GEO starts with the questions your customers ask
2 min read
Build a library of useful answers with clear ownership and evidence, then observe how people find and use it.
This field note works through the decisions between an idea and a usable product. It starts with a concrete task and follows the choices that shape the experience, the delivery, and the next iteration.
Build a question inventory
Collect the questions that appear in sales conversations, support requests, and product evaluations. Group them by the decision a customer is trying to make.
Give each page a clear purpose. A useful answer should stand on its own and connect naturally to the service or product it describes.
Make each answer attributable
Use clear headings, accurate company details, and evidence that a reader can inspect. Keep ownership and review dates visible where they help establish context.
Avoid filling a page with repeated search phrases. Write the answer a person would need to make progress with the question.
Observe visibility without promising placement
Track a consistent set of questions and record when and where the site is mentioned. Keep that observation separate from visits and enquiries on the site.
Review accuracy and usefulness as well as visibility. Being cited is only helpful when the destination actually answers the reader’s question.
