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Generative Engine Optimisation· Global

The answer now sits
above the results.

A growing share of commercial searches are answered by AI before anyone reaches a link. Ranking first increasingly means ranking below a generated answer built from somebody else's content. GEO is the work of becoming the source that answer is built from.

Built for: Best fit: businesses with genuine expertise and something original to say. GEO cannot manufacture authority that does not exist.

Book a commercial opportunity call See our original research →
The shift

Being findable is no longer
the same as being cited.

For twenty years the objective was a position on a results page. That objective still matters — but it is no longer sufficient. When someone asks an AI system for a recommendation, the system generates an answer from sources it considers reliable, and names a handful of them. Everyone else is invisible, regardless of where they rank.

The businesses that will be cited are the ones that publish information an AI system cannot get elsewhere: original research, real numbers, first-hand analysis, genuine expertise attributable to a named person. The businesses that will disappear are the ones whose content was always a rearrangement of everyone else's.

What the work involves

Six things that decide
whether you get cited.

  1. Establish where you stand today

    We benchmark how ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews currently answer the questions that matter in your market — whether you are mentioned, what is said, and who gets cited instead.

  2. Make your expertise machine-readable

    AI systems cite sources they can parse and verify. That means direct answers to specific questions, clean structure, consistent entity information, and factual claims that can be checked rather than marketing language that cannot.

  3. Publish something worth citing

    The strongest citation driver is original information. Research, proprietary data, real numbers and first-hand analysis give an AI system a reason to reference you rather than reproduce a competitor. Rewritten content gives it none.

  4. Build the authority signals

    Named authors with real credentials, third-party mentions, industry references and a consistent entity footprint across the web. AI systems weight corroboration heavily — being described accurately elsewhere matters as much as what you say about yourself.

  5. Keep the SEO foundations intact

    GEO does not replace search. Crawlability, structured data, internal linking and page performance still determine whether your content is discoverable at all. We treat GEO as an extension of modern SEO, not a substitute.

  6. Track citations, not just rankings

    We monitor how AI systems answer your priority questions over time — whether you appear, in what context, and against which competitors. That is the metric that matters when the answer replaces the click.

Why us specifically

We generate original data
for a living.

Most agencies offering GEO can optimise structure and markup. Very few can create the thing that actually drives citation: information that did not exist before.

Our commercial intelligence work produces original datasets as a matter of course — market analyses, trade-flow research, pricing comparisons and supply-chain findings built from primary sources. Our published analysis of a ferroalloy supply gap is an example: original research, specific figures, real events, entirely from public data. That is exactly the kind of asset AI systems cite.

For clients, the same capability applies to their market. If you have proprietary data, operational experience or a genuine point of view, we can turn it into the material that makes you the referenced source in your category.

GEO, answered

What people ask
about AI search.

What is generative engine optimisation?
Generative engine optimisation (GEO) is the practice of improving the likelihood that your business and content are discovered, understood, referenced and cited by AI-powered answer engines — ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews. The goal is not a ranking position. It is becoming a source those systems trust and reference when generating answers relevant to your market.
What is the difference between SEO and GEO?
SEO targets visibility in traditional search results — ranking a page for a query. GEO targets visibility and citation inside AI-generated answers. The disciplines overlap substantially: both benefit from technically sound sites, genuine expertise, authority signals and structured information. The difference is the objective. SEO wants the click; GEO wants to be the source the answer is built from.
Is GEO replacing SEO?
No. Traditional search still generates enormous commercial traffic and remains critical. What is changing is the interface — a growing share of searches are answered partially or fully by AI systems and AI-generated summaries. GEO is an additional layer of modern search visibility, not a wholesale replacement.
Is SEO dead now that AI answers questions directly?
No — but low-quality generic content is becoming worthless faster than it already was. Expert, factual, original and genuinely useful information is becoming more valuable, because search engines and AI systems both still need reliable sources to draw from. Businesses that built visibility on thin derivative content will struggle. Businesses with real expertise and original research will benefit.
How do I rank in ChatGPT?
There is no ranking position in the way Google has one. The practical objective is to make your business easy for AI systems to identify, understand and trust. That means genuinely useful expert content, original research, authoritative references, clearly structured information, consistent entity data, credible named authors, third-party mentions, and pages that directly answer specific questions. The objective is citation and recommendation, not keyword placement.
How does GEO actually work?
GEO strengthens the signals that let AI systems understand who you are, what you know, what evidence you hold and why your information can be trusted. Original datasets and proprietary research are particularly powerful because they create information that cannot simply be reproduced from other websites — which gives an AI system a concrete reason to cite you specifically.
What are the best GEO tools and strategies?
No single tool solves GEO. Effective work combines keyword and question research, technical SEO, expert content, original research, entity optimisation, structured data, digital PR, authoritative mentions, FAQ and comparison content, useful tools, and ongoing AI-citation monitoring. The differentiator is rarely the tooling — it is whether you have anything original to say.
How long does GEO take to show results?
Faster than traditional SEO in some respects, because the field is far less contested. Where a business publishes genuinely original information on a topic with few authoritative sources, citations can appear within weeks. Competitive, well-covered topics take longer and depend on building corroboration across the wider web.
Can you guarantee AI systems will cite us?
No, and nobody credible can. AI systems do not publish ranking rules, their outputs vary between users and sessions, and the models change frequently. What can be done is systematically improve every signal known to influence citation, measure how answers change over time, and keep publishing information worth referencing.
Related

The rest of the system

AI SEO & Demand Generation
The search foundations GEO builds on — and the automation that works every enquiry.
The Ferroalloy Supply Gap
Original research, published in full. The kind of asset that earns citations.
Deal Origination
Buyers identified on evidence, verified, and developed into real opportunities.
Get started

What does AI say
about you right now?

We benchmark how the major AI systems currently answer the questions that matter in your market — whether you appear at all, and who gets cited instead. That baseline is where the work starts.

Book a discovery call → See the results