A generative system recommending a supplier is doing entity reasoning, not keyword matching. It needs to know that a company exists, what category it belongs to, which markets it serves and whether anything it says can be corroborated.
So the work is partly structural and partly editorial. Consistent structured data across every page, a description that classifies plainly rather than performing, markets stated explicitly, and a body of writing that is specific enough to be worth citing.
The unglamorous half is consistency. A company described four different ways across its own site is a company an entity resolver cannot pin down, and being unresolvable is worse than being uninteresting.
What is generative engine optimisation?
Making a brand legible to generative systems as an entity rather than a keyword: consistent structured data, a plain classification of what the company is, explicit markets, and writing specific enough to cite.
What is the most common GEO mistake?
Describing the company differently on every page. Inconsistency makes an entity unresolvable, which is a worse position than being unremarkable.