07 GEO TECHNIQUE · GUGUBRAND PLAYBOOK
Engines do not cite pages — they cite passages. Certain content shapes get lifted into AI answers over and over: definitions, numbered steps, comparison tables, FAQs, and quantified claims.
TECHNIQUE 01
Own the definitions in your niche. A crisp 'X is…' sentence followed by a two-sentence elaboration is the single most-lifted content shape in AI answers.
For every core concept in your market, publish a definition block: bolded term, one-sentence definition, two sentences of context. One concept per block.
TECHNIQUE 02
'How do I…' queries dominate AI assistant usage, and engines strongly prefer lifting an existing numbered list over synthesizing one. Steps also survive quotation intact, keeping your framing.
Convert your process explanations into numbered steps with one bolded action phrase each. Five to nine steps is the sweet spot.
TECHNIQUE 03
Engines answer 'X vs Y' constantly and love tabular source material — rows and columns map directly onto the structured comparisons they generate.
For your most common 'versus' question (your service vs the alternative, tool A vs tool B), publish an honest comparison table with named criteria.
TECHNIQUE 04
A real question phrased the way customers ask it, answered completely in 2-4 sentences, is a citation unit engines can use wholesale. The schema makes it machine-explicit.
Mine your sales conversations for the five questions every prospect asks. Publish them verbatim with complete answers and matching FAQPage markup.
TECHNIQUE 05
Numbers get cited; adjectives do not. 'Fast response' is invisible to a generative engine; 'answers in under 60 seconds, including nights and weekends' is liftable evidence.
Find every adjective-only claim on your key pages and attach a number, a timeframe, or a concrete mechanism to it — or cut it.
TECHNIQUE 06
Passages attributed to a named person with stated credentials carry more citation weight than anonymous brand copy — engines prefer quoting someone over something.
Attribute key insights to your principals by name and role ('— Luis D. González, Industrial Engineer, MBA'). Add Person schema linking them to the Organization.
Restructuring existing pages into extractable units — definitions, steps, FAQs — without changing the substance. It is the highest return because it makes everything you already wrote liftable.
Increasingly yes: Perplexity cites inline by default, ChatGPT and Claude cite when browsing, and AI Overviews link sources. Structured, attributable passages maximize the odds your name travels with the answer.
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