Get Your Brand Discovered in AI-Powered Search
Search is changing. People are increasingly asking AI platforms for recommendations, comparisons, explanations and answers instead of relying solely on traditional search results.
Bertan helps businesses improve their visibility across AI-powered search and generative search experiences. Our Generative Engine Optimisation (GEO) strategies combine technical SEO, content optimisation, structured data, entity understanding and digital authority to help your brand become more visible when people search through AI.
Whether your customers use Google AI Overviews, ChatGPT, Microsoft Copilot, Perplexity or other generative search platforms, we help build the signals that make your business easier for search engines and AI systems to understand, interpret and reference.
What Is Generative Engine Optimisation?
Generative Engine Optimisation is the process of improving a website and its wider digital presence so that its information can be better understood, retrieved and potentially referenced by AI-powered search engines and answer engines.
Traditional SEO focuses heavily on improving visibility within search engine results pages. GEO expands this approach to include AI-generated answers, conversational search, entity-based discovery and machine-generated recommendations. This means your optimisation strategy needs to consider more than rankings and keywords.
AI systems may evaluate information such as:
- The relevance and usefulness of your content
- Your organisation and brand entities
- Website structure and technical accessibility
- Topical authority
- First-hand expertise and supporting evidence
- Structured data and machine-readable information
- Mentions and references across trusted websites
- Consistency of information about your business
- Content quality and search intent
- Relationships between people, organisations, products and topics
At Bertan, we bring these elements together as part of a broader search visibility strategy.
Why Does Generative Search Matter?
The way people discover information is becoming increasingly conversational. Instead of searching for several individual keywords, a user might ask:
“Which technical SEO agency can help an international business with a complex website migration?”
An AI-powered search experience may synthesise information from multiple sources before presenting an answer. This creates a new visibility opportunity for businesses.
Being present in traditional search results remains important, but brands also need to establish enough relevance, authority, context and credibility for their information to be understood by modern search systems.
GEO is therefore not simply about adding AI-related keywords to a website. It is about creating a strong digital information ecosystem around your organisation.
Our Generative Engine Optimisation Services
AI Search Visibility Audit
We analyse your organic search presence and identify opportunities across AI-powered search. The audit covers technical SEO, architecture, content quality, search intent, structured data, entity signals, internal linking, brand mentions, digital authority, competitor visibility, local and international signals, indexability, crawlability and content gaps.
Entity SEO & Brand Optimisation
Search systems need to understand who you are, what you offer, where you operate and how your services relate to your industry. We establish clearer entity relationships through organisation information, brand signals, About and author pages, product and service relationships, structured data, consistent business information and third-party references.
Content Optimisation for AI Search
We develop content around genuine user questions and search intent: conversational queries, question-led content, topic clusters, comparison content, definitions, expert insights, original research, FAQs and evidence-led service and product information, structured so facts are clear to users and search systems.
Technical SEO for Generative Search
Crawlability, indexation, site architecture, internal linking, XML sitemaps, canonicalisation, JavaScript rendering, Core Web Vitals, page speed, mobile performance, international SEO, migrations, URL structures, duplicate content and HTTP status codes. Technical SEO provides much of the foundation for AI search visibility.
Structured Data & Machine-Readable Content
We implement and review Schema.org markup: Organisation, LocalBusiness, ProfessionalService, Product, Article and Person schema, FAQ content, breadcrumbs and service relationships. Structured data is not a guarantee of AI visibility or rankings; it provides clearer machine-readable context alongside high-quality content.
Topical Authority & Content Strategy
We build connected content ecosystems that show depth in your core expertise: core service → supporting topics → user questions → expert information → related entities → authoritative references. We focus on useful information rather than large volumes of generic AI-generated content.
Digital Authority & Brand Mentions
AI systems draw on sources beyond your website. We strengthen off-site signals through digital PR, industry publications, editorial mentions, expert contributions, citations, high-quality backlinks, business profiles and local references, building a credible and consistent presence, not artificial mentions.
Generative Search Optimisation vs Traditional SEO
GEO should not be treated as a completely separate discipline from SEO. There is significant overlap between the two.
| Traditional SEO | Generative Engine Optimisation |
|---|---|
| Search rankings | AI-generated answers and recommendations |
| Keywords | Topics, entities and concepts |
| SERP visibility | Visibility within conversational search |
| Technical SEO | Crawlability, accessibility and machine understanding |
| Content relevance | Answer quality and contextual relevance |
| Backlinks | Authority, references and corroborating sources |
| Structured data | Machine-readable context |
| Search intent | Conversational and informational intent |
A strong GEO strategy builds on established SEO principles while adapting them to new search interfaces.
Our Approach to GEO
We do not recommend publishing hundreds of pages simply because they contain questions that people might ask AI. Instead, we focus on the fundamentals that make a website genuinely useful and understandable.
1. Analyse
We assess your website, organic visibility, competitors, content, technical infrastructure and digital footprint.
2. Understand
We identify the topics, entities, questions and search journeys that matter to your audience.
3. Optimise
We improve technical SEO, content structure, internal linking, structured data and entity signals.
4. Build Authority
We increase relevant brand mentions, references and authoritative signals across the web.
5. Measure
We monitor organic performance, visibility, engagement and AI-search developments to refine the strategy.
GEO for Different Types of Businesses
Our approach can be adapted to different markets and business models.
B2B & Professional Services
Build visibility around complex services, expertise, industry questions and specialist topics.
E-commerce
Strengthen product information, category architecture, product entities, reviews and supporting content.
Local Businesses
Improve local relevance through consistent business information, local entities, reviews, location content and technical optimisation.
International Businesses
Develop multilingual and international strategies while keeping brand and entity information consistent across markets.
International Businesses
Develop multilingual and international strategies while keeping brand and entity information consistent across markets.
Technology Companies
Build topical authority around products, technical concepts, use cases, integrations and industry expertise.
Why Choose Bertan for Generative Engine Optimisation?
Bertan combines technical SEO, digital marketing, website management, analytics and search strategy to approach GEO as part of a wider digital growth programme. Our experience covers complex websites, international search, technical optimisation, migrations, performance improvements and multilingual SEO.
AI search visibility does not exist in isolation. Your website needs to be technically accessible. Your content needs to answer genuine questions. Your brand needs to establish credibility. Your information needs to be consistent. And your wider digital presence needs to reinforce what your organisation actually does.
We bring these areas together rather than treating GEO as a standalone content exercise.
Frequently Asked Questions
What is Generative Engine Optimisation?
Generative Engine Optimisation (GEO) is the practice of improving a website and its wider digital presence so that AI-powered search and answer engines can better understand, retrieve and potentially reference its information.
Is GEO the same as SEO?
No. GEO builds on many established SEO principles but places greater emphasis on AI-generated answers, conversational search, entities, contextual relevance and machine-readable information. Traditional SEO remains an important part of a comprehensive search visibility strategy.
Does GEO replace traditional SEO?
No. Technical SEO, content quality, website architecture, authority and search intent remain important. GEO extends these principles to emerging AI-powered search experiences.
Can you guarantee that my business will appear in ChatGPT or Google AI Overviews?
No reputable agency can guarantee inclusion in a particular AI-generated answer. AI systems use complex retrieval and ranking processes that can change over time. Our role is to improve the quality, accessibility, relevance and authority of your digital presence.
Does AI-generated content improve GEO?
Simply producing large quantities of AI-generated content does not automatically improve visibility. Content needs to be useful, accurate, relevant, well structured and supported by appropriate expertise and evidence. We focus on information quality rather than content volume.
Does technical SEO matter for GEO?
Yes. Search systems need to access, crawl, interpret and index website information. Technical SEO provides an important foundation for both conventional organic search and emerging AI search experiences.
Do backlinks still matter for AI search?
Relevant third-party references and authoritative mentions can contribute to how a business is understood within the wider web ecosystem. However, backlinks should be considered as part of broader digital authority rather than treated as a standalone GEO tactic.
How long does Generative Engine Optimisation take?
There is no universal timeframe. Results depend on your website’s technical condition, existing authority, competition, content depth, industry and the extent of optimisation required. We establish measurable priorities based on your existing search presence rather than promising an arbitrary timeframe.
Can GEO help an international website?
Yes. International businesses can benefit from a structured approach to multilingual content, international SEO, entity consistency, technical accessibility and market-specific search intent.
How do you measure GEO performance?
We combine traditional SEO metrics with broader visibility indicators, including organic search performance, impressions, clicks, rankings, content engagement, brand mentions, referral traffic and relevant observations from AI-powered search experiences.
Build Your AI Search Visibility
Search is becoming more conversational, contextual and increasingly powered by artificial intelligence. Businesses that invest in a technically strong website, useful content, clear entity signals and genuine digital authority can establish a stronger foundation for the next generation of search.
Bertan can help you prepare your website for the changing search landscape.
Generative Engine Optimisation | AI Search Visibility | Technical SEO