AI SEO and Generative Engine Optimization (GEO)
What GEO is in practice?
GEO structures your content, entities and data so AI systems such as Google AI Overviews, ChatGPT, Perplexity, Claude and Gemini can find, understand and cite your brand when they answer buyer questions.
It overlaps with traditional SEO but optimises for a different surface: the answer the model generates, rather than the ranked list of links.
In day-to-day work, that means:
- Clear, consistent entity definitions
- FAQ structures phrased the way buyers actually ask
- Structured data and citable proof points
- An llms.txt file and a content structure AI systems can navigate
Where we help
Benchmarking your current AI visibility
We assess how your brand currently appears in AI Overviews, ChatGPT and Perplexity for the buyer queries that matter most to you. The result is a clear picture of where you are cited, where you are absent, and which gaps are worth closing.
Making your content readable to AI systems
We review and restructure your content so AI systems can interpret it accurately, with entity definitions placed first, FAQ structures, comparison tables and canonical descriptions. The goal is content that holds up whether a person or an AI agent is reading it.
Connecting GEO to the rest of your stack
AI SEO is not only a content question. It depends on a CMS that exposes structured data, a content supply chain that keeps facts current, and a measurement model that ties visibility to pipeline. We work across modern CMS and content platforms, including Umbraco, Storyblok and Contentful, and with partners such as Enterspeed for structured content at scale.
Measuring visibility where it now lives
We track citation rate, brand mentions and answer share across AI search experiences, then report on what changed and why, so visibility becomes something you can manage rather than guess at.
How a GEO engagement runs
Most engagements move through three stages.
1. AI search visibility review
We begin by assessing how your brand appears across AI-powered search experiences, including Google AI Overviews, ChatGPT, and Perplexity, for the buyer queries that matter most to your business. Alongside your AI visibility, we review supporting signals such as on-site search behaviour and common customer questions. The outcome is a clear understanding of where your brand is being cited, where opportunities are being missed, and which actions should be prioritised first.
2. GEO blueprint (3-4 weeks)
Based on the findings, we develop a practical GEO blueprint that provides clear direction for both editorial and technical teams. The plan covers your entity strategy, content gaps, FAQ structure, llms.txt implementation, and schema standards, resulting in a prioritised roadmap that improves how AI systems discover, understand, and reference your content.
3. Production and measurement (ongoing)
Once the strategy is in place, we support implementation by producing and optimising content, applying structured data, and establishing continuous measurement of your AI search visibility. We monitor brand citations, answer share, and other relevant visibility metrics, providing regular reporting and ongoing optimisation to ensure your presence continues to improve as AI search evolves.
Why organisations work with us
A dedicated practice
We run AI SEO as its own discipline, with its own measurement and playbook, rather than as an add-on to a standard SEO retainer.
An established search foundation
Our GEO work builds on two decades of organic search delivery, combining search strategists, technical content specialists and engineers.
Connected to your platforms
We understand how content, CMS and data structures fit together, and we work across modern commerce, CMS and martech ecosystems, including as a HubSpot Diamond Partner, Klaviyo Gold Partner and MACH Alliance member.
A technology-neutral approach
We do not develop proprietary AI models. We help you evaluate, integrate and adapt the systems that best fit your needs as the landscape evolves.
A collaborative approach
We work alongside your teams, not separately from them, so content, technology and business goals stay aligned.
About Novicell
Novicell is a digital consultancy that helps organisations strengthen commerce, digital experience, and operational performance.
We work across strategy, platforms, architecture, development, marketing, and data, helping organisations integrate AI into their existing business and technology environments in a practical and measurable way. Our teams combine strategic advisory with hands-on implementation.
Our AI SEO team works out of London and across the Nordics, as part of Novicell, a Nordic digital consultancy. Most engagements deliver in weeks rather than quarters.
We work with marketing and digital leaders on both advisory and implementation engagements.
Whether you want to understand how AI search currently represents your brand, or you're ready to act on it, we can start with a focused review of the queries that matter to your category.
Get in touch to discuss where AI search visibility can create value for your organisation.
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