The short answer
GEO does not replace SEO. A business still needs crawlable pages, clear information architecture, useful content and credible evidence. Generative search adds another reason to make entities, relationships and direct answers easy to understand.
Start with information only you can provide
Generic summaries are easy to reproduce. First-hand project decisions, original images, named expertise, current service details and honest limitations give a page a reason to exist—and give search systems clearer evidence to work with.
Make the business unambiguous
Use the same name, location, services and profile links consistently. Connect the person or organisation to its services, projects and articles in visible content as well as appropriate structured data.
Measure what matters
Monitor search queries, qualified visits and conversions. Visibility inside generative experiences is evolving, so avoid tools that promise secret metrics or guaranteed citations.