included in [your service]?”

Go through your website and identify the top 10-15 questions customers always ask you. Then create content that directly answers each one.

Create Comprehensive FAQ Sections

FAQ sections are GEO gold. Seriously. AI loves them because they’re already in question-and-answer format, which is exactly how AI wants to present information.

But here’s the key: don’t just slap together five generic questions and call it done. Create substantial FAQ sections that cover real questions (use questions customers actually ask, not just the ones you want to answer), provide complete answers (each answer should be 2-4 sentences minimum), include local specifics (“Do you provide property management in Perrysburg?” “What Toledo landlord laws should I know?”), and update regularly when laws change, services evolve, or new questions come up.

Check your email inbox, review your call logs, think about what comes up in initial consultations. Location-specific questions help with local AI results.

Write Like You’re Talking to a Friend (Who Happens to Be Really Smart)

Here’s something interesting we’ve noticed: AI tends to favor content that’s written in natural, conversational language over stuffy, keyword-stuffed corporate speak.

Why? Because AI is trained on how humans actually communicate. It recognizes natural language patterns and trusts content that reads like it was written by an actual person (because it was!).

So write the way you’d explain something to a friend over coffee. Use contractions. Tell stories. Give examples. Be specific. Show your personality.

This doesn’t mean dumbing things down. It means being clear, genuine, and helpful. Which, let’s be honest, is good writing advice regardless of whether AI is involved.

Structure Content for Easy Scanning

Both AI and human readers love content that’s easy to scan and digest.

Use short paragraphs: Keep them to 2-4 sentences max. White space is your friend.

Use bullet points and numbered lists: Perfect for steps, features, benefits, or options.

Use tables: Great for comparing options, pricing tiers, or specifications.

Bold key phrases: Help important information pop (but don’t overdo it).

Use clear subheaders: Break up long sections and make it easy to find specific information.

AI can parse all of these formats and often pulls this structured information directly into its answers.

Local Business GEO Strategies That Actually Work

Now let’s talk about how to apply GEO specifically to local businesses. Because local search plus AI is where things get really interesting.

Optimize for “Best [Service] Near Me” Queries

These are the bread and butter of local search, and AI Overviews are showing up for these queries constantly. When someone searches “best property management near me” or “top real estate agents in Toledo,” they’re often getting an AI-generated answer with recommendations.

How to optimize for this: Create a dedicated page or blog post titled something like “Best Property Management in Toledo: What to Look For.” Then, objectively discuss what makes a great property management company (spoiler alert: you should check all those boxes).

Include specific criteria for evaluating companies, questions to ask before hiring, red flags to watch for, what excellent service looks like, and why local expertise matters.

Yes, you can (and should) mention your own company, but frame it as educational content first. “At Wasson Management Marketing, we believe great property management includes…” This positions you as an expert while giving AI useful information to cite.

Create Hyper-Local Content

The more specific you can be about your local area, the better. AI loves unique, location-specific information because it helps provide more relevant answers to local searchers.

Examples of hyper-local content: “Guide to Toledo Neighborhoods for Property Investors,” “Perrysburg Landlord Laws: What You Need to Know,” “How Sylvania’s Market Differs from Toledo’s,” and “Seasonal Rental Considerations in Northwest Ohio.”

This type of content is hard for national competitors to replicate, and it signals to AI that you’re the local expert. The same principles apply whether you’re creating content for SEO or optimizing for AI overviews.

Leverage Your Google Business Profile

Your Google Business Profile isn’t just for traditional map searches anymore. It’s feeding information directly into AI Overviews.

Make sure you’re posting regularly with weekly updates, photos, offers, and tips. Active profiles signal current, trustworthy information. Answer questions using the Q&A section to answer common customer questions. These answers can be pulled into AI results.

Get and respond to reviews. Reviews provide real-world validation that AI recognizes as trust signals. Plus, the content in reviews helps AI understand what you’re known for.

Include detailed service descriptions. The more specific you are about what you offer and where you serve, the better.

Create Service-Specific Local Pages

If you offer multiple services across multiple locations, create individual pages for each combination. Not just “Our Services” but “Residential Property Management in Des Moines, IA,” “Commercial Property Management in Ankeny, IA,” and “HOA Management in Clive, IA.”

Each page should include a clear service description, specific benefits for that location, local considerations (regulations, market conditions, etc.), customer testimonials from that area, and a clear call-to-action.

This level of specificity helps AI understand exactly what you offer and where, making it more likely to recommend you for relevant searches.

Technical Implementation (Don’t Skip This Part!)

Okay, we’re going to get slightly technical here, but stay with us. These backend optimizations make a real difference in whether AI can find, understand, and cite your content.

Implement Schema Markup

Schema markup is code that helps search engines (and AI) understand your content better. For local businesses, you want LocalBusiness Schema (tells AI your business name, address, phone, hours, service area, and more), FAQ Schema (highlights your Q&A content so AI can easily extract answers), Service Schema (describes each service you offer with details), and Review Schema (displays your ratings and makes your review content more accessible).

If you’re using WordPress, plugins like Yoast SEO Premium, Rank Math, or Schema Pro can add this markup without you needing to touch code. If you have a developer, ask them about implementing JSON-LD schema.

Make Your Content Scannable at the Code Level

Use proper heading hierarchy (H1 for titles, H2 for main sections, H3 for subsections). Don’t just make text big and bold; use actual HTML heading tags. AI pays attention to this structure when determining what content is most important.

Create Concise, Standalone Answers

Here’s a pro tip: When answering questions in your content, make your answer work as a standalone snippet. AI often extracts 2-3 sentences to create its overview. If your answer only makes sense with surrounding context, it’s less likely to be used.

Less AI-friendly: “As we mentioned above, there are several factors to consider. Based on our experience, we’ve found that…”

More AI-friendly: “Property management in Toledo typically costs 8-12% of monthly rent. This percentage covers tenant placement, rent collection, maintenance coordination, and financial reporting.”

Optimize for Voice Search and Conversational Queries

AI Overviews often respond to voice searches and conversational queries. Optimize for these by including long-tail keyword phrases (not just single keywords), using natural question formats, writing in complete sentences, and anticipating follow-up questions.

Think about how someone would actually ask a question out loud, then answer that question in your content.

Measuring Your GEO Success

So how do you know if your GEO efforts are working? Here’s what to track:

Monitor AI Overview Appearances

Use tools like BrightEdge, Semrush, or Ahrefs to track when your content appears in AI Overviews. You can also manually search for your target keywords and see if AI-generated answers cite your website.

Keep a spreadsheet of important search queries and check monthly whether you’re being cited. If you’re appearing in AI answers for competitive terms, your GEO strategy is working.

Track “Zero-Click” Visibility

Traditional click-through rates might actually go down as AI answers more questions directly. That’s not necessarily bad if your brand is being mentioned in those AI-generated answers. You’re still getting visibility and brand awareness.

Look at metrics like brand search volume (are more people searching for your business name?), direct traffic (are people coming directly to your site after seeing your brand in AI results?), and phone call volume (are you getting more calls even if web traffic is flat?).

Watch Branded Search Performance

One interesting effect of appearing in AI Overviews is that people often see your business mentioned, then search specifically for your brand name to learn more. An increase in branded searches is a good sign that your GEO efforts are building awareness.

Monitor Engagement from AI-Referred Traffic

If you have analytics set up (and you should!), create a segment for visitors who come from Google and spend very little time on your site (under 30 seconds). These are likely people who got their answer from AI and clicked just to verify the source. That’s actually a win; they trusted you enough to check you out.

Contrast this with visitors who spend meaningful time on your site or convert. Both types of traffic matter, but they indicate different stages of the customer journey.

The Bottom Line: Start Optimizing for AI Now

Here’s what we want you to take away from all this: AI isn’t the future of search. It’s the present. Google is rolling out AI Overviews to more and more queries every week. Other platforms like ChatGPT, Claude, and Perplexity are becoming go-to resources for information.

The businesses that adapt now (while most competitors are still figuring out what GEO even means) are going to have a massive advantage. You’ll be the ones getting cited, recommended, and found while everyone else is wondering where their traffic went.

And honestly? If you’re already creating helpful, thorough content (which we hope you are), GEO optimization isn’t that much extra work. It’s really about taking your good content and making it even more accessible and useful for both AI and humans.

We’re Here to Help You Navigate the AI Era

Look, we get it. Just when you felt like you were getting the hang of digital marketing, AI comes along and changes the rules. It can feel overwhelming, especially when you’re trying to run a business, manage a team, and still make it home for dinner at a reasonable hour.

That’s exactly why we do what we do.

At Wasson Management Marketing, we stay on top of all these changes so you don’t have to. We’re tracking what’s working in GEO, testing strategies, and implementing what actually moves the needle for local businesses like yours.

We’re not about hype or buzzwords or making things more complicated than they need to be. We’re about getting results (more visibility, more leads, more customers) using strategies that actually work in the real world. Understanding when to bring in professional digital marketing help can make all the difference in staying ahead of changes like AI search.

Want to Know How Your Business Is Showing Up in AI Search Results?

Get a free SEO audit. We’ll show you where you’re appearing (or not appearing) in AI-generated answers and what opportunities you’re missing.

Ready to Future-Proof Your Marketing?

Let’s talk strategy. We’ll create a GEO game plan tailored to your business, your goals, and your budget.

Not ready for full-service support yet? Check out GrowthIQ for DIY resources and templates that help you optimize for AI search on your own timeline.

Because at the end of the day, whether it’s traditional search, AI search, or whatever comes next, one thing stays constant: businesses that show up, stand out, and provide genuine value are the ones that thrive.

Let’s make sure your business is one of them.