GEO for Startups: Optimise for AI Search Answers

TL;DR: SEO isn’t dead, but discovery has a new layer: AI answer engines that summarise, compare and recommend. GEO (Generative Engine Optimisation) is how startups become understandable, credible and reusable inside AI answers — without relying on brand fame or massive budgets.

What is GEO (and what it isn’t)?

GEO is: making your content and brand easy for AI systems to interpret accurately, prioritise, and reference.
GEO isn’t: “writing prompts” or cranking out generic AI blogs.

At its core, GEO is about:

• entity clarity (who you are, what you do, for whom)
  
• evidence (proof that your claims are real)
  
• structure (definitions, steps, tables, comparisons)
  
• consistency (no contradictions across pages)
  

Why startups are hit first

Startups rely on non-branded discovery. If AI summaries and answer experiences shape a shortlist before a user clicks through, then:

• you either appear in that shortlist
  
• or you don’t exist in the buyer’s reality
  

And unlike incumbents, you can’t rely on brand recognition to compensate.

The GEO flywheel (simple model)

1. Clarity: explain your product in one sentence
2. Proof: show outcomes (not just features)
3. Comparisons: help buyers choose (vs, alternatives, best-for)
4. Distribution: third-party validation reinforces trust
5. Iteration: update based on questions, objections, sales calls
   

The lean GEO stack for startups (what to build first)

1) A one-sentence positioning statement (everywhere)

Use the same sentence on:

• homepage hero
• product page
• About page intro
• press kit
  

Template:
[Brand] is a [category] that helps [ICP] achieve [outcome] by [mechanism].

Example (AU-friendly tone):
“X is an AI inbox assistant that helps ecommerce teams cut response times by routing enquiries and drafting replies in your brand voice.”

2) Proof blocks that turn claims into credibility

AI systems and buyers both distrust vague claims. Add proof blocks using:

• mini case studies: problem → action → result
• quantified outcomes (even small)
• customer quotes with role/company
• screenshots (dashboards, before/after, time saved)
  

Proof block example (structure):

• Before: [baseline]
• Change: [what you did]
• After: [result]
• Timeframe: [how long]
  

3) Comparison pages (high-intent content that converts)

This is where startups punch above their weight.

Build:

• Alternatives to [category/competitor]
• [Competitor] vs [Your product]
• Best [category] for [use case]
  

Non-negotiable structure:

• “Best for” summary (2 lines)
• feature table
• pricing stance (transparent or clear ranges)
• “choose X if / choose Y if”
• FAQs
  

4) Citable formatting (so AI can reuse you correctly)

For every key page, include:

• definitions
• bullet summaries
• steps
• checklists
• tables
• FAQs
  

If your content can’t be quoted cleanly, it’s less likely to be reused.

5) A trust layer (especially in B2B and AI products)

Startups often lose because they feel risky. Reduce risk with:

• privacy and data handling page (plain English)
  
• AI use disclosure (what you do and don’t do with customer data)
  
• security basics (even if you’re early-stage)
  
• refund policy / trial terms
  
• support response windows in AEST/AEDT

What to publish in the next 30 days (a realistic plan)

Week 1: Foundations

• homepage positioning sentence
• About page with credibility (founders, expertise, why you exist)
• trust pages (privacy, terms, data handling)
  

Week 2: Conversion content

• 1 “how to choose” guide for your category
• 1 “alternatives to” page
• 1 “vs” page
  

Week 3: Proof + distribution

• 2 mini case studies
• 1 partner/integration page
• 1 guest post or podcast appearance
  

Week 4: Scaling what works

• expand FAQs based on sales calls and support tickets
• build “best for” pages by use case
• refresh older pages with new proof and clearer comparisons

A 30-minute GEO audit checklist

• Can a stranger describe your product after 10 seconds?
• Is your ICP obvious (industry, size, role)?
• Do you show proof above the fold?
• Do you have 2 comparison pages live?
• Are your claims consistent across site and docs?
• Do you answer “who it’s not for” (reduces churn)?
• Are privacy/terms easy to find?
  

Common mistakes startups make (and how to fix them)

Mistake 1: Vague positioning
Fix: one sentence + example use case + outcome.

Mistake 2: Feature dumping
Fix: benefits + proof + who it’s for/not for.

Mistake 3: No comparisons
Fix: publish “alternatives” and “vs” pages that are fair and specific.Mistake 4: No trust layer
Fix: clear policies, data handling, support expectations.

FAQs