AI optimisation
Gemini
Google’s AI platform and ecosystem
On this page
- What is Gemini?
- How Gemini differs from ChatGPT
- When Gemini optimisation is relevant
- How to optimise for Gemini
- How to lay the foundation for Gemini optimisation
- How to adapt content for Gemini
- How Gemini fits with the rest of Google’s AI
- Where is Gemini heading?
- How to measure visibility in Gemini
- Which measurement options may come?
- How to prioritise Gemini against other AI platforms
- Gemini is part of the Google strategy
- The key things to know about Gemini
- Ready to optimise for Google’s AI ecosystem?
Gemini is Google’s AI assistant. Unlike ChatGPT and Perplexity, it is built into Google’s own services.
Being part of Google gives Gemini
- Access to Google’s enormous volumes of data
- Integration with Google Search, Gmail, Docs, Maps, YouTube
- The same family of models that powers Google AI Overviews and AI Mode
- A place in Google’s wider ecosystem
For businesses, Gemini is both a standalone AI platform to optimise for and the technical foundation behind Google’s AI answers in general. In Sweden, one in eight people use Gemini, while more than half use ChatGPT.
What is Gemini?
Gemini is both a standalone app and the foundation of Google’s AI
What Gemini does as a standalone app
- AI assistant at gemini.google.com
- Competes directly with ChatGPT
- Available as a mobile app
- Integrated into Google Workspace (Gmail, Docs, Sheets and more)
Which Google features run on Gemini
- Powers Google AI Overviews
- Powers Google AI Mode
- The foundation of all Google’s AI features
- Google chooses different Gemini models for different features
What this means in practice
Optimising for Google AI Overviews builds on Google’s ranking systems. That optimisation can help in Gemini too, but the standalone Gemini app does not necessarily choose sources in the same way.
How Gemini is integrated into Google’s ecosystem
Unlike ChatGPT, Gemini is built into Google’s own services.
Which Google services Gemini can use
Depending on country, account and settings, Gemini can
- Search Google
- Find information on YouTube
- Search Google Maps
- Read and write emails in Gmail
- Work in Google Docs, Sheets and Slides
- Schedule events in Google Calendar
What this means for users
Gemini is an AI assistant that is available in tools they already use.
With a Google account, no extra sign-up is needed
Anyone who already has a Google account can use Gemini without signing up again.
The consequence
The barrier is low for anyone who already uses Google’s services. Even so, in Sweden more than half use ChatGPT and one in eight use Gemini.
How Gemini differs from ChatGPT
Gemini and ChatGPT search the web in different ways
ChatGPT
- Language model first, web search added later
- Its own search crawler (OAI-SearchBot)
Gemini
- Direct access to Google’s search index
- The same crawling resources as Google Search
- Deep coverage of the web, including Swedish sites
The practical difference
Gemini and ChatGPT reach the web by different routes, so the same page can appear in one but not in the other.
Gemini handles more formats than text
Gemini can work with
- Text
- Images (analysing and creating)
- Video (understanding content from YouTube)
- Audio
For businesses
If you have video (YouTube), images or other visual material, it can become a source in Gemini.
How Gemini is used in Google Workspace
Gemini in Gmail
- Read and summarise emails
- Suggest replies
- Create drafts
Gemini in Google Docs
- Help with writing
- Summarise documents
- Format and structure
Gemini in Sheets
- Analyse data
- Create formulas
- Surface insights
For B2B companies
Your audiences can use Gemini directly in their workflow (Gmail, Docs), not just as a separate AI tool.
When Gemini optimisation is relevant
Why Gemini can be relevant for Swedish businesses
Fewer Swedes use Gemini than ChatGPT, but it can still be relevant for several reasons:
Google’s coverage of the web
- Google’s crawlers index Swedish websites for Google Search
A low barrier for users
- No separate sign-up (uses a Google account)
- Integrated into tools people already have (Search, Gmail, Docs)
Share of web traffic
Gemini’s share of global web traffic to generative AI rose sharply over the past year but has fallen for four months in a row. In September 2026, Gemini stood at 25.0 per cent and ChatGPT at 56.4 per cent.
Gemini can suit businesses in Google’s ecosystem
If your audiences use
- Google Workspace (businesses, organisations)
- Gmail for business communication
- Google Calendar and Drive
- Android (mobile)
Then they may come across Gemini in tools they already use.
B2B relevance
Many companies have Google Workspace. Gemini becomes a natural part of their workflow.
Content on YouTube can become sources in Gemini
Gemini can retrieve information from YouTube.
If you have
- Product demonstrations on YouTube
- Training videos
- Webinar recordings
- Customer case studies in video format
…they can become sources in Gemini.
How to optimise for Gemini
Much of what works for Google AI Overviews can also help in Gemini. Both are built on Google’s Gemini models.
How to lay the foundation for Gemini optimisation
The fundamentals for Google AI also apply to Gemini
Read more on our pages
- AI content methodology: how to write content worth citing
- AI technical requirements: structured data, crawlability, E-E-A-T
A quick recap
- Correct structured data that matches the visible text
- E-E-A-T signals (author, expertise, sources)
- Clear answers early in the text
- Up-to-date content with an update date
How to adapt content for Gemini
Include images and video in the content
Complement text with visual material.
Include
- Descriptive images with alt text
- Charts and infographics
- YouTube videos (if relevant)
- Screenshots and examples
Why
Gemini can work with text, images and video.
Make the content easy to use in Google Workspace
If your content can be used in workflows:
Make it easy to
- Copy text into Docs
- Export data to Sheets
- Share via Gmail
Example
A template, checklist or guide that users can bring into their own work is more effective.
How to optimise videos on YouTube
If you have video material:
Give the videos
- Descriptive titles
- Full transcripts (automatic or manual)
- Chapters and timestamps
- Descriptive metadata
A clear structure makes it easier to find the right part of a video.
How Gemini fits with the rest of Google’s AI
What Gemini, AI Overviews and AI Mode have in common and what sets them apart
- In common: all three use Google’s Gemini models
- AI Overviews and AI Mode: shown in Google Search and built on Google’s ranking systems
- The Gemini app: a separate product that is not included in Search Console’s Generative AI report
The practical consequence
You usually do not need a separate strategy for Gemini. Start with Google optimisation, then test how you appear in the Gemini app.
Where is Gemini heading?
Google is integrating Gemini ever more deeply into all its products.
How Gemini is developing as of November 2026
- Gemini in more Google services
- Deeper integration in Search
- A more advanced AI Mode
- Gemini in Android (deeper OS integration)
What this means for businesses
Gemini may come to play a bigger role in how people use Google.
How to measure visibility in Gemini
Gemini traffic is hard to isolate
Just as with ChatGPT, there is no dedicated “Gemini Console”.
How you can still track visibility in Gemini
How to test your visibility in Gemini by hand
- Test your keywords in Gemini (at gemini.google.com)
- Record whether you are cited
- Compare with competitors
- Repeat regularly
Google Search Console
- Clicks and impressions from AI Overviews and AI Mode are included in Search Console’s totals, and the Generative AI report shows the impressions
- The report covers Google Search and Discover, not the Gemini app
How to track Gemini traffic indirectly
- Clicks from the Gemini apps often lack referrer data and then end up as direct traffic in GA4
- Referrer data (clicks from Gemini on the web show up as gemini.google.com)
- Analysis of searches for your brand
Which measurement options may come?
Google will probably offer
- Gemini-specific data in Search Console
- Integration between Gemini usage and Search data
If these features become available, we help you set up the right measurement.
How to prioritise Gemini against other AI platforms
What Swedish businesses should focus on first
We recommend this order of priority for Swedish businesses.
1. Google AI Overviews & AI Mode (including Gemini technology)
- Greatest reach
- Lowest barrier for users
- A shared foundation with Gemini
2. Traditional SEO
- Stable traffic
- Proven return on investment
3. ChatGPT
- Used by more than half of Swedes
- International markets
- A complement
4. Gemini (standalone platform)
- Used by one in eight Swedes
- Included with Google’s other services
5. Perplexity
- Very niche
- Used by a few per cent of Swedes
Gemini is part of the Google strategy
See Gemini as part of your Google optimisation, not as a separate channel.
Optimising for Google AI can have an effect in
- AI Overviews
- AI Mode
- Gemini (standalone)
- Future Google AI features
The key things to know about Gemini
What Gemini is
- Google’s AI assistant (a competitor to ChatGPT)
- The technology behind Google AI Overviews and AI Mode
- Deeply integrated into Google’s ecosystem
- Access to Google’s search index, YouTube, Gmail and more
Why Gemini is relevant for Swedish businesses
- A low barrier for anyone with a Google account
- Integration into tools users already have
How to optimise
- The same foundation as Google AI Overviews and AI Mode
- Plus: multimodal content (video, images)
- Plus: YouTube optimisation
- Plus: Google Workspace compatibility
Priority
See Gemini as part of your Google optimisation. What works for Google’s AI can also have an effect in Gemini, but track the results in the app separately.
Ready to optimise for Google’s AI ecosystem?
We help you become visible in Gemini and Google’s other AI services.
Want to know where you stand today?
Call us, or fill in the form and we will get back to you.