Most companies have already realized that search behavior is changing. More and more people are asking ChatGPT, Gemini, or Claude instead of using a traditional Google search. This raises an important question: What questions is my target audience actually asking these AI systems? If you know those questions, you can create the right answers on your own website and increase your chances of being included in AI-generated responses.
Thinking Like Your Customer
One of the biggest mistakes companies make is thinking in products instead of problems.
A roofer wants to talk about roof repairs, but the customer asks: “How do I know if my roof was damaged in a storm?”
A tax advisor talks about tax optimization, but the client asks: “How can I legally save taxes as a self-employed person?”
People usually phrase their questions to AI systems much more naturally than in Google searches. They write full sentences, describe situations, and look for concrete solutions. These are exactly the questions companies need to identify.
Using ChatGPT as a Research Tool
A simple method is to use AI itself. For example, you could ask: “I am a business coach. I support executives. What questions would potential customers ask a chatbot before hiring a coach like me?” The results are often surprisingly precise. You can then go further and generate additional questions for different customer types, industries, or stages of the customer journey. This quickly creates a solid list of content ideas.
Using Modern Research Tools
To speed up the process, you can also use modern SEO, content, and GEO tools. Many of these tools not only show keywords but also real questions users ask around a topic. In addition, new tools are emerging that are specifically focused on Generative Engine Optimization. They help identify the kinds of questions users are likely to ask AI systems like ChatGPT, Gemini, or Claude. For SMEs, these tools can be a helpful support in content planning. They don’t replace customer understanding, but they provide useful input for new content ideas.
Analyzing Real Customer Questions
Even more valuable than any software are your real customer conversations.
Look at:
- Emails from prospects
- Contact form inquiries
- Sales calls
- Customer reviews
- Social media comments
This is where the real questions live. If the same question appears multiple times, it is a strong signal for a future blog post, guide, or FAQ page.
Creating Content That Answers Real Questions
The next step is crucial. Many companies still create content around their services. GEO-driven content starts with the customer’s question.
Instead of:
“My leadership coaching includes the following services”
Better:
“How do I become a better leader without pretending to be someone I’m not?”
Instead of:
“Professional solar solutions”
Better:
“Is solar power still worth it for my home in 2026?”
The more specific the question, the more useful the answer becomes. And that is exactly what both users and AI systems are looking for.
The Future Belongs to Companies With the Best Answers
In the past, SEO was mainly about ranking for keywords. Today, it is increasingly about providing the best answers to real questions. Companies that understand their audience and address their questions early will gain a clear advantage, not only in Google but also in AI systems like ChatGPT, Gemini, and others. The key GEO question is no longer: “What keyword do I want to rank for?” It is: “What question is my potential customer asking an AI right now, and is my website the answer?”
