What is GEO, and why does it matter now?

GEO is the practice of measuring, explaining, and improving how generative AI engines cite your brand when users ask questions in your category.

Where SEO optimises for a ranked list of links, GEO optimises for inclusion inside a single synthesised answer. The user often never sees a list — they read the AI's recommendation and act on it.

ChatGPT alone serves more than a billion queries a week, and Google's AI Overviews now sit above the classic results on a growing share of searches. For high-intent buyers, the AI answer is the new first impression.

If you're invisible there — or worse, mis-cited — you lose customers to whichever competitor the model decided to recommend instead.

1. Track the prompts your customers actually type. Not keywords — full natural-language questions.

2. Probe each AI engine on a regular cadence and capture who gets mentioned, in what context, and with what sentiment.

3. Diagnose the root cause when you're missing — weak structured data, stale facts on third-party sites, missing review presence, or a competitor with stronger authority signals.

4. Fix the underlying signals: schema markup, Wikipedia/Wikidata accuracy, knowledge-panel completeness, fresh authoritative content, review velocity.

5. Re-measure and prove lift over time.

Carries over: clean technical foundations, structured data, E-E-A-T signals, fresh authoritative content, and a healthy backlink profile.

Changes: measurement (mentions vs rankings), competitive set (often broader than your search competitors), and the optimisation surface (third-party knowledge sources now matter as much as your own site).

Run a free visibility scan on your domain — it takes under a minute and shows you which engines already know who you are, which competitors come up instead, and the biggest fixes to ship first.