More people now ask an AI assistant for a recommendation before they open a search page. They type something like "good family law firm in Dubai Marina" and get a short list with a few reasons attached. Marketers have started calling the work of showing up in those answers GEO, but the name matters less than what it involves.
Nobody outside these companies knows exactly how each assistant picks its answers, and the methods change often. What is clear is that the answers draw on information that already exists online, so the practical question is what that information says about you.
Be easy to describe correctly
Assistants do better with businesses that describe themselves clearly and consistently. Use one name, one address format and one description of what you do, repeated the same way on your website, Google Business Profile, directories and social profiles.
If your website says "boutique wellness clinic" and your listings say "dental centre", you are making the assistant guess. Plain, consistent descriptions help more here than clever positioning.
Answer the questions people actually ask
People ask assistants full questions, such as which firm handles employment disputes for small companies. Pages that answer those questions directly give the assistant something specific to use.
- A page for each service, saying who it is for, what it involves and how pricing works.
- A short FAQ on each page, built from the questions your team hears every week.
- Areas, hours and languages as text, not hidden in images.
Be mentioned by others
Most assistants lean on sources other than your own site, such as reviews, local directories, industry bodies and press. A business with steady reviews and a few credible mentions looks safer to recommend than one that only talks about itself.
This overlaps almost completely with good local search work. You are not choosing between Google and AI assistants, because the same work helps with both.
Check what they say each month
Once a month, ask the main assistants the five questions your buyers are most likely to ask, and note who gets named. Use a fresh session so your own history does not shape the answers. After a few months, that simple log will tell you whether the work is landing.
