Generative Engine Optimisation is the work of making a business and its useful information easier for answer systems to identify, retrieve, interpret, and cite. It combines technical SEO, entity clarity, source quality, and content that answers real questions directly.
For businesses that want to be understood in AI answers as well as conventional search results.
Related reading: our study of 56 UK accountancy websites, covering AI crawler access, structured data and response times.
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A growing share of searches are answered inside ChatGPT, Claude, Perplexity and Google's AI Overviews without a click. If the answer engine does not understand your business, it recommends someone else's.
Being cited in an AI answer requires being crawlable by AI crawlers, being clear about what the business is, and being a source worth citing. Most sites fail the first test without knowing it.
The businesses that are understood by answer engines now will be the ones recommended by default later.
Define the entities, services, people, places, proof, and relationships that should be consistently understood across the site.
Create source pages with direct answers, strong evidence, clear authorship, structured data, and links to supporting detail.
Track representative prompts and search journeys over time without treating one answer snapshot as a ranking guarantee.
A good process makes the work easier to understand, easier to measure, and easier to improve.
We start with the goal, audience, constraints, existing stack, and the result that would make the project worthwhile.
We turn the brief into a focused plan, with clear priorities, technical decisions, responsibilities, and measures of progress.
We design, implement, and test the work against real devices, real data, accessibility requirements, and the edge cases that matter.
We release carefully, watch the evidence, and use what we learn to improve performance, visibility, and the next useful iteration.
Technical SEO audits and implementation for crawlability, indexation, performance, structured data, and site architecture.
Explore the serviceProgrammatic SEOProgrammatic SEO systems for useful, differentiated pages driven by real data, search demand, and a controlled publishing pipeline.
Explore the serviceContent and brandingContent strategy and brand systems that make technical or complex businesses easier to recognise, understand, and trust.
Explore the serviceBecause a growing share of searches are answered inside AI engines without a click, and the business the engine understands is the one it recommends. GEO makes the site crawlable by AI crawlers, makes the entity clear, and makes the content worth citing. A site that blocks GPTBot in its robots.txt, which our research found roughly one firm in ten does without knowing, has opted out of that channel entirely.
GEO stands for Generative Engine Optimisation. It is the practice of improving how clearly a business, its expertise, and its sources can be retrieved and represented in AI generated answers.
They overlap heavily in technical foundations, useful content, entities, and authority. GEO adds more attention to answer retrieval, source clarity, citations, and how information is summarised across systems.
No responsible provider can guarantee a particular citation. Models, indexes, prompts, and retrieval systems change. The work improves the quality and discoverability of the sources that systems can use.
Clear service pages, specific evidence, named expertise, consistent organisation details, useful FAQs, original data, descriptive links, and structured data all help establish what the business does and why it is credible.
Have a specific brief, dataset, or existing system in mind?