I've been having this exact conversation with clients across various sectors including plastics, chemicals, packaging, automation, and food ingredients. The interest in the solutions they offer is still there. But their websites are rapidly becoming invisible. Not to humans. To AI.
And this is the shift most marketing teams haven't yet fully acknowledged.
WHAT’S ACTUALLY CHANGED?
When your buyers, whether they're procurement managers, R&D leads, technical engineers or C-suite decision-makers, want a shortlist of suppliers or a category answer, many of them now start with an AI tool such as Claude, Perplexity or Google AI Overviews.
They type a question -> Get a confident, curated answer -> They trust it -> And decide.
So, is your brand part of the answer AI gives, or does your competitor get cited instead?
Consider this: 60% of searches now end without a click, AI answers first. If you're not the source being cited, you're simply not in the room.
"GEO - Generative Engine Optimisation - is how we make your content visible, understandable, and usable by AI tools. It's not ONLY about ranking on Google anymore. It's also about being the source AI cites when your ideal customer asks a question."
Think of GEO as SEO's smarter evolution. The fundamentals haven't been thrown out; content quality, relevance, authority still matter enormously. But they need to work harder. Your content now needs to be AI-readable, not just search-engine-friend
WHAT THIS LOOKS LIKE IN PRACTICE
At EMG, we've been working on GEO with clients across our network, and the results from our own platform, PressReleaseFinder.com, after technical optimisation for AI visibility, have been striking:
- 59% share of newswire citations captured after AI optimisation - up from a negligible baseline - demonstrating how quickly AI engines recognise well-structured, schema-marked content.
pressreleasefinder.com client data - 62% drop in competitor brand mentions in AI-generated answers after EMG deployed targeted Q&A content on PressReleaseFinder.com for a plastics and chemicals client.
Client content platform - before/after Q&A - +16 places domain rank improvement achieved through technical GEO clean-up alone - before a single new piece of content was published. Speed, structure and schema do the heavy lifting first.
PressReleaseFinder.com technical optimisation - 3× citation rate content with proper schema mark-up is three times more likely to be referenced by generative AI tools than equivalent content without it - the single highest-impact technical fix available.
These aren't vanity metrics. Citations in AI-generated answers translate directly into brand exposure at the moment a buying decision is forming.
GET THE BASICS RIGHT - QUICK ACTIONS DELIVER REAL RESULTS
Technical foundations of your website – talk to your website builder. Fast load times, clean mobile performance, schema markup, zero critical crawl errors. A slow or broken site is invisible to AI - full stop. Without structured data, even excellent content gets missed. For sure your website builder can quickly optimise the performance of your website.
Content engineered for AI citation. This means Q&A-style content that matches how buyers actually phrase questions to AI tools. It means press releases, technical papers and thought leadership that AI can update for AI visibility. For most of our clients, this isn't starting from scratch. It's targeted, smart optimisation of what already exists on your website for example. The EMG AI Readiness Audit and AI visibility monthly measurement report are the 2 key elements of our AI Strategy.
Distribution through trusted platforms. AI tools don't just crawl your website, they draw on trusted third-party sources. Publishing optimised content through PressReleaseFinder.com gives your content another authoritative surface for AI to discover and cite.
WHY NOW?
The window is genuinely open right now but it won't stay that way. In most B2B niches, GEO is still clear territory. The businesses that move first will own the citations. The ones that wait will find themselves invisible in a world their buyers already live in.
This isn't a future-proofing conversation anymore. It's a competitive positioning conversation. Today. Want to know more? Let’s talk before you disappear completely.
Curious where you stand? We're offering a free AI Readiness Audit (worth €1,500).
One hour. A content AI Readiness Checklist. A first step of actionable recommendations on what to fix first. No fluff, no sales deck. Just a clear picture of our first - AI visibility gap findings - and how to close it. Drop me a message.
If your online visibility is key – make sure you talk to EMG
