GEO ensures your content is structured, cited, and trusted by the AI platforms your customers are already using, so when they ask, your brand is the answer.
Search behaviour is changing faster than most businesses realise. A growing share of your potential customers are not opening Google and scanning ten blue links. They are asking ChatGPT, Gemini, Claude, or Perplexity a direct question and acting on the answer they receive. Generative Engine Optimisation is the discipline of ensuring your brand appears in those answers, with authority and accuracy.
We begin by understanding how your brand, products, and areas of expertise are currently represented across AI platforms. We prompt the major generative engines, ChatGPT, Google Gemini, Claude, and Perplexity, with the questions your ideal customers are asking, and audit where you appear, how you are described, and where competitors are being cited instead.
From this baseline, we identify the specific content and structural changes needed to improve your visibility. This typically involves four areas of work.
Entity optimisation ensures AI models have a clear, accurate, and consistent understanding of who you are. This means aligning your Google Business Profile, your website's schema markup, your Wikipedia or Wikidata presence, and the way you are described across authoritative third-party sources. AI models build knowledge graphs from these signals, and inconsistency or absence means lower confidence and fewer citations.
Content restructuring makes your expertise machine-readable. AI models favour content that directly answers specific questions, uses clear structured formats, and cites verifiable facts. We audit your existing content, identify the questions your audience is asking in AI platforms, and restructure or create content that positions you as the definitive answer.
Schema markup and structured data give AI models reliable, parseable information about your business, services, people, and content. We implement the full range of relevant schema types: Organisation, Service, FAQPage, Article, BreadcrumbList, and more, ensuring every page communicates clearly with both search engines and generative AI.
Authority signal building focuses on earning citations in the publications, directories, and sources that AI models draw from most heavily. This overlaps with Digital PR and SEO link building, but with a specific focus on sources that generative models are known to weight: Wikipedia, industry publications, government databases, and high-authority trade press.
We measure GEO performance by tracking AI citation frequency, the accuracy and sentiment of how your brand is described in AI responses, and any downstream traffic signals from AI-referred visits visible in your analytics.
Is GEO just a rebrand of SEO?
No, though there is significant overlap. Traditional SEO optimises for ranked lists of links. GEO optimises for inclusion within a generated prose response, a fundamentally different format that rewards directness, factual accuracy, structured content, and entity authority rather than keyword density or backlink volume alone. The two complement each other, which is why we integrate them.
Which AI platforms should I be optimising for?
The most commercially significant right now are ChatGPT (the most widely used consumer AI tool globally), Google's AI Overviews (which appear directly in Google Search results for hundreds of millions of queries), Perplexity (rapidly growing among professional and research audiences), and Microsoft Copilot (embedded across the Office ecosystem). We prioritise based on where your specific audience is most active.
How do I know if GEO is working?
We track a combination of direct AI citation monitoring (manually prompting AI platforms with relevant queries and documenting where and how your brand appears), referral traffic from AI platforms visible in GA4, and brand search volume trends in Google Search Console. It is an emerging measurement discipline, but there are reliable signals to work with.
Does GEO replace SEO?
Not yet, and we do not expect it to in the near term. Traditional search still drives the majority of discoverable web traffic. But the trajectory is clear: AI-assisted search is growing, and brands that establish strong GEO foundations now will have a significant advantage as the balance shifts. We treat SEO and GEO as a combined strategy, not a choice between them.
The brands that appear in AI-generated answers are being positioned as the trusted authority on that topic, without a single click being required. As generative search continues to grow, visibility in these responses will become as commercially important as page one rankings are today. The time to build that presence is now, before your competitors do.
