How to get AI to promote you? Is GEO just good SEO?
AI increasingly plays a part in how people look for information, experts and companies. As a result, more and more services, shortcuts and "special" rules are appearing around visibility in language models. But do you really need to rebuild your marketing from scratch?
In the latest episode of "SUURowo o marketingu" we talk to Aleksandra Kołodziejska, an SEO specialist, about what can affect a brand's visibility in AI answers - and why in many cases there is no need to reinvent SEO.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
Is GEO just good SEO?
One of the main points of the conversation is simple: "GEO is just good SEO". In Ola's view, generative search does not cancel out the existing rules of SEO. Valuable content, the right structure and answering your audience's real questions still matter.
What is changing above all is the way people reach information. Alongside the classic search engine, users now also turn to language models, so a brand should be present in different places and build its visibility consistently.
This does not mean, however, that you need to produce separate content just "for AI".
AI needs experience, not another definition
If many websites describe the same topic almost identically, it is hard to say which one adds anything new. What makes the difference is your own experience, data, test results and specific customer stories.
In the conversation, Ola points out that language models have access to a huge amount of similar information. What can set a brand apart is its own experience and the knowledge that comes from real work in the industry. So instead of another general text about what a given topic is, it is worth showing what it looks like in practice: what problems the client faced, what solution was used and what actually worked.
This is exactly the kind of information that cannot easily be copied from yet another article based on the same sources.
Your own website is the foundation
Your own website remains an important starting point, because it is the place a brand has the most control over. However, it should not be the only source of information about the company.
A regular presence on YouTube, LinkedIn, in podcasts or industry media helps build a broader context around the brand. It is not about a single appearance or one piece of content, but about consistency.
Ola stresses: "In my opinion, you cannot rank in language models without your own website. We are testing it."
This approach reflects the wider context of the conversation - instead of looking for one recipe for AI visibility, it is worth watching the results and checking which actions really work in a given situation.
Knowledge needs structure
Valuable knowledge is not everything. If a user struggles to find the answer, the content is not doing its basic job. That is why a clear structure matters.
Headings, short paragraphs, lists, tables, bold text and good linking all help. Ola also highlights the BLUF principle - Bottom Line Up Front, meaning a clear answer first and the details afterwards.
The same applies to content based on podcasts or webinars. A recording can be a great source of knowledge, but that does not mean it is worth publishing a raw transcript. The material needs to be organised and adapted to the article format.
First, check where your audience is
Not every brand needs to treat AI visibility as its top goal today. The strategy will depend on, among other things, the industry and the audience.
So instead of looking for yet another shortcut, it is worth watching where potential customers really look for information, measuring the results and drawing your own conclusions.
Your own website, valuable content, experience, a clear structure and a regular presence are the starting point. The rest has to be tested in practice.
A few simple conclusions from Ola and Ada's conversation.
In the conversation, Ola also shows how to measure a brand's visibility in AI answers, why results can differ between users and which seemingly quick SEO tactics to be wary of. The episode is in Polish.
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