JournalGEO — Generative Engine Optimisation · Website & GEO

How AI assistants decide which companies to recommend

When a buyer asks ChatGPT or Perplexity for suppliers, some companies get named and others don’t. What GEO is and the practical steps that make a B2B company easier for AI to find and cite.

Cesc CallejasFounder, INFINIT© · 2 min read
A lake at dusk under a single bright light
Short answerAI assistants recommend companies they can understand and verify. That means a clear positioning in plain words, pages that answer real questions, structured data, the same information everywhere and mentions from others. This is GEO, Generative Engine Optimisation. It builds on SEO; it doesn’t replace it.

A buyer types: “suppliers of thermal protection for EV batteries in Europe”. The assistant answers with four names and a line about each. If your website doesn’t say clearly what you do, for whom and where, you can’t be one of them.

What assistants look for

  • Clarity. One sentence that says who you are. Assistants repeat what is easy to summarise.
  • Answers. Pages that respond to real questions: prices, timings, processes, comparisons. Like this journal.
  • Structure. Clean HTML, clear headings, schema.org data (Organization, FAQ, Article) and an llms.txt file.
  • Consistency. The same name, description and contact details on your website, LinkedIn and directories.
  • Authority. Cases, clients, trade press and other sites that mention you.

A practical checklist

  1. Say what you do, for whom and where, on the home page.
  2. Create a page for each sector or audience you serve.
  3. Publish real FAQs, with real answers.
  4. Publish guide prices and timings where you can.
  5. Add structured data to every page.
  6. Publish an llms.txt with a summary of the company.
  7. Decide in robots.txt which AI crawlers can read your site.
  8. Make sure the content is in the HTML, not only loaded by JavaScript.
  9. Sign articles with an author and a date.
  10. Keep LinkedIn and directory profiles consistent with the website.

What GEO can’t do

There are no tricks, and nobody can guarantee a recommendation. It takes months, and it depends on what you have to say. A clear brand and useful content do most of the work.

How we did it on our own website

Our sector pages publish guide prices, timings and FAQs. Every page has structured data and three language versions, and the site has an llms.txt. It is the same approach we use for clients. See GEO — Generative Engine Optimisation.

FAQ

Is SEO still worth it?

Yes. Many assistants search the web before they answer, so the basics of SEO still decide what they find.

Should we block AI crawlers?

It’s a business decision. If you want to be recommended, assistants need to be able to read you. Some companies allow search crawlers and block the ones used only for training.

Want to know what AI says about your company today? Write to [email protected].

Cesc Callejas
Written byCesc Callejas

Founder of INFINIT©. Cesc Callejas leads every project personally.

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