Artificial intelligence has become indispensable. In this context, two new abbreviations are also circulating in the context of SEO, search engine optimisation: GEO and LLMO. These refer to the optimisation of websites and content for AI-generated search results with ChatGPT, Gemini, Perplexity and the like. A third of users now use AI tools instead of search engines – so it’s high time to take a closer look at GEO and LLMO. The comm:unications team not only explains the terms, but also provides tips on how to use them.

GEO – Generative Engine Optimisation – and LLMO – Large Language Model Optimisation – are synonymous with optimising website content for generative AI systems. The aim is for AI tools to classify their own content as trustworthy, use it as a source themselves and also display it. Instead of relying on concise keywords, as in classic SEO, AI tools focus on understanding content and semantic contexts.

Tools such as ChatGPT, Claude and Copilot use large language models (LLMs) to generate comprehensible and coherent texts. These language models have been trained with enormous amounts of text and have thus learned to recognise typical patterns and structures of human language. On this basis, they can independently formulate new texts that sound meaningful and natural to us.

SEO as the foundation, LLMO as an extension

AI-powered search systems do not replace traditional search engines, but rather complement them. Everything that is important for search engines, such as structured data, a technically and content-optimised page architecture, backlinks and high-quality content with relevant keywords, remains crucial for AI systems. SEO thus forms a solid foundation for effective AI optimisation. Read our latest blog post to find out how to optimise your content for SEO.

We give you practical tips to ensure that your content is included in the answers and results of AI-supported search queries.

Be precise and clear

Artificial intelligence likes to quote statements that are clear and easy to understand. So make sure your sentences are short and precise, and that they have a logical structure.

Be sure to ensure that your content is based on accurate data and facts. To do this, conduct careful research and use reliable sources, even if these do not necessarily have to be mentioned in the text itself.

High-quality content instead of keywords

Focus on quality and natural language. Always convey your content in a comprehensible and careful manner. Feel free to go into depth so that your posts offer real added value. It is better to have fewer, carefully crafted pieces of content than many quick, short posts. Also, try to answer specific questions in a clear, understandable style. This also applies to questions about your company itself.

Data currency

While search engines pick up posts in real time, GEO depends on the training data of AI tools. Therefore, they only offer limited real-time currency. So stay patient and think ahead. Specifically, this means that you should prioritise conscientious and thorough updating of your website content. Quality over quantity – and over speed!

Conclusion: Consider AI, don’t neglect SEO – and focus on good PR

A fast, mobile-optimised website remains crucial for online success. Google continues to dominate web search with its reach and range of functions. At the same time, AI tools are gaining in importance because they often provide more efficient answers – especially to complex questions.

What may come as a surprise to some is that traditional media relations are regaining importance. This is because articles in reputable media are also considered trustworthy sources by AI systems. Credible press relations therefore not only strengthen brand image, but also visibility in AI-generated results. AI-supported search systems such as ChatGPT or Perplexity evaluate how often a brand is mentioned and how reliable it is considered to be – traditional SEO backlinks are no longer sufficient for this. If you want to increase your visibility in AI results, you should focus on high-quality PR and mentions in reputable media. This way, AI systems recognise brands as relevant and trustworthy sources – SEO is expanding to include reputation and trust as new success factors. SEO and PR are thus growing closer together: technical foundations meet reputation and trust.

Would you like to increase your visibility with SEO, GEO, LLMO or a targeted PR strategy? We look forward to your enquiry!

At the same time, the high computing power required for every AI query should not be ignored. You can find out more about the sustainable use of AI in one of our next blog posts.