There’s a quiet revolution happening in how people — and now machines — decide who they trust. If the last decade was defined by Search Engine Optimization (SEO), the next will be defined by Generative Engine Optimization (GEO): the art and science of being the answer when someone asks ChatGPT, Claude, or Perplexity for a recommendation.
And here’s the most important part: AI doesn’t assign trust randomly. It mirrors how people do it. And in that realization lies one of the biggest opportunities for leaders, marketers, and builders today.
1. Authority Can Be Designed — and AI Will Follow
Humans trust based on patterns: credibility signals repeated across many contexts, visible social proof, and consistency over time. Generative models now do the same.
- Authoritative mentions: If you appear at the top of credible “Best of” or “Top 10” lists, AI sees that as proof of expertise.
- Repetition of claims: A bold statement (“we pioneered X” or “we have 98% customer satisfaction”) matters more if it’s repeated on multiple reputable sites — not just your own.
- Proof points: Longevity, marquee clients, awards, and positive sentiment all strengthen credibility.
- Consistency: Signals like reviews, partnerships, and media mentions that align over time are treated as truth.
One example that illustrates this perfectly: a company that repeatedly positions itself as the founder of a new category — across multiple third-party sites — will often find that AI eventually accepts that statement as fact. Authority isn’t just earned; it’s engineered.
2. Off-Site Is the New On-Site
Traditional SEO was about optimizing your website. GEO flips that. What happens off your site — in media, directories, award pages, client testimonials, and even comparison articles — now has as much weight as what you publish yourself.
“Superlative comparison” content is one of the most effective tactics. Articles like “Top 10 Agencies for B2B SaaS” that consistently rank first on Google tend to surface directly in AI responses. If your company appears at the top of those lists — or better yet, if you create the list — you’ll almost certainly appear in AI recommendations too.
Some practical ways to strengthen off-site authority:
- Publish thought-leadership interviews that repeat your key authority statements.
- Submit to award programs and industry directories.
- Encourage clients or partners to mention you on their websites.
- Create comparison and metrics-driven content that others want to cite.
This isn’t about manipulation — it’s about documentation. In the age of AI, your reputation is built not just by what you say, but by how many credible others repeat it.
3. Rich Context Wins in Generative Search
Unlike keyword-based search, generative engines respond to context-rich queries. A potential buyer might ask:
“Find a software development firm with B2B e-commerce experience on Magento, over 10 years in business, and nearshore capabilities.”
To show up for that, your website must speak to each of those criteria — with dedicated pages for industries, use cases, technologies, and differentiators.
In other words: depth beats breadth. A well-structured site architecture with many specific pages increases your chances of surfacing for these nuanced searches.
4. Trust Is the True Optimization
Here’s the deeper truth beneath all the tactics: AI reflects the trust ecosystem we’ve built — and that’s a mirror of us. If we reward depth, consistency, and credibility, so will the algorithms. If we shortcut trust, they’ll see that too.
That’s why this moment is bigger than SEO or even GEO. It’s about how we, as technology leaders and builders, design systems that not only harness AI but also deserve the trust they’re given.
Trust isn’t something we can outsource to algorithms. It’s something we must earn, safeguard, and reinforce — through transparency, accountability, and thoughtful design. When we do that, we don’t just optimize for visibility. We optimize for credibility.
Final Thought
The most exciting part of this new landscape isn’t the chance to “game” generative search — it’s the opportunity to shape it. We can decide which signals are amplified. We can design how authority is demonstrated. And we can ensure that when someone — human or AI — looks for the best in our field, they find it.
The playbook is still being written. But the principle is timeless:
Build trust so real that even an algorithm can’t ignore it.
andersonnjen.com 