GEO Is Not SEO With a New Name

Rankings vs. citations

Classic SEO competes for positions on a results page. Generative Engine Optimisation competes for inclusion in a synthesised answer — a fundamentally different contest with different winners.

AI engines favour sources that are clear, structured, authoritative and consistently referenced across the web. That means entity clarity, structured headings, original data and credible citations matter more than ever.

What actually moves AI visibility

In audits across B2B and consumer categories, the same signals keep appearing: clear author and organisation identity, content that answers questions directly in the first paragraph, statistics with sources, and consistent brand mentions across trusted third-party sites.

Where to start

Benchmark where your brand appears in AI answers for your category's core questions, identify the sources being cited instead of you, and close the gap with citation-worthy content. It's measurable — and it's still early enough to lead.