We ran wp.pl through our free GEO audit tool. wp.pl — Poland's biggest portal, massive traffic, decades of domain authority, a team of hundreds. The score? Not great. And that tells you something important about how AI search actually works.

If a media giant with every conceivable resource can fail at AI visibility, where does that leave your small or medium-sized business? Probably in a better position than you think — if you know what to fix.

What is GEO and why it matters now

GEO stands for Generative Engine Optimization. It's the practice of making your website visible and citable in AI-powered search tools — ChatGPT, Perplexity, Google AI Overviews, Gemini, Copilot, and others.

Traditional SEO was about ranking on page one of Google. GEO is about being the answer the AI gives when someone asks a question relevant to your business.

Think about how you use AI tools yourself. You ask a question, you get an answer, and maybe a few sources. You probably don't scroll through ten results. You just take the answer. If your business isn't in that answer — it doesn't exist for that user.

This is happening right now. Not in five years. Right now, people are asking ChatGPT "who's the best web designer in Tricity" or "what plumber can I trust in Gdansk." The question is: is your name in the answer?

How AI search engines decide what to recommend

AI models don't work like Google's crawler. They don't just count links and keywords. They're trying to determine which sources are authoritative, trustworthy, and useful enough to cite. Here's how they make that call:

1. Can they actually read your website?

AI crawlers — GPTBot, ClaudeBot, PerplexityBot, and others — need permission to access your site. Many websites block them accidentally through overly restrictive robots.txt rules. If the AI can't crawl your site, it literally cannot learn about you.

This is the first thing our GEO audit checks: are the major AI crawlers allowed in? You'd be surprised how many sites fail this basic test.

2. Structured data and schema markup

Schema.org markup is how you tell search engines and AI tools exactly what you are, what you do, where you're located, and who runs the business. Without it, the AI has to guess — and guesses are often wrong or incomplete.

For a local business, you want at minimum: LocalBusiness, Person (for the founder), Service for each offering, and FAQPage if you have an FAQ section. These aren't optional extras anymore — they're table stakes for AI visibility.

3. The llms.txt file

This is a relatively new standard, but it's gaining traction fast. An llms.txt file is a plain-text document at the root of your website that tells AI tools: who you are, what you do, and what pages are most important. Think of it as a CV specifically written for AI readers.

Most businesses don't have one. It's a simple fix that takes maybe an hour to set up and gives you a real edge over competitors who haven't done it yet.

4. Authority signals

AI models are trained on vast amounts of web content. They've "seen" which sources are cited, linked to, and considered authoritative in their field. If your business is mentioned across multiple credible sources — industry directories, news articles, partner sites, Google Business Profile — that builds the signal.

Local authority matters too. Being consistently listed with the same name, address, and phone number across Google, Apple Maps, Bing Places, and industry directories tells AI tools your business is real and established.

5. Content structure and depth

AI tools prefer content that directly answers specific questions. Long, vague marketing copy doesn't get cited. A clear, well-structured page that explains exactly what you do, who you serve, and what results you deliver — that's what gets referenced.

Headers matter. FAQ sections matter. Specific facts and numbers matter. The AI is looking for things it can quote, not things it has to interpret.

Back to wp.pl — what went wrong

When we ran wp.pl through the audit, the issues were mostly structural. Big portals often have robots.txt configurations that block certain bots, they rarely have business-level schema markup (because they're not a single business), and their content is so broad that AI tools struggle to associate them with any specific topic or service.

Being big doesn't automatically mean being AI-visible. In some ways, a focused small business with a clear niche, good structured data, and an llms.txt file can outperform a major portal in AI search results for specific queries. That's actually good news for you.

How our free GEO audit tool works

We built a tool that checks the key GEO signals in about 30 seconds. Enter your domain, and it checks:

Whether major AI crawlers (GPTBot, ClaudeBot, PerplexityBot, etc.) can access your site
Whether you have a robots.txt that allows or blocks them
Whether an llms.txt file exists
HTTPS and basic security (AI tools won't cite insecure sites)
Structured data presence
Page speed signals (slow sites get de-prioritized)
Mobile-friendliness

The result is a score with specific recommendations. Not a generic "you should optimize your SEO" — actual things to fix, in priority order.

What you can do today

Here's the quick wins list, roughly in order of impact:

Check your robots.txt. Make sure you're not accidentally blocking GPTBot, ClaudeBot, PerplexityBot, and similar. If you use a third-party robots.txt generator or a plugin that manages this, double-check its output.
Add or improve schema markup. At minimum: LocalBusiness with your full NAP (name, address, phone), opening hours, and service area. Add Person schema for the founder. Add Service schema for each main service.
Create an llms.txt file. Keep it simple: who you are, what you do, where you operate, and links to your most important pages. Put it at yourdomain.com/llms.txt.
Clean up your NAP consistency. Your business name, address, and phone should be identical across Google Business Profile, your website, Apple Maps, Bing Places, and any industry directories you're listed in. Inconsistencies erode trust signals.
Restructure your key pages. Add FAQ sections to your service pages. Use descriptive headers. Include specific facts: years of experience, number of clients, service area, prices (even ranges). Make it easy for an AI to quote you.

None of this requires a big budget or a developer. Most of it is content work and configuration. You can start this afternoon.

And if you want to see where you actually stand right now — run the free audit. It's at chcedointernetu.pl/en/free-geo-audit. Takes 30 seconds, costs nothing, and gives you a real starting point.

Originally published in Polish: Czy ChatGPT poleci Twoją firmę?