Contents 10
Start with questions before the enquiry
Collect questions from permitted sales materials, enquiries and team discussions with clients. Use anonymized wording in the public plan. Do not transfer phone numbers, correspondence or private deal terms into an article or external tool. You need the meaning of the question, not the identity of the person who asked it.
As a hypothetical example, an ERP integration buyer might ask about compatibility, migration, the launch owner and ongoing support. These are different decisions requiring different facts. Asking who is best without a problem does not identify which page needs work. Record the problem, context and suitability criteria.
| Buyer question | Answer location | Required evidence |
|---|---|---|
| Who is the service for and how do we enquire | Starting conditions and enquiry form | Fit criteria, required fields and agreed response expectations |
| Do you handle our scenario | A service or use-case page | Actual problem description and work boundaries |
| What do you need from our team | Starting conditions | Access, materials and responsibility list |
| Do you have relevant experience | A case or process example | Permitted evidence with context and limitations |
| What happens after implementation | Support and handover | Obligations and verification method |
Which service pages support a decision
Describe services around problems the team actually handles. Each page needs the intended buyer, starting requirements, work deliverables, limitations and the next step. If industries require different processes, explain those differences using genuine experience. Replacing a city or industry name in the same text does not create another useful answer.
A comparison belongs where the buyer genuinely chooses between approaches. Name the criteria and situations where an option is unsuitable. Connect the service, work example and relevant explanation through internal links. Google's current AI guidance retains ordinary SEO and useful original content; a special writing format does not buy inclusion in an answer.
- A service page explaining actual tasks and boundaries.
- Starting conditions, work scope and handover.
- An approach comparison with verifiable criteria.
- A case, process example or expert explanation permitted for publication.
Source: Google Search Central generative AI guidance (EN) ↗
Which company facts need a consistent owner
Compare the company name, service description, operating markets, fees and contact paths across the website and profiles you control. Conflicting fields give buyers different conditions in different sources. Name a fact owner and verification date for each change. Do not promise that editing one profile will correct every AI answer.
Team pages should identify real roles and substantiated experience. A work example needs the problem, changes and measurement limits. If you only have a process demonstration, label it accordingly. Do not invent testimonials, credentials or figures to fill a gap. Markup should repeat visible facts rather than adding hidden advantages.
| Field | Verification owner | Acceptance evidence |
|---|---|---|
| Service and limitations | Service lead | Description matches actual work scope |
| Terms and price | Commercial owner | Public versions agree with approved conditions |
| Experience and case | Evidence owner | Source, context and publication permission exist |
| Team and contacts | Company representative | Roles and enquiry paths are current |
How to check access to the pages
For Google, check indexing, snippet eligibility and Search generative AI control in Search Console. If the required page is not indexed or is excluded from AI features, establish the reason first. Reading a setting does not authorize changing the company's policy automatically. Accessibility conditions and selection as a supporting source are different questions.
For ChatGPT Search, check OAI-SearchBot and access through the website infrastructure separately. OpenAI Docs distinguishes GPTBot for training from ChatGPT-User for certain user actions; the latter does not decide Search inclusion. Do not enable training merely in the hope of a recommendation. The website owner should approve permissions before their actual effect is checked.
Source: Google Search generative AI control (EN) ↗
Source: OpenAI Docs crawler overview (EN) ↗
How to plan changes for a B2B website
Choose a priority service and record its questions, target page, required source and team dependency. Distinguish existing evidence, needed corrections and unsupported information. This sets a practical GEO scope or an audit input. It does not require a separate page for every wording of a query.
Publish changes after the fact owner verifies them. Preserve the previous version and a repeat-check method. For a hypothetical task to clarify post-launch support, acceptance could require an approved block on the page and confirmation by the responsible team. An AI recommendation cannot replace those checks. It is a separate outcome outside the team's control.
- Question and business area.
- Page and supporting evidence.
- Change, owner and dependency.
- Acceptance method and next check.
How to assess service-business AI visibility
Compare observations under a fixed question set and conditions. Record platform, mode, language, market, date, complete response and any links. Separate a mention, a recommendation and an accurate service description. A retrieval failure is not the same as an absent brand; a valid answer without the brand should not disappear from the report either.
Referrals and enquiries need different measurement. Google's native generative-AI report does not cover all of ChatGPT, while a recommendation screenshot does not count potential customers. Where feasible and appropriate, clarify the source of an enquiry in the sales system. For a long B2B cycle, an enquiry, qualified opportunity and paid project are different outcomes.
Source: Google Generative AI performance report (EN) ↗
Where to start
Start B2B GEO work with a priority service and the buyer's questions. Connect them to pages and substantiated facts, and identify access and responsibility. For help diagnosing the website and defining the change scope, use the SEO/GEO audit or discuss the service through the current UPLIFY GEO offer.
Questions about GEO for B2B
Does GEO apply to a company without an online store?
Yes. Preparing accessible, verifiable answers also applies to service businesses. Buyers need service tasks, terms, limitations and substantiated experience rather than a product feed. The work plan depends on the actual provider-selection process. Do not transfer every store tactic to B2B or treat a product catalogue as a requirement for any work on website AI visibility.
Do we need a page for every buyer question?
No. First check whether an existing page can answer a related group of questions clearly and completely. New material needs distinct value, not merely another keyword. Preserve logical connections between the service, its conditions and a work example. Before creating a page, identify the decision it helps the reader make and where each important fact can be substantiated.
Can a technical check guarantee an AI recommendation?
No. A technical check examines accessibility, indexing, settings and faults; it cannot control the AI answer selection. An agreement should define completed changes and their acceptance method. Later observations need agreed conditions and should remain separate from referrals and enquiries. One positive response does not establish stable visibility for every company service, prospective buyer, language or market.
Sources and verification date
Documentation and copy checked on October 12, 2026.
- Google Search Central generative AI guidance (EN)
- Google Search generative AI control (EN)
- Google Generative AI performance report (EN)
- OpenAI Docs crawler overview (EN)