The future of digital marketing is here
SEO, which has been fundamental until today, now proves insufficient: users are using AIs like ChatGPT for almost everything, and no one is prepared to be visible in those searches.
This is why the concept of Generative Engine Optimization (GEO) emerges. A methodology that relies on tools like AiDesk and will help you appear in the responses of ChatGPT, Gemini, or Claude, instead of remaining as a lost link on the web.
Can I make ChatGPT learn about my brand?
Tools like ChatGPT will not instantly learn ANYTHING they don’t already know. LLMs are trained periodically, usually every many months, given the high cost (allegedly between $5M and $100M per training). Therefore, no matter what you do, they won’t learn anything new until they are retrained.
However, by reverse engineering and understanding in detail how AI selects, processes, and assimilates information during its training, we can facilitate the inclusion of information that interests us in its next training.
Among other strategies, we look for which sources are most referenced by AIs to know where they will likely feed on new information again and which networks remain to expand the integrated data online (the truth is that we have already processed much of the available information on the Internet). An example would be Reddit: for a Spanish company, it wouldn’t make sense to publish due to its low penetration in our market, but if we believe it will feed ChatGPT in the near future, it’s a risky tactic but with a very good cost-reward ratio.
Where we CAN influence from ‘now’ is in the results of those queries to ChatGPT that trigger an internet search (they are 60-70% of all user questions).
Some companies worldwide are developing solutions first to measure, then to provide indications on how to appear in searches. In our case, we have developed an ad hoc monitoring methodology and tool that we can modify and update constantly. We know that models change and that each brand has specific needs. The few existing tools do not adapt to our market and are not customizable.
If you follow an appropriate process continuously, you will manage to appear in those questions that will facilitate customer acquisition, the reputation of your brand, and products or services.
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The rules of the game have changed. Until now, SEO agencies and content agencies have worked separately. But the future belongs to those who manage to merge technology with content intelligence. Zoopa and 498AS have formed the perfect alliance to help brands lead visibility in generative engines.
From SEO to GEO: A paradigm shift
Gone are the days when users only obtained lists of links on Google. Now, generative engines create complete and contextual responses, which means that if your content is not optimized for them, it will simply be off the radar.
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Aquí es donde entra en juego el Generative Engine Optimization (GEO):
- SEO: Optimizes web pages for traditional search engines like Google.
- GEO: Optimizes content for generative engines, which offer responses instead of links.
- SEO: Focuses on backlinks and keywords.
- GEO: Prioritizes context, semantics, and content structuring so that AI interprets it correctly.
What does this mean for your brand?
If you don’t adjust your digital strategy, you will lose visibility and traffic in a world increasingly dominated by artificial intelligence.
The problem is that these systems no longer just determine if you appear higher or lower in a list of links, as was the case with traditional SEO. Now, they recommend, opine, and make comparisons without really understanding the meaning of what they show. Therefore, it is essential to provide the information that LLMs need to treat your brand as it deserves.
How to make your brand appear on ChatGPT and other generative engines
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0. You need a clear vision of how you are represented, and which aspects should be prioritized to achieve your goals.
Having a detailed report on how you appear in queries, how your products are displayed, and how you rank compared to competitors across different versions and models is anything but trivial. These systems have a random component that makes them non-deterministic—meaning they provide different answers if asked the same question multiple times. This feature, while useful for making their responses more natural, makes it essential to have a specialized tool that conducts thousands of queries to obtain a reliable estimate of your presence and how it fluctuates.
AiDesk primarily performs this analysis and collects, prioritizes, and displays key insights, such as which sources are referenced by ChatGPT when generating responses, how it answers numerous frequently asked questions (by connecting to specific OpenAI services), and what content influences its outputs. The platform we have built leverages existing Data Science tools such as Microsoft PowerBI to integrate visual data into a dashboard and automate statistics across multiple timeframes. The ultimate goal is to generate actionable data that enables strategic decision-making and a roadmap that delivers real, measurable results.
1. Create clear, relevant, and structured content
Generative engines not only search for information but also synthesize it and turn it into useful responses. For your content to be selected, follow these rules:
- Use well-structured titles (H1, H2, H3).
- Write naturally and conversationally.
- Include lists, questions, and answers to make it easier to process.
- Implement structured data and schema markup to facilitate its interpretation by AI.
2. Adapt your content to real questions
Users interact with AI as if it were a personal assistant, so your content should answer questions clearly and directly.
Example:
“Benefits of olive oil.” > “Why is olive oil healthy, and how should it be consumed?”
The more useful and natural your content is, the more likely AI will use it in its responses.
3. Build authority and credibility
AI prioritizes reliable information from recognized sources. How to gain its trust?
- Publish original and well-documented content.
- Cite relevant sources and reliable studies.
- Encourage your audience to participate on social networks, forums, and platforms like Quora or Reddit.
- Ensure your brand is present on Wikipedia and other verified sources.
4. Increase your presence on AI platforms
At Zoopa, together with 498AS, we have developed a unique methodology to analyze and improve the visibility of brands in generative engines like ChatGPT and Perplexity.
Our system identifies what content and technical adjustments your website needs to ensure that your brand is present in AI responses. Additionally, we apply continuous content strategies to ensure that your position is maintained and evolves with technological changes.
5. Adapt your strategy to new trends
Artificial intelligence advances rapidly, and with it, opportunities for brands. Stay up to date with:
- Voice and visual search: Ensure your content is easily accessible in these formats.
- Augmented Reality (AR) and Virtual Reality (VR): Explore interactive experiences.
- Hyper-personalization: Use AI to offer ultra-personalized responses and improve user experience.
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How to measure success in GEO
To know if your strategy is working, analyze these key data:
- Engagement Rate: How much do users interact with the content generated by AI?
- Response Accuracy Score: How relevant are the responses in which your brand appears?
- Content Visibility Index: How often is your content referenced in engines like ChatGPT and Gemini?
Measuring these indicators will allow you to adjust your strategy and improve your presence in generative engines.
Is it really necessary to do GEO? What if I’m not visible to ChatGPT?
The digital world has changed, and brands that understand the importance of AI will be the ones that dominate the market. If your content is not visible to generative engines, you simply don’t exist.
At Zoopa and 498AS, we have the strategy and technology to ensure that, over time, your brand is not only seen but becomes a reference in the artificial intelligence ecosystem.
Make your brand part of the conversation in generative engines.