Generative Engine Optimization

At a new enquiry we call first — simply to hear whether we’re a fit. Then comes a discovery session where the core question surfaces together: the founder at the table, a UX designer, and someone from brand where needed.

Across twenty years and more than 300 websites, that’s been the constant: the projects that succeed start with the right people at the table — on both sides.

The design decision we defend most often: not trying to say everything. The more a page says, the more likely the visitor decides on their own — and leaves without a conversation.

We look for the single most important thing per screen: just enough to convince, with a clear next step. Calm isn’t a style choice; it’s conversion work.

What we often find in sites built elsewhere: back to the builder for every small change, at a cost. Not with us — our own block system lets your team build and edit pages without being able to break the site.

And when we develop new modules, existing clients simply get them too.

A live website is our starting point, not the finish. We set up the measurement — behaviour, conversion, findability — and adjust based on what the data shows.

Ninety per cent of our clients stay after the first project. That’s no coincidence: the work gets better the longer we measure.

Generative engine optimization is making your organisation findable and citable in AI-generated answers — the responses given by ChatGPT, Claude, Perplexity and Google’s AI Overviews. Where SEO optimises for a list of results, GEO optimises for being part of the one answer these systems give.

In practice it combines three things: content that answers questions clearly and factually, technical structure that machines can parse, and a consistent story about your organisation across the web.

No — and the confusion is common. AI-assisted development means building websites faster with AI as a tool. Generative engine optimization means making your website findable in AI systems.

We do both, but they answer different questions. This page is about the second: when someone asks an AI assistant about your field, does the answer include you?

Mostly the label. Generative engine optimization, answer engine optimization, AI SEO and LLM SEO all describe the same emerging discipline: being findable in AI-generated answers. The industry hasn’t settled on one name yet.

What matters isn’t the term but the shift underneath it: a growing share of questions gets answered outside the classic search results, and organisations that aren’t readable to those systems simply don’t appear.

The exact mechanics differ per system and change often, but the pattern is stable: they favour sources that are technically readable (clean structure, structured data), factually clear (direct answers, defined terms, no inflated claims) and consistent (the same facts about your organisation everywhere they look).

That’s why GEO isn’t a trick. It rewards the same qualities a careful human reader rewards — stated plainly enough for a machine to verify.

The same way you become citable anywhere: publish content that genuinely answers the questions your audience asks, structure it so the systems can parse it, and keep the facts about your organisation consistent across your website and the places that mention you.

There’s no submission form and no shortcut. There is a head start: most organisations haven’t started, so the ones that structure their content now get cited while the field is open.

Yes — that’s recent, and it changes everything. AI visibility has become measurable with tools like Ahrefs Brand Radar: how often your brand appears in AI answers, for which questions, which of your pages get cited, and how that compares to competitors.

We set that measurement up for you: a baseline before the work starts, and reporting on real movement afterwards. No guesswork, no “trust us” — a number that goes up or doesn’t.

Yes. Google still drives the majority of discovery, and the foundations overlap heavily: a technically sound, clearly structured, honestly written website performs in both worlds.

Think of GEO as an extension, not a replacement. The organisations that win do the foundations once and harvest them twice — in search results and in AI answers.

It starts with a baseline: your current AI visibility, measured, plus a technical and content audit of the website. Then the groundwork — restructuring content, adding structured data, fixing consistency — followed by monitoring and iteration.

We agree the scope per phase upfront, so you see what each part delivers before it begins. And because we design and build websites ourselves, the recommendations don’t stop at a PDF.

That depends on where you start: a well-structured website needs targeted work, a cluttered one needs groundwork first. After the baseline we share an estimate per phase, so you decide on numbers rather than promises.

Worth knowing: much of the work doubles as classic SEO and content improvement. You’re rarely paying for GEO alone.

Honestly: this field is too young for guarantees, and anyone offering them is guessing. What we do see: structural improvements show up in AI answers within weeks to a few months, because these systems refresh their view of the web continuously.

That’s why we measure instead of promise — baseline first, then movement you can see in the data.

Three things.

One: we’ve written this way for twenty years. Making complex innovation easier to understand — plainly, factually, structured — is exactly what AI systems reward. We didn’t change our method; the world caught up with it.

Two: we implement. Structure, data and content live in the website, and we design and build websites ourselves — no handover between the advice and the execution.

Three: we measure. Baseline, intervention, movement — reported from the data, not from a checklist.

Volume isn’t our position. Depth is.