Search is now two experiences stacked on top of each other.

• The first is the classic one: a list of results, rankings, clicks.
• The second is where attention increasingly goes: an AI answer that summarises, then shows a handful of sources.

If you are a founder, your content can be used without being visited. And that changes what “visibility” means.

That is where GEO comes in.

1. GEO, in one sentence

Generative Engine Optimisation (GEO) is the practice of increasing the chance your pages are selected and cited inside AI-generated answers, while staying compatible with long-term, human-centred SEO. [1]

The term was formalised in academic work in late 2023, with a very pragmatic framing: generative engines are black boxes, so you optimise by improving the odds that your content is retrieved, understood, and considered “safe” to cite. [1]

2. Why founders should care now

AI summaries reduce friction for users. That is the whole point.

Google presents AI Overviews as a way to help people “dig deeper” and discover a wider range of sources. [4]
But when an AI summary appears, real user behaviour can shift towards fewer clicks. Pew’s research found users were less likely to click on traditional results when they encountered an AI summary. [8]

Both can be true:

• Some links inside AI answers may get high-intent clicks.
• A lot of informational intent gets satisfied without any click.

So the founder question becomes: if someone never visits your site, can they still meet your thinking, your credibility, your definitions, your proof?

Citations are now part of brand distribution.

3. How AI answers choose sources (the boring mechanics that matter)

Most AI answer systems follow the same pattern:

1. The question gets expanded (often into sub-questions)
2. The system retrieves candidate pages
3. Those pages are ranked and filtered
4. A model writes a synthesis
5. A subset of sources is shown as citations

Google is unusually explicit about one key mechanism: query fan-out. AI Overviews and AI Mode may run multiple related searches across subtopics, then pick supporting pages while generating the answer. [2]

This matters because it creates a founder-relevant opportunity: you can be cited for a sub-question even if you are not ranking #1 for the original query.

4. What the platforms officially say (and what they carefully avoid saying)

a) Google: no special GEO trick, just “be eligible” and be useful

Google’s documentation is consistent on one point: there is no special markup you add to “be in AI Overviews”. You need to be indexed and eligible to appear in Search features, then you win by having useful, reliable content. [2][3]

If you want a simple mental model for Google:

• GEO is largely “SEO done properly”, with stricter expectations on clarity and trust. [3]

If you want the long version of this idea, I broke it down here: SEO for Good: Content That Powers Purpose and Growth.

b) Microsoft: citations have become a measurable surface

Microsoft introduced AI Performance in Bing Webmaster Tools, which reports how often your site is cited across Copilot, Bing AI answers, and some partner experiences. It includes total citations, cited pages, and grounding queries. [5]

This is important even if you do not care about Bing’s market share. It is the first major platform saying, in product form, that citations are a real visibility metric.

c) ChatGPT Search: citations exist when search is used

OpenAI’s help documentation states that when ChatGPT uses search, responses contain inline citations and a “Sources” button that lists cited sources. [6]

Founder implication: you are still playing a web visibility game. Being citeable starts with being accessible, indexable, and credible.

d) Perplexity: citation-forward by design

Perplexity’s own help centre describes a workflow that searches the internet in real time and produces a summary backed by sources. [7]

In practice, this rewards pages that are easy to verify: clear definitions, primary sources, and clean structure.

5. The founder playbook: 5 moves in 30 days

This is not a content calendar. It is a visibility system. This approach fits the broader system mindset I described in How to Build a Sustainable Growth Engine Without Burning Budget (or the Planet).

a) Create 5 “source pages” you actually want to be cited for

Pick 5 topics that sit at the centre of your category, then write pages built for retrieval and citation:

• A short definition near the top
• Clear H2s that match real questions
• “How it works” and “Where it fails”
• 3–5 FAQs based on sales calls

This aligns with how Google frames success in AI search: unique, valuable content that helps people. [3]

b) Make every important page verifiable

Add:

• An author or reviewer line (real person, real role)
• A “last updated” date where the topic moves
• A sources section with primary references

This is not a trick. It is how you look serious, both to buyers and to systems trying to avoid citing nonsense.

c) Use structured data, but only when it matches visible content

Google’s guidance stays conservative here too: structured data should reflect what is actually on the page. [3]

For founders, the practical version is:

• Article markup for deep explainers
• FAQ markup only if you visibly include FAQs
• No “schema cosplay”

4) Track citations like a leading indicator, not like revenue

Use:

• Google Search Console for classic performance
• Bing Webmaster Tools AI Performance for citation visibility [5]

A citation is not a conversion. But it tells you which pages the discovery layer is willing to use.

5) Publish one asset that cannot be summarised away

AI answers compress generic content. They struggle to replace original assets.

Examples that work in B2B:

• A small benchmark (even if niche)
• A compliance checklist mapped to a specific regulation
• A dataset, glossary, or teardown that is genuinely useful

You still want to be cited, but you also want to earn the click when it matters.

6. “Without ruining your SEO” is mainly a taste and integrity problem

Bad GEO looks like content written for extraction.

Templates, inflated word counts, filler paragraphs, fake authority. That is short-term optimisation for a system that changes fast.

Good GEO is simpler:

• Clarity beats length
• Proof beats vibes
• Structure beats “thought leadership”
• Honest limits beat overconfident claims

Google’s own advice basically says the same thing in polite language. [3]

Conclusion

GEO is not a new channel. It is a new surface.

Your job as a founder is to decide what you want the surface to repeat about you, even when nobody clicks.

If you build a few pages that are genuinely source-worthy, you do not just improve your SEO. You increase the chance that the new layer of search carries your definitions, your framing, and your credibility forward.

💌 If you want the next piece, you can join Conscious Growth Dispatch here.

Sources

[1] Aggarwal et al., GEO: Generative Engine Optimization (arXiv, 2023).
[2] Google Search Central, AI features and your website (includes “query fan-out”).
[3] Google Search Central Blog, Top ways to ensure your content performs well in Google’s AI experiences on Search (May 21, 2025).
[4] Google Blog, Generative AI in Search: Let Google do the searching for you (May 14, 2024).
[5] Bing Webmaster Blog, Introducing AI Performance in Bing Webmaster Tools Public Preview (Feb 10, 2026).
[6] OpenAI Help Center, ChatGPT search (inline citations and Sources button).
[7] Perplexity Help Center, How does Perplexity work? (real-time search + cited sources).
[8] Pew Research Center, Google users are less likely to click on links when an AI summary appears in the results (Jul 22, 2025).

The post GEO: Get Cited in AI Answers appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.

Part 9 of the July blog series on The Growth Ethos. Subscribe here to follow the full series.

Search is changing fast. For mission-driven brands, it’s no longer just about keywords. It’s a test of ethics, trust, and technical clarity.

“From AI-powered overviews to carbon-conscious web practices, this guide explores how to make your search presence sustainable, human-centered, and genuinely impactful.”

1. Surfacing in the new search world

Traditional search rankings still matter, but AI-generated summaries and zero-click experiences are reshaping how users find information. Recent research indicates AI Overviews now appear in approximately 13-19% of search results, with their presence continuing to grow throughout 2024 and into 2025 [1, 2].

This trend means that when AI Overviews appear, users are less likely to click through to individual websites, with studies in March 2025 showing a significant drop in click-through rates [3].

To be included in AI Overviews, your content needs to be structured for clarity and machine readability:

• Headings that ask and answer genuine queries: Frame your headings as questions users might type into a search engine.
• Paragraphs under 60 words: Concise paragraphs are easier for AI to digest and summarise.
• Semantic formatting (e.g., <h2>, <p>, <ul>): Using proper HTML tags helps search engines and AI understand your content’s structure and hierarchy.

You’re engineering relevance for both human readers and AI systems.

2. Writing with carbon in mind

Sustainable web design is no longer optional. Consumer expectations around environmental responsibility are driving business decisions across all sectors, including digital presence.

The internet currently produces approximately 3.7% of global carbon emissions, a figure comparable to the airline industry. Individual websites contribute to this footprint. While the average webpage produces approximately 0.36 grams CO2 equivalent per pageview, poorly optimised sites can produce significantly more [4, 5].

Efficient, fast-loading sites reduce both friction and environmental impact.

• Target under 500KB per page, where possible: Aim for lean pages to reduce data transfer.
• Use green hosting: Choose hosting providers that power their operations with renewable energy.
• Optimise your media: Compress images and videos without compromising quality.

Eco-conscious design is a credibility multiplier.

3. Aligning content with real intent

Modern search algorithms reward content that directly answers user questions with a clear structure and relevant context. Rather than keyword stuffing, focus on:

• Starting with questions your audience searches for: Use tools to understand user intent behind search queries.
• Offering clear answers in the first paragraph: Provide immediate value to the reader.
• Supporting claims with evidence and examples: Build credibility and depth into your content.
• Using descriptive subheadings that guide readers and search algorithms: Create a logical flow for both humans and machines.

“Google’s systems increasingly prioritise content that demonstrates clear expertise and provides genuine value over what is optimised purely for search metrics.“

4. Building trust with transparency

Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—has become central to search rankings. Pages with clear authorship, source attribution, and original thinking consistently outperform generic content [6, 7].

Key trust signals include:

• Real author bylines with credentials: Show who is behind the content and why they are qualified.
• Links to credible sources: Cite your references to support your claims.
• Original research or expert commentary: Offer unique insights and perspectives.
• Clear context and evidence for claims: Provide the necessary background and proof.

This is especially important for health, finance, or sustainability topics (often referred to as Your Money or Your Life – YMYL content).

5. Making your site faster, cleaner, and more persuasive

Performance optimisation serves both users and the environment. Bloated websites don’t just frustrate visitors; they also consume more energy. In contrast, lightweight sites load quickly, use less energy, and generally convert more effectively.

Real examples of sustainable web optimisation:

• Organic Basics created a “low impact” website using minimal scripting and efficient design, significantly reducing its carbon emissions per page view by up to 70% while maintaining full functionality [8].
• Many organisations have seen conversion improvements when reducing page load times.
  For instance, a 1-second delay in mobile page load can decrease conversions by up to 20%, and sites that load in just 1 second often achieve significantly higher conversion rates than slower alternatives [9, 10].

Ultimately, better performance means reduced energy consumption per visit, an improved user experience, higher conversion rates, and lower bounce rates.

6. Defining success by depth, not clicks

Forget simply counting clicks. Modern SEO success is about meaningful engagement.

We need to look at how people truly connect with your content, not just how many see it. So, what should you measure instead? Focus on these key areas:

a. Engaged time: Are users spending sufficient time on your pages? Think for more than 30 seconds of active reading.
b. Return visits: Do people come back to your site? This clearly shows your content is valuable and trustworthy.
c. Organic conversions: Are visitors taking action from search, such as signing up for newsletters or filling out contact forms?
d. Quality referrals: These are links or mentions from reputable sources, which significantly build your authority.
e. Long-term performance: How does your content hold up over months and even years, not just fleeting days?

Remember, quality traffic builds sustainable growth. Lots of visitors who don’t engage rarely bring lasting value.

Takeaways:

• Structure for both humans and machines with clear headings, concise paragraphs, and semantic formatting.
• Reduce emissions by cutting down on weight through optimised images, clean code, and efficient hosting.
• Build E-E-A-T into every page with clear authorship, credible sources, and original expertise.
• Design for speed, clarity, and credibility rather than just search rankings.
• Optimise for outcomes by measuring engagement and conversions.

SEO for good is for building a sustainable, trustworthy digital presence within your community.

Sources:

[1] Semrush. “Semrush AI Overviews Study: What 2025 SEO Data Tells Us About Google’s Search Shift.”
[2] WordStream. “34 AI Overviews Stats & Facts [2025].”
[3] Pew Research Centre. “Google users are less likely to click on links when an AI summary appears in the results.”
[4] Website Carbon Calculator. “How does your website’s carbon footprint compare?”
[5] The Green Web Foundation (via Sustainable Web Design). “Estimating Digital Emissions.” (Note: While Sustainable Web Design links to a 2018 source for the 3.7% figure, it remains a commonly cited and relevant statistic for illustrating the scale of digital emissions.)
[6] Lounge Lizard. “Navigating Google EEAT in 2025: A Game-Changer for SEO Success.”
[7] Sitecentre. “Google E-E-A-T: Algorithms & The Future of SEO in 2025.”
[8] The Retail Executive. “The Low Impact Manifesto: Organic Basics’ 10 Guidelines For Building Greener Websites.”
[9] WP Rocket. “Website Load Time & Speed Statistics: Is Your Site Fast Enough?”
[10] Site Builder Report. “20+ Interesting Website Speed Statistics (2025).”

WHAT’S NEXT IN THIS SERIES

This is part 9 of The Growth Ethos, a 10-post series exploring smarter, more sustainable ways to scale in 2025.

Coming next:
→ B2B : 5 modèles européens qui réinventent la concurrence (in french)

LET’S BUILD SOMETHING BETTER

If you’re building a product, service, or strategy that values long-term trust and responsible growth—this series is for you.

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The post SEO for Good: Content That Powers Purpose and Growth appeared first on SAMIN GHIASI | GROWTH MARKETING CONSULTANT | FR/EN.