Search is evolving beyond traditional keyword-based queries. The rise of Generative Engine Optimization (GEO) is reshaping how businesses establish visibility online.
AI-driven platforms like ChatGPT, Gemini, and Perplexity now synthesize and deliver direct answers, altering user search behavior. Brands must adapt by optimizing not just for Google but for AI-driven search interfaces.
How Daikin Tackled This AI Search Opportunity?
As a global leader in HVAC solutions, Daikin Belgium recognized the urgency of this shift. Previously outsourcing their SEO strategy, they internalized their approach and partnered with Semactic, an innovative SEO platform, to merge traditional SEO with GEO methodologies.
We needed to take back control of our SEO strategy. Understanding GEO was critical to staying ahead in an evolving digital landscape
• Simon Gourdnin, Digital Manager at Daikin Belgium
Key strategic steps:
Customer Journey Mapping: Identifying search intent at each stage (discovery, evaluation, purchase).
Keyword Grouping by Intent: Differentiating between informational, commercial, and transactional queries.
Content Optimization: Enhancing depth, structure, and clarity for both traditional search engines and AI-driven platforms.
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Implementation: Merging SEO & GEO best practices
To strengthen Daikin's online presence and AI-driven visibility, a strategic approach was implemented, focusing on content depth, rich media integration, user-centric design, and targeted SEO execution :
1. Content Depth: enhancing topical authority
Long-form, in-depth content to provide comprehensive insights.
Addressing related queries to improve engagement and visibility.
Establishing Daikin's HVAC expertise through well-researched, structured narratives.
2. Rich Media Formats: catering to AI models
Integrating videos, infographics, and comparative tables.
Structured data implementation for enhanced indexing.
Creating interactive elements to improve UX and engagement.
3. User-Centric Design: optimizing for readability & navigation
Improving page templates and structured layouts for better engagement.
Enhancing internal linking to strengthen topical authority.
Ensuring content is skimmable and AI-friendly for optimal GEO ranking.
4. Focused SEO & GEO Execution: the heat pump pricing strategy
Daikin identified a weak ranking position for heat pump pricing-related searches. To address this, they:
Created detailed, product-specific content.
Added pricing comparison tables to align with user intent and GEO principles.
Incorporated government incentives and cost breakdowns to address common customer concerns.
It's not just about optimizing content for traditional search anymore. Brands must structure their data in a way that AI-driven platforms can interpret and integrate effectively.
Céline Naveau, CEO at Semactic
Results & insights: the measurable impact
SEO Wins:
Improved rankings for critical search queries, including "heat pump price."
Higher click-through rates (CTR) due to content restructuring.
Increased organic visibility in traditional search results.
GEO Breakthroughs:
Daikin’s content gained mentions in AI-generated responses on ChatGPT and Perplexity.
Structured pricing tables were integrated into AI-driven search results.
AI-generated search responses highlighted Daikin’s authority on HVAC topics.
Authority & Trust: A Competitive Edge
Increased third-party mentions and backlinks from industry-related content.
Strengthened Daikin’s brand presence across AI-powered search engines.
Established credibility through user-generated content and expert citations.
Take action: SEO + GEO for future-proofed search strategy
Daikin’s success underscores the importance of adapting SEO strategies to include GEO principles. Businesses looking to future-proof their search presence should:
Create authoritative, well-structured content with depth and credibility.
Optimize for AI search engines through data-driven insights and structured formatting.
Leverage partnerships and third-party mentions to enhance authority.
Monitor AI search responses to track brand presence and optimize content accordingly.
Final thoughts: Search Everywhere Optimization (SEO + GEO)
As search evolves, businesses must shift from Search Engine Optimization (SEO) to Search Everywhere Optimization (SEO + GEO). By implementing AI-driven best practices, brands can maintain visibility, trust, and authority in both traditional and generative search landscapes.
Céline Naveau is co-founder of Semactic, Europe’s leading GEO activation platform. With more than 10 years of search expertise, she focuses on how visibility strategies are evolving in the age of AI Search, where brands must do more than simply appear - they must also be recommended, cited, and chosen. Through Semactic, she helps shape a more actionable, measurable, and ambitious approach to organic presence, designed to help companies move from observation to activation, and from visibility to impact.
If your marketing feels stuck in planning mode, you're not alone. Most inbound strategies stall not because of a bad idea—but because they never get implemented.
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