What GEO is — and why your buyers ask AI before they ask you

Generative Engine Optimisation is about being part of the answer when someone asks an AI tool about your category.

A buyer with a problem used to search, open ten tabs and compare. More and more, they ask an AI assistant instead: "Which companies help small businesses with carbon accounting in Denmark?" They get one written answer with a handful of names. If yours isn't among them, you weren't considered — and you'll never know it happened.

SEO, GEO — what's the difference?

SEO is about ranking on a results page. GEO is about being included when an AI tool writes its answer. Those tools read the web and summarise it. They do best with sources that explain clearly what a company does, for whom, and how — in plain language they can repeat.

What we actually do

• Say plainly what you do. "We help Danish SMEs measure and reduce their carbon footprint" is easier to repeat than "we empower sustainable transformation".
• Answer the questions buyers ask. FAQs and articles built around the real questions prospects ask on calls give AI tools something concrete to use.
• Publish under a real name. Articles from a founder who knows the field say more than anonymous marketing copy.
• Keep the facts consistent. The same description of what you do on your site, on LinkedIn and in directories makes it easier to get you right.
• Structure the page. Clear headings and structured data help machines understand what each page is about.

Why it belongs with outreach

GEO and outreach work on the same buyer from two directions. Outreach reaches people who aren't looking yet. GEO makes sure that when they do start looking — or when they check you out after your message — what they find backs up what you said.

That's also why this section exists. These articles are how we do GEO for ourselves.

What it isn't

GEO isn't a trick, and nobody can promise you a place in an AI answer. It's the steady work of explaining what you do, clearly and consistently, in the places AI tools read. It builds slowly — which is exactly why it's worth starting early.