SEO & Generative Engine Optimization
Outcomes
Visibility where people now ask questions
A growing share of research-stage queries never reach a results page. If your content is not structured to be extracted, you are absent from that conversation regardless of how you rank.
Traffic that survives AI summaries
Informational content that merely restates what a model already knows loses its click. Content with specific data, original analysis, or an opinion worth attributing keeps it. The strategy shifts accordingly.
Technical foundations that serve both
Server-rendered HTML, fast pages, correct schema, clean information architecture. Classic SEO requirements that happen to be exactly what AI crawlers need, most of which do not execute JavaScript.
Measurement for a channel with no dashboard
There is no Search Console for AI citation yet. We build a tracking process: defined query sets run against the major assistants on a schedule, with citations logged so you can see whether visibility is moving.
What we build
Technical audit and remediation. Rendering, crawlability, site architecture, Core Web Vitals, indexation, canonicals, redirects. Unglamorous and still the highest-return work on most sites.
Structured data implementation. Organization, Service, Article, FAQPage, BreadcrumbList, JobPosting — typed and validated. Schema is how you tell machines what an entity is rather than hoping they infer it.
Answer-first content architecture. Restructuring pages so each opens with a self-contained answer that can be lifted intact. Question-shaped headings. Facts stated with specifics. This is the core structural difference between SEO and GEO, and it is largely an editing discipline rather than a technical one.
Entity consistency. Your organisation described identically across your site, schema, llms.txt, LinkedIn, Crunchbase and industry directories. Models synthesise identity from many sources; inconsistency dilutes confidence.
llms.txt and machine-readable surfaces. A structured plain-text description of what you do, plus a full-content file so an assistant fetching one URL gets complete coverage.
Crawler access configuration. Explicit robots directives for GPTBot, ClaudeBot, PerplexityBot, Google-Extended and CCBot. Many sites block these by default and lose distribution without noticing.
Content programme. Topics selected for citation potential rather than keyword volume alone: cost questions, comparison questions, "how do I choose" questions. These are disproportionately what people ask assistants.
Citation tracking. Monthly runs of your target queries against the major assistants, logged, with movement reported.
How it works
Weeks 1–2 — Audit. Technical crawl, content assessment, schema review, entity audit, competitor citation analysis. We establish a baseline for both channels, including which assistants currently cite you and for what.
Weeks 2–4 — Technical remediation. Rendering and performance issues first, since they gate everything else. Schema implementation. Crawler access. Machine-readable files.
Weeks 4–8 — Content restructuring. Existing high-value pages rewritten to answer-first structure. FAQ sections built from real questions. This typically produces the fastest visible movement, because the content already has authority and only needed to be extractable.
Ongoing — Content and measurement. New content on the citation-potential model, monthly citation tracking, technical monitoring, iteration.
Meaningful movement in classic search generally appears at three to six months. AI citation can move faster — sometimes within weeks of restructuring — because assistants re-fetch content rather than waiting on ranking cycles. Neither is instant, and anyone promising otherwise is selling something else.
Technology
Crawling and audit: Screaming Frog, Sitebulb, Ahrefs or Semrush for competitive and backlink analysis.
Validation: Google Rich Results Test, Schema.org validator, Lighthouse and PageSpeed Insights.
Measurement: Google Search Console, Bing Webmaster Tools — the latter matters more than most people assume, since it feeds ChatGPT's search layer — plus our own citation tracking runs.
Implementation: framework-appropriate, typically server-side rendering with typed schema generation. We work in your stack rather than bolting on a plugin.
Where this applies
Strongest for businesses selling considered purchases where buyers research extensively — B2B services, software, professional services, healthcare, finance, education. These are precisely the categories where buyers now open an assistant first.
Weakest for businesses whose demand is local and immediate, or purely brand-driven. Local SEO and paid channels usually beat a content programme there, and we will say so.
- Screaming Frog
- Sitebulb
- Schema.org validator
- Lighthouse
- PageSpeed Insights
- Google Search Console
Frequently asked questions
SEO optimises to rank in a list of results. GEO optimises to be quoted in a generated answer. They share technical foundations — crawlable HTML, speed, structure, authority — but differ in content shape: GEO rewards self-contained, specific, extractable passages, while classic SEO tolerates content that builds toward a point.
No, but the mix has shifted. Purely informational content that a model can already answer loses clicks. Transactional, local, and specific-intent searches still go to results pages. The durable strategy serves both, which is why we do not treat them as separate services.
Ask them. Run your target queries against ChatGPT, Perplexity and Google AI Overviews and record whether you appear. There is no dashboard for this yet, so it is a manual process — which is exactly why we run it on a schedule rather than assuming.
Almost certainly not, if discovery matters to you. Blocking GPTBot or ClaudeBot removes you from a growing referral channel. There are legitimate reasons to block — proprietary content, licensing strategy — but it should be a decision, not a default someone set years ago.
Technical fixes can show within weeks. Content restructuring on existing authoritative pages often moves AI citation within a month or two. Classic ranking gains on competitive terms take three to six months. We report on all three separately so progress is visible before the slowest metric moves.
No. We prioritise pages that already have traffic or authority, since restructuring those produces the fastest return. New content follows the pattern going forward.
Yes, and increasingly so. It is how you state facts about your organisation and content in a form machines do not have to infer. It is also cheap to implement correctly and commonly implemented incorrectly.
Yes, though the technical ceiling depends on your platform. Sites that render content client-side face a structural disadvantage with AI crawlers that no amount of content work overcomes. We will tell you honestly if a platform change is the real answer.
More Growth services
Performance Marketing
Paid acquisition managed against pipeline and revenue rather than clicks and impressions — with the tracking to prove which spend actually worked.
Content & Video
Content built to be found, cited and remembered — written by people who understand the subject, structured for both search engines and AI assistants.
Social & Community
Social presence built on distribution and credibility rather than posting frequency — focused on the channels where your buyers actually are.