Generative Engine Optimisation

EVERYWHERE?

"How are we showing up in AI Search?" is a question that more and more execs and marketing and communications professionals are being asked by their investors and leadership teams.

You want to know how you're showing up currently, how you may be appearing for searches in relation to your product, service or category, and how you might be able to improve the results.

Luckily, we're got the Hard Numbers for you...

We were one of the first agencies globally to establish a link between earned media and AI search results with our "Reputation in the Age of AI" report in November 2024, part of our Coverage to Capital series. We found that 61% of all content cited by ChatGPT in relation to the reputation of the world's 100 most valuable brands was from earned media. Muck who?

From this ground-breaking research, armed with the hard numbers on what impacts reputation on Gen AI platforms, we pioneered our Generative Engine Optimisation services.

You can find out a WHOLE lot more about Generative Engine Optimisation, what it is and how we do it in our "GEO for PR professionals Primer" which we published in summer 2025.

We define Generative Engine Optimisation (GEO) as the art and science of optimising your content to appear in the responses generated by large language models (LLMs) and other AI platforms like ChatGPT, Google’s AI Overviews, Perplexity, Copilot, and Gemini.

Search Engine Optimisation efforts are focused on driving improvements in ranking positions for key search terms in traditional search engine results pages (SERPs), GEO is about ensuring your content gets cited, referenced, or integrated into AI-generated answers to users’ prompts.

GEO is about ensuring that the content that exists on your site is best suited to being spidered and understood by a language learning model (LLM) and used as a source. Similarly, when you secure coverage or content on third-party websites, you need to consider the TYPE of content which LLMs favour and the sources that they typically cite when formulating a response to prompts and questions. Finally, you need to be found in all the places that they look for answers when responding to questions from users.

What we do

Our GEO services cover the following key areas:

Auditing and ongoing benchmarking - We conduct a detailed audit of current results from generative AI platforms about your organisation, product, service category or competitors on key LLMs.

We use in-depth research informed by traditional search volume analysis and the terms you want to be found and produce an extensive “prompt library” of suggested searches that we will run across different AI platforms and models on your behalf using both third party software tools we subscribe to, and our own tools which we’ve developed over time. This can include ChatGPT (and different models within ChatGPT), Google Gemini and AI Overviews, Microsoft Copilot, Perplexity, Claude and other platforms.

We then analyse the results from this, to provide you with an actionable list of changes and improvements you may need to make on your own site, and what third party sources are most frequently cited about your competitors, category, product or service.

We can then track and benchmark things over time to see how things may be changing, evolving or influenced by our work.

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On-site content support - We then implement recommendations from an on-site content audit to ensure you have the right content, formatted in the right way, to optimise for Gen AI platforms to use. This can include both re-optimising and extending existing content that you have for depth, re-formatting content to follow an FAQ format or specific structures, or adding new content to your site which you aren't found by Gen AI platforms.
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Off-site earned media and other earned content opportunities - Informed by our detailed audits, we can target mentions of your organisation, product or service in the earned media and other relevant websites which are most relied upon by LLMs for content. Our research into this gives us an industry-leading understanding of what sources are most frequently cited by sector, and we can bring this to bear for your benefit.

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The good news?

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Our GEO and wider media relations services can help you to get shortlisted for RFPs and tenders that your business wants to be bidding for.

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Want the proof?

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Working with our research partner Onclusive, in our latest research report entitled “Category recommendations on AI platforms” we looked at AI search results for around 150 brands. We found that brands in the top decile of Global Influence Score – an aggregated score of volume, reach and frequency of media coverage from Onclusive – were recommended 80% of the time; brands in the bottom decile were recommended just 47% of the time.

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When we asked ChatGPT to do a “head-to-head” comparison – for example, “which is better as a management consultancy, Deloitte or Accenture” - those in the top 10% by media coverage were three times more likely to win head to head comparisons versus those in the bottom 10%.

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And finally, brands in the top 10% for positive media coverage are nearly 2x as likely (~1.8× more likely) to be recommended than those in the bottom 10% (43% vs 24%). In sum, positive media coverage clearly drives recommendations on GenAI platforms like OpenAI's ChatGPT.

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So, there’s no need to ask ChatGPT who can help you with Generative Engine Optimisation. If you’ve reached this point, you have the answer you need. Get in touch, and our ‘Numbers will help you today.

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What we do