How to Win at GEO & Get Cited by ChatGPT

# Is ChatGPT Leaving Your Brand Off the Shortlist? LLM Pulse Founder on Winning at GEO

The landscape of digital discovery is rapidly evolving. As businesses adapt to Large Language Models (LLMs) like ChatGPT, Perplexity, and Google AI Overviews, a critical question has emerged: Are you being left behind?

In a recent interview with MarketScale, Esteve Castells, founder of LLM Pulse, addressed this challenge head-on. He argues that the era of simple Search Engine Optimization (SEO) is over, replaced by a new imperative: Generative Engine Optimization (GEO).

What Happened: The Shift to Generative Engine Optimization

Castells points to a troubling trend: AI models are becoming increasingly selective. These models curate "shortlists" of information sources to answer queries, and many local and small businesses are being unintentionally excluded from these lists.

If ChatGPT or Perplexity doesn't include your brand in its shortlist, it effectively doesn't exist in that conversation. The user gets a comprehensive answer without ever knowing your business was an option. Castells emphasizes that this isn't just about ranking #1 in Google; it’s about being present in the AI's training data and citation database.

Key Details: How LLMs Decide What to Show

To succeed at GEO, business owners must understand how LLMs actually function. Unlike traditional search engines that rank pages based on keywords, LLMs rely on a probabilistic approach to identify the most relevant and trustworthy information.

Here are the core pillars of winning at GEO according to Castells:

• The Importance of Citations: LLMs require evidence to support their answers. They look for "citations"—mentions of your business on reputable websites, directories, and platforms. If you aren't being cited, you aren't being considered trustworthy.
• Trust Signals: AI models prioritize sources that demonstrate authority and reliability. A robust digital footprint, including high-quality backlinks and consistent online mentions, signals trust to the algorithm.
• Niche Authority: Castells notes that while broad authority is beneficial, deep expertise in a specific niche is often more valuable. LLMs are trained on vast amounts of text, so they look for experts in specific domains to answer specific questions.
• Data Quality: The information available about your business must be accurate, structured, and up-to-date. Messy data often leads to poor AI understanding.

What It Means For Your Business

For business owners and marketers, this represents a significant shift. The traditional focus on keyword-stuffed websites is no longer sufficient. To get discovered in the age of AI, you must optimize for how machines think, not just how humans search.

1. Audit Your Digital Footprint: Start by checking where your business is mentioned online. Are you appearing in top-tier directories? Are your NAP (Name, Address, Phone) details consistent across the web?

2. Focus on Local Citations: If you are a local business, ensure you are listed on platforms like Yelp, TripAdvisor, and industry-specific directories. These platforms serve as the "fuel" for AI search engines.

3. Create Authoritative Content: Move beyond simple blog posts. Create content that answers specific questions and establishes your brand as a thought leader in your industry.

4. Monitor AI Responses: Use tools like Perplexity or ChatGPT to search for your brand name and your competitors. See if you are being cited. If not, you know exactly where to start your optimization efforts.

The Bottom Line

Esteve Castells’ insights make one thing clear: The race for visibility is no longer just about who owns the top spot on a search results page. It’s about who is included in the AI’s shortlist.

By shifting your strategy to Generative Engine Optimization, you can ensure that your brand isn't just a hidden secret, but a prominent, cited expert in the answers that matter most to your customers.