SEO is still three things at once: a sound technical base, content that genuinely answers search intent, and the authority that lifts it. I run all three end to end.
GEO extends that work to ChatGPT, Claude, Perplexity and Gemini, structuring information so the brand gets quoted in generated answers, not merely indexed.
My approach is data-led: measure, prioritise, iterate. That is what took Les Sherpas past a million visits a month, and what I keep testing on my own lab, SeoFr.net.
GEO (Generative Engine Optimization) means structuring a brand's information so it gets quoted in answers from ChatGPT, Claude, Perplexity or Gemini. The goal is no longer a rank in a list of links, but a mention inside a written answer.
Q2How does GEO differ from SEO?
The foundation is shared: clean technical ground, clear content, real authority. GEO adds a demand for quotability: verifiable facts, self-contained phrasing, structured data. A generative engine recomposes information rather than listing it.
Q3How long before results show?
Technical fixes surface within weeks. An editorial strategy usually takes three to six months to produce clear growth, the time it takes for content to be indexed, linked and to earn authority.
Q4How do you measure visibility inside AI answers?
By tracking a representative set of prompts across each engine and recording brand mentions, their context and the sources cited. That is paired with referral traffic from assistants, which now shows up in analytics reports.
Q5Where does an audit start?
With crawling and indexing: what bots actually see, speed, URL structure, internal linking. Without that base, editorial investment is partly wasted.
Q6Is link building still worth it?
Yes, but quality far outweighs volume. A handful of editorial links from recognised sites in the field count for more than hundreds of generic ones, and those same sources are the ones generative engines lean on.
Q7How do you prioritise the work?
By weighing estimated impact against effort and lead time. I run the backlog like a product: unblockers first, then the fastest returns, re-assessed each cycle against the data.
Q8Which tools do you use?
Search Console and Analytics for ground truth, a crawler for technical work, rank tracking and semantic analysis for editorial. Dashboards are built to fit whatever the team actually needs to steer.
