How to Win on a Budget in 2026

In a previous career, I stole search ranking positions #1 and #0 and even featured snippets from much larger companies, including HubSpot. That’s why I firmly believe that bootstrapped small and medium-sized enterprises (SMEs) can compete with large-budget corporations.

Strategies like SEO, social media, and generative engine optimization for small businesses make it possible.

I know what you’re thinking: “GEO for small businesses? Not another thing to put on my plate.” But generative engine optimization (GEO) doesn’t really mean a complete overhaul of your marketing. It’s an evolution of what you’re probably already doing with SEO – just adapted for a world where AI referral traffic to SMB websites increased 123% in just a few months.

GEO does not require more time; It requires smarter use of the time you already have. This guide will show you exactly how to do it without straining your budget or hiring a specialized team.

Table of contents

TLDR

Generative Engine Optimization (GEO) helps small businesses get cited in AI-generated responses from ChatGPT, Perplexity, and Google’s Gemini without requiring large budgets or new skills. If a small business is already comfortable with SEO, they will be set up for GEO success if they rely on schema markup, optimize their Google business profile, create FAQ pages, encourage customer reviews, and ensure name, address, and phone number (NAP) consistency across their web presence.

Most can start with free tools and see results within 4 to 8 weeks, with local companies having a particular advantage as they can dominate geographically specific queries more easily than national competitors. HubSpot Marketing Hub has several free tools to help you structure, publish, and optimize your content as part of your GEO efforts free AI search grader can help you check how you are currently doing.

What is Generative Engine Optimization for Small Businesses?

Generative search engine optimization (GEO) for small businesses is all about making your content easier for AI-powered search tools to find, understand, and cite when generating answers to user questions.

Here’s how it works in plain English: When someone asks a generative engine (like ChatGPT, Perplexity, or Google’s Gemini) a question, these AI systems scan the web to collect information.

Instead of displaying a list of links (like traditional search), they create a summarized answer and cite sources they consider reliable and authoritative. GEO ensures that your small business becomes one of these sources.

GEO vs. SEO: What SMEs need to know

Traditional SEO for small businesses focuses on ranking your website on search engine results pages (SERPs) so people can click through, browse, and take action. GEO focuses on getting your business mentioned directly in AI-generated responses, even if users don’t always click through.

– Wait, no click? What’s the point? GEO is still extremely valuable for small businesses. Let me explain with an example.

Let’s say you’re an event planner and a potential client is looking for information about their openings.

• SEO: “Here are 10 event planners near you” → User clicks on your listing → Visits your website
• GEO: “Based on reviews and service offerings, here are the top event planners in your area…” → Your company is mentioned with important details → Users can visit your website OR contact you directly, but still become aware of your company and its expertise.

Both awareness and traffic are important. Actually, BrightLocal’s 2025 SMB Marketing Report found that 72% of SMBs say SEO has a significant impact on growth, and GEO is now extending that impact to AI platforms.

The most important thing to understand: If you do SEO well, you are already most of the way to an effective GEO. The basics are the same: quality content, credible information and technical soundness. GEO just adds a few targeted optimizations.

(Plus, you should regularly review your search strategy anyway.)

Why generative engine optimization matters now for small businesses

Move from rankings to visibility across multiple surfaces

Search engines are certainly not dead, but consumer search behavior is changing. Being found no longer just depends on search engine rankings. It’s about being visible across multiple platforms, and that includes AI engines.

A study by GWI found 31% of Generation Z already use AI platforms or chatbots most frequently to find information online Research by Semrush predicts that LLM traffic will overtake traditional Google search by the end of 2027.

If small businesses want to remain competitive, they must acknowledge these changes and adapt their strategies accordingly.

Advantages of early adoption

Our state of marketing in 2026 found over 92% of marketers are planning SEO optimization for traditional and AI-supported search engines or are already using them.

At the same time, almost 24% are considering updating their SEO strategy for generative AI in search (e.g. ChatGPT, Gemini, Claude). This means your competitors are probably already showing up in AI search results.

For small businesses, this represents both opportunity and urgency. Early adopters who optimize AI search gain authority before the space is saturated.

But don’t worry, you don’t need months to see the benefits of GEO.

7-Day Quick-Win GEO Checklist for Small Businesses

Here’s what you can achieve in the next week:

Day 1-2: Check yours Google business profile — Ensure all information is complete, accurate and includes detailed service descriptions. Learn more about what this looks like in our article “Google My Business Guide: Complete Overview and Expert Tips.”

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Day 3: Add FAQ schema to your most important pages using a free schema generator. For more on this and schema markup in general, see our article “How to use schema markup to improve the structure of your website”.

Day 4-5: Update your homepage and key service pages with clear, direct answers to common customer questions in the first 2-3 paragraphs.

Pro tip: Also, make sure you highlight your location. Local SEO can be a very influential part of AI search. (More on this later.)

Day 6: Add author bios and credentials to blog posts and service pages.

Day 7: Check if your website shows up in ChatGPT or Perplexity for your core services (search for “(your service) in (your city)”).

We will delve further into this process in our next section.

Would you like to know where you stand now? Use HubSpot’s AI Search Grader to check your AI search visibility and receive personalized recommendations.

How to do generative engine optimization for small businesses

1. Check your AI visibility and fundamentals.

Before optimizing anything, you need to understand where you currently stand.

HubSpot is free AI search grader is a great starting point. You’ll get detailed competitive analysis, brand sentiment score, and strategic recommendations to optimize your brand’s AI visibility, but that’s not all.

• Search for the name of your business and service in ChatGPT, Perplexity, and Google (with AI Overviews enabled).
• Complete your Google business profile.
• Run your website Google’s rich results test.
• Use Google PageSpeed ​​Insights to check website performance (i.e. speed).

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Ask yourself:

• Does your business appear when you search for your category and location?
• Is the information correct?
• Do you have basic schema markup?
• Is your website mobile-friendly and fast?

This baseline audit takes 30-45 minutes and will show you exactly where you should focus your efforts.

2. Research what/who LLMs in your niche are already citing.

Large language models (LLMs) have citation patterns. They’re looking for specific types of sources, and content structures are referenced more often – although I’ve noticed that these aren’t always the largest or most well-known sources.

(If you’re still debating whether GEO is worth it for a small business, I’d say that’s an encouraging sign, but I digress.)

Take some time to research what sources, companies, and even competitors are cited for the questions your customers typically ask. Enter each question individually into each AI tool and note which companies appear.

Visit these websites and analyze:

• How they structure their content
• What credentials are displayed?
• How they answer questions (format, length, specificity)
• What schema markup do they use (check with schema markup validator)

This gives you insight into AI’s preferred content formats (e.g. listicles, Q&As, detailed guides), content length, and common elements such as customer reviews, specific data points, and local references. This research is free and should take about 1-2 hours.

Pro tip: If you don’t know what questions your audience is asking. Checkout AnswerThePublic and the “People Also Ask” boxes in Google search results. You can also ask your sales and customer service representatives what questions come up most often in their conversations.

3. Optimize your existing content to be LLM friendly.

You don’t have to hire writers or create dozens of new pages, at least not right away. Start by optimizing what you already have using these techniques:

Lead with direct answers (first 200-300 words):

• Immediately provide the answer to the target question
• In the first paragraph, include your company name, service and location
• Use natural, colloquial language

For example, don’t say it “In this article we present various templates for planning your events.”

Say, “Ramona’s Elite Events offers premier party and event planning services in downtown Boston. Our experienced planners typically respond within 24 hours to inquiries about birthdays, weddings, engagement parties and corporate events in the Boston area.”

Add clear structure:

• Use descriptive H2 and H3 headings that include target keywords and questions
• For longer pages, add a table of contents
• Add comparison tables to organize important data
• Add FAQ sections with schema markup (use a free FAQ schema generator)

Add credibility signals:

• Author names with short references
• Release/update dates
• Number and ratings of customer reviews, certifications, licenses or industry affiliations
• Specific service details (response times, service areas, price ranges)

HubSpot’s Content Hub has a variety of free tools to help you accomplish these tasks. You can also try free tools like Google Docs, GrammaticallyAnd Hemingway Editor simplify complex language

4. Plan question-driven content and company reporting.

Once you have knowledge of format and structure, you can start planning your content. AI systems are designed to answer questions. Therefore, organize your content according to your customers’ real questions.

Follow these simple steps to get started:

• List 10-15 key questions
• Notice what questions you’ve already answered on your website
• Identify gaps where you need new content
• Prioritize based on search volume and business impact

Pro tip: Pay attention to specificity, especially when it comes to “enterprise coverage.” Corporate coverage means being specific about who/what/where you are talking about.

Instead of “We provide services,” write “Ramona’s Elite Events provides party and event planning services in downtown Boston.” AI systems need this specificity to confidently cite your content.

5. Publish across cross-platform channels.

We’ve touched on this briefly before, but search is no longer just about your website. In fact, GEO specifically looks for sources that have a variety of different platforms where people search for information.

However, similar to social media, the goal is not to be everywhere. The goal is to be visible on the platforms your audience (in this case, AI systems) uses as sources for your industry. These include, among others:

• Google business profile
• YouTube: Short instructional videos and service explanations are indexed by AI systems
• LinkedIn: Share expertise through posts and articles
• Business directories (e.g. Houzz for construction): Maintain a consistent NAP (name, address, phone) across all listings

• Local news/blogs: Pitch expert commentary for quoting and linking
• Review sites: Make sure your profile is complete and address all of your reviews.

Pro tip: According to a 2025 study by Search Engine Land88% of consumers would use a company that responds to all reviews, compared to just 47% who would trust a company that stays silent. So talk to your customers, whether satisfied or dissatisfied.

6. Measure and iterate monthly.

No plan is perfect, especially when you’re just starting out.

Therefore, make sure you have key performance indicators (KPIs) in place and conduct regular checks to monitor your progress. At a minimum, you should check these metrics monthly, but I would say it’s smart to even check weekly once you see progress.

Metrics and KPIs can include:

• Number of AI citations: How many times was your company mentioned this month?

• Check Google Search Console for AI overview appearances
• Search your company in ChatGPT, Perplexity, and Google AI Mode to sample when you are quoted

• AI referral traffic: Monitor website traffic from AI platforms in HubSpot or Google Analytics.
• Ranking vs. Competitors: Are you quoted before or after competitors?

Best practices for generative engine optimization for small businesses

Now that you know how to get started, here are five GEO best practices to consider when implementing, especially as a small business with limited time and resources.

1. Prioritize your Google business profile.

According to WhiteSpark researchGBP is the most important ranking factor for small businesses, especially local ones. Think of your GBP as your company’s first impression of AI systems.

When someone asks ChatGPT or Google’s AI for recommendations for your category and location, the completeness and quality of your GBP will have a direct impact on whether you are mentioned.

Here’s what you can do:

• Complete each section – don’t skip opening hours, services, attributes, or your business description
• Use primary keywords naturally: “event planning in Boston,” not “I’ll help you celebrate.”
• Post weekly to signal that you are an active, reputable company
• Upload photos regularly (businesses with photos get 35% more engagement)
• Respond to every review within 24-48 hours

The time required is minimal: about 30 minutes for initial setup, then just 15 minutes per week for maintenance.

2. Implement schema markup.

Schema markup tells AI systems exactly what your content means, eliminating the need for guesswork. Think of a schema as a translation layer between your human-readable content and machine-readable data.

For small businesses, you don’t need to implement every existing schema type. Focus on these three essential types that will have the greatest impact:

• LocalBusiness schema: Your business name, address, phone number, opening hours, service area, categories and reviews
• FAQ schema: Questions and answers to help you appear in AI-generated answers
• Service scheme: Specific services you offer, price ranges, and service area coverage

And you don’t have to be a developer to implement schemas.

Free tools like Google’s Structured Data Markup Helper And Schema markup generator from Technical SEO will guide you through the process step by step.

Many website platforms, including WordPress, Squarespace, and Wix, offer plugins that automatically add schemas with just a few clicks. HubSpot supports Schema both in templates and via CRM data modeling.

For more information on technical optimization, see our guide to optimizing your website structure for maximum SEO impact.

3. Create question-oriented FAQ pages.

Frequently asked questions (FAQ) pages are GEO goldmines because they directly align with the way humans query AI systems.

When someone asks ChatGPT, “Which Boston event planners handle out-of-town events?” Their FAQ page with this exact question and a clear answer is extremely quotable.

Create your own FAQ page with clear, concise answers of 100-200 words each, like Beem Light Sauna does below. Add FAQ schema markup to explicitly tell AI systems, “This is a question, this is the answer.”

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Instead of vague answers, provide specific details such as pricing, schedules, service areas, and credentials. Each response should link to relevant service pages for customers who want more information.

4. Use customer reviews systematically.

Reviews aren’t just social proof; They are credibility signals that AI systems attach great importance to when deciding who to quote. The difference between a company with 50 general five-star reviews and a company with 50 detailed reviews mentioning specific services and outcomes is significant when making AI citation decisions.

Encourage customers to mention specific services, results, or experiences when requesting reviews.

“Can you share details about what service you used and how it helped?” leads to much richer content than “Please leave us a review.” One review states, “Ramona’s Epic Events helped us plan an unforgettable 70th birthday for our father, on budget and within a short time frame!” is exponentially more useful to AI systems than “great service.”

Pro tips:

• Ask for reviews using specific language that encourages detail
• Respond to every review, positive or negative, within 24-48 hours
• Embed reviews on your website using Rating Scheme markup
• Focus on getting detailed, content-rich reviews over sheer quantity

An important note: The FCC regulations were adopted at the end of 2024 Changes have been made to the way businesses can request reviews. You can ask happy customers to share their experiences, but you can’t require a specific star rating or offer incentives for reviews.

5. Keep NAP information consistent.

NAP consistency may seem low, but if AI encounters conflicting information about your company across different platforms, the trust in any information about you will decrease and you may be excluded from citations entirely.

Your NAP must exactly match your website, Google Business Profile, Bing Places, Facebook Business Page, business directories like Yelp and Yellow Pages, and any social media profiles. “Exactly” means identical character by character.

Common inconsistencies that hurt GEO:

• “Street” vs. “St.”
• Suite number inconsistency
• Different phone numbers on different platforms
• Company name variations (“Ramona’s Epic Events” vs. “Ramona’s Elegant Event Planning”)

These seem like small details, but AI systems use NAP consistency as a trust signal. The solution is straightforward, but requires attention to detail: audit every online presence, standardize your NAP format, and update everything accordingly. A simple free tool to get you started: Search for your business name in quotes on Google to see all your listings.

Expect to spend 2-3 hours on initial review and fixes, then 30 minutes quarterly to check that everything remains consistent as platforms are updated.

Generative engine optimization for local content

Many small businesses have a unique GEO advantage: They can often build expertise in a specific geographic area, which is easier than competing nationally or globally. Here are some tips to try

1. Create location-specific content pages.

If you serve multiple neighborhoods or cities, create separate pages for each location with unique, locally relevant content. Generic “We serve the entire metropolitan area” pages don’t give AI systems the specificity they need to confidently name you for neighborhood-specific queries.

What should be included on location pages:

• Specific neighborhood names, landmarks and zip codes
• Local statistics or facts relevant to your service
• Customer reviews from this specific area
• Photos of work carried out in this neighborhood
• Directions and parking information

For example, many years ago I worked with a client who was doing residential and commercial construction in the state. Instead of creating a general “Construction in Connecticut,” we created dozens of landing pages tailored to specific cities and towns.

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For more local SEO strategies, check out our guide to dominating local search.

2. Build local backlinks and mentions.

As you’ve probably noticed, AI systems look for cross-platform validation. For this reason, local backlinks signal authority in your geographical area. Now you don’t need hundreds of backlinks; All you need is relevant, local information that confirms you are an established part of your community.

Try this:

• Present yourself as an expert source to local news outlets. Journalists need reliable experts on site for quotes. These mentions increase awareness and often come with backlinks to your website.

• Sponsor local events (Little League teams, community festivals, charity runs)
• Offer your service/product to local influencers and YouTubers to get honest reviews
• Write guest posts for local business blogs or community websites
• Register on the websites of the Chamber of Commerce and industry associations
• Participate in local business roundups and “best of” lists

The key is consistency. Building 2-3 high-quality local links per month increases significantly over the course of a year.

3. Optimize for “near me” voice search.

Research shows that 76% of voice searches are for “near me” and local queries and 72% of consumers use voice search to find local businesses. Additionally, voice search optimization and GEO follow many of the same practices. So use this in your favor.

Structure your content to answer voice queries naturally. Don’t use text with keywords; Write as if you were answering a customer’s spoken question. Use long-tail keywords like “award-winning party planning near me” and answer the “who, what, when, where, why and how” questions of your services.

Voice Search Optimization Checklist:

• Use a conversational, question-based content structure
• Provide business hours prominently on every relevant page
• Answer “Who,” “What,” “When,” “Where,” “Why,” and “How.”
• Make sure the mobile site speed is fast (voice searches happen on mobile devices).
• Insert long-tail location keywords naturally

All in all, language-optimized content could look like this:

“Looking for an experienced event planner to bring your special occasions to life? Ramona’s Epic Events offers event planning services throughout Boston and surrounding neighborhoods. We typically respond within 24 hours. Call (555) 123-4567 or request a consultation online.”

4. Create locally targeted blog content.

Blog posts that target local search intent help build topic authority for your region. These are not promotional posts about your business; It’s really helpful content that demonstrates local expertise.

Think about and write content about common shopping issues and considerations (price, location, features, etc.) in your area.

For example, “Common Wedding Planning Problems That Occur in a Historic Building” addresses issues unique to historic venues. “How to Save an Outdoor Event When It Rains” covers local weather conditions. Local regulations also make great content topics: “What You Need to Know About Noise Ordinances in Boston.”

Here is another simple example from my old client.

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These posts serve a dual purpose of attracting local search traffic and AI systems serving locally relevant content to users.

5. Participate in local online communities.

AI systems are increasingly scanning community platforms for signals of expertise, so your participation in them serves multiple purposes: helping real people, building local visibility, and generating signals that AI systems can detect.

Local Facebook groups, local Reddit subreddits like r/Portland or r/Seattle, and your Google Business Profile Q&A section all provide opportunities to showcase your expertise.

Where you can be active (all free):

• Next door: Answer questions in your service area. Don’t just drop your company name; Provide real expertise and of course mention your company when relevant.
• Local Facebook groups
• Reddit local subreddits (r/(yourcity))
• Google Business Profile Questions and Answers section
• Local online forums specific to your industry

The key point here is to be authentic. Advertising spam is quickly detected and removed, damaging your reputation. Instead, focus on being the most helpful expert in your community. To learn more about the basics of local search engine optimization, read our article on SEO strategies for small businesses.

Recommended software for generative engine optimization on a small budget

You don’t need any business tools to perform effective GEO. Here you’ll find budget-friendly options that deliver results whether you’re a small or large business.

1. Google Search Console (Free)

Google Search Console is the foundation of any SEO or GEO strategy and is completely free. This tool tracks your site’s performance, shows which keywords are driving traffic, identifies technical issues that may be preventing AI systems from crawling your content, and now even shows when your content appears in AI overviews.

Every single small business needs this tool. It’s non-negotiable. Set it up once and check it weekly to get insights into how your content is performing. Find out more and get started Google Search Console.

2. HubSpot Marketing Hub (Free Tier Available)

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HubSpot Marketing Hub is a comprehensive customer platform that includes marketing, sales, content, service and website tools for companies of all sizes.

For small businesses ready to scale their content marketing, it offers built-in SEO recommendations, content templates optimized for AI readability, topic clustering tools for organizing content, and an AI-powered content assistant.

The free tier offers surprisingly powerful features for businesses just starting out with content marketing. As you grow, the $20/month Starter tier offers more sophisticated tools, and the $890/month Professional tier is suitable for businesses with specialized content strategies.

Key features for GEO:

• Integrated SEO recommendations
• Content templates optimized for AI readability
• Topic clustering tools
• Schema markup features (Professional level)
• AI-powered content assistant

3. Screaming Frog SEO Spider (Free Tier Available)

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Screaming Frog was a game-changer in the days of SERP conquest. The software crawls your website to identify technical SEO issues, missing metadata, broken links, and schema implementation issues. For small businesses that want deep technical insight without having to hire a developer, this tool is invaluable.

The free version crawls up to 500 URLs per domain, which is more than enough for most small business websites. The interface requires a bit of learning, but the insights are worth it. Use the Issues tab to get a quick overview of potential issues, then drill down into details.

What it checks:

• Technical elements that make content AI-unfriendly
• Schema markup implementation
• Missing meta descriptions or alternative text
• Site structure issues confusing AI systems
• Broken links and redirect chains

The $259/year paid version unlocks additional features, but most small businesses benefit from the free version. Find out more at Screaming frog.

4. AnswerThePublic (free tier available)

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AnswerThePublic generates question-based keywords and content ideas based on actual searches, making it perfect for GEO strategy. The tool shows you exactly what questions people are asking about your services or products, helps you create content that matches AI query patterns, and visualizes question topics and subtopics so you can identify content gaps.

The free version allows three searches per day, which is enough for initial research and regular updates. Enter your core service or product and you’ll get a visual map with questions organized by Who, What, When, Where, Why and How. These questions become your content roadmap – each one is an opportunity for an AI quote.

Best for:

• Initial planning of the content strategy
• Identifying opportunities for question-based content
• Understand how people in your industry frame questions
• Discover gaps in the content of your reporting

The Pro version at $99/month removes search restrictions and adds competitor analysis, but start with the free tier to validate the approach. Check it out AnswerThePublic.

Overall, many small businesses achieve significant GEO improvements with these free tools and HubSpot’s free tier alone. Don’t upgrade to paid tools until you’ve confirmed GEO is generating leads and you’re ready to scale.

Want more insights into SEO strategy? Read our article on how often you should rethink your SEO strategy.

Generative Engine Optimization FAQs for Small Businesses

How long does it take to see results with GEO?

Small businesses typically see GEO results within 4 to 8 weeks of implementation, which is actually faster than traditional SEO.

Timeline Breakdown:

Weeks 1-2:

• Full initial optimization (schema, GBP, content updates)
• See improved accuracy if your company has already been mentioned

Weeks 3-6:

• Start appearing in AI responses for long-tail local queries
• See the increase in traffic from AI platforms in Google Analytics

Weeks 7-12:

• More consistent citations across multiple AI platforms
• Increased visibility for competitive keywords

3-6 months:

• Established authority in your local market/niche
• Regular quotes ensure measurable traffic and leads

GEO can be faster than SEO because AI systems continually update source preferences (as opposed to monthly algorithm updates), there is less competition for AI citations (for now), and local businesses benefit from geographic specificity. However, GEO, like SEO, requires continuous effort. The companies that regularly maintain and update their content achieve the best results in the long term.

Do I need new tools or can I start with what I have?

You can definitely start with free tools that you probably already use or have access to. For most small businesses, free tools (e.g. Google Search Console, HubSpot’s free tier, Screaming Frog) are sufficient for the first three to six months. Invest in paid tools once you’ve confirmed that GEO is producing results and you’re ready to scale.

When to invest in paid tools:

• You are ready to scale content production
• You want advanced technical audits
• You need to manage multiple locations
• You want automated citation tracking

How is GEO different from response engine optimization?

Response Engine Optimization (AEO) and Generative Engine Optimization (GEO) are related but different:

Response Engine Optimization (AEO):

• Optimized for direct response features that have been around for years
• Goals: Google Featured Snippets, Knowledge Panels, “People Also Ask” fields
• Goal: Appear in the “answer box” at the top of traditional search results

Generative engine optimization (GEO):

• Optimized for newer AI platforms that generate originally synthesized answers
• Targets: ChatGPT, Perplexity, Google’s AI Overviews, Gemini
• Goal: Be cited as a source in AI-generated answers

The crucial difference: AEO focuses on extracting a perfect answer. GEO focuses on building deep expertise so that AI systems trust you as a source for numerous related questions.

For small businesses, the good news is that optimizing for one generally helps the other. When you create question-focused content with schema markup, you improve AEO and GEO at the same time. To understand how search is evolving, read our SEO predictions for 2025.

Can GEO help if I only serve a local market?

In any case, local businesses can actually have a GEO advantage.

Why GEO works well for local businesses:

1. Less competition: National companies compete on general terms, but you own your specific region
2. Voice search targeting: 76% of voice searches are localand voice queries correspond to the GEO content structure
3. Google Business Profile Performance: GBP is heavily weighted by AI systems for local queries
4. Specific intention: Local searches have a clear intent that AI systems can handle well

Advantages of Local GEO that you can use:

• Geographical peculiarity: “Emergency Plumber in Pearl District, Portland” is easier to own than “Emergency Plumber”
• Community presence: Local reviews, sponsorships and mentions carry weight
• Neighborhood competence: You can create rich local content that national competitors can’t match
• Visibility in multiple locations: Serve 3-5 districts? That’s 3-5 possibilities for AI citations

Local GEO checklist:

• Perfect your Google business profile
• Create location-specific content pages
• Implement the LocalBusiness schema
• Create local citations and backlinks
• Encourage detailed, site-specific reviews

For more information on local visibility, see our local search engine optimization guide.

Should I hire an agency or keep GEO in-house?

For most small businesses, you can do the GEO basics in-house, especially in the first 6-12 months.

Keep GEO internal if:

• You have 3-5 hours per month to dedicate to optimization
• You are comfortable with basic website updates (or your website platform makes it easy)
• You want to control costs during the learning phase
• Your company serves a single location or a limited service area
• You have someone on your team who knows SEO basics

Consider hiring help if:

• You serve multiple locations and need a scalable implementation
• You don’t have time for marketing tasks
• Your website requires significant technical work
• You need advanced competitive analysis and strategy
• You are willing to invest $1,500-$5,000/month for comprehensive services

Middle ground: consultant or freelancer

Instead of a full-service agency, consider hiring a GEO consultant for:

• Initial strategy and exam (one-time $500-$1,500)
• Monthly check-ins to review progress ($300-$800/month)
• Technical implementation of schema markup ($500-$1,000 one-time)

Questions to ask before hiring:

• Do they have specific GEO experience (not just SEO)?
• Can you show examples of how customers are quoted on AI platforms?
• Do they understand local search for small businesses?
• What is the implementation schedule?
• Do they provide training to help you maintain results?

Do small businesses need GEO?

The short answer: Absolutely. As do large companies.

Like SEO, GEO is becoming one of the most effective and cost-effective ways to reach your audience, and you don’t have to reinvent the wheel to be successful with it. GEO is an evolution of SEO for a time when AI plays a larger role in how people discover businesses and information.

The small businesses that win with GEO aren’t the ones with the biggest budgets; They are the ones who started early, focused on the basics and always delivered value. The good news? As a small business, you have the flexibility to adapt more quickly than larger competitors. So start implementing the tips in this guide with your team.

Are you ready to implement these strategies at scale? HubSpot’s Content Hub, Marketing HubAnd Breeze AI offer integrated tools to create, optimize, and measure AI-enabled content with plans designed specifically for small businesses.

The future of search is here. Make sure your company is part of it.