Prepare content for AI discovery.

The shared foundation

Here are the key things to get right. None of them are complicated on their own, but skipping one tends to undermine the rest.

• Crawlable, fast pages with stable canonical URLs.
• Clear organisation, product and author entities.
• Focused pages that answer one question completely.
• Evidence and links to reliable primary sources.
• Accurate schema that matches visible content.

GEO and AEO in practice

AEO focuses on answer extraction and question-led structure. GEO focuses on whether a generative system can understand and confidently mention or cite the brand. Both improve when the underlying page is useful, specific and verifiable.

1. Choose a high-intent question.
2. Answer it directly near the top of the page.
3. Add practical detail, examples and constraints.
4. Connect the page to the relevant service and supporting guides.
5. Review the entity and claims for consistency across the site.

A practical GEO checklist

Work through these steps in order. Each one builds on the last, so resist skipping ahead even if a step feels familiar.

1. State who you are, what you do and who it is for on a stable About or Organisation page.
2. Give every important topic one canonical page with a direct answer near the top.
3. Add Organisation, Person and Article schema that matches visible content exactly.
4. Cite primary sources and keep statistics current with dates.
5. Keep naming consistent across the site, social profiles and directories.
6. Review AI answers for your brand quarterly and correct source material where they are wrong.

What to measure

Track brand mentions and citations in AI answers for a fixed set of priority questions, referral traffic from AI surfaces where visible, and classic organic performance. Treat movement directionally; these systems do not publish stable rankings.