Why a Software Architect and ERP consultant works on this
I improve business processes and the data they depend on. In sales, that process starts with research: what problems does a business solve, who is it suitable for and which claims can be substantiated? This connects process improvement, master data expertise and digital visibility.
As a Senior Software Architect, ERP Transformation Consultant and Process Optimization and Master Data Expert, I consider the entire information chain: from a public company description to a qualified enquiry and its handover to sales, CRM and subsequent business processes. SEO, AEO and GEO therefore belong within my professional focus.
From a search question to a qualified conversation
Be discovered
Actual buyer questions and an accessible offer provide the starting point.
Be understood
Services, audiences and limitations are described clearly.
Be verifiable
References and traceable evidence support important claims.
Establish fit
Prospects can compare their requirements with capabilities and prerequisites.
Hand over context
A conversation begins with information the sales team can use.
AI becomes an additional checkpoint in buying decisions
Gartner describes AI research alongside human validation in B2B buying. My approach therefore starts with information prospects can check before making contact. [4]
My conclusion: businesses should prepare for every material service claim to be challenged. Clear positioning needs answers to follow-up questions: exactly what is offered, to whom, under which conditions and with what evidence? As AI plays a greater part in research, the quality of this information matters more.
Four responsibilities within one sales process
SEO · Discovery
Search engines should find and interpret the offer for relevant buyer questions. This calls for accessible, useful service pages. [1]
AEO · Clear answers
Specific buyer questions receive useful answers about suitability, delivery, prerequisites and limitations. This supports preparation for a sales conversation.
GEO · Clear company context
Consistent company data and supported claims provide traceable business context for AI-assisted research. [2]
SEA · Paid reach
Search ads can reach additional suitable prospects. Ad copy, landing pages and qualification need to align; campaign management and advertising spend remain a separate service scope.
Make the business recognisable through its information
This needs a maintained knowledge base: company name and identity, services, audiences, terminology, applications and boundaries. Claims about quality, experience or outcomes should point to specific, verifiable evidence. Websites, business profiles and other public sources need to agree.
A practical test: can an outsider explain the problem you solve and who your offer is suitable for, while tracing important claims to sources? This clarity helps people and AI-assisted research alike.
Test understanding and deepen it step by step
I approach this as an ongoing improvement process: define typical buyer questions, review answers and cited sources, correct missing or contradictory information and repeat with documented results. Public company knowledge becomes more precise. Website changes do not automatically train an external AI model; retrieval, freshness and use remain under the provider’s control. [3]
Measure the quality of the next steps
Useful questions include: are enquiries a better fit? Are the problem and need clearer before the first call? Which questions remain unanswered? How do qualified conversations and proposals develop? Visibility is an input signal. Its business value emerges through the subsequent sales process.
Sources and interpretation
These sources support current search fundamentals and observed buying behaviour. Connecting them to sales process optimisation is my professional approach.
- Google Search Central · AI features and your website
SEO foundations also apply to Google’s AI search; special AI markup is not an additional requirement.
- Bing Webmaster Guidelines
Clear, accessible content supports interpretation across Bing and Copilot search experiences.
- Bing · New AI Preferences
Bing distinguishes the use of content for answer grounding from its use in AI training.
- Gartner · B2B buyer survey, 20 May 2026
The B2B survey connects digital and AI research with personal validation through sales representatives.
Common questions
Is GEO a separate trick for AI rankings?
My approach combines clear company information, accessible content and verifiable evidence. Google specifies no special additional requirements for its AI search features. This cannot guarantee a particular ranking or citation.
Which questions do we test with AI?
For example: what does the business stand for? Who uses its offer? What evidence is available? Where are the limits? I check answers for consistency and cited sources, then turn the findings into specific improvements to public information.
How does this qualify leads?
Understanding services, audiences and prerequisites early helps prospects assess fit. An enquiry can then capture useful context. The actual qualification and CRM workflow is designed around the business.