digital — seo & ai search
AI search: the work of being the cited answer.
A growing share of buying questions never reach a search results page — they're asked of an AI assistant, which answers in sentences and cites its sources. Generative engine optimisation (GEO) is the discipline of being citable: structured, verifiable, genuinely expert content a machine can safely repeat. The field is young, over-sold, and still worth doing properly. All three things are true at once.
what's real
How an answer engine chooses its sources.
Verifiable substance
Assistants prefer sources that state checkable facts plainly: what you do, where, for whom, under which certifications. Marketing adjectives are unquotable; specifics are citations waiting to happen.
Structure a machine trusts
Clean headings, real FAQ content, structured data, consistent entity details across the web. The same hygiene that good technical SEO builds — which is why GEO is an extension of that work, not a replacement religion.
Demonstrated expertise
The content assistants lean on is the honest, explanatory kind — how things work, what things cost to consider, when not to buy. Businesses that publish real knowledge get quoted; brochures don't.
the honest bit
What nobody can sell you.
No one can promise placement in AI answers — the systems are opaque, fast-moving and unbribable. Anyone offering "guaranteed AI visibility" is selling the 2010s ranking-guarantee playbook to a new decade. What can be done: make your business the easiest correct answer to cite, measure what's observable, and label the uncertainty honestly.
Our measurement today: assistant referral traffic, whether standard buying prompts in your category surface you, and enquiries that arrive saying "the AI recommended you". Imperfect, stated as such, improving as the platforms mature.
straight answers
Asked often.
What is GEO?
Generative engine optimisation: making your business the source AI assistants cite when customers ask them instead of a search bar. The levers overlap heavily with good SEO — clear structure, verifiable facts, genuine expertise — which is why we treat it as an extension of that work, not a separate religion.
Is GEO snake oil?
The field is young and over-sold, so scepticism is healthy. What's real: AI assistants already answer buying questions, they cite sources, and structured, factual, well-attributed content is more likely to be used. What's not real: anyone promising placement in AI answers.
How do we measure AI search visibility?
Imperfectly, today: assistant referral traffic, whether standard prompts in your category surface you, and enquiries that say "the AI recommended you". We report what can be observed and label the uncertainty — pretending precision here would be exactly the folklore we avoid.