AI Search · GEO

SEO for ChatGPT and the other AI assistants

AI-assisted search is another place where people may discover, compare and interpret organisations. We improve the content, sources and technical foundations you control, then review selected questions over time as part of the wider search programme.

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The shift

Some questions are answered by AI before anyone visits a website

People still use traditional search, and some also use tools such as ChatGPT, Perplexity, Copilot and Google’s AI features to explore a topic or compare options. These answers can summarise information and cite selected sources, so it is useful to understand how your organisation is represented when this behaviour matters in your market.

Some journeys stay off-site

An answer may resolve part of the question before someone visits a website, which can change how discovery and referral traffic appear.

Sources are selective

AI-generated answers often surface a limited set of sources. Which ones appear can vary by wording, platform, location and time.

Representation can be inconsistent

Incomplete or conflicting information can lead to weak descriptions. Clear source material makes accurate interpretation easier, but cannot force inclusion.

What GEO is

Generative Engine Optimisation, in one sentence

GEO is the practice of improving the information you control so AI-assisted search tools can find, understand and represent it more accurately.

It does not replace SEO. Accessible pages, useful content, clear structure and credible sources support both traditional and AI-assisted search, so we treat them as one search programme.

What we do

Five things within your control

We focus on information and implementation you can improve. These foundations also support people and traditional search, even when a specific AI system does not cite the page.

Keep organisation details consistent

A clear name, description and contact information across the properties you control, supported by relevant organisation, person or author structured data where it accurately describes the page.

Answer useful questions clearly

Important pages state what the organisation does, who the information is for and the evidence behind it without making people decode vague positioning.

Use meaningful page structure

Descriptive headings, lists, comparisons and visible FAQ content make information easier for people and search systems to interpret.

Publish credible source material

Named expertise, original evidence and accurate references give important claims a source that can be checked.

Review directional visibility

We repeat an agreed set of questions under recorded conditions and separate changes in mentions, citations and descriptions from measurable referral traffic or enquiries.

Focus	What’s included	What you receive	What it enables
Opportunity & baseline Decide whether this matters	What’s included Audience research, representative questions, selected platforms, current answers, cited sources and measurable referral data where available.	What you receive A time-stamped baseline with the questions, platforms, locations and limitations recorded.	What it enables A grounded view of whether AI-assisted discovery deserves attention in this market.
Information foundation Make the organisation clear	What’s included Core organisation details, authorship, expertise, source quality, site structure and inconsistencies across the properties you control.	What you receive A prioritised foundation plan with corrections, owners and source requirements.	What it enables Search systems have clearer, more consistent information to discover and interpret.
Content improvements Answer useful questions well	What’s included Important pages, direct answers, descriptive headings, supporting evidence, internal links and content gaps tied to real audience needs.	What you receive Approved page improvements and content briefs in the agreed publishing order.	What it enables People and search systems can understand the subject, evidence and relevance more easily.
Technical implementation Support discovery and meaning	What’s included Crawlability, indexability, relevant structured data, page relationships and implementation quality where these accurately describe the content.	What you receive Published technical changes with a delivery record and verification checks.	What it enables The improved information is accessible and represented consistently on the site.
Ongoing observation Review without overclaiming	What’s included Repeated checks against the agreed sample, changes in mentions and citations, source patterns, measurable referrals and next priorities.	What you receive A directional visibility update that separates shipped work, observed changes and visitor actions.	What it enables The programme adapts to evidence while keeping uncertainty visible.

The working rhythm

From baseline to published improvements, then ongoing review

The first cycle ends when the agreed foundation and page changes are published. AI-generated answers have no reliable update schedule, so observation continues on a recorded cadence rather than a promised finish date.

1
Start
Record the baseline
- Choose representative questions
- Record platforms & conditions
- Assess whether the opportunity is useful
2
Prioritise
Plan controlled changes
- Identify information gaps
- Gather credible sources
- Assign publishing owners
3
Implement
Improve pages & foundations
- Edit agreed content
- Apply relevant technical work
- Verify published changes
4
Review point
Re-check the sample
- Repeat recorded questions
- Compare sources & descriptions
- Separate observation from outcome
5
Ongoing
Continue with the search programme
- Review directional visibility
- Track measurable referrals
- Choose the next useful work

Engagement

AI-search work sits inside the wider search programme

We do not price a guaranteed citation or recommendation. The proposal defines the AI-search opportunity, the controlled improvements included in the search programme and who is responsible for implementation.

Why no fixed AI-search package? The useful scope depends on your market, languages, existing authority, available evidence, site condition and whether your audience uses these tools for the decision at hand.

Search programme

The recurring fee covers the agreed research, priorities, review cadence and SEO or AI-search work included for the period.

Implementation ownership

The proposal states which content and technical changes S&P will publish and which require your team or another development partner.

Additional production & tools

Substantial content production, development, translation and specialist monitoring tools are shown separately when they are needed.

No citation or recommendation guarantees
Questions and review cadence agreed in advance
Extra content, development and tools identified separately

How it fits

We plan the AI answers about you and your Google rankings together

AI-assisted discovery relies on many of the same foundations as SEO, content and the website itself. We assess the opportunity inside the wider search scope, then identify any additional content, technical work or monitoring tools separately instead of selling a guaranteed placement.

How we approach search

Straight talk

This is early, and we'll be honest about what it can do

AI-generated answers are variable and the available measurements are incomplete. We will not promise a citation, recommendation or universal visibility number. We can record how selected tools describe your category at a point in time, improve the information you control and report later observations with the limits kept visible.

FAQ

What clients ask us before they start

What does AI search optimisation, or GEO, mean?

It means improving the information you control so AI-assisted search tools can find, understand and accurately represent your business or organisation. In practice, that usually means clearer content, stronger source material, consistent details and sound technical foundations.

Does AI search optimisation replace SEO?

No. AI-assisted search relies on many of the same foundations as traditional search: accessible pages, useful content, clear structure and credible sources. We treat AI visibility as part of a wider search programme and only recommend dedicated work when your audience’s behaviour makes it worthwhile.

What can S&P actually change?

We can improve the content, structure, authorship signals, key organisation details and relevant structured data on the properties you control. For Google’s AI features, no special AI file or schema is required. These changes can make your information easier to find and interpret, but they cannot force any AI system to cite or recommend you.

How do you measure AI visibility?

We agree on a representative set of questions your audience may ask, check selected AI search tools at recorded points in time and review which organisations and sources appear. We track changes in mentions, citations, descriptions and measurable referral traffic where available. Because answers vary by wording, platform, location and time, the findings are directional rather than a complete market count.

How long before we can judge progress?

There is no reliable universal timeframe. We can schedule the work we control, but changes in AI-generated answers depend on when each system discovers and reuses the information. We establish a baseline and agree on a review cadence before beginning, rather than promising citations within a fixed number of weeks.

Who is this useful for?

It is most useful when people already use AI tools to research your category, compare options or answer questions related to what you offer. You also need credible expertise or evidence to publish and a website that supports the fundamentals. We assess the opportunity market by market and language by language. If those conditions are not there, conventional SEO, clearer content or website improvements may be the better first step.

Find out how AI tools describe your category today

Start with a conversation. We will look at how the major engines describe your category today and be direct about whether this is worth doing in your market.

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