Generative Engine Optimisation is the practice of measuring and influencing how AI engines cite and recommend a business in the answers they generate.
Generative Engine Optimisation is the practice of measuring and influencing how AI engines cite and recommend a business in the answers they generate. It sits alongside traditional SEO, but optimises for being cited inside an AI answer rather than for a click on a results page. The goal is to be named, trusted and framed correctly.
The job search engines did, sending a click to a website, is being absorbed into the answer itself. Similarweb found in 2024 that 69 per cent of Google searches end without a click, and Google AI Overviews now appear on the majority of searches. The answer is becoming the destination.
That changes the work. Ranking first is worth less if the engine summarises the page and names a competitor as the recommendation. GEO optimises for the citation, not the click.
It also widens the surface. A business is no longer competing for ten blue links but for a place inside a generated paragraph across several engines, each with its own sources and logic.
GEO is the discipline behind K&C's AI Visibility Strategy. We treat it as a measure-then-influence loop: first read how the engines cite a business, then change the inputs that shape the answer.
Our 12-pillar framework turns GEO from a vague aim into specific levers across visibility, source quality and narrative. Each pillar maps to work a business can actually do, from sources the engines trust to the way it describes itself.
Because the engines differ, we work across all three rather than tuning for one. You can read more on what GEO is and how it differs from older search work.
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