GEO for digital and global businesses
Your buyers build their shortlist inside ChatGPT. Are you on it?
Generative engine optimization is the practice of getting a product cited and recommended inside AI-generated answers. When a buyer asks an assistant for the best tool, vendor or brand in your category, it names a handful and explains why. We work on the sources behind that answer so your product is one of the names, and so the description attached to it is accurate.
Run it yourself
Ask an assistant to name the best tools in your category.
Five products, each with a sentence of positioning, a note on pricing posture, and a line about who it suits. Sources underneath: a review platform, a roundup article, a forum thread. The comparison was written by third parties and the buyer treats it as neutral.
A switching narrative assembled from competitor comparison pages, migration guides and complaint threads. Whoever wrote the comparison content owns the framing, and it is usually not the incumbent.
Then ask the follow-up: why those? The answer is a list of the sources that currently define your category. That list is the work.
What changed
The new funnel
The old sequence was: the buyer has a problem, searches, lands on several vendor sites, reads your positioning in your words, and forms a view. Your homepage was the first argument you got to make.
That sequence has an extra step in front of it now, and the extra step removes the rest. The buyer asks an assistant, gets a synthesised comparison built from review platforms, forum threads, roundup articles, documentation and competitor comparison pages, and arrives at your site, if at all, already decided. They are not there to learn what you do. They are there to confirm what they were told.
The practical consequence is uncomfortable and worth stating plainly: your positioning is currently being written by third parties. Someone else's comparison page decides which category you are in. Someone else's roundup decides who you are an alternative to. A two-year-old forum thread decides what your weakness is. None of those authors work for you, and all of them are more readable to a model than your homepage.
Mechanism
What actually drives citation
Being described consistently
A model builds a picture of you from many sources at once. If your site calls you a workflow platform, your G2 profile says project management, and your press says productivity suite, the picture is incoherent and the model hedges by leaving you out. One category sentence, used everywhere, character for character, is worth more than most content programmes.
Existing in comparison and alternatives content
Assistants look where comparisons already live: versus pages, alternatives pages, migration guides, category roundups. If you have never published your own honest comparison content, you are absent from the exact document class that answers the exact question your buyer asks.
Third-party corroboration
Reviews, forum threads, roundups, integration directories, partner pages. Models weight claims that appear independently in multiple places over claims that appear only on the seller's own site. One well-argued third-party page often outperforms ten of your own.
Content in extractable form
Clear question-shaped headings, the answer stated in the first sentence, plain claims, real numbers with dates, and tables. A model lifts a paragraph, not a page. Write paragraphs that survive being lifted alone.
Technical accessibility to AI crawlers
This is a genuinely different question from Googlebot access, and it is where we find surprises in otherwise well-run sites. Client-side rendered docs, gated pricing, blocked user agents, key content in images. If a retrieval pipeline cannot fetch and parse it, it does not exist.
Being the source, not just the subject
The strongest position is publishing the reference material your category cites: the definition, the benchmark, the checklist, the dated dataset. That is the only durable version of this work, and it is what we do on our own properties first.
Measurement
What we look at when we work together
| Metric | What it tells you |
|---|---|
| Prompt-set citation share | How often you appear across a set of real buyer questions we agree with you, expressed as a rate rather than a position. |
| Share of voice | Your appearance rate against the competitors you name, so the number means something relative rather than in isolation. |
| Sentiment and accuracy | How you are described when you do appear, including every factual error, stale price and wrong feature claim. |
| Model-by-model breakdown | ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews behave differently. Winning one is not winning all. |
| Change over time | Movement against the same prompt set, alongside a record of what we altered and when, so cause and effect stay legible. |
Say this part out loud, because the alternative is a number you cannot trust: this is sampled and probabilistic, not a rank tracker. The same question asked twice can return different answers. We run each prompt repeatedly, report appearance rates and trends, and tell you the sample size. Anyone selling you a single stable AI ranking position is either misunderstanding the mechanism or hoping you do.
Pick your model
How this differs by business model
SaaS
Review platforms, forum threads, roundups and competitor comparison pages decide your category placement before a buyer reaches your pricing page.
Read the SaaS page →E-commerce
Product-level questions, comparison and 'best for' phrasing, retailer listings, and the review corpus a model reads instead of your product page.
Talk to us about it →B2B services
Category definition, credential and case evidence, directory presence, and the roundups that decide which firms get named at shortlist stage.
Talk to us about it →Only the SaaS page is published so far. The e-commerce and B2B services pages are being written. Until they are live, ask us directly and we will run your category.
How we engage
It starts with a conversation
We get on a call and talk about your business: who buys from you, what they are trying to solve, and which competitors keep turning up next to you. No fixed script, because every category behaves differently.
Around that conversation we take a look ourselves. We put your buyers' real questions to the assistants, and we talk you through what comes back: who gets named, how you are described, and which pages the answers are built from. Real screenshots, free, no obligation.
Then we tell you what we would do about it. Sometimes that is a plan your own team executes with our direction, which is the right call for plenty of companies. Sometimes we do the work with you. We scope it after the conversation, because until we have read the answers neither of us knows what the work is.
How we work · GEO for SaaS companies · If you run a business in Dubai · What this looks like for a local business
Questions
What marketing leads ask us
Isn't this just SEO with a new name?
No, but they overlap and we do both. Classic SEO earns you a position in a list of links. GEO earns you a mention inside a generated answer, which depends heavily on sources you do not own: reviews, directories, forums and third-party roundups. Good technical SEO is table stakes and it helps. Anyone telling you the two are unrelated is selling you something.
Can you actually control what ChatGPT says about my business?
No. Nobody can, and anyone who promises to is lying. What you can do is change everything the model reads: your site, your listings, your reviews, the comparison content, and the third-party pages that mention you. Then measure whether the answers move. That is the job, and it is the only honest description of it.
How do you measure results?
We agree a set of real buyer questions with you and keep the wording stable so results stay comparable. Then we run them across the major assistants and look at how often you appear, how you compare against the competitors you name, and how you are described. Answers vary between runs, so we sample repeatedly and talk about rates and trends rather than a single ranking number. How often we re-run it depends on what we agree with you.
My customers don't use ChatGPT. Isn't this early?
Two answers. Even if your buyers never open an assistant, Google's AI Overviews now sit above ordinary search results, so they are reading AI answers whether they chose to or not. And early is the argument for doing it. Almost nobody in your category is competing for these slots deliberately, which makes them far cheaper to win now than they will be later.
I already have an SEO agency. Do I have to replace them?
No. We work alongside them and hand over specific, implementable direction, which is why a good share of our engagements are advisory rather than managed. If your agency is already doing this work well, we will tell you and save you the money.
See where you stand
Tell us about your business and the three competitors you care about. Before we talk, we'll put the real questions your buyers ask to the assistants ourselves and walk you through the answers, including the ones that do not flatter us.
Tell us about your business