How do AI tools decide what to mention?
Tools such as ChatGPT, Gemini, Perplexity and Microsoft Copilot combine what they learned in training with live web search results. The exact rules are private and differ by tool, so no one can promise an outcome. What they tend to favour is predictable: pages that match the question, say it clearly, come from a source that looks trustworthy, and are backed by mentions elsewhere on the web.
Be clear about who you are, answer real questions in plain words, keep your details identical everywhere and get mentioned by other trusted sites. These are slow, honest steps, and they also help ordinary SEO.
The GEO checklist
| Area | What to do | Why it helps |
|---|---|---|
| Crawl access | Check robots.txt does not block the search crawlers of the tools you care about, and that pages load without logins | A tool cannot mention a page it cannot read |
| Indexing | Submit your sitemap in Google Search Console and Bing Webmaster Tools | Some AI search tools lean on Bing or Google results |
| Answer-first pages | Put the direct answer in the first two sentences under each question heading | Easy to quote without rewriting |
| Clear identity | An About page stating who you are, where you work, your services and your team | Reduces wrong or vague descriptions of your brand |
| Structured data | Add Organization, Service, Article and FAQ markup that matches visible text | Removes guesswork for machines |
| Third-party mentions | Get listed on trusted directories, collect genuine reviews, earn local press and partner links | Other sources confirm what you say about yourself |
| Original proof | Publish case studies, numbers you can stand behind and named authors | Gives tools something specific to cite |
| Freshness | Show a last-updated date and review key pages every few months | Out-of-date pages are less useful as sources |
Write for questions, not just keywords
List the questions a buyer asks before choosing you. For a Delhi agency these might be "how much does a Meta ads agency charge", "which agency is good for real estate leads in Noida" or "how do I check if an agency is genuine". Give each question its own heading and a direct answer, as in the examples on this site's FAQ page. Be specific about price ranges, timelines and who you serve, and be honest about limits. Vague pages give an AI tool nothing to quote.
What about llms.txt?
llms.txt is a proposed file that summarises a site for AI tools. It costs little to publish, and we keep one, but the major search companies have not said they rely on it, so do not expect results from it alone. Strong pages and outside mentions matter far more.
How to check where you stand
- Write ten questions a customer would ask, with and without your city name.
- Ask each one in ChatGPT, Gemini, Perplexity and Google, and note whether you are mentioned or cited.
- Record which sites are cited instead of you. Those are your link and listing targets.
- Repeat monthly. Answers change between runs and places, so look for the trend, not one result.
What not to do
- Do not buy fake reviews or mass-produced AI pages. They damage trust and can break search rules.
- Do not hide text or stuff pages with repeated phrases.
- Do not pay anyone who guarantees a place in AI answers.
For the wider picture, read SEO vs AEO vs GEO vs AIO, and for local searches see our Delhi NCR local SEO checklist.
Get your business mentioned in AI search: questions answered
Can I pay to appear in ChatGPT or Gemini answers?
Not for the normal answers. Be careful with anyone who sells guaranteed placement. Some platforms have separate advertising products, but organic mentions are earned through useful, trusted content.
Does robots.txt affect whether AI tools can mention me?
Yes. If you block a tool's crawler, it may not be able to read your pages. Decide deliberately which crawlers to allow, and check the setting rather than assuming.
Does Google AI Overviews need special markup?
Google's guidance says the same SEO fundamentals apply and no special markup is required. Structured data still helps machines understand your page.
How long does GEO take?
Expect months, not days. Fixing access and answers can be fast, but mentions from other sites build slowly, and AI tools change often.
Is GEO different for local businesses?
The basics are the same, with extra weight on a complete Google Business Profile, consistent name, address and phone details, and genuine reviews.