Chinese AI startups expanding into Europe face a visibility problem that traditional SEO does not fully address. European buyers increasingly ask assistants such as ChatGPT, Perplexity and Copilot which tools to use, and those assistants rely on sources that a new entrant usually lacks. Generative engine optimisation, or GEO, is about building those sources deliberately.
Start with entity basics
Make sure the company name, product name, headquarters, founding year and a one-sentence description are consistent across the website, LinkedIn, app stores and directories. Many Chinese startups have different English names in different places, which confuses assistants.
Publish in European languages
English alone is not enough for Germany, France, Spain or Italy. Prioritise the pages that explain what the product does, pricing, security and data handling, and comparisons with alternatives. Have native speakers review them.
Address trust questions directly
European buyers ask about data storage, GDPR compliance, model providers and where data is processed. Publish a clear trust page in plain language. Assistants often quote these pages when users ask whether a tool is safe to use.
Get listed where Europeans look
Identify the review sites, AI tool directories and industry publications that appear in answers for your category in each market, and make sure you have accurate profiles there.
Measure monthly
Ask a fixed set of questions in each language every month and record mentions, citations and accuracy.
Be patient
Third-party coverage builds slowly. Technical and entity fixes show results within weeks; coverage in local publications takes months.
Developer and technical content
Many AI products are evaluated by technical teams. Clear documentation, API references, code samples and changelogs in English are often cited by assistants when developers ask how to do something. Publishing them on your own domain, rather than only on third-party platforms, helps the brand get credit.
Case studies with permission
European buyers like concrete evidence. Publish short case studies with measurable results, anonymised if necessary, and explain the context: industry, company size, problem and outcome. Avoid exaggerated claims. Assistants tend to quote specific numbers and careful descriptions rather than marketing slogans.
Local partners
Partnerships with European resellers, system integrators or consultancies bring mentions on local websites in local languages, which strengthen visibility in each market.
Our China companies going global marketing guide covers the wider marketing plan for Chinese companies going global.
Published by PandaWM, an overseas marketing team based in Hong Kong.