Optimization for AI / ChatGPT / Perplexity
Your brand should appear in the answers of ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot — not just in classic search results. GEO (Generative Engine Optimization) is the new discipline of optimizing visibility in AI models. It is delivered by the ICBM Polska team — a Google Premier Partner since 2014 with over 1,000 campaigns delivered.
What is GEO — AI optimization
GEO (Generative Engine Optimization) is a set of activities aimed at increasing brand and content visibility in the answers generated by AI models — ChatGPT, Perplexity, Google AI Overviews, Microsoft Copilot and others. Unlike classic SEO, which optimizes for search results listings (SERPs), GEO makes AI cite or recommend your brand directly within the answer it provides — before the user ever clicks any link.
Our observations show that more and more informational and purchase queries go first to AI assistants, not to the search engine. The user asks a question and receives a ready answer with highlighted sources or product recommendations. Brands that do not invest in AI optimization lose visibility exactly where the customer starts forming a purchase decision.
How AI models choose what to cite
Language models (LLMs) do not index pages the way Google does — they learn from content during training and updates, and some of them (e.g., Perplexity, Google AI Overviews) additionally use live web retrieval (RAG — Retrieval Augmented Generation). In both cases they favor content that meets specific quality and structure criteria:
- Precise answers to specific questions — content in Q&A format or with clear H2/H3 headings close to real user queries.
- Topical authority — a site that is a comprehensive knowledge source in a given niche is cited more often than sites covering the topic superficially.
- Entity SEO — correctly marking up entities (organization, product, person, location) in structured data and content helps AI models unambiguously identify your brand.
- schema.org structured data — FAQPage, HowTo, Product, Organization, Article — correctly implemented schemas make it easier for AI models to extract facts.
- Citations and mentions in external sources — a brand referenced in industry articles, knowledge bases and media is treated as more credible.
- The llms.txt file — a standard analogous to robots.txt, telling AI models which content they may index and how to interpret the site's content.
Want to know whether your brand appears in ChatGPT and Perplexity answers? Order a free AI visibility audit.
Order a free GEO auditGEO vs. classic SEO — what they share and how they differ
GEO does not replace classic SEO — the two reinforce each other. A strong organic position in Google remains important, because some AI models (especially Google AI Overviews) draw directly on the search index. At the same time, GEO adds a separate optimization layer: question-answer structure, entity SEO, schema.org and building topical authority. The measurability of GEO is ensured by a correctly configured Google Analytics 4 — traffic from ChatGPT, Perplexity and other AI assistants is visible as a separate referral channel (e.g., chat.openai.com, perplexity.ai), which lets you track conversions from this channel.
How we measure GEO results
AI visibility monitoring rests on four pillars: (1) regularly sampling the answers of key models (ChatGPT, Perplexity, Google AI Overviews, Copilot) for topical questions related to your industry and brand; (2) tracking domain citations as a source in AI answers; (3) analyzing referral traffic from AI channels in Google Analytics 4; (4) a topical audit — a comparison of the questions for which your brand is visible against those for which it is not. On this basis we build a content and structure plan matched to the visibility gaps.
Check whether your brand appears in ChatGPT, Perplexity and Google AI Overviews results. We will prepare a GEO plan — no strings attached.
Let's talk about GEOWhat we do as part of AI optimization
AI visibility audit
We check how your brand and key topics are represented in the answers of ChatGPT, Perplexity, Google AI Overviews and Copilot. We identify gaps and opportunities.
Entity SEO and structured data
We implement schema.org (Organization, FAQPage, Article, Product, HowTo), improve entity markup and make sure AI models unambiguously identify your brand and its offer.
Content that answers AI questions
We create and optimize content in a direct-answer format — H2/H3 headings close to real queries, Q&A, definitions and "What is..." sections. This is the content AI cites most readily.
Topical authority
We build topical authority — a content plan covering your topic exhaustively, so AI models perceive your domain as a leading source in its niche.
llms.txt and technical setup
We implement the llms.txt file, verify robots.txt for AI bot accessibility, and optimize page speed and heading structure for easier content extraction.
GEO monitoring and reporting
We regularly monitor brand mentions in AI answers, track AI referral traffic in GA4 and report visibility progress — on a monthly or quarterly basis.
GEO — a new visibility channel for your brand
First citation — first decision
AI assistants answer purchase questions before the user ever reaches a search engine. A brand cited in an AI answer wins attention at the earliest stage of the purchase journey.
Complementary to SEO and Google Ads
GEO strengthens rather than replaces your existing activity. Well-optimized SEO content and a correct GA4 setup are the foundation on which we build AI visibility.
Measurable AI traffic
Traffic from ChatGPT, Perplexity and other AI assistants is measurable in Google Analytics 4. We know how many sessions and conversions come from this channel and how it changes over time.
How we work
How we implement AI optimization
Why ICBM Polska
Data Driven
Using data allows us to increase the ROI and revenue of your marketing activities — and that translates directly into business growth.
Dedicated account manager
We have many years of experience growing companies through online advertising. Your dedicated account manager continuously oversees the delivery of your business goals.
Machine Learning / AI
Only with innovative Machine Learning / Google AI solutions (self-learning systems) can campaigns keep adapting to rapidly changing consumer behaviour.
Web analytics
Skill and talent, combined with the effective use of user data, let us consistently uncover opportunities for additional online revenue from new marketing initiatives.
Results that speak for themselves
Frequently asked questions
What is GEO (Generative Engine Optimization)?
Why does AI optimization matter for my business?
How do AI models decide which sources to cite?
What is llms.txt and should I have it?
Does GEO replace classic SEO?
How are GEO results measured?
