How to Rank in ChatGPT and Perplexity / AI Success Academy

How to Rank in ChatGPT and Perplexity: A Practical Guide to GEO, AEO, and AI Search Optimization

Learn how freelancers, website owners, bloggers, and businesses can improve their chances of being discovered, referenced, and cited by AI-powered search tools.

Introduction: Search Is Expanding Beyond Traditional Results

For many years, search engine optimization (SEO) focused on helping websites appear in traditional search results. Today, people can also ask questions through AI-powered tools such as ChatGPT, Perplexity, Google AI Overviews, and other conversational search experiences.

Instead of simply presenting a list of webpages, these systems can combine information from multiple sources into a summarized answer. Depending on the product and query, they may also provide links or citations that allow users to explore the original sources.

This creates a new opportunity for businesses, content creators, and freelancers: make useful information easy to discover, understand, verify, and reference.

However, appearing in an AI-generated answer is not guaranteed. Each platform uses its own systems, and results can change depending on the question, available sources, location, and whether live web search is being used.

For freelancers, this is an opportunity to develop skills that complement traditional SEO. Clients may need help improving website content, technical accessibility, source credibility, and the usefulness of their online resources.

This guide explains three commonly discussed concepts—GEO, AEO, and AI search optimization—and shows how to apply them through a practical workflow.

1. What Are GEO, AEO, and AI Search Optimization?

These terms overlap, and the industry does not use them with completely consistent definitions. Understanding their general purposes is more useful than treating them as three entirely separate disciplines.

What is GEO?

Generative Engine Optimization (GEO) refers to techniques intended to improve the likelihood that content will be surfaced, referenced, or cited in responses generated by AI-powered search and answer systems.

The term was formalized in the 2023 research paper GEO: Generative Engine Optimization by researchers including Pranjal Aggarwal and colleagues. Their research explored methods for improving content visibility in generative engine responses.

The paper reported that certain optimization methods improved visibility in its experimental settings. These results should not be interpreted as a universal guarantee for every website or modern AI platform.

Read the original research: GEO: Generative Engine Optimization — arXiv.

Practical GEO work can include improving factual clarity, adding original evidence, strengthening relevant pages, and making information easier to understand and verify.

What is AEO?

Answer Engine Optimization (AEO) generally refers to structuring and improving content so that answer-focused systems can identify useful responses to specific questions.

For example, a page about email marketing could directly answer:

“What is email marketing?”

A concise explanation immediately beneath that heading helps readers understand the subject quickly. The rest of the article can then provide examples, benefits, limitations, and practical instructions.

This is good content design, whether or not an answer engine ultimately selects the page.

What is AI search optimization?

AI search optimization is a broader practical term for improving a website’s discoverability in search experiences that use artificial intelligence.

Depending on the platform, this may involve traditional SEO, accessible website architecture, relevant content, original information, clear page structure, and technical controls that allow the appropriate crawlers to access public pages.

Google’s official guidance is particularly important here: established SEO fundamentals remain relevant to AI Overviews and AI Mode, and Google does not require a special AI-specific optimization system or special schema markup for these features.

Official guidance: Google Search Central — AI Features and Your Website.

How do these approaches differ?

Approach	Main objective	Practical example
SEO	Improve visibility in traditional search results	Optimize a useful guide for a relevant search query
AEO	Make answers to specific questions easy to identify	Answer a question clearly beneath a descriptive heading
GEO	Improve the chance of being referenced in generated answers	Publish original evidence and clearly attributed explanations
AI search optimization	Support discoverability across AI-powered search experiences	Combine useful content, technical accessibility, and established SEO practices

These are overlapping approaches rather than rigid technical categories. A well-designed page may support all four objectives.

2. How ChatGPT, Perplexity, and Google AI Search Discover Sources

One of the most important things to understand is that AI-powered search products do not all work identically.

Some responses rely on the model’s existing knowledge. Others use live search or retrieval systems to find relevant information from the web. When a product searches the web, its results can depend on which pages it can access, which sources its retrieval systems select, and how the final answer is generated.

ChatGPT Search

ChatGPT can search the web when its search functionality is used, presenting relevant links and citations with its response.

OpenAI documents a crawler called OAI-SearchBot, which helps websites become discoverable in ChatGPT search features. OpenAI also operates GPTBot, which has a different purpose related to content that may be used to improve its foundation models.

These are separate controls. A website owner may allow OAI-SearchBot for search visibility while making a separate decision about GPTBot.

Official reference: OpenAI — Overview of Crawlers.

Perplexity

Perplexity provides answer-focused search experiences that cite sources. Its official documentation explains how its crawlers interact with websites.

PerplexityBot is associated with discovering and indexing web content, while Perplexity-User is used when Perplexity fetches pages in response to user requests.

Website owners should review Perplexity’s current crawler documentation and their own robots.txt configuration before changing access rules.

Official reference: Perplexity Documentation.

Google AI Overviews and AI Mode

Google’s AI-powered search features are connected to Google’s existing search infrastructure and quality systems.

Google advises website owners to continue following its established SEO practices, provide useful content, and ensure that important pages can be crawled and indexed.

There is no guaranteed technique that makes a page appear in an AI Overview. A website may be eligible for search but still not be selected for a particular answer.

The practical lesson: Do not assume that one optimization tactic will work identically across ChatGPT, Perplexity, and Google. Improve the underlying website first, then measure visibility on the platforms that matter to your audience.

3. Seven Practical Ways to Improve Your Chances of Being Cited in AI Answers

The following practices are grounded in established search guidance and practical content principles. They can improve discoverability and usefulness, but they do not guarantee inclusion in an AI-generated answer.

Rule 1: Make your important pages accessible

AI search visibility begins with the ability to discover and access relevant content.

Check that:

Important pages are publicly accessible when they are intended for public discovery.
Your website does not accidentally block relevant crawlers.
Important content is not hidden behind a login.
Pages return successful responses rather than errors.
Your navigation and internal links make key resources easy to find.

For ChatGPT Search, review OpenAI’s OAI-SearchBot documentation. For Google, use Search Console and its crawling and indexing reports. For Perplexity, consult its official crawler documentation.

Do not blindly allow every bot or remove every blocking rule. Some site owners intentionally restrict certain crawlers for privacy, resource management, or content-use preferences. Make informed decisions about each service.

Rule 2: Answer the reader’s main question clearly

When someone visits a page, they should not have to read several unrelated paragraphs before discovering what it explains.

Use descriptive headings that reflect real questions.

For example:

What is generative engine optimization?

Generative engine optimization, or GEO, is the practice of improving content so that it has a better chance of being discovered, referenced, or cited in responses produced by generative AI systems.

After the direct answer, expand with definitions, examples, supporting evidence, limitations, and practical recommendations.

There is no universal requirement to make every answer 40–60 words long. The right length depends on the question. A definition may need only a few sentences, while a technical explanation may require a much longer treatment.

Prioritize clarity for human readers rather than mechanically following a word-count formula.

Rule 3: Include original evidence and practical examples

A page that merely repeats common knowledge may offer little reason for another source to reference it.

Where appropriate, strengthen your content with:

Original experiments or demonstrations.
Screenshots from your own workflow.
Clearly explained calculations.
Relevant statistics from reliable sources.
Comparison tables based on verifiable information.
Examples from actual projects, with permission where needed.
Lessons learned and limitations.

For example, a freelancer writing about AI video creation could publish a short demonstration showing how a written lesson becomes a narrated video, explain the editing required, and document the result.

This is more informative than simply repeating a tool’s marketing description.

Do not invent statistics or present a personal observation as universal research. Explain where evidence comes from and what it can reasonably establish.

Rule 4: Structure content so readers can navigate it

Good structure makes a page easier to use and maintain.

Use:

One clear page title.
Descriptive section headings.
Short paragraphs where appropriate.
Numbered instructions for processes.
Tables for meaningful comparisons.
Captions for images and demonstrations.
Links to relevant primary sources.

Avoid adding tables simply because you believe AI systems prefer them. A table should help readers compare information more efficiently.

Similarly, FAQ sections can be useful when they answer genuine questions. There is no need to add repetitive questions or special markup solely in the hope of obtaining AI citations.

Google’s official guidance for AI search optimization explains that there is no special content format or schema required for its generative AI search features.

Rule 5: Build credibility and demonstrate expertise

Readers need reasons to trust what a website says. Search systems also aim to surface useful, reliable information.

You can strengthen credibility by:

Identifying the author and relevant experience.
Linking to authoritative primary sources.
Explaining how research or tests were performed.
Distinguishing facts from opinions and recommendations.
Correcting errors when they are discovered.
Keeping essential information current.
Providing accessible About and Contact pages.

Do not create artificial author credentials, fabricated testimonials, or unsupported claims of expertise.

For an AI education website, a practical demonstration by an educator may be more useful than a generic article that only summarizes other websites.

Rule 6: Keep content accurate and update it when necessary

Freshness matters when information genuinely changes, such as software features, pricing, regulations, or current statistics.

However, publishing an article within the last 30 days does not automatically make it more likely to be cited. Nor is adding the current year to a title a reliable shortcut to visibility.

Instead:

Identify claims that can become outdated.
Check them against current primary sources.
Update the relevant sections when facts change.
Make the publication or update date accurate.
Explain substantial changes when that helps readers.

Avoid changing dates simply to make an article appear fresh.

Rule 7: Build a connected library of useful resources

A single article rarely answers every question a reader may have about a broad subject.

If you want to build authority around AI freelancing, create a connected set of useful resources. For example:

An introduction to AI freelancing.
A practical guide to researching client needs.
A tutorial on using AI for content creation.
A guide to evaluating AI tools.
A case study demonstrating a complete workflow.
A resource explaining the limitations and risks.

Link these pages where the connections are genuinely useful.

The objective is not to publish as many pages as possible. It is to build a coherent resource library that helps readers move from basic understanding to practical application.

Google explicitly warns against producing large amounts of unoriginal or low-value content primarily to manipulate search results, regardless of whether AI tools were used to create it.

Read: Google Search Spam Policies.

4. A Practical Technical Checklist for Freelancers

When a client asks you to improve their AI search visibility, begin with a diagnosis rather than immediately promising results.

Content and indexing audit

Check the following:

Are the most important pages accessible to search crawlers?
Are the pages indexed where indexing is appropriate?
Do titles accurately describe the content?
Are important claims supported by reliable sources?
Does each page provide a clear benefit to the intended reader?
Are there substantial repetitions or outdated sections?
Do internal links connect related resources?
Do pages work properly on mobile devices?

Crawler access

Review the official documentation for the specific platforms the client wants to reach.

For example, OpenAI distinguishes OAI-SearchBot from GPTBot. These should not be treated as interchangeable.

Also remember that robots.txt controls crawling, not every aspect of indexing. Blocking a crawler does not necessarily guarantee that a URL will disappear from search results.

Make changes only after understanding the client’s preferences and the consequences for each platform.

Structured data

Use structured data when it accurately describes visible page content and supports an appropriate search feature.

Do not promise that FAQ, Article, Organization, or other schema will cause AI systems to cite a website. Google says there is no special schema markup required for its AI search features.

Measurement

Establish a baseline before making changes.

Record relevant metrics, such as:

Organic impressions and clicks.
Search queries and landing pages.
Referral visits from AI platforms, where identifiable.
Leads or conversions from relevant pages.
Technical crawling and indexing issues.
Mentions or citations observed in a repeatable set of AI queries.

Use Search Console, website analytics, server logs, and manual checks where appropriate. Remember that not every AI referral or citation will be visible in every analytics system.

5. How to Measure Visibility in ChatGPT and Perplexity

AI-generated answers can vary, so a single test is not enough to establish whether a website has improved.

Use a repeatable testing process.

Step 1: Prepare a list of relevant questions

Choose 10–20 questions that a real customer might ask.

For a website selling online courses, examples could include:

What are the best beginner resources for learning AI?
How can a teacher create educational videos using AI?
What should a beginner learn before offering AI freelancing services?
How can a small business evaluate AI content tools?

Make the questions relevant to the website’s actual content and audience.

Step 2: Test the same questions across platforms

Use ChatGPT Search and Perplexity’s search functionality where available. Test Google Search separately for relevant AI-powered search experiences.

Record:

Whether the website is cited.
Which page is referenced.
Whether the citation supports the answer.
Which other sources appear.
Whether the response changes between tests.

Do not assume that a result from one platform predicts performance on another.

Step 3: Repeat tests over time

Keep the question wording and test procedure reasonably consistent. Note the date and any meaningful changes.

AI answers can vary because of different queries, source availability, search settings, and system updates. Treat results as observations rather than a definitive ranking score.

Step 4: Compare visibility with useful business outcomes

A citation can be encouraging, but it is not the ultimate objective for every client.

Look for evidence that the work is helping the business reach its goals, such as more relevant website visits, qualified enquiries, sign-ups, or sales.

If visibility increases without producing useful engagement, reconsider whether the content reaches the right audience or answers the right questions.

6. How Freelancers Can Offer GEO and AI Search Optimization Services

Freelancers can combine content strategy, technical SEO, research, and analytics to help clients prepare for AI-powered discovery.

A useful service should promise specific work that the freelancer can control—not guaranteed inclusion in ChatGPT, Perplexity, or Google AI answers.

Service 1: AI search readiness audit

Review the client’s website for content quality, indexing issues, crawler accessibility, internal links, source credibility, and opportunities to answer relevant customer questions.

Possible deliverable: A written audit with prioritized findings and recommended actions.

Service 2: Content improvement

Improve selected pages by clarifying the main answer, strengthening examples, verifying factual claims, adding useful supporting evidence, and improving navigation.

Possible deliverable: A set of revised pages with documented changes and source references.

Service 3: Topic cluster development

Create a plan for connected articles, tutorials, and resources that address a client’s core subject in useful depth.

Possible deliverable: A content map, internal-link plan, and editorial calendar.

Service 4: Technical search readiness

Work with the client’s developer or website administrator to investigate indexing, robots.txt, sitemaps, and relevant crawler settings.

Possible deliverable: A technical checklist and verified changes within the freelancer’s agreed scope.

Service 5: AI visibility monitoring

Create a repeatable set of questions and record which pages are referenced across selected platforms over time.

Possible deliverable: A monthly report describing observations, changes, and recommended next steps.

How should you price these services?

There is no universally correct price for GEO work. Pricing depends on the client’s website, the number of pages, research requirements, technical complexity, market, and freelancer experience.

A beginner might start with a clearly scoped audit or a small content-improvement project. A more experienced freelancer could offer ongoing monitoring and optimization.

For example, a package might include:

AI Search Readiness Audit

Review of five priority pages.
Basic technical and crawler-access checks.
Content clarity and source-quality review.
A prioritized improvement plan.
A summary report and client walkthrough.

Set a price after estimating the work involved and agreeing on the deliverables. Do not promise a specific AI ranking, number of citations, or guaranteed increase in traffic.

7. A Sample Client Proposal

Here is an example of how to describe this service honestly.

Service title: AI Search Readiness and Content Optimization

“I will review your website and identify practical opportunities to improve its discoverability in traditional search and AI-powered search experiences.

The project includes a review of selected website pages, content structure, internal links, source quality, and relevant technical accessibility settings. I will provide prioritized recommendations and, where agreed, improve selected pages with clearer explanations, useful examples, and verifiable supporting sources.

The objective is to make your content more useful, accessible, and understandable to both visitors and search systems. Inclusion in AI-generated answers and changes in search traffic cannot be guaranteed.”

This proposal explains what you will actually do, establishes reasonable expectations, and avoids misleading clients.

8. Common GEO and AEO Mistakes to Avoid

Mistake 1: Promising guaranteed AI citations

No freelancer can guarantee that a particular page will appear in every relevant AI answer. Focus on work you can control and report observed outcomes honestly.

Mistake 2: Publishing large volumes of generic AI content

AI tools can assist with research and drafting, but large amounts of repetitive content without meaningful added value can harm quality and may violate search spam policies.

Mistake 3: Adding statistics without reliable evidence

Unsupported claims can reduce trust. Use original research or authoritative sources and explain the context of any statistic.

Mistake 4: Rewriting every paragraph for AI

There is no need to make every sentence artificially short or insert the same keyword repeatedly. Write naturally for the intended reader, with enough structure to make the page easy to navigate.

Mistake 5: Treating every AI platform as identical

Different products have different retrieval systems, crawlers, and response behavior. Verify platform-specific requirements rather than applying one set of assumptions everywhere.

Mistake 6: Confusing crawler access with ranking

Allowing a crawler to access a page does not guarantee that the page will be indexed, selected as a source, or cited in an answer.

Mistake 7: Ignoring the reader

The ultimate goal is not to manipulate an AI answer. It is to create reliable resources that people can understand, trust, and use.

9. A 30-Day Learning Plan for Beginners

If you are new to GEO and AI search optimization, use the following plan to build practical experience.

Week 1: Learn the foundations

Review basic SEO principles.
Understand GEO and AEO terminology.
Read the official Google and OpenAI documentation.
Learn the difference between crawling, indexing, and appearing in a generated answer.

Week 2: Audit a real website

Choose five important pages.
Check their titles, headings, links, and factual claims.
Review indexing status in Search Console.
Inspect relevant crawler settings.
Record the most important problems.

Week 3: Improve selected content

Rewrite unclear introductions.
Answer key questions directly.
Add original examples or demonstrations.
Verify sources and update outdated information.
Improve links to related resources.

Week 4: Measure and report

Prepare a repeatable set of customer questions.
Test relevant AI search platforms.
Record citations and referral traffic where available.
Compare observations with the original baseline.
Write a report explaining what changed and what remains uncertain.

At the end of the month, you should have a practical audit, several improved pages, and a repeatable monitoring method. You should not expect guaranteed rankings or citations within 30 days.

Conclusion: Build Useful Content for the Next Generation of Search

GEO, AEO, and AI search optimization are developing areas of digital marketing. They reflect an important change in how people can discover information, but they do not replace the need for useful content, sound technical foundations, and honest measurement.

For freelancers, the opportunity is to combine established SEO skills with practical knowledge of AI-powered search, content research, website accessibility, and analytics.

Start by understanding your client’s audience. Make important information accessible. Publish original and verifiable material. Improve the pages that matter most. Then measure whether those improvements help users find and benefit from the client’s content.

The most sustainable strategy is not to chase a secret formula for AI citations. It is to create resources that deserve to be found, understood, and referenced.

At AI Success Academy, our goal is to help learners build practical AI and digital skills that they can apply responsibly. Learning AI search optimization can be a useful next step for freelancers who want to expand their services while keeping their work grounded in evidence and genuine user value.