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What is GEO, and why it matters for local businesses
More customers now ask ChatGPT, Gemini or Perplexity for "a good plumber near me" or "a physio in [suburb]" instead of scrolling Google. Generative Engine Optimisation (GEO) is the work of making sure an AI tool can find your business, understand what you do, and recommend you with the right details.
For a local trades or allied health business, the biggest GEO levers are not technical tricks. They are a complete Google Business Profile, a steady stream of genuine reviews, and being named in the local "best of" lists that AI tools quote. This checklist puts those first.
Common questions
What is a GEO checklist?
GEO stands for Generative Engine Optimisation. A GEO checklist is a set of practical checks that make your website easier for AI tools like ChatGPT, Gemini and Perplexity to find, understand and cite when someone asks about a business like yours.
How is GEO different from SEO?
SEO aims to rank your pages in a list of blue links. GEO aims to get your business mentioned and cited inside an AI answer. The work overlaps (fast, crawlable, well-structured pages help both) but GEO leans much harder on third-party signals: reviews, directories, and being named in "best of" lists.
Is this checklist relevant to a small trades or allied health business?
Yes. It is trimmed specifically for Australian local service businesses. It drops the enterprise items (Wikipedia, affiliate programs) and puts the things that actually move the needle locally, your Google Business Profile and reviews, at the top.
Will this guarantee I show up in ChatGPT?
No. GEO is an emerging field and AI tools change constantly. This checklist lists the actions that improve your chances of being found and cited. It is guidance, not a guarantee of any ranking or citation.