If you’ve spent any time marketing your tree care business, you’re likely familiar with SEO, or search engine optimization. For years, SEO has been the foundation of getting found online – helping your company appear when someone searches “tree removal near me” or “arborist in [your city].”

That foundation still matters. But the way people search – and how results are delivered – is changing.

Search engines are now integrating artificial intelligence (AI) to generate answers, not just lists of links. Google calls these “AI Overviews,” while tools like ChatGPT and Google Gemini generate direct responses to user questions. According to Google, these AI-generated summaries are designed to “help people quickly understand information from multiple sources.”

This shift is where a new concept comes into play: generative engine optimization, or GEO.

What is GEO

GEO focuses on how your business appears within AI-generated answers.

Instead of typing short search terms, users are increasingly asking full questions:

• “Do I need to remove this tree or can it be saved?”
• “What’s the best tree care company near me?”
• “Who can assess tree risk in my area?”

AI tools interpret these questions and generate a response, often highlighting a small number of businesses or sources. That response may be the only information a customer sees before deciding who to contact.

GEO addresses whether your business is included – and how it is described – when those answers are generated.

How GEO differs from SEO

SEO is designed to improve where your website ranks in search results. GEO influences whether your business is referenced in AI-generated summaries.

The two are closely connected. Research from Semrush and BrightEdge, both widely used digital marketing platforms, shows that AI-generated results still rely heavily on traditional ranking signals, including content quality, relevance and authority.

In practice, that means SEO remains the foundation. GEO builds on it by emphasizing:

• Clear, accurate information.
• Consistent business details across platforms.
• Content that directly answers common customer questions.

Businesses that communicate clearly and consistently are more likely to be included in AI-generated responses

Why this shift matters

Customer behavior is already changing.

A 2024 report from Gartner predicts that traditional search engine volume will decline as users increasingly rely on AI-driven tools to find information. At the same time, platforms like Google are prioritizing summarized answers over lists of links.

For tree care companies, this has practical implications. Most customers:

• Are not familiar with tree biology.
• Are unsure what service they need.
• Are looking for guidance, not just options.
• When someone asks a question like, “Can this tree be saved?” they are not just searching – they are seeking direction. The businesses that appear in those answers are positioned as credible sources.

If your business is clearly positioned online – with strong messaging, consistent information and educational content – AI tools are more likely to surface you as a credible resource when they “answer” queries.

Will your business appear – or not?

AI-generated answers draw from multiple sources. While the exact algorithms are not public, several factors consistently influence visibility:

1. Consistency across platforms. Your website, Google Business Profile and directory listings should align. Conflicting information can reduce confidence in your business.

2. Clear service descriptions. Specific language – what you do, where you work and how to contact you – helps both search engines and AI tools interpret your business.

3. Relevant, question-based content. Content that directly addresses customer concerns is more likely to be used in generated answers. For example: “Do I need to remove this tree?” and “What does a tree risk assessment involve?” Providing straightforward answers to these questions helps position your business as a reliable source.

4. Demonstrated expertise. Certifications, experience and clearly defined services all contribute to credibility. These signals help both users and algorithms assess trustworthiness.

What this means for your business

For small- to mid-sized companies, this shift does not require a new marketing strategy. It requires a clearer version of the one you already have. Start with what you know.

Tree care professionals answer complex questions every day – on job sites, in consultations and over the phone. Turning those explanations into written content is one of the most effective ways to improve visibility.

Equally important is explaining how decisions are made. For example, instead of listing services, describe your process: How you evaluate whether a tree can be preserved, what factors influence removal decisions and how risk is assessed.

This type of information reflects real expertise. It also aligns with how AI tools prioritize content – clear, useful advice based on real-world application.

Conclusion

SEO remains essential. It helps customers find your business. GEO builds on that foundation by influencing how your business is represented when customers ask questions and receive direct answers.

As search continues to evolve, clarity and credibility are becoming more important than volume or complexity. Businesses that communicate their expertise clearly and consistently are more likely to be surfaced, understood and trusted. For tree care companies, that’s not a new skill. It’s an extension of the work already being done in the field.

Esther de Hollander is the director of editorial & content strategy for TCI Magazine.