Answers instead of links - rethinking visibility

Google itself is also experimenting with AI-generated overviews that provide answers directly in the search results - without users having to click on a website. As a result, visibility is no longer only achieved through rankings, but also through citations in AI-generated answers. Those who do not appear there are increasingly being left out - despite high-quality content.

Understanding GEO: What new visibility means today

In this new search environment, terms such as GEO (Generative Engine Optimization), GAIO or LLMO are gaining in importance. There is no specialised technical knowledge behind these acronyms, but rather a strategic approach: today, content must be prepared in such a way that it can not only be recognised by AI systems, but also understood and cited.

This is less about technical SEO measures and more about the question: How do we describe our topics in such a way that they are equally comprehensible for humans and machines? And how do we position our brand so that it appears as a relevant source in an AI-generated answer set?

Of course, there is still a coexistence of different approaches and options for action, which can, however, pay into each other: GEO measures do not necessarily compete with traditional SEO - many optimisation options also have a positive effect on the usual search engines. According to a recent analysis, a position 1 ranking on Google brings a 25 per cent chance of appearing in corresponding search queries as AI Overview. And if you don't want to become too dependent on AI searches, you can also focus more on omnichannel marketing.

However you organise your marketing and communication mix: Investing in GEO requires a certain amount of effort, but it pays off. After all, those who manage to become part of AI responses with their content will benefit in several ways:

These advantages can now also be observed in practice - for example, in patient platforms in the healthcare sector or in B2B communication.

GEO in the application: Three typical use cases

Patient platforms in the pharmaceutical environment: balancing act between structure and empathy

Patients - especially those with rare diseases - often seek guidance before visiting a doctor. AI systems are increasingly becoming the first port of call. This is exactly where the question arises: What content really helps? And which brand is behind it?

Patient platforms are a particularly interesting case in one respect: in order to be found and used, it is necessary that they are tailored to AI research - user-centred, regulatory clean, machine-readable. Large language models, which function as search engines, attach great importance to such structural aspects. What this "machine target group" can do without, however, are emotional, empathetic aspects - precisely the things that a functioning patient platform absolutely needs.

The consequence for pharmaceutical and healthcare companies and consulting agencies: more than ever, it is important to optimise UX for users and brands in the best possible way with everything that serves humans and machines. And from our point of view, this is ultimately very good news. After all, the signs may have changed, but user-centricity and empathy in patient communication in the pharmaceutical sector haven't just been around since yesterday.

Typical structures that make websites suitable for AI searches include:

• Contents along typical questions, such as "What is SMA?"
• Platform architecture with glossaries, infographics and modules - without product naming, but with a clear brand signature
• Knowledge modules that are aligned with E-E-A-T criteria (Experience, Expertise, Authoritativeness, Trust)
• UX and semantic structure that provides orientation for both humans and machines

Specialist communication for HCPs

Specialist physicians also use AI-supported systems for quick insights into studies, mechanisms of action or guidelines - and therefore the challenge here is also to ensure that medical content appears where HCPs search first. The UX tools of choice here are, for example

• Content formats for GPT & other Med-Prompt-optimised tools
• Structured study overviews, indication-specific landing pages, mechanism presentations
• Integration of citable sources, medical authors and DOI references
• Publication on relevant third-party sites and specialised portals

B2B-Corporate Websites

In B2B, too, the initial research is predominantly conducted via AI. Digital visibility determines whether a provider even appears on the radar, especially for products that require explanation.

The structural guidelines for the B2B sector generally reflect these points:

• Content along real user questions, not just along product hierarchies
• Structured solution pages instead of category pages
• Optimisation of technical content for GPT-based systems
• Making thought leadership visible: Targeted placement of expertise
• Create topic clusters to keep international appearances semantically consistent

Fit for the new AI search world: ROI instead of risks

Investing in GEO pays off in several ways. Firstly, timely equipment for the AI search prevents falling into communicative traps caused by invisibility in the medium term. Falling website traffic due to zero-click answers can then be a further step in the downward spiral that ultimately means missed leads despite the same marketing budget - and ultimately a loss of brand awareness and competitive advantage.

On the other hand, companies that have set their course in good time benefit from significantly higher visibility, while at the same time reducing the media budget required. The use of targeted, AI-based traffic sources also significantly increases the return per lead. In contrast to short-term campaigns, GEO has a long-term effect and ensures sustainable performance. Companies become less dependent on fluctuations in CPM prices or rising platform costs. Even if GEO replaces just 10% of the previous paid traffic, savings of several thousand euros can be achieved month after month, depending on the industry.

It is therefore worth not hesitating and making digital ecosystems fit for this new search world. And even if visibility in AI search will only determine the perception, reach and relevance of your brand in the near future: The necessary course can already be set now, soundly, creatively and tailored to the respective needs of companies and brands.