GEO: how to get your brand cited by ChatGPT and Google AI Overviews

To get your brand cited by ChatGPT and Google AI Overviews, you need to be the clear, credible, well-referenced source that AI models pull from — which means genuinely helpful content, third-party mentions, and structured, trustworthy pages. This practice is called Generative Engine Optimisation (GEO), and for health brands it rewards exactly the credibility PR already builds. Here’s how to earn AI citations.

How do AI answer engines choose what to cite?

Large language models and AI search features favour sources that are authoritative, frequently referenced across the web, clearly structured, and unambiguous. In health — a “Your Money or Your Life” topic where accuracy matters most — they lean even harder toward trusted, expert-backed sources. Being quoted in reputable publications and cited across many sites makes your brand part of the answer.

What can you do on your own site?

Answer real questions directly and early on the page (AI extracts the first clear answer), structure content with descriptive, question-style headings, add FAQ and Article schema so machines understand your pages, keep an up-to-date author/expert bio for E-E-A-T signals, and publish original data others will reference. Clarity beats cleverness — write the sentence you’d want an AI to quote verbatim.

Why is PR the engine of AI visibility?

AI models are trained and grounded on the open web, so the more credible third-party sources mention your brand and experts, the more likely you are to appear in an answer. Earned coverage and authoritative backlinks — the core of digital PR — are among the strongest levers for getting cited. In other words, the PR you do to win journalists also wins the machines.

How do you measure AI visibility?

Track your brand’s appearances in AI Overviews and the number of AI answers that cite or mention you (tools now report this, as your own dashboard shows), monitor branded prompts across ChatGPT, Gemini and Perplexity, and watch referral patterns. Treat it as a new, trackable channel alongside organic search. Our physio and rehab case study shows what that looks like: earned coverage that now appears in 213 AI Overviews and 102 ChatGPT citations.