What does a GEO specialist do, and what guarantee should you ask for?

GEOGEO GEO stands for generative engine optimisation: increasing the likelihood that AI assistants such as ChatGPT recognise and mention your business when someone asks them for advice.More about this term stands for generative engine optimisation: setting up your website so that an AI assistantAI Assistant An AI assistant is a chat program such as ChatGPT, Claude, Gemini, or Perplexity that you can ask a question in natural language and receive a written answer.More about this term uses it as a source when someone asks a question about your field. A GEO specialist measures where you are currently mentioned, finds out why competitors are mentioned and adapts technology and text accordingly.

In doing so, I keep three things separate, because they arise in different ways:

• Citation: an AI answerAI Answer The generated response provided by an AI assistant in answer to a query.More about this term uses your page as a source, with a link. This depends, among other things, on how clearly your page answers the question.
• MentionMention A place where your business name is mentioned, with or without a link.More about this term: your business name is in the answer, with or without a link. How well-known your brand is in your field plays a role here.
• Recommendation: the answer names you as the choice, after a comparison with alternatives.

Being cited is therefore not yet being chosen. That is why I measure the three separately and never add them up to a single figure.

AI assistants build their answers on pages they can reach and read. If your site is slow, your robots.txtRobots.txt A small file on your website that tells search engines and AI crawlers which parts they are and are not allowed to visit.More about this term excludes the crawlersCrawler A program that automatically visits websites and reads the pages.More about this term of AI services, or you have too few pages that answer your customers’ questions, then a GEO intervention has little to build on. You would then be paying for optimisation on top of a foundation that cannot support it.

That is why that check is always the first step, and you get the first answer for free. With the free website scan you know where you stand within two working days: you get the three most important points for improvement, clearly explained in a short conversation. And if your system is not going to make it, you will hear that too.

After the free scan there are four routes:

• Suitable. Then you proceed with the trial or the audit.
• Too few pages. This is followed by a one-off content round at a fixed price in advance, or advertising as an alternative or bridge.
• Too slow or technically unsuitable. You will hear whether it can be repaired or whether a new basis is needed first. A new basis only comes if the system does not cooperate technically; otherwise I repair first.
• No realistic goal. Then I say so in advance and I do not start.

The SEO & GEO trial of €495 for three months is the entry-level package: for sites up to 50 pages, in one language and without a webshop. If your site is larger, multilingual or a webshop, you start with the extensive audit of €1,500 to €2,500. Such a site requires more work: more pages to check, more languages or a product catalogue. Therefore, the monthly amount follows from the audit and not from a fixed package; the three-month trial then follows at that amount. All amounts exclude VAT; the rest is on the pricing page.

If you do not want to grant administrative rights to your site, I provide my advice to your webmaster or web team, who will implement it. That is possible, but it is a more expensive process, as it requires more coordination. The ownership of your site always remains with you.

No one determines what an AI modelLanguage Model The computational engine behind an AI assistant that has learned how language works.More about this term answers. Models receive updates, and a mention today can be gone after the next update. Anyone who promises you a mention in ChatGPT is promising something they do not control. Anyone who promises nothing is asking you to pay blindly.

What can be guaranteed is that measurements have been taken and that you can verify the findings. Therefore, this guarantee applies to the simple audit, the extensive audit and the trial:

If the audit report or, in the case of the trial, the first monthly report does not contain at least three points for improvement demonstrated with a measurement, you will receive the full amount back. It is not a guarantee of a positionPosition Your position is the place your website holds in the search results for a specific keyword. Position 1 is the top organic result.More about this term, a mention in AI answers or turnover.

A point for improvement counts if it includes: the measured value with date, the standard or comparison against which it is set, the cause, and what can be done about it. Three points sounds like a low bar, but the bar is in those four components: general advice without a measured value does not count.

I do not decide, the measurement does: each point is listed with value, date and measurement method in the report, so you can verify it yourself. If you doubt any points, report which ones within 14 days of receiving the report; I will measure those again in a conversation with you. If the value then falls within the standard, that point does not count.

If fewer than three points remain that count, you will receive the full amount you paid for that component back, including VAT, within 14 days of the re-measurement, or after your report if there is nothing to measure.

If the points are correct, but nothing changes afterwards, you will not receive your money back. The guarantee is about finding and demonstrating. Whether you resolve a point is your own decision; if you choose not to resolve it, the consequence is yours.

Put the same five questions to every specialist, including me. The last column contains my answer, even where you might not like it.

One measured example is OmniHealth, which performs medical examinations: +51% turnover and +45% bookings, January–September 2026 against the same period in 2025, OmniHealth booking system, corrected for the measurement period. The process also included paid advertisements in Google: campaigns reorganised by examination type.

It is the result of the entire process for one client, with AI support, and not an expectation for your business. I mention it here to show how I report: every figure with period and source, so you can verify it.

Sector measurements

You can see what a measurement looks like in the sector measurements:

• Which bank does the AI mention? September 2026: 18 questions to ChatGPT, Gemini, PerplexityPerplexity An AI search engine that provides answers with numbered citations.More about this term and Claude, 216 answers counted.
• Which car insurer does the AI mention? October 2026: eighteen questions about car insurance, put to the same four AI assistants.
• How transparent are banks about their business interest rates and pricing? Not a measurement of AI answers, but of what banks publish themselves.

In the research where the term GEO originates (Aggarwal et al., KDD 2024), visibility in AI answers improved by up to 40 per cent. That was the highest result, on their own test set of search queries, and the effect varied by field. The interventions that yielded the most were mentioning sources, adding citations and figures; repeating keywordsKeyword A keyword is the word or phrase that someone types into a search engine to find something, such as 'plumber Zaandam' or 'best savings account'.More about this term worked poorly.

For your own site, that means: the answer at the top of the page, in sentences that are still correct even when copied separately; the same prices, terms and conditions everywhere; facts on a web page and not just in a PDF; and honestly saying who your service is not suitable for.

• You want a guaranteed mention in ChatGPT. I cannot provide that.
• There is no realistic goal. You will hear that after the scan.

A GEO specialist ensures that AI assistants can find, understand and mention your business. Do not ask for a guarantee on a mention, but on measurable findings that you can verify yourself. I only start SEO and GEO when the basics are in order, and I do that check first, for free, with the website scan.