Be the answer, not the tenth link.
An AI answer has no page two. When a customer asks a question and gets three recommendations, either you are in them or you do not exist for that customer. GEO is the work that puts you there.
The five levers, in order
They compound, and doing them out of order wastes money. Entity work first, because content published under an ambiguous identity does not accumulate trust.
- A consistent entity: same name, same description, everywhere, with explicit disambiguation from similar names
- Linked structured data: stable @id, parent and sub-organizations, named author
- An llms.txt file stating in plain language who you are and which pages matter
- Citable content: one question per page, real numbers, named sources, FAQ markup
- Third-party mentions: reviews, forums, directories, press — the slow, decisive lever
We ran it on ourselves first
We applied all five to our own group before selling them: a travel agency in the US, a fintech in Canada, a construction platform in Québec and this site. The audit surfaced three separate identity collisions we did not know we had, including a founder sharing a name with a well-known physicist.
- Four llms.txt files, four entity graphs sharing the same identifiers
- A monthly share-of-voice run against a fixed question list per brand
- Public write-ups of what we learned, including what did not work
Frequently asked questions
What is GEO?
Generative Engine Optimization: the practices that get AI answer engines — ChatGPT, Claude, Gemini, Perplexity, Google AI Mode — to cite or recommend your business. SEO aims for a rank in a list; GEO aims to be the source used inside a written answer.
How is it measured?
Share of voice, not rankings: a fixed list of the questions your customers ask, asked at a fixed cadence, recording whether you are named, at what position, and who is cited instead — cross-checked with referrals from chatgpt.com, perplexity.ai and claude.ai.
How long does it take?
Technical fixes land in days and show within weeks. Citations appear consistently after three to six months; a measurable effect on inbound takes six to twelve.
Does it work outside North America?
Yes. The engines are global and the levers are language-based, not geographic. We work in English and French; for other languages we handle the technical layer and work with your own writers on content.
What does the free diagnostic include?
We ask the engines the questions your customers ask them, record who gets recommended and which sources are cited, and show you the gap along with what is causing it. No obligation.
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