Overview
Work context: GEO work done on employer accounts — a brand that was good but invisible to AI recommendations. Goal: be the brand language models mention when buyers ask category questions.
The challenge
- The brand’s facts are inconsistent across the web — different services, locations and claims on different pages.
- Content is written to rank, not to be quoted — no statistics, comparisons or original explanations models can cite.
- Almost no third-party corroboration: few reviews, listings or mentions outside its own site.
Strategy
- Entity clarity: one consistent set of business facts (name, services, locations, proof points) across the website, listings and profiles.
- Citation-ready pages: statistics, comparisons and original explanations written to be quoted, with sources stated.
- Third-party footprint: reviews, directory listings and mentions that models treat as corroboration.
- Category coverage: pages that answer the category’s recurring questions, so the brand appears in more than one query type.
- Measurement: regular brand-mention checks across major AI answers, plus branded-search movement.
What success is measured on
- Brand mentions in AI answers for category queries.
- Branded search volume and referral traffic from AI tools.
Key takeaway
GEO is a trust game. Models recommend brands whose facts agree everywhere, whose claims are specific, and whose reputation exists outside their own website.