In depthAI search optimisation for ChatGPT and Google AI Overviews
A growing share of buyers now begin their research by asking an AI assistant rather than typing keywords into Google. Tools such as ChatGPT, Perplexity, Gemini, Microsoft Copilot and Google AI Overviews answer with a short list of recommended brands. AI search optimisation, also called generative engine optimisation or GEO, is the work of making sure your brand appears in those answers, accurately described and linked.
How AI assistants choose which brands to mention
AI assistants combine what they learned during training with live web searches, then summarise the sources they judge most relevant and trustworthy. Brands are mentioned when their own content answers the question clearly and when independent sources, such as reviews, directories, comparison articles and press coverage, consistently describe them in the same way. Strong classic SEO helps, because many assistants search the web, but it is not enough on its own. GEO deliberately builds the clear content and outside evidence these systems depend on.
Measuring your share of AI answers
You cannot improve what you do not measure. We build a set of real buyer prompts, from broad questions such as “best CRM for small agencies” to brand-specific ones such as pricing and comparisons, and test them every month across the major AI platforms. Each answer is recorded, including whether your brand is mentioned, how it is described, which competitors appear and which sources are cited. This gives a clear share-of-answer score and shows exactly which topics and sources to focus on.
Content that AI can understand and quote
AI models favour content that answers a question directly, states facts plainly and is easy to extract. We restructure key pages with concise answers near the top, clear headings, comparison tables, up-to-date pricing and specifications, and genuine expertise from your team. Structured data describes your organisation, products and reviews in a machine-readable format. We also check that AI crawlers can access your site and that important information is not hidden inside images or scripts.
Building the authority AI relies on
Because AI assistants cross-check claims, what others say about you matters as much as what you say about yourself. We identify the sources each platform cites most often in your market, such as industry publications, review sites, directories, forums and comparison articles, and help you earn accurate, positive mentions on them through digital PR, review programmes and expert contributions. Over time this consistent outside evidence increases how often, and how favourably, AI assistants recommend your brand.
