As digital uses evolve to cover agents, the visibility of merchants is fundamentally transformed.
Long dominated by SEO, SEO is entering a new phase driven by response engines based on artificial intelligence. For those in commerce, catering or services, the challenge is no longer just to be well positioned on Google, but to be directly recommended. A very concrete development, which is already impacting footfall at points of sale.
1. Be present where customers are really looking for you
Today, visibility no longer depends solely on your site. It is often third-party platforms that make the difference when it comes to recommendations. A well-informed profile on Tripadvisor, a good ranking in an online guide or a mention in a specialized media can generate more traffic than a showcase site. For a restaurateur or merchant, the challenge is clear: to be visible in the environments that customers actually consult, and that AI uses to formulate their recommendations.
2. Make your offer immediately readable
AI engines rely on content that they can easily understand and exploit. In fact, this meets a very simple customer expectation: quickly finding useful information. Up-to-date opening hours, visible prices, clear descriptions of products or services, highlighted specialties… A business that concretely presents its offer has a greater chance of being highlighted than an overly marketing site. And this remains compatible with classic searches such as “best hairdresser” or “Italian restaurant open tonight”.
3. Work on your reputation continuously
Customer reviews and recommendations play a decisive role. They are often the ones who feed the responses proposed by AIs. A business with recent, detailed and regular reviews will automatically be more visible. Discussions on forums or platforms like Reddit also count. They reflect real experiences and influence overall perception. For merchants, this means actively monitoring their reputation and encouraging customer feedback after each visit.
4. Promote what really works in store
The most effective content is that which reflects the reality on the ground. Highlighting your best sellers, your most ordered dishes or your most requested services allows you to send clear signals. A business that aligns what it shows online with what its customers actually experience gains credibility. And this consistency is directly taken into account in the recommendations generated.
5. Do not oppose SEO and GEO
SEO remains essential. It allows you to capture customer intentions through their searches. But it must now be supplemented by a broader logic, where visibility also involves external relays and the ability to be recommended. The most successful traders are those who combine both approaches. They work on their presence on search engines while developing their visibility on platforms, reviews and third-party content.
The transition from SEO to GEO reflects a very concrete evolution of customer journeys. We are no longer just looking for an address, we are waiting for an immediate recommendation. For traders, the challenge is therefore simple: to be present in the right place, with clear, reliable information in line with reality. Those who succeed will be those who know how to transform their online presence into a real recommendation lever.
