World SEO Day (September 27th) is all about online visibility. But being found now means more than ranking high on Google. Increasingly, your customers are asking AI directly.
That adds a new dimension to SEO: GEO, Generative Engine Optimization. Because you don’t just want AI to find your product. You want AI to give the right answer.
We mainly know SEO from websites, keywords and Google. GEO focuses on visibility in answers generated by ChatGPT, Gemini and other AI systems.
For construction manufacturers, this raises an interesting question. What happens when someone asks AI which product is suitable for a specific application? Will your solution be mentioned? And are the properties, performance and applications presented correctly?
A good-looking product page alone is no longer enough.
A construction product rarely stands alone. There are dimensions, performance characteristics, accessories, combinations and installation instructions. AI needs to understand these relationships too.
If information is missing or the same property is described differently in different places, AI can make incorrect connections or fill in the gaps with a plausible answer. That’s what we call hallucination.
So being found and understood by AI starts with reliable, up-to-date and structured product data.
GEO may sound like a marketing topic. But its foundation lies in the manufacturer’s product and application knowledge.
You want to manage that knowledge centrally and make it available to your website, product sheets, specification service, configurator and other channels. A PIM helps you do exactly that. And with AI, there is effectively a new user of that same product data.
With Utopis PIM, you manage this information from one central source. Because ultimately, the same principle applies to both Google and AI: the better the source, the better the answer.
So the question is: can AI not only find your product, but actually understand it?
