Generative Engine Optimisation for B2B brands that need to be found.
Filament’s generative engine optimisation services fix that.
AI Search
You
AI
The way B2B buyers search has changed. Has your visibility kept up?
B2B buyers don't just Google anymore. They ask AI.
They type full questions into ChatGPT. They check Perplexity for vendor comparisons. They read Google’s AI Overviews before they ever click a link. And the brands that show up in those AI-generated answers are the ones that get considered.
This is the new reality of B2B search. Generative engines — the AI systems powering these tools — don’t rank pages the way Google does. They synthesise information from across the web and produce a single, confident answer. Your brand either gets cited in that answer, or it doesn’t exist in that conversation.
CG
ChatGPT
G
Gemini
PX
Perplexity
CP
Microsoft Copilot
CL
Claude
GR
Grok
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DeepSeek
What is generative engine optimisation (GEO)?
Generative engine optimisation, also known as GEO, is the practice of structuring your content and digital presence so AI engines can find, understand, and cite your brand in their responses.
When someone asks ChatGPT which B2B marketing agencies specialise in cybersecurity, or asks Google’s AI Overview to recommend content marketing services, the AI draws on content from across the web to construct its answer.
GEO determines whether your brand is in that answer. It optimises content for AI search and generative search engines, using structured formats — bullet points, headings, atomic knowledge blocks — that improve snippet extraction and citation eligibility.
In plain English
GEO is how your brand stays visible when the search results are written by AI.
Traditional search asks you to climb a ranking. Generative search asks whether you should be quoted at all.
Different AI engines have unique characteristics, so optimising content should be tailored to each platform for the best results.
"The performance of a generative engine is directly linked to the quality of its inputs."
Is GEO replacing SEO? No. Here's what actually changes.
Traditional SEO focuses on winning the click. GEO focuses on winning the answer.
GEO and SEO are not competing disciplines — they are complementary, and any agency telling you to choose one is oversimplifying the landscape. Both matter because your buyers are using both surfaces. Google’s own guidance recommends applying SEO best practices as the foundation for AI visibility. GEO is the optimisation layer on top.
Filament’s GEO services are built to sit alongside your existing SEO investment — amplifying it, not replacing it. As AI-driven search grows, businesses that ignore GEO risk losing visibility not because they ranked poorly, but because they were never included in the answer at all.
GEO services built for B2B: What's Included
Our GEO services are structured across three pillars. Together, they ensure your brand is found by AI engines, trusted as a source, and represented correctly.
Visibility
Get your brand into the answer set across every major AI platform.
Authority
Build the reference signals that make AI models confident enough to cite you.
Accuracy
Ensure AI represents your brand correctly, with current, well-defined messaging.
Establish the baseline before you optimise anything
Where does your brand currently appear across ChatGPT, Gemini, Perplexity, and AI Overviews? Where are competitors being cited that you’re not? What’s your prompt gap — the distance between the questions buyers ask AI and the answers your brand is currently eligible to provide?
The audit gives you a prioritised roadmap of technical fixes, content gaps, and authority-building opportunities — with clear quick wins and long-term strategy.
Map the natural-language questions your buyers ask AI
GEO requires a different kind of research than keyword analysis. We map the questions your B2B buyers are asking AI, including the “fan-out” sub-queries that AI systems use to construct complex answers.
This prompt research becomes the foundation for every content and optimisation decision we make — aligning your brand with how users actually interact with AI.
Restructure existing content into formats AI can extract and cite
- Rewrite key pages into knowledge blocks and "answer-first" structures
- Cite statistics and quantitative data — proven to increase AI visibility
- Incorporate expert citations and third-party references (+115% lift for lower-authority pages)
- Implement structured data (schema markup) for entity recognition
- Update essential content regularly to maintain citation levels
AI crawlers behave differently from Googlebot
- Audit that GPTBot, PerplexityBot and others are not blocked by robots.txt or legacy SEO configs
- Confirm server-side rendering delivers consistent, machine-readable HTML
- Ensure site architecture and internal linking support AI parsing of priority pages
- Verify structured data is implemented correctly and completely
AI engines understand the world through entities
- Google's Knowledge Panel and Knowledge Graph
- Wikidata and Wikipedia (where applicable and eligible)
- Consistent NAP (Name, Address, Phone) data across the web
- Schema markup that anchors your brand's identity, services, and credentials
AI models learn from the entire web — not just your domain
The publications, forums, and directories that reference your brand directly influence whether AI engines cite you. We secure strategic mentions in the sources that matter to generative engines: high-authority industry publications, specialist B2B media, trusted community platforms, and “best-of” listicles that AI tools regularly reference.
This is the evolution of link building — from domain authority metrics to reference-based mentions in sources your buyers already trust.
AI engines can represent your brand inaccurately
They may describe your services incorrectly, reference outdated information, or attribute claims to your brand that you never made. We monitor major LLMs to track how your brand is described, where it appears, and what’s wrong.
Where we find gaps or errors, we implement targeted content strategies to correct the AI’s understanding of your brand.
Generative engines don't give you a Search Console
- AI Answer Inclusion Rate — % of buyer prompts where your brand appears
- Citation Rate — how often AI cites your domain as a source
- Narrative Alignment Score — whether AI descriptions match your intended messaging
- Share of Voice — your presence in AI answers vs. top competitors
- AI Referral ROI — conversion and revenue from users clicking AI citations
How we deliver GEO: Our 6-step process
Step 01
Baseline Benchmarking
Step 02
Entity & Technical Audit
Step 03
Prompt & Intent Mapping
Move beyond keyword research to question research. Map the natural-language queries your buyers use with AI, and the sub-queries those tools use to construct answers.
Step 04
Content & Technical Optimisation
Step 05
Off-Page Authority Building
Step 06
Monitoring & Iteration
Why choose Filament as your GEO agency?
GEO sits at the intersection of technical SEO, content strategy, and digital authority — three disciplines Filament has been delivering for B2B tech businesses for over a decade. Most GEO specialists do one thing well. We do all three.
B2B tech specialists
We work exclusively with B2B technology, software, and SaaS businesses. We understand complex buyer journeys, technical subject matter, and the long sales cycles that make high-intent AI visibility so valuable.
SEO and content foundation
Proven in our own market
How we increased our own AI citation rate
When Filament began developing GEO services, we used our own website as the proving ground. Starting from a near-zero baseline in AI-generated search responses, we applied our full GEO methodology to filament.digital.
That meant restructuring key service pages into atomic knowledge blocks, implementing comprehensive schema, building entity consistency across the web, and securing references in B2B marketing publications.
Within months, Filament was being cited in AI-generated responses across ChatGPT, Perplexity, and Google AI Overviews. This wasn’t a coincidence — it was the methodology. And it’s the same approach we now apply to our clients.
Ready to get your brand cited by AI?
B2B buyers are already using AI tools to research, compare, and shortlist vendors. The brands that show up in those answers have a significant advantage over the ones that don’t. Filament’s GEO services are designed for B2B technology and software businesses that need to be visible where their buyers are searching now.
Generative Engine Optimisation Frequently Asked Questions
What is GEO?
Generative Engine Optimisation (GEO) is the process of optimising content for AI search engines and generative search engines, such as ChatGPT, Perplexity, and Google’s SGE.
Unlike traditional SEO, GEO focuses on creating high-quality content that AI models can easily interpret and cite in context-rich responses. This involves structuring information so generative AI search engines can synthesise comprehensive answers from multiple sources, improving your brand’s visibility in AI-driven search environments.
Is GEO replacing SEO?
GEO is not replacing SEO, but the key difference is that traditional SEO targets ranked search results while GEO targets generative search results produced by AI-driven engines.
SEO success is measured by ranking and traffic; GEO success is measured by inclusion and citation in AI-generated answers. Both approaches are essential for maximising visibility, but GEO is increasingly important as AI search engines become more prevalent.
How do you do GEO?
Effective GEO involves a scannable content structure — clear heading hierarchies, bullet points, and concise paragraphs — to help AI models parse information. Implementing structured data (schema) enables AI to accurately identify entities and relationships.
Techniques like chain-of-thought prompting guide AI to reason step-by-step, reducing hallucinations. Fine-tuning, knowledge distillation, and parameter-efficient fine-tuning (PEFT/LoRA) adapt models for specific tasks. Systematic audits — including frequent queries across different AI search engines — help monitor accuracy and maintain content relevance.
Is GEO possible?
Yes, GEO is possible and increasingly necessary. Regular audits and updates are essential, as generative models learn from rolling data sets and may change how they rank or cite content over time.
Updating essential content at least every three months is recommended to maintain citation levels. The performance of a generative engine is directly linked to the quality of its inputs — so maintaining high-quality, up-to-date content is crucial for ongoing visibility.
How does GEO improve user experience?
Is generative engine optimisation a real thing?
Yes. GEO was established as a formal academic discipline by researchers from Princeton University, Georgia Tech, the Allen Institute for AI, and IIT Delhi, who published peer-reviewed research demonstrating measurable, repeatable improvements in AI citation rates through specific content strategies.
Commercially, the GEO services market is projected to reach $33.7 billion by 2034. Agencies across Australia and globally now offer GEO as a distinct service, and major brands are already investing in AI visibility as a core component of their search strategy.
Is SEO dead or evolving?
What are the 4 stages of SEO?
The four core stages of SEO are: (1) Technical SEO — ensuring search engines can crawl, index, and understand your site; (2) On-Page Optimisation — structuring content with the right keywords, headings, meta data, and schema; (3) Content Strategy — publishing authoritative, intent-matched content that earns visibility; and (4) Off-Page Authority — building credibility through backlinks, digital PR, and brand mentions.
For businesses investing in GEO alongside SEO, each of these stages has a GEO equivalent: AI crawlability, content restructuring for AI extraction, prompt-based content strategy, and entity citation building.