A new discovery channel is shaking up local marketing: conversational search engines. More and more consumers type "What's the best Japanese restaurant in Nantes?" directly into ChatGPT or Perplexity rather than Google. And the AI's answer genuinely influences their choice. Is your business among the recommendations?
GEO: a new playground for local businesses
GEO (Generative Engine Optimization) is the AI counterpart to SEO. Unlike Google, which displays a list of links, ChatGPT gives a direct answer with concrete recommendations. The AI draws its information from the public data available on the web: articles, guides, customer reviews, business listings, social media.
The challenge is that you don't directly control what the AI says about you. But you can influence the information sources it uses to formulate its answers.
How to check whether AI recommends you
The method is simple: ask ChatGPT the questions your potential customers would ask. Try several phrasings:
- "What's the best [your business type] in [your city]?"
- "Where can I find a good [your speciality] in the [your neighbourhood] area?"
- "I'm looking for a well-reviewed [your business type] in [your city] — any suggestions?"
Note whether your business appears, in what position, and how it's described. If you don't show up, it points to a gap in your digital footprint that needs to be filled.
The factors that influence AI recommendations
AI engines favour businesses with a strong digital footprint. In practice, that means: a high volume of positive reviews with detailed descriptions, mentions in blog posts or local guides, an active social media presence with regular content, and a well-structured website with rich content.
Detailed customer reviews are particularly important. A review that says "Great restaurant — the carbonara is excellent and the homemade tiramisu is incredible" gives the AI specific details to make a relevant recommendation. Encourage your customers to be specific in their reviews.
Concrete actions to be recommended by AI
To increase your chances of appearing in ChatGPT and other AI recommendations:
- Diversify your sources: don't limit yourself to Google. Be present on TripAdvisor, Yelp, Yellow Pages, local guides
- Create content: a blog, social media posts, detailed product descriptions
- Encourage detailed reviews: ask customers to mention specific dishes, services or experiences
- Stay consistent: the same information everywhere (name, address, specialities)
GEO is still in its early days, but business owners who prepare for it now will have a significant edge over their competitors in the months and years ahead.