ChatGPT, Gemini, Copilot, Perplexity\u2026 Generative AI tools are gradually becoming new sources of information for your prospects, customers, candidates and partners.<\/p>\n\n\n\n
Before contacting a company, they can now ask an AI directly: \u201cWhat does this company do?\u201d<\/em>, \u201cWhat are its areas of expertise?\u201d<\/em> or \u201cWhich providers can meet my needs?\u201d<\/em><\/p>\n\n\n\n This raises a new question for brands: what does AI actually say about your company?<\/strong><\/p>\n\n\n\n Being visible is no longer enough. You also need to be accurately understood, represented and cited<\/strong> by these new answer engines.<\/p>\n\n\n\n For years, digital visibility has largely relied on SEO: a user enters a query, the search engine provides a list of results, and the user chooses which websites to visit.<\/p>\n\n\n\n Generative AI is changing this journey. It can now provide a direct, summarised answer by selecting, combining and interpreting information from different sources.<\/p>\n\n\n\n As a result, your company can be presented, compared or recommended before a user even visits your website<\/strong>.<\/p>\n\n\n\n This evolution has given rise to a discipline that complements SEO: GEO, or Generative Engine Optimization<\/strong>.<\/p>\n\n\n\n GEO refers to the practices designed to improve how a brand and its content are understood and surfaced in responses generated by AI-powered search engines and assistants.<\/p>\n\n\n\n The goal is therefore no longer just to rank well in traditional search results. It is also about being accurately identified and understood by AI systems<\/strong>.<\/p>\n\n\n\n Before trying to improve your visibility across generative search engines, there is one essential first step: find out what they are already saying about you.<\/strong><\/p>\n\n\n\n What do different AI tools say when asked to describe your company? Do they correctly identify your business, services and expertise? Is the information up to date? Does your brand appear when users search for the solutions you provide?<\/p>\n\n\n\n The results may reveal several issues:<\/p>\n\n\n\n This is what we call generative e-reputation<\/strong>: the way your company is represented in responses produced by generative AI systems.<\/p>\n\n\n\n E-reputation is therefore no longer limited to Google, social media, the press or review platforms. AI-generated responses are becoming another space that brands need to monitor.<\/strong><\/p>\n\n\n\n You cannot dictate what ChatGPT, Gemini or Perplexity should say about your brand.<\/p>\n\n\n\n However, you can work on the information and digital signals these systems may access and interpret.<\/p>\n\n\n\n The quality of your content, the clarity of your positioning, the consistency of information available online, your website structure, page accessibility and content freshness can all contribute to how your company is understood.<\/p>\n\n\n\n SEO and GEO are therefore complementary.<\/strong><\/p>\n\n\n\n The fundamentals remain essential: creating useful and reliable content, clearly answering your audiences\u2019 questions, keeping information up to date and building a consistent digital presence.<\/p>\n\n\n\n GEO adds another dimension: understanding how this information is interpreted and presented by AI answer engines.<\/strong><\/p>\n\n\n\n Before optimising your presence, you first need a clear picture of where you stand.<\/p>\n\n\n\n L\u00f9kla offers a GEO and generative e-reputation audit<\/strong> to analyse how your company, services and expertise are currently represented across different generative AI environments.<\/p>\n\n\n\n Based on a set of queries reflecting the searches your prospects, customers or candidates are likely to make, our teams analyse:<\/p>\n\n\n\n The objective is to understand what AI says about you, identify gaps between your actual positioning and its representation, and uncover opportunities for improvement.<\/strong><\/p>\n\n\n\n Following the audit, L\u00f9kla provides you with an analysis report and an actionable roadmap<\/strong>.<\/p>\n\n\n\n The deliverable includes an overview of your presence across the answer engines analysed, the identification of inaccuracies and visibility gaps, as well as prioritised SEO\/GEO recommendations.<\/p>\n\n\n\nFrom SEO to GEO: New Rules for Online Visibility<\/h2>\n\n\n\n
What Does AI Say About Your Company?<\/h2>\n\n\n\n
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Can You Control What AI Says About Your Company?<\/h2>\n\n\n\n
GEO Audit: Find Out How AI Understands Your Brand<\/h2>\n\n\n\n
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From Analysis to Action: L\u00f9kla\u2019s Support<\/h2>\n\n\n\n