Internet search is changing. Instead of using traditional Google searche, people are increasingly turning to language models such as ChatGPT, Perplexity or Google AI Overview with their queries. And they get an answer straight away, without having to click through to a website. That’s why we at Mindsquared are launching GEO, a service dedicated to optimisation for AI search. We help brands ensure that AI assistants recognise them, understand them correctly and recommend them in their responses.
When we recently wrote about the arrival of ChatGPT Ads in the Czech Republic, we mentioned that paid advertising is only half the story. The other half is organic visibility directly within the AI’s responses. And that is precisely what we are now focusing on with a dedicated service.
Search is changing. The answer is no longer just a list of links
Until recently, a simple rule applied: whoever appeared on the first page of Google was usually the one customers found. Today, the proportion of queries where people receive an answer directly from an AI assistant is growing. Users no longer read through ten results, but instead look at a single summarised answer in which the AI mentions several brands, products or sources.
The way people ask questions is also changing. Previously, they would type ‘laptop under 30,000 Kč’ into Google, but when conversing with a language model, they describe the whole situation: ‘I’m looking for a laptop for frequent travel, photo editing and long battery life.’ The AI then selects which brands to recommend itself. And it makes its decision based on how well it understands your website and content.
GEO (Generative Engine Optimisation) is a discipline that addresses precisely this: ensuring that a brand is among the sources from which AI draws its information, and maintaining visibility even in a world where traditional search results are losing their influence. But SEO certainly doesn’t end there. GEO builds on it and expands it to include a new type of ‘search engine’.
Why focus on GEO right now
If you’re not in the answer, you’re not visible. When AI recommends three companies to a customer and you’re not among them, they won’t find out about you.
AI talks about you even without you. If language models don’t have high-quality, comprehensible information about your brand, they’ll piece together a picture from what they find elsewhere. That picture may not be accurate or up to date.
Those who start early gain a head start. In the Czech Republic, AI search is still in its infancy and most companies haven’t addressed it yet. Those who get started now will establish their position before the market becomes saturated.
Advertising in AI cannot replace visibility within the response. ChatGPT Ads are now available to Czech advertisers too. The advert is displayed below the AI’s response, but separately from it. A paid campaign therefore does not guarantee that the AI will mention you in the response itself. However, both elements appear on the same screen, so it makes sense to address them together.
What we offer as part of GEO
GEO/AIO readiness audit. We use our tool to analyse your website in terms of technical and content visibility. We’ll highlight where the issues lie, what to do about them, and the timeframe involved. An audit is always the first essential step.
Structured data (schema.org). We implement types such as FAQPage, Article, Product, HowTo, Review or Organisation so that AI models can understand the content and cite it. This usually involves simple adjustments to the website.
AI-optimised content. We prepare formats preferred by AI search engines: ‘how to choose’ guides, comparisons, FAQs, and citable facts and data.
Technical website preparation. We address architecture, indexing and access settings for AI bots such as GPTBot, ClaudeBot or PerplexityBot.
Strengthening E-E-A-T signals. Author profiles, entity linking and website structure, which help the brand appear as a trustworthy source.
Monitoring visibility in AI responses. We regularly monitor whether and how AI assistants cite you, and optimise your content on an ongoing basis.
How the collaboration works
1. Initial audit: we’ll assess the current state of your website and its readiness for AI search.
2. Strategy proposal: we’ll draw up a plan of modifications, prioritised by impact and complexity, and agree it with you.
3. Implementation: we’ll carry out technical modifications, structured data and content outputs in close collaboration with your team.
4. Measurement and optimisation: we monitor visibility and rankings in AI responses and report the results regularly.
Mindsquared’s perspective
We do not view GEO as a replacement for SEO or as an isolated service. It is an additional layer in how brands engage with customers at the moment they are searching for solutions. That is why we integrate it with AI Visibility, data strategy and paid media, including ChatGPT Ads.
It won’t be a question of who has the most content, but who has content that AI understands and trusts. And that’s a task it’s better to start sooner rather than later than your competitors.
Would you like to know how language models perceive you? Get in touch. We’ll start with an audit to show where you stand today in AI responses and what needs improving.
