Service
Generative engine optimisation
Get your business quoted by ChatGPT, Google AI Overviews and Perplexity. GEO for UK small businesses — structured, citable content.
Generative engine optimisation (GEO) is the practice of structuring web content so that AI answer engines can extract, quote and attribute it. Where traditional SEO competes for a position in a list of blue links, GEO competes to be the passage a model lifts into a generated answer. The mechanics are different: answer engines favour self-contained paragraphs that make sense without surrounding context, explicit definitions that name the thing being defined in the first sentence, question-form headings answered immediately, and concrete numbers or named standards rather than adjectives. A page that says “affordable and fast” is not citable. A page that says “from £900, delivered in 10 to 15 working days” is. Point28 builds GEO into the page structure rather than bolting it on. Because the same structure that makes a passage quotable also makes it clearer to a human reader, this work rarely pulls against conventional SEO. Starting prices are published in full, not quoted on request.
How do AI answer engines choose what to quote?
They favour passages that survive being lifted out of the page. That means a paragraph that defines its subject up front, contains a verifiable specific, and does not depend on the sentence before it. Content written as a flowing narrative performs badly here even when it ranks well conventionally.
What actually changes on my website?
The information architecture and the writing, not the design. Every page opens with a definition-first passage. Headings become real questions rather than marketing phrases, each answered in the sentence directly beneath. Structured data is added so machines can read the business, its services and its prices unambiguously.
How do you measure GEO?
By testing the questions your customers would actually ask, across multiple engines, on a dated schedule, and recording whether your site is cited. It is a coarser measurement than rank tracking and it should be presented honestly as such — the outputs are not deterministic.
Is it too early to invest in GEO?
That depends on your market. If your customers are already asking AI assistants for recommendations, the work pays now. If they are not, the same structural changes still improve conventional SEO and readability, so it is rarely wasted — but you should not be sold it as urgent when it is not.
Frequently asked questions
What does GEO stand for?
Generative engine optimisation. It is the practice of structuring content so AI answer engines — ChatGPT, Google AI Overviews, Perplexity, Copilot — can extract and attribute it when answering a question.
Is GEO just SEO with a new name?
No, though they overlap. SEO competes for a position in a ranked list. GEO competes to be the passage an AI lifts into its answer, which rewards self-contained paragraphs, explicit definitions and concrete numbers rather than keyword placement.
Can you guarantee ChatGPT will mention my business?
No. No one can — the models are not queryable indexes and their outputs vary. What can be done is make your content maximally extractable and then check citation behaviour across engines on a dated schedule.
Does GEO require different content from SEO?
It requires the same content structured differently: a definition in the opening passage, question-form headings answered immediately beneath them, and specific figures rather than vague claims.
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