AI analysis explained: from data to insight

What do we see in this GEO analysis?

The GEO report below examines how major job website Randstad.nl is visible within AI-generated answers from platforms such as ChatGPT, Google and Perplexity. The analysis focuses specifically on the theme of Employment Conditions and combines two perspectives: search intent and content.

The queries are divided into four search intents, based on the stages of an applicant’s customer journey. Within these search intents, we looked at which themes occur most frequently, such as CV, cover letter, job interview and assessment. We then measured for each platform how often Randstad.nl is mentioned as a source, its average position and the stage of the customer journey in which this occurs. Because hundreds of AI answers have been measured, producing thousands of data points in total, we can draw many insightful conclusions about the AI visibility of Randstad.nl within the search topic ‘employment conditions’.

The purpose of the report

The purpose of this report is to show how Randstad performs within AI answers and where opportunities exist to become more visible there. Specifically, the report shows:

• How often randstad.nl is mentioned in AI answers
• The average position at which Randstad appears when it is mentioned
• For which search intents and themes Randstad is highly visible or, conversely, less visible
• Which other websites are most frequently used as sources

These insights provide a starting point for making targeted adjustments, in order to be cited more often and more consistently by AI platforms.

Which search intents does the report use?

The report uses four search intents, based on the way people move step by step towards a decision:

• Awareness, exploring and understanding
• Interest, researching in greater depth and comparing
• Consideration, weighing up options
• Action, taking direct action, in this case applying for a job

These intents are combined with content themes, making it clear at which stage of the search Randstad is or is not visible. These are the subjects the prompts actually concern. Most prompts fall within the Awareness stage, accounting for 44 per cent. This is followed by Action at 21 per cent; Interest and Consideration are less prevalent.

What does this mean for Randstad?

For Randstad.nl, the analysis presents a mixed picture. On Google and Perplexity, visibility is relatively strong in the Action stage, while ChatGPT shows lower presence percentages in the same stage. In ChatGPT, Randstad is also mentioned significantly lower down (in terms of position) than in the other two sources.

In the Interest and Consideration stages, it becomes clear that other parties, such as specialist CV and careers websites, are used as sources more often. This indicates that AI platforms rely heavily in these stages on in-depth, specialist content with a clear focus on one subject.

For Randstad, this means that the brand is recognised in terms of content, but there is scope to position it more strongly as an authority on specific sub-themes within employment conditions. There is particular growth potential in questions concerning practical implementation and deeper understanding, such as optimising a CV or preparing for an interview.

What can you do with this GEO analysis?

A GEO analysis makes it visible how a brand or organisation is included in AI answers, something that is barely visible through traditional SEO metrics. Rather than only rankings and traffic, this analysis shows whether and how content is actually used as a source by LLMs.
For organisations such as Randstad, this provides valuable insights into:

• Which stages of the customer journey are well covered.
• Which themes the brand is recognised as a source for.
• Where competitors are cited more often and why.
• Where the opportunities lie to become more visible.

These insights help with making targeted content choices. Not only to be found more easily, but above all to be consistently present in AI answers that are increasingly becoming the starting point for the online search.

Next steps based on the AI report

Based on this GEO analysis, clear next steps can be defined. A logical first step for Randstad is to strengthen content within the Interest and Consideration stages, with greater focus on content depth and practical applicability. Think of comprehensive guides, concrete step-by-step plans and well-structured explanatory pages.

It is also important to align content explicitly with AI use: clearly structured, factually substantiated and clearly positioned as an expert source. This increases the likelihood that AI platforms will select and cite the content.

AI search behaviour is changing rapidly, as are the sources being used. At Aspen Digital, as a GEO specialist , we therefore turn an AI report into practical recommendations, content topics and optimisations. This helps your business not only to be found more easily now, but also to stay relevant in an online landscape where AI will play an increasingly important role.

View the full AI report below

This report is best viewed on desktop.