GEO - How to make your website fit for ChatGPT & Co
The new reality of online searches
The way people search for information is changing rapidly. While Google used to dominate the gateway to the Internet, today ChatGPT, Google Gemini or Perplexity are increasingly taking on the role of information broker. These systems provide direct answers without users having to visit individual websites. For companies, this means that visibility in traditional search engines is no longer enough.
Why classic SEO is reaching its limits
Traditional search engine optimization (SEO) focuses on optimizing content for search engines such as Google. But AI agents work differently: they analyze content, extract relevant information and present the user with a summarized answer. Often, no direct links to the original web pages are displayed. If your content is not optimized for these new systems, you run the risk of being overlooked by potential customers.
The solution: Generative Engine Optimization (GEO)
To remain visible in the era of AI agents, a new strategy is needed: Generative Engine Optimization (GEO). GEO aims to design content in such a way that it is recognized, understood and taken into account by AI systems in their responses. The focus here is on the following aspects
Structured data: Use of schema markup to make information machine-readable for AI agents.
Semantic optimization: Clear definition of brands, products and services in context.
Conversational content: Creating content that is optimized for natural language processing (NLP).
Trust signals: Building authority through quality backlinks and mentions in reputable sources.
What actually is conversional content?
Thanks to numerous optimizations in Backend and Frontend, TYPO3 version 13 LTS offers noticeably higher performance. This leads to faster loading times and a better user experience, which in turn has a positive effect on search engine rankings and the satisfaction of your website visitors. In addition, TYPO3 13 LTS is even more scalable, which is very important for growing companies.
🧾 Comparison of SEO vs. conversational content
🎯 Example: A company offers online courses on stress management.
sEO-optimized text excerpt:
"Our online stress management courses help you to find more inner peace, structure your everyday life better and become more resilient in the long term. The courses are scientifically based, developed by psychologists and can be booked flexibly online."
- Keyword: "Online courses for stress management"
- Structure: informative, fact-oriented
- Goal: Ranking on Google
🔸 Conversational content variant
"Are you feeling stressed right now? Maybe you just need a break - or a few tools to help you cope with the hustle and bustle. Our online courses could be just the thing: flexible, scientifically based and easy to integrate into your everyday life. Sounds good? Then take a look!"
- Emotional introduction
- Direct approach
- Conversation-like structure
- Ideal for chatbots, interaction forms or voice interfaces
Interim conclusion: While the SEO text is findable, the conversational content draws the reader into an emotional conversation - this has a lower threshold, is more inviting and increases conversions.
Result: More effect, less hurdle
Whether on websites, in intranets or in customer service: conversational content creates a more human user experience, lowers the inhibition threshold for interaction and significantly improves the performance of AI systems. In combination with data-driven SEO, the result is a content strategy that is not only found - but also understood and connected.
