Understand the current picture
Establish a visibility baseline around relevant questions, entities and sources rather than isolated prompts.
GEO & AI search
Make your expertise clear
in AI-powered search.
Build on your SEO foundations to improve how your organization and information are understood, retrieved and referenced across AI discovery.
Where I focus
Clarity, evidence
and careful observation.
Start with the information your organization publishes and the questions your audience asks. Then define what can be improved and how to observe it.
Strengthen your information
Review entity clarity, useful answers and supporting evidence so readers and systems can understand your expertise.
Test and learn
Turn findings into testable changes. Monitor answers, citations and related search evidence with the context needed to interpret them.
Inside the work
A focused observation plan.
A useful content response.
AI visibility work becomes more useful when the question set, evidence and proposed changes are explicit.
- Define the questions worth observing
Choose representative audience questions, markets and discovery platforms. Record the context so later observations can be compared with the starting point.
- Inspect the answers and their sources
Review how the organization is described, which pages are referenced and where information is incomplete or inconsistent. Separate the observation from an explanation that still needs testing.
- Improve a defined information gap
Select a change with a clear purpose, such as clarifying a service’s scope or supporting an important claim. Record publication changes and review the evidence again.
Typical deliverables
A grounded approach
to a changing channel.
GEO work should produce clear hypotheses and measurable observations. No one can promise a particular ranking, answer or citation from an AI system.
- A defined AI visibility baseline and question set
- Entity, content and information-quality review
- Citation and source analysis
- An optimization roadmap and a practical monitoring framework
Research & insights
What changes with GEO?
Read how SEO foundations relate to AI search, and where the questions and measurement need to evolve.
Read the articleA connected approach
Search does not sit in isolation.
Technical systems, content, markets and measurement affect one another. Where the evidence points to another area, the roadmap should connect them.
Explore all expertiseBefore we begin
Practical questions
about AI discovery.
Keep platform-specific facts separate from your wider content and search strategy.
Do we need special AI files or schema for Google?
Google’s current guidance says it does not require special AI markup or an llms.txt file for visibility in its generative search features. The starting point remains accessible pages and useful information. This statement concerns Google; other services can have different requirements. Read Google’s AI optimization guide.
What can we measure directly?
For Google, the Generative AI performance report provides impressions for supported AI search features. Those observations answer a different question from website visits or enquiries. Other platforms and sampled answers need their own context and limitations. See what Google’s report includes.
What information should we prepare?
Start with your important products or services, priority markets, recurring customer questions and authoritative pages. Access to people who know the subject helps resolve factual gaps. Existing visibility observations are useful if their prompts, dates and platform context are available.
A useful next step
Start with the questions your audience asks.
Share your website, your market and what you want to understand about AI search.