Generative Engine Optimisation (GEO)

When someone asks AI about your industry, are you in the answer?

AI-powered search is reshaping discovery. ChatGPT, Gemini, Perplexity, Google AI Overviews - they're all generating answers from sources they've decided to trust. GEO is how you become one of those sources - and earn a place as AI’s preferred brand to recommend.

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3bn+

monthly prompts processed by ChatGPT

50%+

of Google searches now include AI Overviews

0

your brand's share of those answers, if you're not building for it

What is GEO?

The same fundamentals as great SEO and digital PR - with different priorities

GEO combines the technical rigour of SEO with the off-site authority signals that digital PR has always built. But the priorities shift. AI systems weight sources differently to traditional search. They care about entity clarity, expert association, editorial citation patterns, and how consistently you're described across the web.

We've been running GEO audits for clients across sectors. What they reveal is reliably different from what an SEO audit surfaces: different gaps, different opportunities, different levers. That's why GEO requires its own strategy, not a retrofit of your existing search approach.

"The brands appearing in AI-generated answers aren't there by accident. They're there because they've built authority that AI systems find logical to recognise."

- Bottle strategy team

What we do

Our GEO capabilities

GEO isn't a single tactic. It's four interconnected capabilities that, together, build the kind of authority AI systems trust.

AI Visibility Audit

We analyse how AI systems currently perceive your brand: what they say about you, where they source that information, and where the gaps are. This is the foundation everything else builds from, and it surfaces opportunities you won't find in a standard SEO audit.

Includes: competitor benchmarking · citation source mapping · entity accuracy review · expert positioning gaps

Editorial & Citation Building

The digital PR work that makes the real difference to AI visibility. We identify which editorial placements and onsite optimisations move the needle for AI citation - and they're not always the same as the ones that move it for SEO. We build the coverage that puts your brand in the sources AI systems trust.

Includes: AI-priority outreach · expert commentary positioning · original research campaigns

Entity Management

AI systems build their understanding of your brand from how you're described across the web. We audit and improve that picture - ensuring the sites that matter are describing your brand, products and people accurately and consistently. This extends to expert entities: the individuals associated with your brand matter, too.

Includes: brand entity accuracy · expert profile building · third-party listing optimisation · trust signal review

Proprietary Visibility Tooling

We've built bespoke tools that map the landscape around your brand, showing where AI is pulling information about your sector, where inaccuracies exist, and where the opportunities are. We share this with clients. Get in touch to find out more about what this looks like in practice.

Bespoke to each client · shared access · continuously updated

How we think about GEO

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How we think about GEO ·

We audit before we act

Every GEO engagement starts with understanding where you stand. What do AI systems currently say about you? Which sources are they drawing from? Where are you being misrepresented, or missed entirely? The audit shapes everything that follows.

We know which editorial placements matter

AI citation patterns don't mirror traditional link value. Through our audits, we've mapped which publications and platforms carry the most weight in AI responses across different sectors. We target those - not just the obvious names.

We build for experts, not just brands

When someone asks AI who to trust in your industry, individual expertise matters as much as brand authority. We help build the association between your experts and your brand - the kind of credibility that AI systems surface when people are looking for guidance.

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