This shift means your website isn’t just being visited by people - it’s being interpreted by machines. AI systems scan pages, extract meaning, evaluate trust signals and piece together answers. They don’t see layout or design. They see structure, clarity, dates, tables, headings, and whether your story stays consistent across every touchpoint. They’re looking for information that is clean, explicit, factual and easy to verify. And when they find it, they use it to build the summaries that increasingly shape first impressions.
For organisations, this creates a new dynamic. Your Annual Report, results announcements, KPI updates, and even FAQs aren’t just serving human readers anymore, they are fuelling the knowledge layer that AI draws from. A beautifully designed PDF matters to people, but an accessible HTML version matters far more to an AI model. So does a clearly structured table, an updated leadership biography, or a well-formed metadata description. Small details that once sat behind the scenes now determine whether your content appears in an AI generated answer at all.
While many of the principles echo familiar SEO best practice, GEO asks something new. It requires organisations to think about how content will be understood, not just how it will be found. It rewards consistency, clarity and evidence over clever phrasing. It favours content that is updated over time rather than reinvented each year. And it elevates the pages that offer stable, structured information, whether that’s KPIs, reporting highlights or a simple “At a glance” summary.
As AI becomes a universal gateway to corporate insight, the brands that thrive will be the ones that prepare their content for both audiences: the people who read it, and the systems that interpret it. Those that get it right now will be the voices AI cites, summarises and amplifies in the years ahead.
You can read our full guide on making your website AI ready here.
About Black Sun
Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world.
We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.
As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.
For more information, please visit: www.blacksun-global.com
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