SEO and GEO optimisation for businesses in Latvia: how to get found by both Google and AI

The digital landscape has changed significantly. Companies in Latvia used to compete only for positions in traditional Google search. Today a new layer sets the rules: AI search and generative answers.

People no longer simply search on Google. They increasingly ask complex questions of tools such as ChatGPT, Perplexity, Gemini or Claude, and they read Google AI Overviews. These assistants decide for themselves which companies to recommend and which websites to cite.

Traditional SEO on its own is no longer enough. Maximum visibility today requires a new formula: SEO and GEO.

What are SEO and GEO?

To understand why a digital marketing agency in Latvia can no longer offer standard optimisation alone, it helps to look at what each term actually means.

SEO (Search Engine Optimisation)

SEO is a proven process that helps your website rank higher in classic Google search results. It rests primarily on:

• Targeted keywords and content marketing.
• Technical SEO (page load speed, mobile version).
• Backlinks and Google indexation.

The goal: to be in the Google top results and to earn clicks through to your website.

GEO (Generative Engine Optimisation)

GEO, or Generative Engine Optimisation, is a new form of optimisation focused on making sure large language models (LLMs) recognise, mention and recommend your company.

The goal: to become the primary choice when ChatGPT, Perplexity or Google AI Overviews give the user a final answer.

The key differences: SEO vs GEO

• Focus: SEO - ranking in Google search; GEO - appearing inside the AI answer.
• Outcome: SEO - clicks to your website; GEO - citation and recommendation inside AI-generated text.
• Foundation: SEO - keywords; GEO - context and the question being asked.
• Method: SEO - backlinks; GEO - authority, structure and source credibility.

Why GEO is becoming more important than SEO

Search habits are changing for good. People are less and less willing to click through 10 different links and compare the information themselves. They want one precise answer, immediately.

Today's AI tools can:

1. Aggregate information from hundreds of sources in seconds.
2. Select and assess the most trustworthy sources.
3. Give the user a final answer, recommending specific brands.

If your company is not part of those generative answers, you are entirely invisible to the share of the audience that uses AI search every day.

How does AI decide which company to recommend?

AI does not think like a human, but it is very good at analysing data structure and authority. Companies that meet these criteria end up in AI recommendations:

• A clearly defined identity (Entity SEO): AI needs to understand precisely who you are, what you do and where you are based. For example: ROIS is a digital marketing agency in Latvia offering SEO and GEO services.
• A broad digital footprint: your company should be mentioned across independent sources - industry blogs, authoritative directories, media articles and social networks.
• Direct answers to specific questions: AI looks for content that answers user queries head-on, for example: "What is GEO?", "How do I improve SEO in Latvia?" or "How do I get recommended by ChatGPT?".
• Structured information: AI reads content most easily when it is organised into FAQ sections, tables and numbered lists.

What does GEO optimisation look like in practice?

GEO is not just a fashionable marketing slogan - it is technical and strategic work with content. Implementing GEO rests on content structure and topical authority.

Content structure

The text has to be easy to read. Use clear headings, short definitions and visual lists. AI search tools prefer paragraphs that give an immediate answer without filler.

Topical authority

AI trusts experts. Instead of writing one general article, build deep, niche-specific content. If your site answers almost every question related to your industry, AI will treat you as an authoritative source.

Why SEO without GEO no longer works

In modern digital marketing the two directions are tied together:

• With traditional SEO only: you may hold position 1 in Google, yet lose every user who works through ChatGPT or Perplexity and never even sees your website.
• With GEO only: AI tools may mention you in their answers, but without a strong technical SEO foundation you will not receive classic Google search traffic.

The conclusion: only by combining both directions into a single SEO and GEO strategy can you reach maximum digital visibility.

How we can help

The digital landscape will not wait. Companies that optimise only for Google today risk losing a large share of customers who move to AI tools tomorrow. Those that combine both directions gain an advantage in their industry.

ROIS helps companies across Latvia build and run a modern digital marketing system that works for people and for algorithms alike. We provide:

• Full website SEO optimisation and technical audit.
• A considered GEO (AI search) strategy.
• Local SEO and Google Maps optimisation.
• High-quality content marketing that appeals to Google and ChatGPT alike.

If you want your company to be found by both Google and AI assistants, get in touch and we will work out where to start.