By Claire Simpson, Head of Growth
In 1876, Alexander Graham Bell made the first telephone call, speaking to his assistant in the next room. Within decades, telephone operators became the gatekeepers of human connection, deciding which calls got through and which didn't.
Then direct dialling arrived, and suddenly those operators weren't quite so essential anymore. Today, there’s a similar shift in motion. For over two decades, Google's algorithm has played operator, connecting internet searches with answers all over the world.
While we’re not in the camp that traditional search is dead, there’s no denying there’s a new switchboard in town. Search queries are getting longer. They’re starting in AI engines. And in many cases, they’re ending there too.
The rise of ‘zero click’ search has changed the rules of visibility. While traditional clicks decline, AI-powered discovery is exploding.
Many businesses rank well for their own brand name and little else. They're visible to people who already know them but invisible to the people they want to reach most - those currently unfamiliar with who they are or what they do. When 850 million people monthly ask ChatGPT industry-specific questions, most companies don't appear in the responses. A Generative Engine Optimisation (GEO) audit reveals which conversations you're missing out on and maps the path to joining them.
Emerging technology companies face a particular challenge. Traditional search volumes for new concepts begin low, but AI platforms have become the primary destination for understanding unfamiliar topics. Whether it's "vibe coding", "quantum sensing" or any other emerging field, people increasingly turn to AI models for explanations. A GEO audit identifies where you stand in these conversations.
If you have sector-specific pages gathering dust on your website - the ones that rank poorly and drive minimal traffic - Gen AI engines could turn them into lead generation engines. AI models excel at connecting specific industry questions to relevant expertise. Your financial services knowledge or insurance specialisation might be exactly what models reference if properly structured for AI discovery.
AI-referred visitors convert 4.4x better than traditional search traffic. Why? They arrive pre-qualified. AI models have already answered their basic questions and compared options. They click through as informed prospects, not casual browsers.
Your PR coverage, thought leadership content, and industry mentions could work harder. Our own research shows that AI models source information from editorial media and the kind of authoritative content you may already be creating. A GEO audit reveals which content types and sources appear most frequently in AI responses about your business, allowing you to focus efforts where they'll have maximum impact.
Most competitors are still optimising for 2010s algorithms. This creates a window of opportunity for businesses that move quickly. A GEO audit provides the roadmap for capturing this advantage before the competition intensifies.
In 2025, the AI gods decided what the PR and marketing industry needed most was another three letter acronym. If you’re confused about GEO, AEO, LMAO… We don’t blame you. So in simple terms, here’s what a GEO audit actually delivers:
A GEO audit is about understanding how this new switchboard routes calls. Then making sure it’s your number gets dialled.
Want to learn more about GEO audits or book a free 'Intro to GEO' training session for your team? Email claire@hardnumbers.co.uk
You can also download our free GEO Primer for PR and marketing professionals.
