About GEO and AI search engines
How AI systems find, evaluate and cite content — and what that means for your website.
GEO (Generative Engine Optimization) is the practice of optimizing a website so that AI search systems such as ChatGPT, Google Gemini, Claude and Perplexity cite your business in their answers. SEO targets the classic blue-link results in Google.
GEO targets AI-generated answers, which users increasingly read directly without clicking through to a website. SEO and GEO overlap, but GEO requires explicitly structured facts, FAQ-style content and clear entity markup with Schema.org.
For SMEs in the Netherlands the most relevant AI search systems today are:
- ChatGPT (with web search enabled)
- Google Gemini and AI Overviews inside Google Search
- Microsoft Copilot (in Bing and Edge)
- Claude with web search (Anthropic)
- Perplexity
ChatGPT and Google Gemini together hold by far the largest user share in the Netherlands. A solid GEO strategy tests visibility in at least these three systems with multiple typical customer queries per sector.
Ask ChatGPT (with web search enabled) realistic customer questions, for example: "Which plumbers in Eindhoven have good reviews?" or "What are the best law firms for SMEs in Brabant?". Check whether your business name, domain or phone number is mentioned.
Repeat with 5 to 10 different phrasings. SiteOptima automates this process by sending the same questions to ChatGPT, Gemini and Claude and scoring the citation results.
Google AI Overviews cite content that is direct, concise and factual. Key steps:
- Use question-formatted headings (H2 or H3 phrased as a question)
- Give the answer in the first 50 words below it
- Add FAQPage Schema.org markup
- Ensure a clear entity (LocalBusiness or Organization schema)
- Build E-E-A-T signals via author pages, reviews and backlinks from trustworthy sources
Local businesses also need a verified Google Business Profile.
llms.txt is a proposed standard file, placed at the root of a website (e.g. /llms.txt), that gives AI crawlers a structured overview of the most important pages and short summaries. It resembles robots.txt but is specifically aimed at LLMs.
Anthropic, Mintlify and an increasing number of documentation platforms support it. For SME websites llms.txt is still optional, but it costs little effort to add and contributes to a clean, machine-readable structure. SiteOptima publishes its own llms.txt file.
Local SEO and Eindhoven
Practical answers for business owners in the Eindhoven region and surrounding municipalities.
More than 70% of search queries with local intent ('plumber Eindhoven', 'dentist near me') result in a click on a Google Maps pack result or one of the first three organic positions.
For local SMEs in the Eindhoven region, local SEO directly determines how many calls and quote requests you receive. The three most important factors are an optimized Google Business Profile, local backlinks and consistent NAP (Name, Address, Phone) data across the web.
The three main ranking factors for Google Maps are:
- Relevance (category, description and services in your Google Business Profile)
- Proximity (distance to the searcher)
- Prominence (reviews, backlinks, mentions)
Specifically for Eindhoven: choose the most specific primary category, actively request reviews from happy customers, post a short weekly update on your profile, and obtain mentions in local directories such as Eindhoven.nl and industry-specific listings.
The Google Business Profile (formerly Google My Business) is your free listing in Google Maps and Google Search. Optimize by filling in every field, adding at least 10 photos, keeping opening hours up to date, describing every service in detail, posting a weekly Update, and consistently replying to reviews within 48 hours.
Local businesses with a fully completed profile receive on average 7x more profile views than incomplete profiles.
Local long-tail keywords with high intent perform best:
- Service + city: 'emergency plumber Eindhoven'
- Service + neighbourhood: 'hairdresser Strijp-S'
- Question keywords: 'how much does a new boiler cost in Eindhoven'
Avoid competing only on broad terms such as 'plumber' or 'dentist'. Combine 8 to 15 local keyword clusters per page and build dedicated landing pages for the largest places in your service area: Eindhoven, Veldhoven, Geldrop, Best and Nuenen.
Effective local backlinks come from:
- The Eindhovens Dagblad and Studio040 (via press releases or local stories)
- Trade associations such as MKB Eindhoven and the Chamber of Commerce
- Sponsoring local clubs and events
- Guest blogs on websites of complementary businesses
- Listings in local directories
One backlink from a respected local source carries more weight than dozens of links from generic link farms. Aim for 3 to 5 new local backlinks per quarter.
Technical optimization
The foundations all SEO and GEO efforts rest on: structure, speed and standards.
Schema.org is a standardized vocabulary for structured data, embedded as JSON-LD inside the HTML of a page. It helps search engines and AI systems understand context.
For local SMEs the most important types are: LocalBusiness (with the correct subtype such as Plumber, Dentist, Restaurant), FAQPage for question-and-answer sections, BreadcrumbList for navigation, Service for individual services, and Review or AggregateRating for customer ratings. A solid Schema implementation significantly increases the chance of rich results.
Core Web Vitals are three Google metrics:
- LCP (Largest Contentful Paint, target <2.5s): compress images, lazy loading, fast hosting
- INP (Interaction to Next Paint, target <200ms): split heavy JavaScript
- CLS (Cumulative Layout Shift, target <0.1): explicit width/height on images, reserved space for ads
Test for free via PageSpeed Insights.
Google has used HTTPS as a ranking signal since 2014, and modern browsers actively warn visitors on non-secure websites. A free SSL certificate via Let's Encrypt can be installed within an hour through most hosting providers.
Beyond SEO, HTTPS builds immediate trust: visitors see the padlock and are less likely to bounce on contact forms or checkout pages. A site without HTTPS will lose both rankings and conversions in 2026.
A sitemap.xml is a structured overview of all indexable URLs on your website, published at /sitemap.xml and submitted to Google Search Console and Bing Webmaster Tools. The sitemap should be regenerated automatically with every new page or major change.
Include only canonical URLs, no noindex pages or redirects. For sites with more than 100 pages: use separate sitemaps per type (products, blog, locations) and a sitemap index as the master file.
Google has indexed mobile-first since 2019: the mobile version of your site is the basis for rankings. Key requirements:
- Responsive design (no separate m. subdomain)
- Tap targets of at least 44 by 44 pixels
- Readable font sizes without zooming (16px or larger)
- No horizontal scrolling
- Fast load times on 4G (LCP under 2.5 seconds)
Test for free via the Google Lighthouse mobile audit. More than 65% of search traffic in the Netherlands is mobile in 2026.
Content and authority
What AI engines look for in text before they will cite your website.
AI engines cite content that is direct, factual and source-worthy. Best practices:
- Open every article with a definitive answer sentence of 30 to 50 words
- Use question-formatted subheadings
- Add concrete numbers and data (year, percentage, unit)
- Cite trustworthy external sources
- Keep paragraphs short (2 to 4 sentences)
Avoid marketing claims without evidence. AI systems prefer "in 2026 78% of Dutch SMEs pay between €99 and €299 for an SEO audit" over "we offer the best prices".
An FAQ page bundles frequently asked customer questions with direct, concise answers, accompanied by FAQPage Schema.org markup. For GEO this is the most-cited content type, because the structure matches exactly how AI engines extract content: one question, one self-contained answer.
A strong FAQ page contains 15 to 30 questions, grouped into categories, with answers of 50 to 100 words. Publish the FAQ not only as a homepage accordion but also as a standalone indexable page, like this knowledge base.
Length is not a ranking signal in itself, but depth is.
- Local service page: 800 to 1500 words — service, indicative pricing, methodology, FAQ and case studies
- Pillar page or knowledge article: 2000 to 4000 words
- Product page: 300 to 600 words plus extensive specifications in Schema
More important than word count: does the page fully answer the search intent, and would an AI engine want to cite this text?
Reviews are one of the top three ranking factors for Google Maps and increasingly important for AI recommendations. ChatGPT and Gemini actively weigh review scores and review counts when answering questions like "best lawyer in Eindhoven".
Aim for at least 25 Google reviews with an average of 4.5 or higher. Actively request reviews after a successful service, ideally via a short personal link. Reply within 48 hours to every review, including negative ones. Spread reviews across Trustpilot, Yelp and industry-specific platforms.
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. Concrete signals:
- 'About us' page with real photos and names
- Author bios under every article with links to LinkedIn
- Displaying certifications and memberships
- Case studies with concrete results and customer names (with permission)
- Schema.org Person and Organization markup
- Consistent listings on LinkedIn, the Chamber of Commerce and industry registers
For health, finance and legal services (YMYL) E-E-A-T is weighted even more heavily.
About SiteOptima
Methodology, pricing, sectors and delivery time.
A SiteOptima Report (€99) contains:
- Overall scoring on SEO, GEO, performance and local discoverability
- Concrete findings with prioritization (critical, high, medium, low)
- Citation tests in ChatGPT, Gemini and Claude
- Analysis of Google Business Profile, Core Web Vitals, Schema markup and backlink profile
- Action list of 15 to 30 items with estimated impact
- Overview of 3 to 5 local competitors
Delivery within 24 hours, valid for 3 months. Premium (€199) adds an in-depth competitor analysis and a 6-month roadmap.
Standard delivery is 24 hours after payment, almost always faster. The SiteOptima audit pipeline starts immediately after the order: scraping, Lighthouse, DataForSEO, AI citation tests and multi-agent analysis run in parallel. Each report is then personally reviewed by René before it reaches the customer.
For more complex websites or during peak periods delivery can extend to 36 hours. You receive a status email when the report is ready.
SiteOptima was founded by René Scholten, owner of Scholten Data and AI Consultancy in Eindhoven. René has more than 15 years of experience in data, AI and web technology and focuses with SiteOptima on SME owners in the Eindhoven region who are serious about improving their online discoverability.
Every audit is personally reviewed. No anonymous call center, no auto-sent reports without a human check. Contact runs directly through René: rene@siteoptima.nl.
SiteOptima is optimized for SME businesses in services and local trades: plumbers, electricians, hairdressers, lawyers, accountants, real estate agents, dentists, physiotherapists, restaurants, hospitality, automotive shops, construction firms and installers.
The methodology works best for businesses with a local service area and 1 to 50 employees. For pure e-commerce, international SaaS or enterprise companies SiteOptima is less suitable; other specialized agencies are a better fit there.
SiteOptima offers three tiers:
- SiteOptima Check — free (email with baseline scores and 3 quick wins)
- SiteOptima Report — €99 (full PDF audit, valid for 3 months)
- SiteOptima Premium — €199 (extensive PDF with competitor analysis and 6-month roadmap)
No subscriptions, no long-term contracts. One-off payment via Rabobank iDEAL or credit card. A specialist call (15 minutes) costs €89 as a stand-alone service, free with Premium.