Frequently Asked Questions (FAQ's)

What's the difference between S.E.O and G.E.O?

G.E.O (Generative Engine Optimisation) focuses on helping AI platforms like ChatGPT, Claude, and Perplexity recognise, understand and recommend your business when people ask questions conversationally.
SEO helps you rank for keywords.
G.E.O helps AI recognise your authority and recommend your business in natural-language search.
They work together, but G.E.O is what keeps your firm visible as search evolves.

Why are clicks disappearing from Google search results?

Because AI is answering the questions directly.
Google’s new AI Overviews and zero-click results summarise answers from multiple websites — meaning users often don’t visit your site.
Even if you rank well, you might be cited but not clicked.
That’s why being referenced and understood by AI now matters more than ever.

Does G.E.O replace SEO?

No, it builds on top of SEO.
SEO ensures your website is technically sound and keyword-optimised for Google
G.E.O ensures your content is clear, structured and trustworthy enough for AI systems to interpret and reference correctly.
Without both, your business risks becoming invisible

What happens if my business isn’t optimised for AI search?

If AI models can’t interpret who you are, what you do, or why you’re credible, they won’t recommend you, even if you rank well on Google.
Your competitors who are understood by AI will appear first in results, summaries and recommendations.
In short: you’ll be left out of the conversation.

How does AI Search work?

AI search doesn’t just list web pages - it understands them.

When someone asks a question in tools like ChatGPT, Gemini, or Perplexity, the AI doesn’t pull from one single website. Instead, it analyses billions of web pages to understand patterns, relationships, and meanings. Then it generates a new answer, often drawing from multiple trusted sources.

To be included in those answers, your content needs to be:

• Clear - written in plain, structured language that’s easy for AI to interpret.
• Credible - backed by facts, data, or real-world expertise.
• Connected -linked to other verified information (for example, your About page, schema markup, and business profiles).
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So rather than chasing rankings, AI search visibility is about making your expertise machine-readable, so when someone asks a question in ChatGPT or Google’s AI Overview, your brand is part of the answer.

What are AI “zero-click” results and why do they matter?

Zero-click” means users get their answers directly in search results, without visiting a website.
Google, LinkedIn, and even Facebook are moving toward this model.
That’s why it’s essential to be cited and recommended by AI, not just ranked.

How can I make my website more AI-friendly?

Start by focusing on:

• Clear, structured information – make it easy for AI to find key details
• Accessible content – avoid hiding info behind pop-ups or scripts
• Unique insights – use expert advice, case studies and visuals that can’t be easily summarised
• Cross-platform consistency – make sure your brand and key details match across LinkedIn, Google, and directory listings

What kind of results can I expect from a G.E.O Audit?

Within a few weeks, you’ll see:

• Clearer entity recognition (AI understanding your business properly)
• Better alignment in how AI summarises your brand
• Increased chances of being cited or recommended in AI responses
  The result: stronger credibility and ongoing discoverability.

How is Google itself changing because of AI?

Google is rewriting search results, page titles and snippets using AI.
Its new AI Overviews summarise information before a user clicks — effectively replacing many organic visits.
Even local and “People Also Ask” results now feature AI summaries.
The shift away from clicks is accelerating, so it’s vital that AI understands and trusts your business.

What’s the next big change coming in search?

AI agents are already crawling websites like mini-searchers — collecting data and learning from it.
These visits appear in Google Search Console but aren’t human.
You can’t block them, and if your content isn’t structured for quick comprehension, you won’t be referenced.
G.E.O ensures AI crawlers can find, read and cite your business clearly and confidently.

Why is SEO alone no longer enough?

Because the click economy is disappearing.
AI tools and search engines are now answering questions directly — without sending users to websites.
To stay visible, businesses need to be recognised and cited by AI, not just ranked in Google.
G.E.O is how you secure that visibility.

AI, like people, trusts evidence over adjectives.
When deciding which firms to recommend, it looks for independent signals, not slogans.

For example, a client might not choose a law firm because it says “award-winning,” but because independent legal directories such as Chambers & Partners and The Legal 500 rank it among the top in its field.

That’s exactly how AI learns who to recommend.

Trust signals are the clues AI models use to decide whether your business is credible.
They include consistent information, genuine reviews, professional citations, and mentions on reputable sites.
The stronger and more aligned your trust signals are across the web, the more confidently AI will recommend your business.

In G.E.O, a Source of Truth is the definitive reference that AI models rely on to verify information about your business.

When AI tools like ChatGPT or Perplexity pull data, they cross-check it against the most consistent, credible, and authoritative version of your brand that exists online, that’s your Source of Truth.

What does “entity” mean in G.E.O and AI search?

An entity is the digital identity of your business, how AI systems recognise and understand who you are, what you do, and whether you’re credible.
It’s built from consistent information across your website, directories, people profiles, and mentions online.
Our audit maps how clearly that identity appears to AI models, and where trust or recognition may be missing.

* On full audit plan only