Expertise
Generative and Answer Engine Optimisation
When an AI system answers a question in your category, does it use you?
What it means
Generative Engine Optimisation and Answer Engine Optimisation are two names for one practice: making a company legible to the systems that answer questions instead of listing links. ChatGPT, Google's AI Overviews, Gemini, Perplexity and Copilot assemble those answers from what they can crawl, parse and corroborate. The work is being in that material, described correctly, and cited.
Why it matters
Buyers now arrive having already been told what you are. A model that cannot find clear evidence about your company still answers the question, using whatever it has: a positioning you abandoned two years ago, a directory entry nobody updated, a competitor's framing of the category. It sounds equally confident either way, and you are not in the room to correct it.
What you control
- In your hands
- What you publish, how it is structured, whether it can be parsed at all, and how well a single passage stands up once it is quoted alone.
- Not in your hands
- Whether a model retrieves you, which sources it prefers on the day, and how it paraphrases what it finds.
What we do
- Establish how the major AI systems describe you today, and which sources they draw on when they do.
- Find where competitors are named instead of you, and what evidence is earning them that place.
- Fix the material the systems actually read: your own pages first, then the external sources they trust.
- Make the site machine-legible, so a model can attribute a claim to you without guessing.
How this site is built for it
Every page emits one linked JSON-LD graph with stable identifiers, so the organisation, the people, the services and the page resolve as a single entity rather than as disconnected blocks. robots.txt names the AI crawlers and lets them in. llms.txt states the company, the founders and the offer in plain text. None of that is a rich-result trick. It is the minimum a machine needs to describe a company without inventing the difference.
How we use the framework
This is the Digital Reality Gap measured on one surface. What a model says about you is Internet Reality, sampled directly. The work is closing the distance between that and what the company actually is.
See the full frameworkCommon questions
Is GEO different from SEO?
The retrieval layer is the same one. AI systems answer from material that is already crawlable, structured and corroborated, which is SEO's job. What changes is what winning looks like: an accurate sentence and a citation rather than a position. Anyone selling GEO as a separate track that skips the fundamentals is selling you something.
GEO or AEO, and does the difference matter?
Both describe the same work. GEO is used more in Europe, AEO more in the United States, and the Japanese market has settled on LLMO. The label matters far less than whether the systems can find you and describe you correctly.
How do you measure it?
By asking. We run the questions your buyers actually ask against the major systems, record whether you appear, how you are described, who appears instead and which sources are cited, then repeat it. One answer is an anecdote. The pattern is the measurement.
Start with what the market can see.
A conversation is enough to know whether there is a gap worth closing.