GEO Services
Be the Source That AI Trusts, Cites, and Recommends
Generative Engine Optimisation (GEO) is the practice of making your firm visible, citable, and authoritative across AI-powered search platforms. When ChatGPT, Perplexity, or Google AI Overviews generate answers in your market, your firm needs to be the source they draw from.
What Is Generative Engine Optimisation?
Generative Engine Optimisation (GEO) is the practice of optimising your content, entity signals, structured data, and digital presence so that generative AI platforms cite your firm as a trusted source in their responses. These platforms include ChatGPT, Google Gemini, Perplexity, Claude, Microsoft Copilot, and Google AI Overviews.
GEO differs fundamentally from traditional SEO. SEO aims to rank your website in a list of search results. GEO aims to make your firm the source that AI models draw from when generating answers. The user may never see a link to your website. Instead, they see your firm's name, your expertise, and your recommendation embedded directly in the AI's response.
The term "GEO" originates from a 2024 research paper by Princeton University, Georgia Tech, The Allen Institute for AI, and IIT Delhi, presented at KDD 2024. The study tested optimisation strategies across 10,000 queries and found that specific content techniques can increase the visibility of the generative engine by up to 40%.
GEO, AEO, and SEO: How They Relate
The industry uses multiple terms for overlapping disciplines. Here is how they relate:
SEO (Search Engine Optimisation), focuses on ranking your website in traditional search engine results pages (SERPs) on Google and Bing. It remains essential because 74% of sources cited by AI platforms already rank in the Top 10 organically.
AEO (Answer Engine Optimisation), focuses on making your content the answer that AI platforms deliver. It emphasises E-E-A-T signals, structured content, and citation-ready formatting so platforms like ChatGPT and Perplexity recommend your firm.
GEO (Generative Engine Optimisation), is the academic and technical term for optimising content specifically for generative AI models. Coined by the Princeton/Georgia Tech research team, GEO encompasses the science of how large language models select, evaluate, and cite sources when generating responses.
In practice, AEO and GEO describe the same objective from different angles. AEO is the marketing and strategic lens. GEO is the research and technical lens. At Fabled Labs, we use both terms because our methodology combines strategic positioning (AEO) with research-backed technical implementation (GEO).
Discipline
SEO
AEO
GEO
Primary Goal
Rank in search results
Be the answer AI delivers
Be the source AI cites
Key Platforms
Google, Bing
ChatGPT, Perplexity, AI Overviews
All generative AI models
Foundation
Keywords, backlinks, technical health
E-E-A-T, structured content, entity signals
Citation optimisation, entity recognition, LLM-readable content
You need all three working together. SEO lays the foundation for ranking, and GEO amplifies it. GEO ensures AI models trust and cite your content. AEO connects both to your commercial objectives: qualified enquiries and revenue.
The Science Behind Generative Engine Optimisation
Research 1: Princeton University GEO Study (KDD, 2024)
“GEO: Generative Engine Optimisation” by Aggarwal et al.
The foundational GEO research paper tested nine optimisation strategies across 10,000 queries on generative search engines. Key findings that inform our methodology:
- Citation inclusion increased visibility by up to 40%
- Quotation addition (adding expert quotes) boosted visibility by 30 to 35%
- Statistics addition increased visibility by 25 to 35%
- Fluency optimisation (clear, well-written prose) improved citation rates by 15 to 25%
- Authoritative language increased visibility by 20 to 30%
- Technical terms boosted citation rates in specialist domains by 15 to 20%
The study also found that different optimisation strategies perform better for different query types. Factual queries respond best to citation and statistic inclusion. Subjective queries respond best to authoritative language and expert quotations.
How we apply this: On every page we optimise, we include citation-ready statistics with named sources, expert quotations with credentials, authoritative language calibrated to the target audience, and technical terminology appropriate to the professional services sector.
Research 2: SE Ranking Citation Analysis (129,000 Domains)
Analysis of ChatGPT citation patterns across 129,000 domains.
- Referring domains are the number one predictor of AI citations
- Pages with expert quotes average 4.1 citations vs 2.4 for pages without
- Optimal content structure uses 120 to 180 words per section between headings
- Answer capsules (50 to 70-word direct answers) are the strongest commonality across cited pages
- Content length of 2,900+ words averages 5.1 citations vs 3.2 for shorter content
How we apply this: We structure every page with answer capsules in the first 70 words of key sections, maintain 120-180 words per heading, include expert quotes from named professionals, and target 2,500+ words for pillar pages.
Research 3: Adobe AI Search Referral Data (2025)
Adobe Analytics holiday season analysis.
- AI search referrals to websites increased by 1,300% during the 2025 holiday season
- AI-referred visitors showed 4x higher conversion rates than traditional organic visitors.
- The commercial value of AI search visibility is growing exponentially.y
How we apply this: We track AI referral traffic as a distinct channel in our reporting, measure conversion rates from AI-referred visitors separately, and use this data to demonstrate ROI to our clients.
How We Optimise for Generative Engines
Generative Visibility Audit
We run 50+ branded and non-branded queries across ChatGPT, Perplexity, Google Gemini, Claude, Microsoft Copilot, and Google AI Overviews. We document every citation, recommendation, and mention for your firm and your top five competitors. The output is a comprehensive visibility gap analysis that shows exactly where you are visible, where competitors are cited instead, and where no one is recommended (your opportunity).
Entity and E-E-A-T Audit
Generative engines evaluate trust at the entity level. We audit your firm’s entity signals: how search engines and AI models understand who you are, what you do, and why you should be trusted. This includes the Knowledge Graph, schema markup, credential visibility, backlink profile, third-party mentions, and consistency across the web.
For YMYL industries, we specifically assess:
- Law firms: SRA authorisation, Legal 500/Chambers listings, practice area credentials, partner qualifications
- Healthcare: GMC registration, specialist qualifications (FRCS, MRCS), BAAPS/BAPRAS memberships, hospital affiliations, published research
- Financial services: FCA authorisation, Chartered Financial Planner status, CFA/CISI qualifications, FCA Register presence
Content Architecture for LLM Extraction
We restructure content following the Princeton GEO study principles:
- Answer capsules in the first 70 words of each key section
- Citation-ready statistics with named sources
- Expert quotations with full credentials
- FAQ sections are designed for direct extraction
- Comparison tables (high citation potential, per SE Ranking analysis)
- Structured headings with 120 to 180 words per section
Technical GEO Implementation
- Schema markup: Organisation, Person, Service, FAQPage, Article, MedicalBusiness, LegalService, FinancialService as appropriate
- AI crawler configuration:txt settings for GPTBot, PerplexityBot, ClaudeBot, GoogleOther, Bingbot
- Structured data validation: Testing across Google Rich Results, Schema.org validator, and LLM extraction testing
- . llms.txt implementation: Machine-readable site summary for AI crawlers (emerging standard)
- Semantic HTML: Clean heading hierarchy, clear content structure, no JavaScript-dependent content rendering
Platform-Specific Optimisation
Each generative engine evaluates and cites content differently
ChatGPT Relies on training data plus real-time Bing browsing. Strong backlink profiles from authoritative domains are the primary signal of trust. Consistency of entity data across the web is critical. ChatGPT tends to recommend the same sources repeatedly once it identifies them as authoritative, creating a compounding advantage for early movers.
Perplexity Real-time web search with inline citations. Prioritises recent content with clear attributions and verifiable data. Content freshness is more important here than on any other platform. Perplexity cites its sources directly, making structured, quotable content essential.
Google AI Overviews Draws from pages already ranking in the Top 10 organically. 74% of cited sources are among the top results (SE Ranking, 2024). This is where SEO and GEO converge. Strong traditional SEO is the prerequisite for AI Overview visibility.
Google Gemini and Microsoft Copilot Blend search results with conversational AI. These platforms require strong signals across both traditional search and AI-specific content optimisation.
Monitoring, Measurement, and Iteration
- Citation tracking across all platforms (frequency, sentiment, context)
- AI referral traffic as a distinct analytics channel
- Competitor citation monitoring
- Monthly reporting on: citation frequency, citation sentiment, AI referral traffic, conversion rates from AI-referred visitors, and commercial outcomes
- Continuous content refinement based on what is actually being cited
GEO for High-Trust, Regulated Industries
We specialise in three verticals where trust in generative engines is at its most stringent.
GEO for Law Firms
Legal content falls under Google's highest YMYL classification. Generative engines apply extreme caution when recommending solicitors because inaccurate legal information can cause direct harm. Our legal GEO methodology builds the entity signals, E-E-A-T foundations, and structured content that AI platforms require before citing legal sources. We have achieved AI search visibility for Legal 500 firms in competitive practice areas, including family law, corporate, and private client.
Regulatory knowledge built in: SRA advertising compliance, Law Society accreditation structuring, Legal 500/Chambers citation optimisation.
GEO for Private Healthcare
Healthcare content faces the highest YMYL scrutiny. AI platforms will not recommend a clinic or surgeon unless they can verify clinical credentials, regulatory registration, and patient safety signals. We made Dr Stefano Cotrufo the #1 cited source on ChatGPT for plastic surgeons in London by building comprehensive E-E-A-T signals across GMC registration, BAAPS membership, published research, and structured clinical content.
Regulatory knowledge built in: ASA/CAP Code compliance, CQC registration signals, GMC credential structuring, and GDPR patient consent frameworks.
GEO for Financial Services
Financial content requires FCA-compliant visibility in AI search. Every piece of content that an AI platform surfaces about your firm effectively constitutes a financial promotion and must meet FCA COBS 4 standards. Our financial GEO methodology ensures your content builds authority and attracts citations without crossing the line from educational content to regulated advice.
Regulatory knowledge built in: FCA COBS 4 financial promotions rules, risk warning integration, education vs advice distinction, FCA Register entity linking.
GEO Results, Not Theory
Dr Stefano Cotrufo
Consultant Plastic & Reconstructive Surgeon, Harley Street | AEO
“#1 on ChatGPT. 8x more revenue from AI search than SEO alone.”
The Practice: Dr Stefano Cotrufo is a Harley Street plastic surgeon holding GMC registration, BAAPS membership, and published research in peer-reviewed journals.
The Challenge: Strong clinical reputation but near-zero visibility across generative AI platforms. When patients asked ChatGPT for recommendations for plastic surgeons in London, competitors appeared. Dr Cotrufo did not.
What We Did:
- Comprehensive generative visibility audit across ChatGPT, Perplexity, and Google AI Overviews
- Entity and E-E-A-T signal building: GMC credentials, BAAPS membership, published research, hospital affiliations
- Content restructured with answer capsules, citation-ready statistics, and FAQ sections per Princeton GEO study principles.
- Schema markup implementation (Physician, MedicalProcedure, FAQPage)
- AI crawler accessibility configuration
The Results:
- #1 cited source on ChatGPT for plastic surgeons in London
- 8x more revenue from AI search than traditional SEO
- 5x growth in overall search visibility across Google
- Average ranking position of ~1.6 on priority treatment terms
- Sustained growth in patient consultations from AI-referred traffic
VK Law
Legal 500 Family Law Practice, London | SEO & GEO
The Results:
- 991% organic traffic growth
- 336% increase in impressions
- 889 keywords ranked with a perfect on-page SEO score of 100/100
- Foundation built for generative engine citation through E-E-A-T signal strengthening
Edwards Family Law
Family Law Practice | SEO, GEO & PPC
“650% organic growth. 80% reduction in cost per acquisition.”
An integrated search strategy combining SEO, GEO content optimisation, and PPC management. The GEO elements focused on structuring content for AI citation, building practice-area authority clusters, and creating FAQ content for generative-engine extraction.
Why Professional Services Firms Choose Us for GEO
Research-Backed, Not Trend-Following
Research-Backed, Not Trend-Following
Our methodology is built on the Princeton GEO study, SE Ranking's 129,000-domain citation analysis, and Adobe's AI referral data. We apply academic findings to commercial strategy. Most GEO agencies cannot name the research that informs their approach.Named Results in YMYL Markets
Named Results in YMYL Markets
We have achieved #1 generative engine citations for clients in competitive professional services markets. Dr Cotrufo: #1 on ChatGPT. 8x more revenue from AI search. VK Law: 991% organic growth. These are named, verifiable outcomes. Not anonymised claims.Regulatory Compliance Knowledge
Regulatory Compliance Knowledge
Every piece of content that AI platforms surface about your firm carries regulatory implications. SRA rules for solicitors. ASA/CAP for healthcare. FCA COBS 4 for financial services. We understand these frameworks and build compliance into every GEO strategy from the start. No generalist GEO agency addresses this.
YMYL Vertical Specialism
YMYL Vertical Specialism
We only work with law firms, private healthcare providers, and financial services firms. These are the sectors where generative engines apply their highest trust thresholds. Our vertical depth means we know which E-E-A-T signals matter for each industry and how to build them.Full-Stack Search Integration
Full-Stack Search Integration
GEO does not work in isolation. We deliver SEO, GEO, AEO, PPC, and web development as an integrated strategy. AI platforms cite sources that also rank well in traditional search. PPC data informs organic content strategy. Every channel reinforces the others.Senior-Level, Founder-Led Delivery
Senior-Level, Founder-Led Delivery
Maximum 10 clients. Sean O'Dwyer, Founder and CEO, leads every engagement. No account managers, no junior teams. When you work with Fabled Labs, you work directly with Sean.Frequently Asked Questions About GEO
GEO (Generative Engine Optimisation) is the academic and technical term for optimising content for generative AI models. AEO (Answer Engine Optimisation) is the marketing and strategic term for the same objective. Both aim to get your firm cited in AI-generated answers. At Fabled Labs, we use both terms because our methodology combines research-backed technical implementation (GEO) with strategic positioning (AEO).
Yes. 74% of sources cited in Google AI Overviews already rank in the Top 10 organically (SE Ranking, 2024). Strong traditional SEO is the foundation that GEO amplifies. We deliver both as an integrated strategy.
Initial citations can appear within 4 to 8 weeks. Consistent visibility across multiple platforms and query types typically takes 3 to 6 months to establish. The timeline depends on your existing E-E-A-T foundation, content quality, and competitive landscape.
ChatGPT, Perplexity, Google Gemini, Google AI Overviews, Claude, and Microsoft Copilot. Each platform evaluates and cites content differently. We have platform-specific methodologies for each.
Four categories: citation frequency (how often your firm is cited across platforms), citation sentiment (how your firm is described when cited), AI referral traffic (visits from AI platforms to your website), and commercial impact (enquiries and revenue from AI-referred visitors).
Especially relevant. YMYL (Your Money or Your Life) sectors face the highest trust thresholds in generative engines. AI platforms are extremely cautious about which legal, medical, and financial sources they cite. This means firms with strong E-E-A-T signals have a significant advantage, and firms without them are effectively invisible.
GEO is included in our retainer engagements, which start at £5,000 per month. We do not offer GEO as a standalone project because it works best as part of an integrated strategy that includes SEO, content, technical optimisation, and ongoing monitoring.
Yes. The core findings on citation inclusion, expert quotations, statistics, and authoritative language remain the best available research on how generative engines select sources. As new research emerges, we incorporate those findings into our methodology. The principles of E-E-A-T, structured content, and entity authority are unlikely to change even as AI platforms evolve.
Ready to Be Cited, Not Just Ranked?
Book a free generative visibility audit. We will show you exactly how your firm appears across ChatGPT, Perplexity, Google Gemini, and AI Overviews, where competitors are being cited instead, and what it would take to become the source that AI platforms trust.
No obligation. 30 minutes. See your AI search visibility before you commit to anything.