To appear in responses generated by ChatGPT, Gemini, or Perplexity, a company needs to be recognised as an authoritative and trustworthy source within its industry. AI language models learn from information that is published, referenced, and recommended across the web, and they are more likely to cite brands that consistently appear as credible sources across multiple independent channels.
This emerging discipline of digital marketing is known as GEO (Generative Engine Optimization), and it is transforming how businesses approach content strategy and online visibility.
Webcomum is a digital marketing agency based in Porto, with more than 20 years of experience in digital strategy for Portuguese and international companies. In this article, our team explains how AI models work, what determines whether a brand is cited or ignored, and the practical actions businesses can implement today to increase their visibility in AI-generated responses.
What Has Changed: From Searching on Google to Asking AI
For years, the standard behaviour of digital consumers was to open Google, enter a search query, and click on one of the top results. SEO existed precisely to ensure that your business appeared among those leading positions.
Today, a growing number of users, particularly in B2B environments and during more complex purchasing decisions, begin their research through an AI interface such as OpenAI’s ChatGPT, Google’s Gemini, Microsoft Copilot, or Perplexity. Instead of receiving a list of links, they receive a direct, conversational answer.
The question is no longer “digital marketing agency Porto” but rather “What is the best digital marketing agency for an SME in Porto?” And the response is not a list of search results, it is a recommendation. This creates a direct challenge for every business: is your brand being recommended, or is it invisible?
How AI Models Decide What to Recommend
Large language models such as OpenAI’s GPT-4 and Google’s Gemini are trained on vast amounts of text collected from across the internet, including articles, forums, academic publications, social media content, reviews, news sources, and much more. During training, these models learn associations between concepts, identifying which brands are linked to specific services, which experts are recognised within a field, and which sources are generally considered trustworthy on a given topic.
Models such as ChatGPT with web browsing capabilities, Perplexity, and Google AI Overviews also perform real-time searches and cite sources directly. In these cases, the logic becomes closer to traditional SEO: content that appears prominently in search results is more likely to be referenced and cited.
The factors that most influence whether a brand is mentioned include topical authority (is the company consistently associated with a specific subject across multiple independent sources?), external mentions in publications, directories, and media outlets, the quality and structure of the company’s own content, verifiable reputation through public reviews, and visibility in high-authority sources such as media interviews, industry reports, and sector-specific research.
What Is GEO and Why Does It Matter Now
GEO, or Generative Engine Optimization, is the set of strategies designed to increase a brand’s visibility within responses generated by artificial intelligence models, in much the same way that SEO aims to improve visibility in traditional search engines.
The concept gained momentum from 2023 onwards, following the widespread adoption of ChatGPT and the introduction of Google AI Overviews, and its importance continues to grow each month. In Portugal, adoption is still developing, creating a genuine opportunity for businesses that act early. Brands that build strong digital authority over the next 12 to 18 months are likely to gain a significant competitive advantage as this shift reaches the Portuguese market at scale.
8 Strategies to Appear in ChatGPT and Other AI-Generated Responses
1. Create Structured Content in a Question-and-Answer Format
AI models are essentially designed to answer questions. The content most likely to be cited is content that provides clear and direct answers from the very beginning. Structure articles so that the main answer appears within the first two paragraphs, use question-based subheadings, and include FAQ sections at the end. This is the format most commonly favoured by Google AI Overviews and Perplexity when extracting information for their responses.
2. Build Strong Topical Authority Within Your Niche
A website with 30 in-depth articles about digital marketing for SMEs is far more likely to be cited in a related query than a website with 200 superficial articles covering a wide range of unrelated topics. Focus on the subjects where you want to be recognised as an expert and maintain that topical consistency over time.
3. Earn Mentions from Authoritative External Sources
AI models place greater trust in brands that are mentioned by third parties than in brands that only talk about themselves. Coverage in mainstream and industry publications, inclusion in sector rankings, expert interviews, and references from respected blogs all increase the likelihood of your brand being recognised by language models. Digital PR, guest posting on authoritative websites, and participation in relevant podcasts are practical ways to build this type of visibility.
4. Optimise Your Google Business Profile and Reviews
Gemini and Google AI Overviews have direct access to Google’s ecosystem, including Google Business Profile data and user reviews. A complete, regularly updated profile with detailed and positive reviews significantly increases the likelihood of being recommended in local and industry-specific searches. Actively encourage satisfied customers to leave reviews and respond to all feedback, both positive and negative.
5. Include Specific Data, Research, and Verifiable Sources
Content supported by specific data, cited research, and verifiable sources is far more likely to be referenced by AI models than generic content. When generating credible responses, AI systems prefer sources that demonstrate factual accuracy and expertise. Include data relevant to your market, real case study results (with client permission), and insights from identifiable experts, including their name and role.
6. Implement Schema Markup to Structure Your Content
Schema markup is code that helps search engines and AI models with real-time web access better understand the content of a page. The most relevant schema types for GEO include FAQ Schema, Article Schema, Organization Schema, and Person Schema, the latter being particularly useful for positioning members of your team as recognised experts. In addition to helping AI models extract information more effectively, schema markup can also improve visibility in Google rich snippets.
7. Position Your Company’s Experts as Industry Authorities
AI models do not only cite brands, they also cite people. Experts with a strong digital presence, published articles under their own name, media interviews, and active LinkedIn profiles are far more likely to be referenced in responses related to their field of expertise. Invest in building the visibility of your company’s leaders and specialists through signed opinion articles, event participation, and regular industry-focused content.
8. Update Content Regularly and Display Publication Dates Clearly
AI systems with real-time access, such as Perplexity and ChatGPT with browsing capabilities, tend to prioritise recent content. An article published in 2022 and never updated is less likely to be cited than an article reviewed in 2025 with current information and updated data. Regularly review existing content, refresh statistics, and add new sections where appropriate. This process has a direct impact on both traditional SEO and GEO performance.
Are SEO and GEO Different or Complementary Strategies?
The two disciplines are largely complementary. Traditional SEO best practices—such as high-quality content, domain authority, strong technical foundations, and relevant backlinks—also form the foundation of GEO. The main difference lies in the focus: traditional SEO optimises for keywords and search engine rankings, while GEO optimises for natural-language questions and AI-generated recommendations.
Content that is well optimised for both disciplines provides direct answers to user questions, demonstrates clear topical authority, and is structured in a way that allows both search engines and AI language models to easily understand, extract, and reference the information.
Webcomum already incorporates GEO strategies into its content marketing and SEO initiatives for clients who want to stay ahead of this shift. Businesses that build digital authority today are likely to benefit over the next two to three years, as AI-powered search becomes increasingly dominant in the Portuguese market.
In Summary:
Does ChatGPT use my website to generate answers? It depends on the version. ChatGPT without web browsing relies on training data with a knowledge cutoff and does not access the internet in real time. ChatGPT with browsing capabilities, Perplexity, and Google AI Overviews can access the web in real time and may cite pages from your website directly, provided those pages rank well for relevant search queries and are considered useful sources of information.
How long does it take to appear in AI-generated responses? Like SEO, GEO is a medium- to long-term strategy. Building topical authority, earning external mentions, and developing recognised expert profiles typically takes between six and eighteen months to generate consistent results. Businesses that begin now have a competitive advantage over those that wait until AI-powered search becomes mainstream.
Can I pay to appear in ChatGPT responses? At present, there is no advertising model within ChatGPT or Gemini responses equivalent to Google Ads. Visibility within AI-generated responses is currently earned organically through authority, content quality, and digital reputation. This organic opportunity may not remain unchanged indefinitely.
What is more important: my own website or external mentions? Both are essential and work together. A well-structured website with high-quality content forms the foundation, as it is the source that AI models can read, interpret, and reference. External mentions act as validation from independent sources, reinforcing your credibility. Without strong content on your own website, external mentions have less impact. Without external validation, even an excellent website may struggle to be recognised as an authoritative source by AI models.
The transition from searching on Google to asking AI is already underway. In Portugal, adoption is still developing gradually, which means businesses that invest now in topical authority, structured content, and a consistent digital presence will be well positioned to capture a significant share of this new method of discovering brands and services.
Webcomum already incorporates GEO strategies into its content marketing and SEO services. If you would like to understand how to position your business to be recommended by the AI models your potential customers are already using, speak with our team.