Generative Engine Optimisation is the discipline that determines whether your brand appears in AI answers. Not in a list of links — but as a cited source within the answer itself. This hub gathers everything you need: from the fundamentals of GEO to concrete measurement methods, from platform-specific tactics to defensive strategies.
The hub is built around nine clusters. Start with the basics if the topic is new to you. Go straight to Measurement if you want to know how to track your AI visibility. Or explore Cluster 8 and 9 if you want to understand why some brands remain invisible — and what you can do about it.
Pick a cluster and start.
Basics
Before you can apply GEO, you need to understand why it is fundamentally different from everything you have done for digital visibility so far. The shift from search to generation, explained without jargon and without assumptions about prior knowledge.
How AI works
You don’t need to be an engineer to do GEO well. But you do need to understand how AI systems retrieve, weigh and process information into an answer. That mechanism — not a mysterious algorithm — determines who gets cited.
Strategy
Knowing how AI works is step one. Knowing what to do about it is step two. This cluster translates GEO mechanisms into concrete choices — including off-site presence and answer shaping: setting the framework within which AI judges your brand.
Measurement
The biggest pain point of GEO is measurability. A structured measurement methodology solves that — repeatable, comparable, interpretable. Including Narrative Share, position in the answer and an honest look at what measurement structurally doesn’t tell you.
Platforms
ChatGPT, Google AI Overviews, Perplexity, Claude, Gemini — they all go by the name AI search engines, but they work fundamentally differently. A strategy that has impact on one platform isn’t automatically effective on another.
Operational
From strategy to execution. Practical workflows, templates and tools for content briefings, audits, prompt writing, FAQs and the right tools for the job.
Sectors
GEO principles differ substantively by sector. Finance is fully developed; healthcare, legal, real estate and retail will follow. Stricter reliability requirements are simultaneously a barrier and an opportunity.
Model bias and inclusion dynamics
Even with perfect content, you may not break through into some AI answers. AI models learn implicit shortlists — and those who aren’t on them stay invisible. How does that threshold work, and what can you do about it?
Defensive GEO
Offensive GEO is about becoming visible. Defensive GEO is about being correctly represented. An AI system spreading incorrect information about you costs you decisions without you seeing it.