AI Search

GEO goes much further than optimizing your own website

Since ChatGPT and other LLMs (Perplexity, Claude, Gemini) have been introduced, a fierce debate has raged between two camps. Both agree that these platforms are emerging as new search engines, but what really matters is how do you get your brand recommended?

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Peter Minkjan

20 February 2026Updated on 9 March 20263 min read

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GEO goes much further than optimizing your own website

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Peter Minkjan

Peter werkt sinds 2008 in search en digitale strategie. Bij Think again onderzoekt hij hoe AI het zoeklandschap en het marketingvak fundamenteel verandert.

AI Search

AI Search: visibility is a solution, not a strategy

Since ChatGPT and other AI tools emerged as search platforms, a whole new industry has emerged: Generative Engine Optimization, or GEO (we prefer to call it AI Search). The promise is tempting. People search differently, no longer via Google but on ChatGPT and similar. So you need to track your “AI visibility”. Optimize your content for LLMs. And pay a hefty monthly subscription for it.

PMPeter Minkjan·19 Feb 20269 min