When a buyer asks ChatGPT, Gemini, Perplexity or Google AI who to trust, the answer names a handful of brands. We work to make yours one of them, and we measure it.
Led by Tandeep Sangra · Last updated
GEO = Generative Engine Optimization. It means optimizing a business's website, content, and online presence so that AI tools such as ChatGPT, Google AI Overviews, Gemini, and Perplexity are more likely to understand, mention, cite, recommend, or correctly represent the business in their answers.
The target is a high place in the results list, ideally the first, so that searchers click through to your site.
The target is to be named in the answer itself. When someone asks an AI for the best providers in your field, you want to be in the shortlist it writes, with a reason attached.
Monitoring ties these together: you keep checking how often, and how accurately, your brand turns up in AI answers, and you fix what is missing.
The researchers who introduced the term, in a 2024 paper presented at ACM SIGKDD, found that adding credible citations, quotations and statistics raised a page's visibility in generative answers by up to 40% in their tests. Real platforms are less predictable than a lab, but the direction holds: evidence beats assertion.
Where does AEO fit? It is the narrower cousin of GEO.
Broad and ongoing. It covers how AI platforms understand your brand, what they say about it, which sources they trust, and whether you are named in recommendations across many prompts.
Focused on winning one direct answer to one question, such as a featured snippet or a voice reply. It sits inside the wider GEO picture. See our AEO services.
Not equally for everyone. The pressure is highest where a customer cannot decide in a single click. If your buyers read, compare, ask follow-up questions and weigh risk before they commit, an AI assistant is now doing part of that work for them, and the brands it shortlists are the ones that get the enquiry. If your sales are impulse-led or purely about proximity, GEO can wait while you fix the basics.
These choices are costly, personal and hard to reverse, so people ask detailed questions and want reassurance. AI systems tend to favour sources that show real credentials, consistent facts and independent reviews, which makes trust signals decisive here.
“Which clinic near me handles knee replacement, and what do patients say about recovery?”Shoppers ask AI to compare products, check ingredients or sizing and find the best value. Clear product data, honest reviews and mentions on comparison sites decide which brands make the shortlist.
“Best fragrance-free moisturiser for sensitive skin under $30?”Buyers use AI to build vendor shortlists before talking to anyone. If your category, use cases and integrations are unclear to a model, you are removed before the first call.
“What are the best tools for X, and how do they differ for a mid-size team?”In short, we build the signals that shape how AI systems recognise and represent your brand: broad topical coverage, authoritative content, original research and data, credible third-party mentions, clear entity signals and trusted external sources.
These are the services that get your GEO right. Our work is built around where your customers actually ask questions. We optimise for ChatGPT, Gemini, Perplexity, Microsoft Copilot, Claude, Grok and Google's AI experiences, AI Overviews and AI Mode. Where your audience uses them, we also cover Meta AI and DeepSeek. Which of these deserve your effort depends on your audience, so we start by finding out.
Across those platforms, the work falls into six workstreams. You can take them as a full programme or start with the one that fixes your biggest gap.
Organisation, product and people details made machine-readable through JSON-LD and schema markup, named consistently across the web, and backed by profiles that meet Google's E-E-A-T expectations (experience, expertise, authoritativeness, trust). The goal is that a model can verify who you are before it repeats anything about you.
Buyers describe whole situations to an AI, so their prompts run long and conversational. We replace keyword lists with topic maps drawn from sales-call transcripts, support tickets and community threads such as Reddit, then build content that answers each long-tail scenario cleanly.
AI answers lean on specific claims that can be checked. We help you publish first-hand data, benchmarks and findings that other sources end up quoting, which is the strongest reason for an AI to name you.
Credible mentions in publications, directories, review platforms and expert communities. We focus on earning recommendations in the places AI systems look, not only on the pages you own.
Crawler access for AI bots, clean rendering, page structure and passage-level clarity, so the right paragraph on your page is the one an AI can lift and trust. This is the relevance-engineering layer behind the content.
We track how your brand is mentioned, cited and described across platforms, flag inconsistencies and outdated facts, and strengthen the sources responsible for them.
Before an AI will recommend you, it has to be confident about who you are. We make your organisation, products and people unambiguous through structured data (JSON-LD and schema markup), consistent naming across the web, and expert profiles that demonstrate E-E-A-T. Our schema markup service covers the build.
People type short keywords into search, but they describe whole situations to an AI. We build your content plan from the language real buyers use: sales-call transcripts, support conversations, and community forums such as Reddit. Topical authority maps then show which questions you should own and which you can ignore, so every page answers a real scenario.
Underneath the content sits the technical layer: how AI crawlers reach and render your pages, how your passages are chunked and retrieved, and whether the paragraph that answers a question can be lifted cleanly. Alongside that, we earn the third-party mentions, reviews and citations that AI systems treat as proof, because being named inside someone else's article often counts for more than saying it on your own site.
The end goal is to appear in the sentence the buyer reads: your brand named, described correctly and recommended for the right reasons. We track that outcome prompt by prompt and fix the sources behind any gaps. See AI citation monitoring.
Rankings do not describe AI visibility, so we score it with the six checks of the GEO-VIS Framework.
At the start we record how AI platforms answer your buyer prompts, then re-run the same prompts as the work progresses, so every change is compared against a baseline rather than a feeling. Each check answers a plain question: are you mentioned, included in the right comparisons, cited as a source, shaping the recommendation, described fairly, and matched to the buyer's intent? Together they tell you whether progress is real.
Every method and framework on this page was developed by our GEO expert, Tandeep Sangra. Clients work with her directly on strategy, and everything we deliver follows the approach she has set out.
Meet Tandeep Sangra →