How to Become the Answer Inside ChatGPT (Not Just Another Link)

OpenAI has openly floated the idea of taking a cut from purchases driven through AI search.

If that happens, the brands that win will not be the ones chasing marginal SEO gains.

They will be the ones AI trusts enough to recommend with confidence.

At PinPoint Media, we are already seeing this shift happen in real time. A growing number of inbound enquiries are coming directly from ChatGPT.

We know because we ask one simple question on every call:

“How did you find us?”

More often than not, Google is no longer the answer.

What Is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is the process of positioning your brand to be recommended inside AI tools like ChatGPT, rather than simply ranking in traditional search engines.

GEO is not about traffic volume.

It is about authority.

It is about becoming:

• The cited source

• The trusted explanation

• The recommended provider

• The definitive answer

Not a link.

Not a list of ten options.

The answer itself.

Why AI Search Rewards Authority Over Volume

Traditional SEO rewards:

• Backlinks

• Technical optimisation

• Keyword positioning

• Click-through rates

GEO rewards:

• Clarity

• Topical completeness

• Structured explanations

• Demonstrated expertise

• Consistent point of view

When content removes uncertainty, AI has a reason to use it.

AI systems prefer sources that:

• Define terms clearly

• Solve the entire problem

• Avoid vague positioning

• Speak in natural, human language

Why FAQs Perform Exceptionally Well in GEO

A strong FAQ section does more than support users.

It provides structured clarity around intent.

For example:

A service page that clearly explains:

• Pricing ranges

• Timelines

• Deliverables

• Common objections

• Who the service is not for

Will outperform a longer page that avoids specifics to stay “flexible”.

AI prefers certainty because certainty is easier to recommend.

How Titles Influence AI Visibility

Compare these two headlines:

• “TikTok Trends 2026”

• “What Trends Will We See on TikTok in 2026?”

The first is broad.

The second sets a defined expectation and promises a clear outcome.

AI systems favour content that mirrors how real users ask questions.

Defined intent > vague topical coverage.

How Search Behaviour Has Changed

Search queries are no longer generic.

People don’t search:

“Best pub near me.”

They search:

• “Pubs near me with beer gardens and JUBEL on tap”

• “Agency that runs paid social for ecommerce brands in Manchester”

• “Meta ads agency specialising in DTC beauty brands”

Specificity filters intent.

The more precise the query, the closer the user is to a decision.

Content that directly addresses this specificity has a much higher chance of surfacing inside AI-generated responses.

Generic content gets ignored.

Experience-based insight gets rewarded.

Why Experience-Based Content Outperforms Polished Explainers

A blog written from:

• Real campaigns

• Real mistakes

• Real outcomes

• Real performance data

Will outperform a polished but empty overview every time.

AI systems increasingly prioritise:

• First-hand experience

• Demonstrated expertise

• Evidence of practical execution

If you have done the work, show it.

Topic Completeness Matters More Than Word Count

GEO rewards topic completeness, not length.

If you are covering a subject, aim to remove every major question a user might have.

For example:

If you write about GEO, you should also:

• Define it clearly

• Explain how it differs from SEO

• Outline how it impacts Google rankings

• Share implementation examples

• Highlight common mistakes

• Explain how success is measured

This depth signals confidence.

Confidence builds trust.

Trust increases recommendation likelihood.

How Should You Write for GEO?

Your copy should mirror how people actually speak.

Use natural question-led phrasing such as:

• “How does GEO differ from SEO?”

• “Does GEO impact Google rankings?”

• “Can AI search replace traditional SEO?”

• “How do brands get recommended by ChatGPT?”

Answer plainly.

Avoid jargon.

Avoid inflated claims.

Remove sales language where clarity matters more.

AI Ranks Sources, Not Just Pages

This is critical.

AI engines learn patterns over time.

They recognise:

• Niche authority

• Consistency of opinion

• Depth of coverage

• Repeatable frameworks

• Clear positioning

Brands that show up repeatedly with:

• A defined niche

• A strong point of view

• Practical execution

• Clear strategic thinking

Are the ones that get referenced, remembered and recommended.

Final Thought: GEO Is About Trust

Traffic is a metric.

Authority is an asset.

GEO is not about chasing incremental rankings.

It is about becoming the source AI systems trust when users ask:

“Who should I work with?”
“What is the best approach?”
“Which agency specialises in this?”

By Oliver Bruce, founder and CEO of PinPoint Media. 

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