— GENERATIVE ENGINE OPTIMISATION

Get found in the answers, not just the results.

Generative engine optimisation is how you stay visible as people get their answers from places beyond Google, and the web moves toward AI agents that find and act on users’ behalf. As a GEO agency we can help your brand be understood, trusted and surfaced across every relevant AI source, from systems like ChatGPT, Perplexity and Gemini to Google’s AI Overviews and AI Mode. And this work is built on the same foundations as traditional search, not at the expense of it.

Visibility across ChatGPT, Claude, Perplexity, Gemini and Google’s AI Overviews, built on the same foundations that make traditional search work.

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── The challenge

GEO is full of noise and easy to get wrong

Because generative engine optimisation is new the advice is split. Some people think it’s nothing more than SEO, while others are selling flashy AI tactics with no regard for what they do to the rest of your search performance. The truth sits in between, and getting it wrong is easy.

This service is for you if you want to be visible in AI search without gambling your existing traffic, if you’re tired of GEO hype with no substance behind it, and if you want a team that understands this new discipline, as well as the foundations it’s built on.

There’s even debate about whether GEO should be its own discipline at all, and no agreement yet on what to call it. You will hear AEO, GEO, AI SEO, search everywhere and more. We don’t know which name will stick in the end, so we’ve simply gone with the one that comes up most often in conversations with our clients, and we’d rather be candid about that than pretend the dust has settled.

On whether GEO is just SEO, the honest answer is ‘kind of’. Strong SEO genuinely moves the needle in AI search, yet there are also real factors beyond classic SEO that influence AI visibility. Our approach is to do the foundational work that wins in both, without devaluing the traditional search that still drives most of your traffic.

Generative engine optimisation is new and the advice is split. One camp says it is nothing more than SEO. Another sells flashy AI tactics with no regard for what they do to the rest of your search performance. The truth sits in between, and getting it wrong is easy.

Tactics that win today and lose tomorrow

Some popular GEO tactics, like mass-producing location, comparison and best-of pages, can earn short-term AI mentions while damaging your traditional search performance. We’ve seen this pattern before in SEO and we know that quick wins often don’t last.

Quick AI mentions that damage your search performance.

GEO at the expense of SEO

Traditional search still drives the majority of most websites’ traffic and chasing AI visibility while devaluing that is unwise.

Chasing AI visibility that devalues traditional search is unwise.

Hype with no substance

The space is full of impressive-sounding GEO claims with no evidence of real business impact, and no mention of the trade-offs. We care about what actually moves revenue and helps your business succeed.

Impressive claims, no revenue impact.

── What is involved

What GEO actually involves

Our GEO work is done by senior specialists and encompasses six areas that together build durable AI visibility.

Running more than one channel?

Most of our clients combine several of these under one integrated programme. One team, one strategy, one set of numbers.

Integrated Growth

A technically AI-ready site

Making sure AI systems can crawl, read and understand your site is key. Many things that trip up AI, like heavy JavaScript, are the same problems search engines faced years ago, and as the web moves toward AI agents, structuring your site for humans and machines matters more than ever.

A well-understood entity

Building your brand into a clearly understood entity on the web is also vital so AI systems know who you are, what you do, and can reference you with confidence.

Votes of confidence

Mentions, citations and links across other trusted websites are huge influences on whether AI systems trust and surface your brand. Links aren’t looked at in isolation, but they’re certainly part of the mix and we earn them deliberately.

Presence across the right platforms

AI draws from many sources, not just your website, so we make sure you’re active and visible on the platforms that influence how you’re represented.

Strong SEO foundations

Much of what makes great SEO also drives GEO and we don’t treat them as separate jobs. The quality work we put into search also helps you win in AI.

Sustainable, not short-term

While some GEO agencies chase them we avoid tactics that spike then collapse. Our goal is to earn visibility for your brand that lasts as AI platforms mature.

── WHERE TO START

Start with an GEO audit and roadmap

If you know AI visibility matters and you’re not sure where you stand, this is the place to begin.

We look at your website the way AI systems experience it: the technical foundations that help or hinder them, how your content performs and reads in AI answers, how visible your competitors are, and what the AI landscape in your space actually looks like.

For clients who work with us ongoing, this is month one: it lays the foundations everything else builds on. It also works as a standalone project, with a roadmap you can take away and run yourself.

If you know AI visibility matters and you’re not sure where you stand, this is the place to begin.

For clients who work with us ongoing, this is month one: it lays the foundations everything else builds on. It also works as a standalone project, with a roadmap you can take away and run yourself.

GEO Audit & Roadmap

  • Technical audit through an AI lens
  • AI visibility and content audit
  • Competitor review
  • AI landscape review
  • Prioritised roadmap and summary deck
  • Walkthrough with a senior specialist

Quoted to your site

From £2,500

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── How we work

Four phases. Cycled, not completed

AI search is moving fast and we work in continuous cycles so your programme keeps pace as platforms, content guidelines and buyer behaviour shift.

01

Discover

We immerse ourselves in your business, your audiences and how they research using AI tools today. We map where you already show up in generative engines and where the real commercial opportunities are.

02

Foundations

We make sure your site is technically AI-ready, crawlable, structured and understandable to humans and machines. As the web moves toward AI agents, these foundations are becoming essential.

03

Plan

We design a prioritised roadmap covering entity building, content, citations and cross-platform presence. This is sequenced to grow your AI visibility without trading away the traditional search traffic you already rely on.

04

Grow

We execute the roadmap, earn your mentions and refine continuously as platforms evolve. All findings feed back into discovery so the programme stays sharp as AI continues to evolve.

── Measurement

We measure what matters: revenue, not vanity metrics.

A lot of GEO reporting fixates on AI citations and individual prompts. As supporting signals they’re fine, but we care much more about your revenue and what brings it in.

Traffic and revenue from AI sources

We connect the first-party platforms that reveal traffic coming from AI, so you can see clearly what generative search is actually contributing to the business.

Specialist visibility tools

We layer in third-party tools such as Waikey to measure AI visibility and how you’re represented, alongside the first-party data.

Topic-level, versus competitors

We track visibility at a topic level and against your competitors on the topics that matter most, not isolated prompt-by-prompt noise.

Reported clearly in Fortitude HQ

And this all comes together in our own dashboard, so the contribution from AI sources is clear and measurable.

What we’re really interested in is bottom-line impact. For some projects the goal is brand building rather than direct revenue, so we measure those differently. But for most of the B2B brands we work with, what matters is sales and revenue, so that’s what we focus on.

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Want to see what GEO is actually contributing to your business?

── Selected Work

Results across specialist sectors

  • 500%

    Ahead of every competitor in AI answers

    A B2B SaaS platform now outperforms every one of its competitors in AI answers for its target topics, including rivals with far bigger budgets.

  • 3years

    A full-scale GEO audit

    For an industrial manufacturer we mapped exactly how they currently show up in AI search, where their AI traffic comes from, and where the biggest gaps are, so the plan started from evidence rather than hype.

  • 25%

    Found in the long conversations

    Our clients now appear for the long-tail, conversational searches people actually have with AI tools. Because content is built around personas, journeys and pain points rather than keywords alone, it holds up in a full conversation, not just a query.

  • No1

    Built for engines, agents and people

    We work with every client to keep their site technically structured for search engines, agents and LLMs, and fast and smooth for the humans. The foundations are never the problem.

View all case studies

We’re not able to share all details publicly, but we‘re happy to share specific case studies on request.

── Selected work

GEO work we are proud of.

Here are a handful of recent engagements where AI search significantly contributed to client growth.

  • Resourcespace Homepage

    Client: ResourceSpace

    Result: Three years of compounding growth

    Three years of compounding growth, now front and centre in AI answers
    The challenge ResourceSpace competes in a crowded, fast-moving category against much larger brands, the kind with far bigger budgets and
  • Orange industrial robotic arms working along an automated assembly line in a modern manufacturing factory 🧡 Orange industrial robotic arms working along an automated assembly line in a modern manufacturing factory

    Client: Geared motor manufacturer (name on request)

    Result: A way to see, track and act on their visibility in AI search

    Mapping a manufacturer’s visibility in AI search
    How a GEO audit gave a geared motor manufacturer clear visibility in AI search, custom AI traffic reporting, and a
View all case studies

We can’t share all details publicly but we’re happy to share specific case studies directly on request.

── The team

The specialists behind your GEO

  • Smiling man with beard in white shirt, Managing Director at a B2B marketing agency

    Matt kohli
    Managing Director

  • Black and white portrait of a bearded man, B2B marketing agency team member, on transparent background

    SAM BUTTERWORTH
    Senior Content Marketer

  • Black and white portrait of a bearded man in glasses and white shirt, B2B marketing agency team member.

    MATT HEARNDEN
    Senior BizOps Specialist

  • Professional B2B marketing agency team member in white shirt and round glasses, black and white portrait

    SABBIR AHMED
    Senior Web Developer

  • Smiling bearded man in turban and denim shirt, team member at a B2B marketing agency

    SUKH SINGH
    Senior Organic Growth Specialist

  • Black and white headshot of a bearded man, team member at a B2B marketing agency

    RIYAD REDA
    Senior Web Developer

  • Smiling B2B marketing agency team leader in white button-up shirt, black and white professional headshot portrait

    RALPH DU PLESSIS
    Senior Organic Growth Specialist

  • Smiling professional woman with round glasses and white shirt, team member at a B2B marketing agency

    Miranda Clare-Antony
    Senior Graphic Designer

  • Smiling bearded man in white t-shirt, B2B marketing agency team member portrait in black and white

    JOHN ROONEY
    Senior Content Marketer

  • Bald man in white shirt smiling, B2B marketing agency team member professional headshot on white background

    JOseph barlow
    Senior CRO Specialist

  • Smiling B2B marketing agency team member in white sweater, black and white professional headshot portrait

    Jemma Pentney
    Senior Graphic Designer

  • Smiling B2B marketing agency team member with long dark hair wearing a white turtleneck sweater and blazer

    HOLLIE HINES
    Senior Organic Growth Specialist

  • Smiling woman with braided hair wearing white collared shirt and turtle pendant necklace, black and white portrait

    HEIDI VOIGTLANDER-MAINGOT
    Senior Events Coordinator

  • Smiling female B2B marketing agency team member in white knit sweater, black and white portrait

    EMMA WALLOND
    Senior Digital Strategist

  • Black and white portrait of bearded man in suit, team member at B2B marketing agency

    DREW LUCAS
    Senior BizOps Specialist

  • Professional headshot of a B2B marketing agency team member in a dark suit and glasses

    DHRUV DIXIT
    Organic Growth Specialist

  • Smiling bearded man in white t-shirt, team member portrait at a B2B marketing agency

    BRAD REESON
    Senior Paid Media Specialist

  • Smiling female B2B marketing agency team member with long hair, black and white professional headshot portrait

    BETHANY WEATHERHEAD
    Senior Organic Growth Specialist

  • Smiling bearded man in cap and glasses, team member at a B2B marketing agency

    Andy Frobisher
    Senior Organic Growth Specialist

  • Smiling bearded man in glasses and white t-shirt, team member at a B2B marketing agency

    André Fairweather
    Senior Web Developer

Book a discovery call

Want to meet the people who would run your GEO?

── Testimonials

  • “They led the complete migration of our company website, handling the transition seamlessly, to the point where my own team were unaware it had happened. The team’s creativity and strategic thinking has inspired my own team.”

    Kelly Govier, Director, MD Govier

  • “Fortitude Marketing’s work on our marketing has been excellent. The team is organised, efficient, and always comes up with new, interesting ideas. They keep track of new trends and techniques and make sure our strategy is always up to date and as effective as possible.”

    James Rein, Chief Customer Officer, Montala

  • “Matt and Seb were great to work with on technical SEO throughout our website migration. They caught things that our development agency did not… and we improved site speed by 50%! They were highly organized, communicative, and responsive.”

    Marcela Heywood, VP of Marketing, Replicant

── The toolkit

Proprietary tools behind the work

Most agencies run on spreadsheets and off the shelf software. We built our own tooling because the standard options were not good enough for the way we work.

Fortitude HQ

This is your live dashboard, which brings together first-party and specialist data so the contribution from AI sources is clear and measurable alongside the rest of your search performance.

Fortitude ID8

This is our content workflow engine, which runs each piece from research and brief through to drafting and specialist review. ID8 enables us to produce AI-ready content that machines and humans can both parse with confidence.

Fortitude LNX

This is our press research agent, which surfaces the journalists, publications and reactive opportunities that earn the mentions and citations AI systems weigh heavily when deciding who to trust and surface.

── FAQs

Common questions.

Here are the questions we get asked most often about GEO. If you’d like to learn more, ask us on your discovery call.

There is a real overlap. Much of what works for AI search is rooted in strong SEO, the technical foundations, entity clarity and earned authority that have always mattered. But there are also factors specific to AI systems, like how content is structured for machine reading and which third party sources they rely on, that classic SEO doesn’t fully cover. Thankfully we do both.

It shouldn’t if it’s done properly, but done badly it absolutely can and some popular GEO tactics chase short-term AI mentions in ways that damage traditional rankings. We just won’t run a programme that trades long-term search performance for AI visibility because the goal is to grow both.

ChatGPT, Perplexity, Claude, Gemini and Google AI Overviews are the main ones for most clients today. The underlying work is broadly platform agnostic – getting your site readable, your entity clear and your citations earned – but we tune execution to where your buyers are actually researching.

A mix of first-party data on traffic and revenue from AI sources, third-party visibility tools like Waikay for how you’re represented, and topic-level tracking against competitors. And everything ties back to commercial outcomes in Fortitude HQ.

Some quick wins are possible inside the first few weeks if the foundations are weak, simply by making your site readable and your entity clearer. We usually build meaningful visibility over three to six months as citations and content compound.

Yes we do! Our focus is B2B businesses with specialist propositions, considered buying cycles and audiences that generic content can’t reach. GEO matters as much in these spaces as in mainstream consumer ones, and often more.

── Get in touch

Let’s build something that lasts

If you want to win in AI search without trading away the traffic you already rely on, we should talk. Book a discovery call today and we’ll tell you honestly where the best opportunities are.

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