GEO — Generative Engine Optimization

In short

GEO (Generative Engine Optimization) is the practice of preparing a brand and its content to be selected as a source inside answers generated by AI models. Where SEO asks "how do I rank higher?", GEO asks "how do I get cited inside the answer?". Practically, GEO operates at the entity level — who you are and how consistent information about you is across the web — not at the level of a single page.

Entity building

We define your brand as a clear entity for models: who you are, what you offer, where you operate and who vouches for you.

Cross-source consistency

Any inconsistency in name, description or figures lowers model confidence. We unify your footprint across every platform.

Generative share of voice

We measure your share versus competitors inside generated answers and turn it into a single metric you can track monthly.

SEO versus GEO, side by side

SEO: goal is ranking a link, unit is a page, metric is position, win is a click. GEO: goal is citation, unit is an entity plus an answer block, metrics are mention rate, share of voice and sentiment, and the win is the model recommending you. Shared: a fast crawlable site, correct structured data, honest sourced content. Different: GEO weighs off-site mentions and information consistency far more, and keyword density far less.

• SEO measures position — GEO measures mention rate
• SEO optimises a page — GEO optimises an entity
• SEO wins a click — GEO wins a recommendation

Step one: entity building

Before a model recommends you, it must know who you are with confidence. The entity is the structured representation of your brand: official name and alternates, description, founder, location, services, official links, and the sources that attest you exist. We build it through Organization structured data on your site, clear About and Founder pages, then anchor the entity externally in Wikidata, directories and professional platforms using literally the same wording. Any mismatch in name or description between sources lowers model confidence and pushes it toward a clearer competitor.

• Organization and sameAs data on the site
• Founder and About pages with verifiable information
• An entity in Wikidata and industry directories
• Literally identical wording across every platform

Step two: structuring content into answer blocks

Each page is split into blocks: a clear question, a direct two-sentence answer, then supporting depth and figures. FAQPage and HowTo data are added where appropriate, and dates and sources are stated explicitly because models prefer dated, attributed information. The decisive rule: write to be excerpted. If you cannot picture a paragraph standing alone as an answer, rewrite it.

Step three: cross-source consistency

We inventory every place your name appears across the web: directories, professional platforms, marketplaces, articles and social accounts. Any inconsistency — a different founding year, an outdated description, a name variant, an old phone number — is corrected. This step is invisible to customers but among the highest-impact for model trust, because a model builds its representation of you from the intersection of sources, not from your site alone.

Step four: measuring generative share of voice

We turn visibility into one trackable metric: the share of prompts in which you are cited, split by engine, language and market, and compared to each competitor. Then we map the "source gap": the sites AI cites in the prompts you missed — and that list is precisely your off-site presence plan for the coming months.

Common mistakes that sink GEO projects

First: treating GEO as adding new words to old content instead of restructuring it. Second: blocking AI crawlers in robots.txt and then wondering about the absence. Third: relying on the site alone and neglecting off-site mentions — the number-one reason mention rate stays at zero. Fourth: claiming undocumented figures or awards, because a mismatch between your claims and what models find elsewhere damages trust. Fifth: measuring once and stopping; GEO is a moving metric that needs periodic measurement.