Making the facts about your business clear, consistent and easy to cite, wherever AI assistants and search engines look for them.
Illustration with a made-up business. No one can guarantee a mention in an AI answer.
GEO, or generative engine optimisation, is the work of making sure AI assistants can find accurate information about your business and describe it correctly.
More buyers now start with a question to an AI assistant, or read an AI-written summary at the top of a search page, before they visit any website. Those answers are written from sources the assistant has learned from or found: your website, your listings, directories, reviews and articles that mention you.
GEO doesn’t trick an assistant into recommending you. It makes the right facts easy to find and hard to misread: who you are, what you do, where you work and why a buyer might choose you. If an assistant does describe you, the aim is that the description is accurate.
They overlap more than they differ. The difference is mainly in what you check and what you are aiming for.
| SEO | GEO | |
|---|---|---|
| Goal | Appear in search results for the searches your buyers type, and turn those visits into enquiries. | Be described accurately, and ideally recommended, when buyers ask an AI assistant or see an AI-written answer in search. |
| What is optimised | Pages, technical health, content and links, judged page by page against a search query. | The facts about your business wherever they appear: your site, profiles, listings and other sites that mention you. |
| How success is checked | Search Console data, positions for important searches, and the enquiries search visits produce. | A fixed set of buyer questions asked regularly across several assistants, recording whether and how you appear and which sources are cited. |
| Overlap | Clear, crawlable pages, structured data and helpful content help both. | Most of GEO rests on the same foundations as SEO; it adds attention to consistency, citations and how answers describe you. |
General patterns, not rules. Each assistant works differently, and all of them change often.
A check makes something vague measurable. This is the typical method, and what to ask for if someone runs it for you.
Most of this is ordinary good practice for a business website. GEO simply checks whether it reaches AI answers.
Much of this overlaps with our SEO work, which covers structured data in the technical audit, consistent business details across your site and listings, and service pages and articles written to answer customers’ questions clearly. As with our SEO work, there are no bought links.
Whoever does GEO work for you, these four things make it accountable.
No one can guarantee a mention in an AI answer. We fix what’s in your control and measure the enquiries that result, just as nobody controls Google’s rankings in SEO.
Treat any promise of “guaranteed AI visibility” with the same caution as “page one, guaranteed”. The honest version is a dated record of what assistants say about you, and a steady list of improvements to the things you can control.
A typical GEO engagement runs in four steps, then repeats the last two.
Something else on your mind? Ask us directly.
Generative engine optimisation: making your business easy for AI assistants and AI-written search answers to find, understand and describe accurately. Some people call it AI search optimisation or answer engine optimisation.
No. Most of GEO rests on the same foundations as SEO: pages search engines can read, clear content and accurate structured data. Many AI answers draw on web search results, so neglecting SEO usually hurts GEO too. See SEO and digital marketing.
No. No one can guarantee a mention in an AI answer, from ChatGPT or any other assistant. Answers change between runs, between users and when the products are updated. Anyone promising a guaranteed mention is guessing.
The ones your buyers are likely to use. In practice that usually means a few of the widely used assistants plus the AI-written answers in the search engines your market uses. Checking several matters because each one can describe you differently.
There is no reliable timetable. Some assistants pick up changes on your site quickly when they search the web; others reflect what they learned during training, which is updated less often. That is why checks are dated and repeated.
Find where the wrong fact comes from. It is often an old listing, an outdated page on your own site, or a directory with old details. Correcting the source, and stating the right fact clearly on your own site, is usually more effective than anything else.
Often, yes. Buyers ask assistants for providers in their city. Consistent business details across your site and listings, and pages that make clear which areas you serve, help both local search and AI answers.
With the same fixed set of questions, asked on a schedule and recorded with the date: whether you appear, how you are described, and which sources are cited. Alongside that, keep measuring the enquiries your site produces, because that is what pays for the work.
Send us your website and we’ll show you the first fixes we’d make on a free call.
The first call is free. We’ll show you what’s holding it back.
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