Entity & schema
Structured data that AI engines trust.
Answer optimisation
Content engineered to be quoted, not just ranked.
AI + classic SEO
Coverage across AI answers and organic search.
Citation measurement
Brand mention rate, citation share of voice against named competitors, and revenue at risk from absent citations.
Earned-source strategy
AI answers cite third-party sources heavily, so we work on the evidence about you off-site as well as on it.
We treat AI engines as the new front page. Roughly 60% of Google searches now end without a click, AI search products run zero-click rates between 60% and 93%, and when an AI Overview appears the top organic result can lose around 58% of its clicks — so we optimise for citation share and brand mention rate alongside rankings, and report both. Because AI answers lean heavily on earned, third-party sources, GEO work also includes strengthening the external evidence about you, not just your own pages.
What Generative Engine Optimisation actually is
GEO is the practice of making a brand visible, accurately described and citable inside AI answer engines — ChatGPT, Perplexity, Gemini, Google AI Overviews and AI Mode — rather than only ranking in a list of links. Answer Engine Optimisation (AEO) is used interchangeably by most practitioners.
It matters because a large share of search now resolves without a click. Research through 2026 puts roughly 60% of Google searches as ending without visiting another site, with dedicated AI search products running zero-click rates between 60% and 93%. When an AI Overview is present, the top organic result has been measured losing around 58% of its clicks. Buyers are being informed, compared and steered before your website is ever an option.
How it differs from SEO in practice
SEO competes for a position. GEO competes to be the source a model is confident enough to quote. The disciplines share technical health and content quality, then diverge in three specific ways.
First, entity clarity rather than keyword coverage. A model needs to resolve unambiguously what your organisation is, where it operates, what it offers, who is behind it and what evidence supports each claim — which is why structured data, consistent naming and named expertise carry disproportionate weight.
Second, answer-shaped content. Passages must be accurate and self-contained, because they will be extracted out of context. Direct answers near the top, specific attributed figures, plain definitions, checkable claims.
Third, earned sources. AI answers cite third-party material far more heavily than brand-owned pages, so citation share depends partly on what exists about you elsewhere. This is the part most agencies omit, and it is why GEO overlaps with PR and cannot be solved on your own website alone.
The KPI set, and why sessions are no longer enough
We report brand mention rate inside AI outputs, citation share of voice against named competitors, AI referral volume and conversion quality, and the relationship between citation frequency and branded search demand. Advanced programmes also track the revenue visibility gap — an estimate of revenue at risk from being absent where competitors are cited.
Conventional metrics stay in the report. AI referrals still average around 1% of website traffic, so organic search remains the larger channel; the AI layer is a leading indicator of market perception, not yet a traffic replacement. Anyone telling you to abandon SEO is overselling.
The upside nobody mentions
Zero-click is framed as pure loss. The data is more interesting. Brands cited inside AI Overviews have been measured earning roughly 35% more organic clicks and 91% more paid clicks than uncited brands on the same query. Visitors arriving after an AI answer have been reported converting at several times the rate of traditional organic traffic, because the model has already done the qualifying work.
So the strategic risk is not lower click volume. It is absence — being the brand the model does not mention while a competitor is recommended by name. Timelines are honest: entity and schema work can shift how engines describe you within weeks, while citation share against entrenched competitors is a two-to-three quarter programme because it depends on earned sources as well as your own content.
What is Generative Engine Optimization (GEO)?
GEO is the practice of making a brand visible and citable inside AI answer engines — ChatGPT, Perplexity, Gemini and Google AI Overviews — rather than only ranking in classic search results. It combines entity clarity, structured data, and content written to be quoted.
How is GEO different from SEO?
SEO competes for a position in a list of links. GEO competes to be the source an AI model cites in its answer. The disciplines overlap in technical health and content quality, but GEO adds entity definition, schema depth and answer-shaped content.
Can you measure it?
Yes — we track brand mention rate and citation share of voice across ChatGPT, Perplexity, Gemini and Google AI Overviews, alongside GA4 and Search Console, and report them together.
If AI answers reduce clicks, is the traffic worth less?
The volume falls but the quality rises. Visitors who arrive after reading an AI answer have already been pre-qualified, and AI-referred traffic has been measured converting at several times the rate of traditional organic. The risk is not lower conversion — it is being absent from the answer entirely.
How long before we see movement?
Entity and schema work can change how engines describe you within weeks. Citation share against established competitors is a two-to-three quarter programme, because it depends on earned sources as well as your own content.