Optimising for the age of generative search.
Search isn't ten blue links any more. ChatGPT answers questions. Perplexity cites sources. Google summarises your industry before a user sees your page. This is where SEO is going — and most brands have no strategy for it.
What is GEO?
Generative Engine Optimisation (GEO) is the practice of optimising your content and brand signals so that AI-powered search tools — Google AI Overviews, ChatGPT, Perplexity, and others — surface, cite, and recommend you. It sits alongside traditional SEO but demands a different approach: entity signals over keyword density, demonstrable authority over volume, structured content over stuffing. The brands getting cited by AI systems aren't doing it by accident — they're building the right signals deliberately.
What I cover
AI Overview optimisation
Understanding how Google selects content for AI Overviews — the query types that trigger them, the source signals that get you included, and how to structure content that gets surfaced without chasing tactics that break with every model update.
Entity & knowledge graph
Building strong entity signals so AI systems can accurately understand, trust, and cite your brand. This is the foundation of GEO that most sites get wrong — treating it as an SEO task rather than an entity definition problem.
LLM citation strategy
Optimising content structure, authority signals, and topical depth so that tools like ChatGPT and Perplexity reference your brand in responses. Understanding which signals these models weight — and building them systematically rather than hoping for citations.
E-E-A-T for the AI era
Experience, expertise, authoritativeness, and trust signals — adapted for how generative models evaluate content credibility. Not the checkbox approach, but the structural and signal-level work that actually moves how AI systems perceive your brand.
Structured data for AI visibility
Implementing the markup that helps AI systems parse, attribute, and cite your content correctly. Auditing what you already have for gaps, and building the schema layer that supports both traditional rich results and generative search visibility.
GEO audits & strategy
A full assessment of your current AI search visibility — where you're appearing, where you're not, and what's driving the difference. With a prioritised roadmap for closing the gaps. Built for execution, not a slide deck that sits on a shelf.
"Most GEO advice right now is noise — vague tips about 'conversational content' that nobody can actually act on. I work from first principles: how these models actually evaluate authority, what structured signals matter, and how to build visibility that holds as the landscape keeps shifting. The fundamentals of entity authority and content credibility aren't going anywhere."
Ryan White · Manchester
Who this is for
- Brands seeing traffic fall as AI Overviews absorb their clicks
- Sites with strong traditional rankings but no AI citation presence
- Businesses who want to build GEO into their SEO strategy before competitors do
- Agencies wanting senior GEO thinking for a specific client
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