Enhancing Your Website for SEO and GEO (ai) Discovery: A Guide for Small Businesses
- victoriaavirtual
- 4 days ago
- 6 min read
Understanding the Importance of SEO and GEO
As a Virtual Assistant, I usually don't delve into topics like this. However, after spending time on platforms like Wix and GoDaddy, I've realised that keeping your website updated is crucial. It's not just about traditional SEO (search engine optimisation) anymore. We also need to consider AI-driven search and generative engines (GEO).
These include tools like ChatGPT, Claude, and Google’s Search Generative Experience (SGE). These AI search tools are reshaping how customers discover businesses online.
In this post, I’ll share what I’ve learned in simple, practical terms. I hope you find these actionable ideas helpful for improving your website's SEO and GEO.
I recently attended a meeting with my business network group, Town & Village Connections. One of the lovely admins presented on this very topic. A big thank you to Dave Hadley for clarifying my thoughts on this article. Most of the information comes from online research, combining AI tools with traditional methods like Google searches. I've rewritten it so that even those without experience can follow along.
The Core Claim: Is It Accurate?
Yes, with some nuance:
SEO is not dead. It remains the dominant acquisition channel.
AI-driven discovery (like ChatGPT and Perplexity) is still a minority traffic source, estimated at around 0.5% to 3% (source: Google).
However, this traffic is:
- High intent
- Pre-qualified
- Often bottom-of-funnel
So, the correct framing is:
SEO = volume
AI discovery = precision
Of course, the statistic above comes from ChatGPT, which is slightly ironic since stats can often be incorrect.
What’s Actually Changing?
Traditional SEO optimises for:
Ranking on SERPs (Search Engine Results Pages): Imagine you're in a massive library with millions of books. You want to find one about dinosaurs. You’d ask the librarian (Google), who returns with a table of all the relevant books. That table is the SERP.
Click behaviour: This refers to how users interact with SERPs and which links they choose after a search.
Keywords and backlinks: Backlinks are hyperlinks on other websites that point to your page.
AI search optimises for:
Being selected as an answer source
Being cited or summarised
Being trusted by the model
This represents a fundamentally different retrieval model.
How AI Chatbots Find and Use Your Content
AI systems typically rely on a mix of:
A. Search Engine Indexes (Indirect)
This is like the library catalogue, a super-organised list of every book. If you rank well on Google or Bing, there’s a higher chance AI tools will surface your content.
B. Training Data & Retrieval Layers
Going back to the library analogy, when you ask the librarian a question, she runs off to find the best book. This step is the retrieval layer. It includes:
Public web data
Licensed datasets
Real-time browsing (in some tools)
C. Structured Signals
These are technical and semantic cues you provide to search engines, such as:
Clear entities
Well-defined topics
Clean site architecture
Practical Optimisation: “AI SEO” (GEO)
Here’s where AI excels.
A. Write for Answers, Not Just Keywords
AI prefers content that directly resolves queries. Instead of a page titled "Virtual Assistant Services UK Small Business 2026," try "What does a virtual assistant do for a small business?"
AI systems scan your content looking for answers. If your heading is a question and your first paragraph provides a clean answer, you've made it easy for AI to choose you as a source. A keyword string gives it nothing clear to work with.
B. Use Explicit Question/Answer Structures
For example:
What is technical SEO?
The first paragraph is a direct definition (2–3 sentences).
This aligns with how large language models (LLMs) chunk and retrieve information.
C. Increase “Extractability”
AI doesn’t read like humans; it extracts. So:
Use bullet points
Use short paragraphs
Define terms clearly
Avoid fluff before answering
D. Build Topical Authority
This process establishes your website as the most trusted source on a specific subject. AI models prefer websites that cover a topic deeply and consistently, rather than just isolated keyword pages.
For example, instead of one article on “email marketing,” create various splits:
Email marketing basics
Automation workflows
Deliverability
Tools comparisons
Case studies
This cluster creates a stronger signal.
E. Entity Clarity
Make it obvious:
Who you are
What you do
Where you operate
Use:
Consistent branding
About pages
Structured data (Schema.org)
FAQs
Blogs
AI models rely heavily on entity recognition.
F. Credibility Signals Matter More
AI systems heavily weight:
Expertise
Trustworthiness
Citations
So, add author bios, show credentials, link to sources, and include real examples.
G. Refresh Content Regularly
AI tools favour:
Up-to-date content
Recently modified pages
This is especially important for:
Tools
Trends
“Best of” lists
H. Don’t Ignore Traditional SEO
AI discovery is downstream of search visibility. If you’re not:
Indexed
Ranking
Getting backlinks
You’re unlikely to appear in AI answers either.
The Strategic Shift
The real shift is this:
OLD MODEL
Rank on Google
Keywords
Clicks
Traffic Volumes
NEW MODEL
Be the best answer anywhere
Intent + Clarity
Citations + Inclusions
Influence + Conversion
AI Makes Up Only Between 0.5% and 3% of Internet Searches
This insight is crucial. The percentage is disproportionately valuable. That’s why this matters now, not later. Most people ignore it because it’s small, but:
It’s growing
It converts better
It compounds early
In Summary
Like it or loathe it, AI is here to stay. It has value and will become more accurate as it grows. The information we share for SEO and GEO will improve. If you run a business, you need to be visible before your competition. Aim to be at the top, not lost in the mid pages.
What Do I Need to Do Then?
Clearly Explain What You Do and Who You Help
Provide a detailed explanation of your services and your target audience. This doesn’t need to sit on the homepage, but it must be easy to find.
Explain Why You Are Different
Be clear and specific about what sets you apart. Avoid vague statements. Use precise keywords and sentences that highlight your unique selling points.
Prove Your Experience
Establish credibility by including:
How long you’ve been in business
Any awards you’ve won
Professional bodies or societies you belong to
If you have multiple awards, make them prominent. Showcase your achievements confidently.
Include Payment Terms and Methods (with Schema Markup)
List your accepted payment methods and terms clearly. Use a schema code generator so that tools like ChatGPT and search engines can recognise and extract this information.
Blogs Must Be Relevant
Your blog content should relate directly to your business. AI loves blogs because it’s you talking about what you know. For example, there’s no benefit in writing about bakery products if you sell flowers. Keep content aligned with your services and customer interests.
Case Studies
Showcase completed work with clear examples. Include:
The type of job
Location (if relevant)
Measurable results (numbers where possible)
AI tools often extract and prioritise this type of information.
Reviews
Include as many reviews as possible—there’s no such thing as too many. Having reviews spread across your site does not harm SEO. However, a dedicated reviews page is more effective for AI visibility. Also:
Link to external platforms like Trustpilot
Use schema markup to highlight these links
Trustpilot widgets often include schema automatically
If your website is built on WordPress, plugins like:
Reviews Feed Pro
Schema & Structured Data for WP
can help automate this process.
FAQs
FAQs are highly valuable for both SEO and AI. Write questions in full sentences. One effective method is to ask AI what questions your customers might ask. Add your own real-world questions as well.
Keywords and Phrases
Use tools to identify effective keywords. One example is Ubersuggest, which supports both SEO and AI optimisation.
10. Images
Avoid generic stock images where possible. Use your own photographs for authenticity and to improve trust.
11. Alt Text and Metadata
Ensure every image includes:
Alt text (alternative text)
Relevant meta tags
This improves accessibility, SEO, and how AI interprets your content.
Why You Need to Use Them
Accessibility: Alt text is essential for people who are blind or visually impaired. They use screen readers that read the alt text aloud to explain what the image depicts. Without it, these users may only hear "image" or a file name like "IMG_078.jpg".
Search Engine Optimisation (SEO): Search engines cannot "see" images like humans do. They rely on alt text to understand the content and context of your pictures, which helps your images rank in search results and improves the overall visibility of your webpage.
User Experience: If a user has a slow internet connection and an image fails to load, the alt text will appear in its place.
Best Practices for Writing Alt Text
Be Specific and Concise: Describe the actual content and purpose of the image clearly.
Keep it Short: Aim for around 125 characters or less.
Avoid Redundant Phrases: Don’t start with "image of" or "picture of."
Include Embedded Text: If your image contains text, transcribe that text into your alt description.
Handle Decorative Images Correctly: For purely design images, use a null alt attribute (alt=""). This tells screen readers to skip the image.
Final Summary
To summarise, this guide covers the basics of how websites can be updated to improve visibility on search engines and AI platforms like ChatGPT and Google. It’s intended as a starting point to help you enhance your website for both SEO and GEO using practical, easy-to-follow ideas.
If you want to go further or need a more advanced strategy tailored to your business, consider working with a professional website SEO specialist.
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