A few years ago, when someone needed to decide which management tool to purchase, the process was predictable: a Google search, a few clicks on organic results and ads, and perhaps a comparison on a specialized blog. Today, more and more often, that same buyer opens an artificial intelligence tool and simply asks, “What’s the best financial management tool for a company my size?”
The response that person receives is already prepared, complete with specific company names, selling points, and comparisons. If your company isn't mentioned in that response, it simply won't be considered as a purchase option—even if you have the right product for that buyer.
That is the problem that GEO—short for Generative Engine Optimization—is designed to solve.
What is GEO, in simple terms?
GEO is a set of practices designed to increase the likelihood that a company, product, or piece of content will be mentioned and recommended by generative AI tools—such as ChatGPT, Perplexity, Gemini, and Claude—when someone asks a question related to its market.
It’s important to understand that GEO isn’t a replacement for traditional SEO; it’s an additional layer that builds largely on what SEO has already established. A website with strong search authority, well-structured content, and a consistent online presence already has a head start when it comes to ranking well in AI-generated results.
Why did that happen?
Traditional search engines provide a list of links, and it’s up to the user to open them, compare them, and make a decision. Generative artificial intelligence tools do this comparison work in advance and provide a pre-synthesized answer with specific recommendations.
This significantly changes the dynamics: instead of competing for a click among ten search results, a company is now competing to be one of the few options mentioned within a single answer. Being left out of that answer means being left out of the entire conversation.
Recent research indicates that a growing proportion of B2B buyers already use artificial intelligence tools during the supplier research phase, before any direct business contact is made.
What Generative AI Engines Take Into Account
It’s worth understanding, in general terms, the types of signals that typically influence an AI tool’s decision on what to recommend:
Authority in traditional search. Websites that rank well organically on Google continue to have an advantage.
Inclusion in well-established lists and comparisons. Appearing in articles such as “best X tools” increases the chance of being cited.
Content that is clearly structured. Texts organized into well-defined sections tend to be easier to “extract” and cite.
Reputation and external mentions. Reviews, awards, certifications, and mentions in third-party sources contribute to the perception of reliability.
How does this relate to decisions your company is already making?
When a company decides to make educational content openly available, rather than hiding it all behind a form, it increases the likelihood of being found and cited by AI tools.
When a company articulates a clear and consistent brand promise, it makes it easier for any system to quickly understand what the company does and for whom.
And when the marketing budget includes some real investment in branding and content, the company builds precisely the kind of consistent presence that underpins much of the rationale behind GEO.
The next step
Understanding the concept is the first step, but what really makes a difference is turning it into concrete action. In the practical checklist that accompanies this article, we detail exactly where to start.
Frequently Asked Questions
Does GEO replace traditional SEO?
No. GEO relies largely on the foundation built by traditional SEO, but it adds specific factors related to how that content is interpreted and cited by generative AI systems.
Is this already affecting B2B companies in Brazil, or is it just an issue in the U.S. market for now?
It’s already having an impact, even if it’s less visible than in the United States. Those who start working on this now have an advantage precisely because it’s a market that’s still largely untapped by local competitors.
How do I know if my company already appears in the responses from tools like ChatGPT?
The simplest test is to ask directly, in a new conversation, something like “What are the best companies in [your category] in Brazil?” and see if your company comes up.
This article serves as the conceptual foundation for the practical GEO checklist, which translates each of these pillars into concrete actions for B2B software companies.
