Just when you thought you’d mastered franchise SEO strategy for your brand, along came AI. The advent of these tools has forever changed the way we work, create and do business. And because technology is evolving so quickly, separating what will last from what’s just loud isn’t always easy. But one thing is clear: AI tools are here to stay.
Keep reading to learn more about incorporating GEO into your strategy playbook, and how your brand can use AI search optimization to make sure you’re found by those who are using these new tools to do their franchise research.
What’s GEO, anyway?
GEO stands for generative engine optimization. A generative engine is an AI-powered search tool that uses large language models (LLMs) to provide search answers that are direct and conversational instead of just giving a list of links. Examples of generative engines include ChatGPT, Google Gemini and Microsoft Copilot. GEO is the practice of optimizing your brand’s content and data to increase your inclusion in AI-generated responses from these platforms. Another term you’ll see is AI Engine Optimization, or AiEO. This is how your brand is interpreted and cited within LLMs.
How is GEO different from SEO?
Wondering how AI search affects your SEO strategy? Although both terms focus on people doing online queries, there are some key differences when it comes to GEO vs. SEO strategy:
- The primary goal is different.
- SEO focuses on getting your site to rank in the top 10 search engine results and drive traffic to your website.
- GEO focuses on getting you cited within AI-generated responses, so you’re seen as a trusted authority in the space.
- The primary target is different.
- SEO targets traditional search engines like Google.
- GEO targets LLMs like ChatGPT.
- The performance metrics are different.
- SEO uses keywords, backlinks, meta tags and content to rank a site. Success is measured through keyword rankings, organic traffic and click-through rates.
- GEO uses factual information that AI can easily parse into query answers, showing your brand as a trusted source. Success is measured through visibility within AI in the form of brand mentions and citations.
- The user need is different.
- SEO content helps users who are browsing the internet or using it for passive research.
- GEO content helps users searching for instant, conversational answers.
“GEO and AiEO aren’t separate services,” explains Hot Dish Director of Media, Roman Sandler. “They’re what SEO becomes when AI takes the lead. Brands that rely on organic search can’t sit this out. It’s not about ranking higher. It’s about being selected, cited and trusted inside AI-generated answers.”
Why does it matter for my brand?
Today, more prospects are getting answers directly from AI tools instead of visiting websites. If AI can’t access or understand your content, your brand won’t be included in those search results.
For franchise brands that rely on organic visibility to drive leads, this is especially critical. You risk being left behind when prospective franchise owners do an AI search for information. For example, someone researching QSR franchise opportunities using a generative engine might ask questions like these:
“What are the top QSR franchises in Georgia?”
“Rank the best QSR franchises by cost.”
If your brand doesn’t publish information like pricing, structured FAQs or location-specific content, AI models may skip you when answering these types of queries. “In the absence of structured, accessible info, AI just won’t consider your brand,” says Roman. “That’s not a tech glitch. That’s a missed marketing opportunity.”
Creating GEO-ready content means building web pages that have clear data (i.e., ROI, startup costs, steps to ownership). It also means aligning your brand’s digital footprint across AI-accessible sources so that when a prospective franchisee asks an AI assistant, your brand is cited as an expert.
How can Hot Dish help?
GEO isn’t a siloed tactic or buzzword here at Hot Dish. We treat it as part of a modern SEO strategy, connecting it directly to lead performance and brand growth. Here’s how we’re helping our clients:
- We audit for AI visibility, update content architecture, implement tools like LLMs.txt, and use paid/earned insights to guide optimization.
- We build structured, answer-ready content that can be recognized by AI but stays readable.
- We prioritize visibility across every layer — from brand websites to AI engines to third-party sources — so your content gets found, cited, and trusted.
- We design with franchise complexity in mind, ensuring both national positioning and local opportunity pages are optimized for how AI models interpret entities like brand, territory, and offer.
Want to make sure your brand is GEO ready? Let’s talk. Fill out the form to connect with Team Hot Dish.
