VISIBLE IN THE AGE OF AI

Generative Engine Optimisation

Generative Engine Optimisation ensures that AI search engines such as ChatGPT, Perplexity and Google AI Overviews mention your brand when customers ask their questions. More and more people are skipping the traditional search results and relying directly on the answer provided by the AI. If you don’t appear there, you don’t exist for that searcher. With the right content, structure and authority-building, we ensure your company becomes the source that AI cites. This allows you to gain a head start over competitors who still rely entirely on Google, and to build visibility in the fastest-growing channel.

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    Customers will find you exactly where they’re looking. We’ll make your business visible on ChatGPT and Perplexity.

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    Customers will find you exactly where they’re actually looking. We make your business visible on ChatGPT and Perplexity. Trust trumps a click. We build the authority that AI models rely on.

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    Getting on board now costs less than catching up later. We’ll take the lead whilst your competitor is still waiting.

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What is Generative Engine Optimization?

Generative Engine Optimization (GEO) is the process of ensuring that AI search engines such as ChatGPT, Perplexity, Gemini, and Google AI Overviews mention your business in their responses. While SEO focuses on achieving high rankings in Google, GEO is about being referenced in the answers generated by AI. This requires three key elements: high-quality content, mentions on the sources AI relies on, and a website that AI can easily understand and interpret.

How does it work? AI models generate their responses by combining information from a wide range of sources, including websites, articles, reviews, forums, Wikipedia, and industry publications. They identify the businesses and organisations that are most consistently recognised as trustworthy authorities on a particular topic. By being mentioned on the right platforms, in the right context, and with accurate descriptions, you gradually build the authority that AI systems recognise. The stronger your authority becomes, the more likely your business is to be included when potential customers ask AI-related questions about your industry.

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Why invest in GEO?

More and more people are no longer searching through Google alone. Instead, they ask their questions directly to AI platforms such as ChatGPT or Perplexity. Rather than scrolling through a list of search results, they receive a single answer that highlights only a handful of businesses. If your company is not mentioned, you are effectively invisible to that potential customer. Every month you wait gives your competitors more time to strengthen their position.

What does GEO deliver? Your business becomes part of the answers that customers actually read, helping you build the authority that both AI platforms and search engines rely on. At the same time, you gain visibility in one of the fastest-growing search channels while competition is still relatively low. Businesses that invest in GEO today will be in a much stronger position than those trying to catch up later.

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Companies that grow with WP Masters

From start-ups to established players: companies across a wide range of sectors rely on us for their marketing. See below how we’ve helped them grow, and what we can do for your business.

Dé Dakwerkers logo Design • Development • Marketing

Dé Dakwerkers

For Dé Dakwerkers, we created a comprehensive concept centered on design, brand recognition, and professionalism. We developed a powerful visual identity featuring a distinctive logo, a complete corporate identity, and a modern website that inspires confidence and drives immediate conversions. In addition, we consistently applied the branding to workwear, vehicle wraps, and other communication materials. The result is a strong and recognizable brand that stands out immediately, both online and on-site.

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Deepler logo Design • Development • Marketing

Deepler

For Deepler, we created a future-proof website that combines strategy, ease of use, and performance. The site has been migrated to a scalable WordPress environment with a clear structure and a strong focus on conversion. Dynamic animations and integrated AI blog automation have structurally enhanced online visibility. The result is a professional platform that grows along with Deepler's ambitions.

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DUFAS logo Design • Development • Marketing

DUFAS

DUFAS, the trade association for asset managers, was looking for a clear and user-friendly knowledge platform for its members and newcomers. We developed a scalable, future-proof WordPress website with a smart structure and dynamic content, so that everyone can quickly find the right information.

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Een man die naar de ingrediënten aan het kijken is van Xone The Health House logo Design • Development • Marketing

The Health House

The one-stop supplement shop. Honest, affordable and helpful.

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VRF project van WP Masters VRF logo Design • Development • Marketing

VRF

For AV specialist VRF, we designed a fresh, modern platform that puts their portfolio at the center, combined with SEO optimization and clean branding. The result is a website that is both visually engaging and highly functional, turning visitors into leads.

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Project The Other Side The Other Side logo Marketing

The Other Side

The aim of the campaign is to promote ticket sales for single events taking place at The Other Side, a popular club in Amsterdam. Through a targeted advertising campaign and website improvements (custom landing pages), we increased event visibility, improved audience engagement and sold more tickets.

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Twiggy & James logo Design • Development • Marketing

Twiggy & James

We had already created the website for hair salon Twiggy & James. When owner Jeffrey decided to start selling his hair care products and niche fragrances online, we were asked to expand the existing site into a fully-fledged webshop. Thanks to close collaboration between the design and marketing teams, the new shop is already in the top 3 for all important keywords and is competing head-to-head with the competition.

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Eigenaren van Witloft Witloft logo Design • Development • Marketing

Witloft

A tailor-made multilingual webshop for Witloft that showcases traditional Dutch leather craftsmanship. Fully optimized for UX/UI, with tiered discounts, visual filters, and a strong focus on mobile conversion, ensuring Witloft’s craftsmanship shines online.

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Zo werkt het logo Zo Werkt Het logo Design • Development • Marketing

Zo Werkt Het

Annual national campaigns and the development of an entirely new platform for Zo Werkt Het.

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What is the difference between SEO and GEO?

SEO and GEO have the same goal: helping potential customers find your business. The difference lies in where and how they find you.

With SEO, the objective is to rank your website highly in Google. A user enters a search query, sees a list of search results, and clicks on the website that best matches their needs. Your goal is to appear as high as possible in those results so customers choose your business.

With GEO, the focus shifts to AI platforms such as ChatGPT and Perplexity. Instead of showing a list of links, these tools generate a single answer that recommends or mentions a small number of businesses. If your company is included, you become part of the conversation. If it is not, potential customers may never discover your business.

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1.

Determining position

Positioning We start with a thorough baseline analysis. What questions are your customers asking ChatGPT, Perplexity and Google AI Overviews? For which of these questions are you already being mentioned, and for which ones are the AI tools overlooking your business? We also identify which competitors are being cited and why. The result is a comprehensive picture of your starting position and a list of the questions where we can achieve the most growth.

2.

Laying the foundations on your own website

AI models can only cite what they can understand. We rewrite and restructure your content so that AI can immediately see what your business stands for, what expertise you have and which questions you provide the definitive answer to. Think of in-depth service pages, clear FAQs, structured data and a technical architecture that AI crawlers can follow effortlessly. This is the foundation on which all listings are built.

3.

Building authority through link building and mentions

AI models learn from external sources who is the authority on a particular topic. We ensure you appear in those sources: guest articles in specialist media, mentions on industry platforms, targeted link building on sites that AI actively scans, and a presence on review platforms, Wikipedia and relevant communities. The more often you appear in the right places and in the right context, the sooner AI will name you as the go-to answer to your customer’s question.

4.

Measuring, monitoring and adjusting

Every month, we track the prompts in which your company is mentioned, how you rank against your competitors, and the traffic coming to your website from ChatGPT, Perplexity and Google AI Overviews. Based on this data, we adjust our approach: creating new content where opportunities arise, securing additional mentions on topics where competitors are stronger, and making adjustments if AI models change their behaviour. GEO is not a one-off project but an ongoing process.

Our approach

GEO requires a different approach to traditional SEO. AI models select sources based on repeated authority, so we build this up step by step. That way, we know exactly what works, when it works and why.

Why outsource Generative Engine Optimization to WP Masters?

Generative Engine Optimization is still a new field, and many agencies claim to offer GEO services without having the expertise to deliver real results. At WP Masters, we take a different approach. We have been involved with GEO from the very beginning, continuously testing what works and what doesn’t across ChatGPT, Perplexity, and Google AI Overviews.

We apply these insights directly to our clients’ strategies, combining GEO with SEO and Search Engine Advertising (SEA). This means you benefit from one integrated strategy across all search channels instead of separate, disconnected campaigns.

You’ll work directly with the specialist managing your account, receive clear monthly reports with measurable results, and gain valuable insights into how AI search is evolving. No generic course material, no account managers acting as middlemen, and no empty promises—just a data-driven strategy focused on measurable growth.

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What our clients say about us

Marketing only works if clients achieve results for themselves. Below, you can read what the companies we work with think of our approach, our collaboration and the growth we have achieved together.

Jonkers Yachts Alexander Jonkers

"Onze website is klaar en gebouwd door wpmasters.nl uit Amsterdam. Zéér over tevreden en die hebben super samengewerkt met Digibusiness/Navisnet van Gabriele Mendi. Beide partijen waren onder de indruk van elkaars kunnen en hebben door de samenwerking elkaar naar een nog hoger level geduwd."

Recent Toys Jaap Goslings

"WP Masters and I have been working together for almost 8 years now. Most recently for a museum presentation, but also for many different WP projects. When I think about it, they make it possible – thoughtful, solution-oriented, quick, always working, and with great involvement and dedication. With WP Masters, creating digital communication is truly possible, huge thanks for all the magic! I’m already looking forward to the next project!"

Deskfinder Ottelien Putman

"For the 'Deskfinder' platform, we had a long list of ideas about how we envisioned the website. From the moment we met WP Masters, they, along with a team of specialists, worked alongside us as true partners, and together we brought this project to a beautiful result. WP stands for collaboration, creativity, and results!"

Eikmeester Dennika de Jong

"Hun prettige manier van communiceren, gecombineerd met een team van enthousiaste en hardwerkende specialisten, maakt echt het verschil. Ze hebben een complete re-design van onze website gerealiseerd en verzorgen nu onze volledige online marketing. Samen hebben we doelstellingen gezet en ik kan niet wachten tot we die gaan waarmaken."

Captin Joost Roosen

"WP Masters provides us with professional guidance, proactive management of the online (Google) marketing budget, and prompt follow-up on requests. Additionally, the monthly standups are great for staying active and on-the-ball."

Combekk Caroline Meijerink

"Een heel erg fijn bedrijf om mee te werken. Voor de launch van onze nieuwe website van Combekk hebben wij contact gehad met verschillende medewerkers binnen WP. Elk contactpersoon was gedreven en kundig. Daarnaast was de samenwerking ook erg prettig en constructief. In de toekomst gaan we zeker nog meer samenwerken met WP!"

Direct Berth Henk van Egmond

"Both the approach and communication were right from the start. They completely understood our target audience and specific niche. The final design is stylish, with a luxurious appearance, and is highly effective for a broad audience. The compliments we receive from our network are overwhelming. An important aspect, once the website is live, is marketing. This task is handled 'as a colleague' with the right campaigns. In short, WP Masters takes a lot of work off your hands from start to market, allowing the entrepreneur to focus on their own tasks."

DUFAS Marlon Jansen

"Vanaf het begin dachten ze goed mee over onze specifieke behoeften en waren ze niet bang om af en toe iets extra's te doen. Gedurende het hele proces stonden ze altijd klaar om te helpen bij onduidelijkheden en boden ze waardevolle suggesties. We kunnen WP Masters van harte aanbevelen voor hun professionaliteit en klantgerichte aanpak."

Frequently asked questions about generative engine optimisation

No, GEO doesn’t work equally well for every business. The return on investment is highest for businesses where customers do their research before buying: business service providers, consultancy firms, software companies, contractors, estate agents and other sectors with a longer purchasing cycle. In these situations, customers ask precisely the questions that AI tools can answer in detail, and that’s where you want to be mentioned. For impulse buys, local hospitality businesses or online shops selling well-known products, the impact of GEO is more limited, as customers in these cases don’t first ask ChatGPT which product they should buy. Not sure whether GEO will work for your business? Tell us what you offer and we’ll assess whether it’s worth the investment.

We usually see the first mentions in AI responses within 1 to 3 months. We build up structural authority – where you are consistently mentioned in relation to your key topics – over a period of between 3 and 6 months.

No, GEO does not replace SEO. In fact, they work best together. The same high-quality content and authority that lead AI models to cite you also help you rank higher on Google. And as long as people are still using Google, that visibility in traditional search results remains important. Those who combine both are in a stronger position: being found on Google and being mentioned in AI answers.

Yes. Google AI Overviews is a key part of our GEO approach, as Google combines its own ranking signals with AI-generated content. A strong SEO foundation, structured data and authority building have a direct impact on this.

Achieve higher rankings in Google based on data!

We utilise search data to improve your overall SEO: technology, content, internal links, authority, and the overall experience for your visitors.

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Max Master of Marketing