What is GEO or Generative Engine Optimisation?

GEO is the practice of building brand and entity recognition within AI-generated responses. Where AEO targets individual question-answer pairs, GEO works at the level of brand, founder, and framework recognition.

How is content strategy different for AI search versus Google?

Traditional SEO for Google prioritises keyword density, backlink authority, and page experience. Content for AI answer engines additionally requires: explicit Q&A structure, named entities with clear context, and factual precision.

The Signal

Being found is not enough. Being cited is the new standard.

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Content Strategy, SEO, and AEO

For most of the last decade, signal meant being found in Google search. That is still true. But it is no longer sufficient. In 2025 and beyond, signal also means being cited by AI tools: ChatGPT, Perplexity, Gemini, Claude.

The Signal pillar builds the content infrastructure that works across both: traditional SEO for Google ranking and AEO/GEO for AI search visibility. They require different strategies but share a common foundation: authoritative, structured, audience-first content.

ADG Advisory builds content systems that compound. Not a content calendar of disconnected posts. A strategic architecture designed to build authority over time.

Scope

What this pillar covers

Content Strategy and Editorial PlanningA content strategy begins with audience intent mapping: what your ideal customer is searching for at every stage of their journey.

SEO Architecture and Keyword TargetingTechnical and on-page SEO covering site structure, URL architecture, internal linking, title and description optimisation, schema markup, and Core Web Vitals.

AEO: Answer Engine OptimisationAEO is the practice of structuring content so that AI tools like ChatGPT, Perplexity, and Google SGE can extract and cite it as a direct answer to user questions.

GEO: Generative Engine OptimisationGEO positions your brand as a cited source within AI-generated responses. Where AEO focuses on individual answers, GEO focuses on entity recognition.

Thought Leadership and Authority ContentLong-form content that builds authority in your category. This type of content is disproportionately valuable for AI citation because it demonstrates topical depth.

Newsletter and Email Content StrategyOwned audience is the highest-value distribution channel. We build newsletter strategies that grow a direct-to-subscriber relationship.

Proof: The Signal at work

16.83xReturn on ad spendMessi GOAT India Tour 2025 45%Lower cost per purchaseSoul & Surf 1.96M+SubscribersGoppo Mir’er Thek 161MImpressions in 6 monthsSaregama Bengali 176KApp installsBazoki 2.9xLead volume increaseTata Steel Nest-In 3.8xOrganic impressions in 3 monthsCare Continuum AED 30Cost per conversionCurryFit

Common questions

AEO is the practice of structuring web content so that AI-powered answer engines can extract it as a direct, citable answer to a user question. AEO involves FAQ schema markup, structured Q&A content, precise entity labelling, and factual density.

Why it matters

Search behaviour is bifurcating. Users who want to explore go to Google. Users who want an immediate answer go to ChatGPT or Perplexity. A content system built only for one will miss the other.