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The world of digital marketing is undergoing a fundamental transformation. While over the past decade we focused on "winning" in Google's algorithm through keywords and backlinks, today's reality is far more complex. Users are still searching, but their path to information now goes through ChatGPT, Gemini, Perplexity, or Google AI Overviews. If your brand isn't part of the answer these models generate, to many users you practically don't exist.
A new era: From SEO to GEO (Generative Engine Optimization)
The term GEO, or Generative Engine Optimization, is becoming a key term for every webmaster and marketing manager. Unlike traditional SEO, which targets displaying a URL in the results list, GEO aims for your brand, product, or information to be cited as a relevant source within the text response generated by an AI model.
For the Czech market, this has a specific impact. Although these tools are primarily developed for the English language, models like GPT-4o or Gemini 1.5 Pro have a high level of Czech language comprehension. This means that if a Czech company isn't optimized for contextual search, it may be completely omitted from Czech AI responses in favor of global players or better-optimized local competitors.
Tools to help you master AI search
To succeed in this new era, we need data. It's no longer enough to know what keywords people search for you; we need to know how AI models interpret you. According to an analysis by Hardware Secrets, a new category of platforms is emerging that specialize specifically in tracking AI visibility.
1. Semrush One: A comprehensive solution for modern marketing
Semrush has long dominated traditional SEO, but their new Semrush One integration represents a fundamental shift. This platform no longer just handles keywords and technical audits — it integrates the entire workflow for AI visibility.
Key strengths include:
- AI Visibility Toolkit: Enables tracking mentions in prompts (queries), citation sources, and overall "share of voice" in models like ChatGPT or Perplexity.
- Massive dataset: Semrush monitors over 239 million AI prompts, providing unique insight into how people actually communicate with AI.
- Data linking: You can directly see the connection between your traditional ranking and how AI models recommend you.
Price and availability: Semrush is fully available for the Czech market and its interface can be used in a global context. Prices vary by tier (Pro, Guru, Business), with the basic subscription around 130 USD/month. For comprehensive use of Semrush One, higher enterprise plans must be expected.
2. Profound: A specialist for major players
If you belong among large corporations that need in-depth AI reputation analysis, Profound is the choice for the enterprise segment. Unlike general-purpose tools, Profound focuses almost exclusively on how AI systems reference brands and what their reputation is within training data and RAG (Retrieval-Augmented Generation) processes.
3. Ahrefs and other traditional players
Traditional giants like Ahrefs are now trying to integrate partial AI visibility tracking capabilities. Their strength still lies in backlink analysis, which is crucial for GEO — the more quality and authoritative links you have, the greater the chance an AI model will use you as a trusted source.
Comparison of AI visibility platforms
| Platform | Main focus | AI Visibility | Traditional SEO |
|---|---|---|---|
| Semrush One | Comprehensive marketing workflow | Yes (high) | Yes (complete) |
| Profound | Enterprise AI monitoring | Yes (specialized) | Limited |
| Ahrefs | Backlinks and competitive analysis | Partial | Yes (top-tier) |
Practical impact for Czech businesses
What does this mean for you? If you run an e-shop or provide services in the Czech Republic, you need to start thinking about authority. AI models aren't just looking for the "best term" — they're looking for an answer backed by facts and trustworthy sources.
- Structured data (Schema.org): This is the absolute foundation. It helps AI models understand what on your site is a product, what is a review, and what is a guide.
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google and AI models place extreme emphasis on whether an expert stands behind the information. In the Czech environment, this means building author profiles and citing verified sources.
- Content for direct answers: Write answers to questions directly. Instead of long introductions, use clear, factual paragraphs that AI models can easily "pull" into their summaries.
In the context of the EU AI Act, we must also consider regulations regarding transparency. Companies must be prepared to explain how their data enters training processes and how they ensure that AI doesn't spread misinformation about their brand.
Is GEO (Generative Engine Optimization) more expensive than regular SEO?
The optimization itself requires a similar amount of time for content creation, but AI visibility monitoring tools (like Semrush One or Profound) are often more expensive than basic SEO tools. However, the investment pays off through higher relevance in new types of searches.
How do I know if ChatGPT or Gemini is citing me?
The simplest approach is manual testing using specific queries related to your field. A more advanced method is using tools like Semrush, which automatically track the "share of voice" and citations of your domains within AI prompts.
Does AI optimization work for the Czech language too?
Yes. Modern LLM models are multilingual. If your website contains high-quality, structured, and factually correct Czech content, AI models will be able to identify it and use it as a source for Czech users.
