Today, when someone wants to know something about a topic, they don’t go to Google. They are more likely to go to ChatGPT first.
This raises a key question for all marketing experts:
How do I position myself on ChatGPT?
For several years, digital marketing was based on SEO (Search Engine Optimization) positioning. Strategies with keywords, link profiles, meta descriptions, alternative titles in images, and much more.
Today, that is changing. Or rather, it has already changed.
The answer to many of our problems lies in AI SEO, also known as GEO (Generative Engine Optimization). This is an evolution of classic positioning that no longer seeks only to climb positions in Google, but to appear as a reliable source in the answers provided by new artificial intelligence engines.
What is AI SEO?
The AI SEO (Search Engine Optimization for Artificial Intelligence) is the set of practices that optimizes your content so that large language models (LLMs) select it as a reliable source.
Instead of only aiming for ranking in traditional search engines, the focus now is on appearing in:
- ChatGPT responses
- Enriched results in Google SGE
- Sources cited in Perplexity, Claude, Gemini, among others
This doesn’t replace classic SEO—it complements and elevates it.
How Do AIs Work?
Understanding how LLMs gather data and generate answers is critical for building a GEO (Generative Engine Optimization) strategy.
Two mechanisms are mainly at play:
- Trained knowledge
- Integration with external sources
During training, the model processes large amounts of public text, licensed data, and data created by human trainers. This allows it to learn language patterns, concepts, and facts up to the training cutoff date.
On the other hand, AIs work with various sources of information. This is because, when they receive a question, they send a query to a connected database (user documents, emails, calendars, the web), and use the retrieved fragments to construct a response.
What Kind of Sources Do AIs Cite?
Today’s generative engines use a large stack of information to generate their responses, so understanding what kind of data they collect is essential for building our strategy.
Semantic relevance
The system will compare your query with the content it is retrieving. It will use keywords, phrases, similar questions, semantic relevance, context, among others.
Source reliability
The credibility of the source strongly impacts the responses provided. Official websites, recognized media, technical forums, social networks, and academic papers all carry weight.
How Do I Get AIs to Cite Me as a Source?
Some practical strategies to improve your AI SEO and ensure that LLMs reference your brand or institution are as follows:
Know the third-party platforms where LLMs extract data
Several companies have formed strategic partnerships. For example, OpenAI and Reddit created a partnership that allows ChatGPT to show Reddit content more broadly.
Other sources where LLMs often draw from include YouTube, Quora, Wikipedia, and Forbes.
Create content for third-party platforms
Once we know which platforms LLMs pull data from, it’s important to create content tailored to them. This requires a personalized strategy for each platform—knowing their tone, the best days and times for visibility, and the preferred publication formats.
EEAT Strategy
The acronym stands for Experience, Expertise, Authority, Trustworthiness.
Creating content aligned with EEAT principles will help it rank better in generative search engines.
Natural Language Processing (NLP)
Keywords as the center of content strategy are part of SEO. But in GEO, we will focus on creating content that targets natural responses. This is because LLMs read our content in the same way as a real user. They understand the intent and relational value behind the prompt.
A user does not ask ChatGPT:
“Buenos Aires time” 💬
This was typical of search engines like Google. Instead, today we ask: What is the current time in Buenos Aires?
Making this change in mindset will save us a lot of time when thinking about posts to share.
Monitoring Progress in AI SEO
It is always advisable to measure the results of the strategies proposed. To do this, we can use digital tools such as Scrunch, Screaming Frog, Ubersuggest, or even ask the AI and see if we appear as a cited source.
A New Era
Recognizing the new phase of digital communication in which we now live is the first step. AIs have disrupted the structures we were used to. We must understand them in order to make the best use of the possibilities they offer.