AI visibility & GEO
AI visibility as a result of good comms
There’s a huge shift underway in the way that buyers are researching and finding brands, products and services. AI search is already on par with social media search, and some experts expect it to overtake traditional search via search engines in the near future.
The bottom line is brands can’t afford not to monitor their AI visibility. If they don’t appear in the recommended shortlist of suppliers when a potential buyer prompts an agent in their category, then it’s a missed opportunity.
The good news is that – although some tweaks here and there can be made for the benefit of LLMs – raising your AI visibility and share of voice isn’t rocket science. In fact, the brands that are doing very well in AI platforms right now are the ones that have been doing good, authoritative PR and comms for years.
What is generative engine optimisation (GEO)?
Traditional SEO gets you mentioned in search engine results, GEO – otherwise known as answer engine optimisation (AEO) – helps your brand get mentioned in AI-generated answers.
Think of LLMs as investigative journalists, finding and synthesising information from many different trusted sources across the internet. These include sources such as your own website, your social media channels, and any mention of you in earned media outlets such as trade publications.
Strong PR and content strategies that have clear and consistent narratives ensure that brands are visible by both humans and by the AI platforms. They reward clear messaging and regular updates. This is not just about keywords and backlinks, but about earned and owned authority.
The best time to start doing this was about 10 years ago. The second best time is today.
How to get cited by ChatGPT and other tools
There’s a simple framework that can increase the chances of an AI platform recommending a brand in its answers, and/or citing it as a source:
SEO
Ensuring the technical foundations are in place so that AI platforms can read and analyse your site effectively.
Owned content
Regularly published, authoritative content optimised for traditional search across your own channels.
Earned content
Brand mentions and coverage of key messaging in credible third-party sources.
Brands that appear consistently in generative answers are the ones that have recent regular coverage, expert-positioned thought leadership programmes, original content, and a technically sound online presence.
All three pillars are the cornerstone of Ledesmith’s PR and comms offering, and therefore AI visibility is a natural consequence of the strategies that we deliver. It’s the reason why these three fundamental pillars matter more than ever.
That being said, we can make slight tweaks and updates to existing PR and comms strategies so it’s even easier for LLMs to find and recommend your brand, measuring visibility over time.
What Ledesmith does differently
We come at the AI visibility question not from a purely technical point of view, though that is part of it, but by building credibility and authority in your sector.
Frequently asked questions
What is the difference between GEO and SEO?
SEO helps your website rank in traditional search engine results. GEO – generative engine optimisation – helps your brand get cited in AI-generated answers from tools like ChatGPT, Gemini and Perplexity. Both matter, but they work differently. SEO is primarily about your website; GEO is about your brand’s wider presence across earned media, owned content and technical foundations. The strongest strategies address both.
Can you guarantee AI citations?
No – and be wary of anyone who says they can. AI-generated answers are volatile; the same prompt can return different results on different days. What we can do is systematically build the authority that makes consistent citation far more likely, and track your visibility over time to show progress. The brands that appear most reliably are those with a sustained presence across credible sources – which is exactly what strategic PR and comms delivers.
How long does it take to see results?
Typically six to twelve months of sustained PR and comms activity before you see measurable changes in AI visibility. Some quick wins – like technical SEO fixes or updating existing content – can have an impact sooner, but building genuine authority takes consistent effort over time. The AI visibility audit gives you a baseline so you can track progress from day one.
Do I need traditional SEO as well as GEO?
Yes. SEO is one of the three pillars of AI visibility. If AI platforms can’t read and analyse your site properly, they’re less likely to cite you – regardless of how strong your earned media coverage is. On-page SEO is built into our content process, and for specialist technical SEO work we partner with a trusted freelancer. Think of SEO as the foundation that everything else builds on.
What sectors do you work in?
We specialise in B2B brands in complex and technical sectors, including waste and recycling, fire safety, commercial property, print, textile, manufacturing and professional services. If your sector isn’t listed but involves specialist or technical products and services, get in touch – the approach works across any B2B market where credibility and expertise matter.