When someone asks ChatGPT, Gemini or Google's AI answers who they should use, a handful of businesses get named. AI search optimisation improves your chances of being among the businesses they surface.
More buyers are using AI assistants during research and comparison. Instead of typing a few keywords into Google, they can describe what they need in detail and ask which businesses or products they should consider.
There's no page two. If your business isn't included in the answer, you may never make the initial shortlist, and that lost visibility is difficult to see in standard analytics.
Generative engine optimisation (GEO), often called AI search optimisation is disciplined work across your site, your data and your presence elsewhere on the web. There's no trick or plugin involved.
Key information about your business needs to stay consistent wherever it appears online, particularly your services, locations, credentials and contact details. Conflicting information makes it harder for search engines and AI systems to build a clear picture of the business.
Pages written and structured to make important information easy to identify and understand. That means answering relevant questions directly instead of burying the useful information in broad marketing copy.
Coverage, mentions and reviews from credible third-party sources. This overlaps heavily with digital PR, which is why the two are often run together.
Structured data, clean markup and crawlability aren't exciting, but they make your site easier for machines to interpret correctly.
AI visibility isn't as straightforward to measure as traditional search rankings. I track a defined set of indicators so we can see how the brand's presence changes over time.
A defined set of buyer-style prompts across major AI tools and recorded whether your business appears, how it's described and which competitors are being surfaced.
How often your business appears across the prompt set over time, including how that compares with key competitors. Think of it as a developing AI-search version of share of voice.
Referral traffic and enquiries from AI platforms can be tracked directly where attribution data is available. The influence of an AI recommendation that leads to a later branded search is harder to isolate, so I treat that separately rather than presenting it as directly attributable revenue.
Much of this work overlaps with traditional SEO. Strong technical foundations, useful content and credible third-party mentions can support visibility in both search engines and AI tools.
I'll test the kinds of prompts your potential customers might use across the major AI tools and bring the results to our first call.