AI Search Optimisation: How to Get Found When No One Clicks

Generative Engine Optimisation, or GEO, is the practice of making your content more likely to be cited by AI systems that generate answers rather than return a list of links. Google AI Overviews, ChatGPT search, and Perplexity all work this way: they synthesise content from across the web into a direct answer, and they select sources based on signals that overlap with but are distinct from traditional SEO ranking factors.

The practical challenge is that a user who gets their question answered in an AI Overview may never click through to your site at all. Visibility in these systems means your brand is associated with the answer even when it does not generate a visit. For some businesses, that brand association matters. For others, the focus remains on clicks and conversions from traditional organic results, and the right approach to GEO depends on which type of business you are.

This pillar covers the signals that influence AI citation: structured data, E-E-A-T content principles, entity clarity, and technical measures like llms.txt. It is part of our broader SEO offering. If you want to discuss visibility strategy for your business, see our SEO service page instead.