More and more consumers are turning to AI engines like ChatGPT, Gemini, Copilot, or Perplexity to learn about a brand, compare products, or get a recommendation. Your Verified Reviews customer reviews therefore contribute to your visibility within these engines!
Learn more about how GEO works and follow 5 essential steps to strengthen your approach.
What is GEO?
Being visible on Google remains essential! But a new challenge is emerging: making the information about your brand rich, reliable, and accessible enough for these engines to understand and use it. This is the purpose of GEO (Generative Engine Optimization).
GEO consists of optimizing how your brand is understood and used by AI engines when they generate a response. For example, a consumer might ask:
- Which brand should I choose to buy a mattress?
- Is this company reliable?
- Which model should I choose between these two products?
- What do customers say about this brand?
To answer, AI engines rely on publicly available information online: your website, your customer reviews, your Verified Reviews certificate, your product pages, Google, your distributors, or other reputation platforms.
GEO is not about producing more content. The goal is to make the information about your brand richer, more up-to-date, more accessible, and more consistent.
Your customer reviews matter
Your reviews describe your customers' real experiences, in their own words. They help you understand what your customers appreciate, the important features of your products, their actual uses, the strengths mentioned regularly, areas for improvement, and your overall satisfaction level.
Your review strategy therefore makes your brand easier to understand, compare, and contextualize.
5 signals contribute particularly to this:
| Signal | How to strengthen it |
|---|---|
| Authenticity | Collect reviews from real customer experiences |
| Freshness | Maintain a steady stream of new reviews |
| Richness | Collect detailed comments and relevant criteria |
| Readability | Use structured content: widgets, AI summaries |
| Consistency | Maintain a reputation aligned across your different channels |
5 steps to strengthen your GEO approach
A GEO approach starts with recent and regularly renewed reviews. The more verified and recent reviews a brand has, the stronger its trust signal. Automated collection ensures a continuous flow of feedback reflecting your customers' current experience.
Best practices:
- Automate review requests after each purchase or experience.
- Adjust the sending delay to the type of product or service.
- Enable reminders when relevant.
- Avoid long periods without new reviews.
To learn more: Set up review collection - Set the sending delay · Enable review request reminders
A rating out of 5 is useful, but it is not always enough to explain the experience. The additional questions in your form help collect specific criteria: product quality, ease of use, delivery, value for money, customer service, welcome, advice, or wait time.
This information makes your reviews more useful to future buyers and provides more context about what characterizes your customer experience.
Prioritize 3 to 5 genuinely useful criteria rather than a form that is too long and could discourage your customers.
Example: La Maison du Canevas et de la Broderie
The brand sends its review request 7 days after shipping, giving customers time to use their product and write more relevant feedback. Its reviews are then displayed on product pages, in the cart, in a carousel on its website, in newsletters, in its printed catalog, and on social media. Syndication also automatically distributes the reviews collected in France on its Italian website.
- 13% collection rate
- 4.8/5 average rating
- +35% ratings through syndication
To learn more: Configure the additional questions in your review submission form
Collecting reviews is a first step. Making them visible where your brand and products are presented is just as important.
Optimize your Verified Reviews certificate
Your certificate is a public trust page that centralizes your rating and certified reviews. It gives search engines and AI engines more context about your business and reputation.
Make sure the following elements are complete: your logo, description, links, and AI summary (when available).
Pay particular attention to your description. It should make it quick and easy to understand who you are, what you offer, your areas of expertise, products or services, markets, and what sets you apart.
To learn more: Set up and edit my Verified Reviews certificate - How does the Verified Reviews Certificate page work?
Integrate the product widget into your product pages
Your product reviews enrich your pages with the words actually used by your customers, their use cases, satisfaction points, and questions. The product widget is also the foundation for activating other levers: Rich Snippets, AI summary, and syndication.
To learn more: Set up and integrate the Product Widget
Enable the AI-generated review summary
When you have dozens or hundreds of reviews, the AI summary extracts the essentials: key strengths, points to watch, and recurring themes. Your visitors understand customer feedback more quickly, and your page gains concise, structured content.
To learn more: AI review summary on the product widget - AI brand review summary on the certificate
Your brand does not exist only on your own website. Your reviews can also appear on your international websites, on the different websites of your group, or with your distributors. Syndication allows you to collect a review once and leverage it across multiple websites while preserving its source.
Example: Cornilleau
Cornilleau automatically distributes its reviews on its international websites and uses them in Google Shopping and Rich Snippets. The brand has found that this content strengthens its visibility, particularly in markets where it is less well known.
- x6 reviews per product
- 55,000 reviews and ratings collected across 642 products
- +15% conversion rate
Discover the Cornilleau customer story
Example: Groupe SEB
Groupe SEB brands use their reviews on their websites, in Google Shopping, in Rich Snippets, and on around 40 international websites through syndication. The group reports that a product with reviews converts 66% more than a product without reviews.
Discover the Groupe SEB customer story
To learn more : Review syndication
Before choosing a brand, consumers may consult several sources: Avis Vérifiés, Google Business Profile, Trustpilot, Pages Jaunes, distributor listings, or Google results. AI engines also cross-reference multiple sources to form an opinion of a brand.
The goal is therefore to build a consistent and representative reputation across the main platforms where you are visible. Review Balancing helps you gradually develop your presence on some of these platforms while maintaining a solid base of certified reviews on Verified Reviews.
Example: Carrefour
With Review Balancing, Carrefour invites consumers who have already shared their experience to also post their review on Trustpilot. In six months, its Trustpilot rating rose from 1.8/5 to 3.9/5.
Discover the Carrefour customer story (PDF)
The goal is not to display the same rating everywhere, but to prevent a public platform from presenting an image that differs significantly from the experience actually lived by your customers.
To learn more: Review Balancing: how does it work?
A comprehensive approach
A GEO strategy does not rely on a single feature. Certified reviews, certificates, product widgets, AI summaries, Rich Snippets, syndication, and third-party platforms work together to make your reputation accessible across your entire digital ecosystem.
Your GEO checklist
- ☐ My review collection is automated.
- ☐ I regularly receive new reviews.
- ☐ My form contains 3 to 5 additional criteria.
- ☐ My Verified Reviews certificate is active, and its description clearly presents my business.
- ☐ My reviews are visible on my product pages.
- ☐ AI summaries are enabled when available.
- ☐ My reviews are distributed across relevant channels (international websites, distributors).
- ☐ My reputation is consistent across my different platforms.
Key takeaways
GEO is not about writing content “for AI.” It is about making your brand easier to understand, more credible, and more visible through authentic, recent, and consistent information.
Your customer reviews are valuable material for this purpose: they describe your products in your customers' own words and provide concrete evidence of their experience.
Collect, enrich, display, distribute, harmonize: this comprehensive approach transforms the Voice of the Customer into a lever for trust, SEO, and visibility in AI engines.
The customer stories presented illustrate levers that contribute to a GEO strategy (content richness, visibility, syndication, SEO, and reputation consistency). They do not, on their own, measure an increase in a brand's citations or recommendations in ChatGPT, Gemini, or other AI engines.
Do you have a question about your GEO strategy or your plan? Feel free to contact your CSM or our Customer Care team.