Is GEO different from SEO?

Mostly no. Google says optimising for its AI features is still SEO, because they draw on the same index and ranking systems. The difference is emphasis: being clearly and consistently described across the web matters even more when an AI is summarising you.

Do I need an llms.txt file to appear in ChatGPT or Google's AI answers?

No. Google says its Search doesn't use llms.txt. It's harmless and quick to add, but it isn't what gets you mentioned.

How long does GEO take?

About as long as SEO: usually months, not weeks. AI tools can only mention you once they can find trustworthy information about you, and that builds up over time.

Can anyone guarantee ChatGPT will recommend my business?

No. Nobody controls what AI assistants say. What you can control is whether they can find clear, consistent and trustworthy information about you.

SEO & GEO

GEO in 2026: what Google's own guide says about showing up in AI search

By Paniz Mesgari, marketing strategist15 October 20264 min read

The short answer

Google's own answer, published in May 2026, is that optimising for AI search is still SEO. Its AI Overviews and AI Mode pick their sources from the normal Google index, so a page has to be crawlable, indexed and genuinely useful before any AI feature can quote it. There's no special file or trick that gets you in. What helps is the same work that helps you rank: clear pages that answer real questions, a consistent description of your business everywhere online, and mentions on sites people trust.

What GEO means

GEO stands for generative engine optimisation: making your business easy for AI tools like ChatGPT, Gemini, Perplexity, Microsoft Copilot and Google's AI Overviews to find, understand and mention. The name is new. As you'll see, most of the work isn't.

What Google actually said

In May 2026 Google published its first full guide to appearing in its generative AI features. The headline is simple: Google says optimising for generative AI search is still SEO.

The reason is how these features work. When someone asks AI Mode a question, Google runs that question, and several related ones, through its normal ranking systems, reads the most relevant pages it finds, and writes an answer with links to them. If your page isn't in Google's index, or doesn't rank for anything related, it can't be one of the sources.

A few points from the guide are worth knowing:

Pages need to be crawlable and indexed, exactly like any normal search result.
Unique, useful content does better than generic text that repeats what's already everywhere.
There's no need to chop your pages into tiny pieces for AI. Google's systems can understand a page that covers several points.
Google Search doesn't use llms.txt files.

ChatGPT and Copilot are a different door

Google's guide covers Google. ChatGPT, Copilot and Perplexity run their own searches. Microsoft Copilot is built on Bing, and Bing's index has been one of the sources behind ChatGPT search, so submit your site to Bing Webmaster Tools as well as Google Search Console. Both are free.

A practical checklist

Make sure you can be found at all. Set up Google Search Console and Bing Webmaster Tools, submit your sitemap and check that your important pages are indexed.
Say clearly what you do, for whom and where. Use the same business name, description and location on your website, LinkedIn, your Google Business Profile (if you're eligible for one) and any directories. AI tools cross-check these.
Answer real questions on your own pages. Put the short answer first, then the detail. A page that properly answers "how much should I spend on Meta ads?" is far more useful to quote than a page of slogans.
Add structured data. It helps search engines understand who you are, what you offer and who wrote each page.
Earn mentions on sites people trust. Reviews, interviews, guest articles and industry directories all help. AI answers lean heavily on what other sites say about you, not only on your own website.
Keep pages accurate and current. Update facts and dates when things change, and say when a page was last checked.

How to measure it

There's no single ranking position for AI answers, so I measure two things every month. Search Console shows whether Google is indexing and showing your pages, and its search data includes visits from AI Overviews and AI Mode. Separately, a fixed list of questions asked to ChatGPT, Gemini and Perplexity shows whether you're being mentioned. Use the same questions every time, or the comparison means nothing. Bing Webmaster Tools also has a report on how often your pages are cited in AI answers. I go through the method step by step in how to measure AI search visibility.

If you'd like this done for your business, that's what AI search visibility (GEO) covers, usually alongside SEO.

Common questions

Is GEO different from SEO?: Mostly no. Google says optimising for its AI features is still SEO, because they draw on the same index and ranking systems. The difference is emphasis: being clearly and consistently described across the web matters even more when an AI is summarising you.
Do I need an llms.txt file to appear in ChatGPT or Google's AI answers?: No. Google says its Search doesn't use llms.txt. It's harmless and quick to add, but it isn't what gets you mentioned.
How long does GEO take?: About as long as SEO: usually months, not weeks. AI tools can only mention you once they can find trustworthy information about you, and that builds up over time.
Can anyone guarantee ChatGPT will recommend my business?: No. Nobody controls what AI assistants say. What you can control is whether they can find clear, consistent and trustworthy information about you.

Sources

Platform rules change often. These are the official pages behind this guide, checked on 15 October 2026.