Be the Organisation AI Recommends First

Generative Engine Optimisation, or GEO, is the practice of getting your organisation found, understood and cited by AI assistants such as ChatGPT, Gemini, Perplexity, Claude and Google’s AI Overviews. Where traditional SEO works to rank your page in a list of links, GEO works to make your organisation one of the trusted sources an AI draws on when it synthesises an answer. It is sometimes also called AI visibility, AI search optimisation or answer engine optimisation.

They overlap and they reinforce each other, but the goal is different. SEO aims to rank a page so a person clicks it. GEO aims to make your organisation a source an AI cites when it answers a question, often without the user visiting any page at all. SEO rewards thorough pages and strong rankings; AI engines reward clear, well-sourced, factually specific content from organisations with genuine authority. Strong SEO helps your GEO, which is why we treat them as connected rather than separate.

We can strongly influence it, and we are honest that no one can dictate it. AI answers are synthesised and they vary, so this is about improving the odds, not issuing commands. What we can do is improve every signal these engines actually use: making your content readable to them, defining who you are in terms they understand, giving them clean facts to quote, and building the independent evidence that makes them trust and cite you. Done consistently, that moves the needle significantly.

The major engines your audiences use: ChatGPT, Google Gemini and Google’s AI Overviews, Perplexity, and Claude. The underlying principles, accessibility, clear entity definition, quotable content and credible evidence, apply across all of them, while each platform weights signals slightly differently. We track how each one describes and cites you so the work reflects how they actually behave, not how they are assumed to behave.

Most providers adding ‘AI’ to their services can adjust the technical signals, and that is genuinely part of the work. But the single biggest factor in whether an AI cites you is whether credible, independent sources already treat you as an authority, and building that is communications work, not technical work. Lantern Comitas does both: the technical foundations and the earned authority behind them. That combination is the point, and it is what a purely technical provider cannot offer.

We start by recording how the major AI engines currently find, describe and cite you, so there is a clear baseline. We then track changes against real AI answers over time: whether you appear, how accurately you are described, whether you are cited, and how you compare to competitors. We report against what the engines actually say, not against activity. We are also clear that AI visibility fluctuates, so we look at the trend and the direction of travel rather than any single answer on any single day.

Because AI engines favour sources that are current and actively maintained, and citations fade over time without upkeep. The engines themselves also change frequently. A one-off project can fix the foundations, but holding and growing your visibility means refreshing the work on a regular cycle and adjusting as the platforms evolve. The organisations that treat this as an ongoing discipline build a compounding advantage over those that treat it as a single task.