Search engine optimization (SEO) is one of the cheapest ways to acquire new customers, as well as one of the most misunderstood. And now you can’t ignore its new evolution: Generative Engine Optimization (GEO) — optimizing your content so that AI-powered answer engines like Gemini, Claude and ChatGPT surface your brand in their responses. There is no reason for any of this to remain a form of mystical voodoo. I help companies understand how powerful SEO and GEO are as marketing tools, and how to implement them in everything they do.
What is SEO?
Search engine optimization itself is relatively simple: it means optimizing your site to make it as “findable” as possible by prospective customers, which in turn means making your site as visible as possible to the search engine robots constantly crawling the Internet. Unfortunately, knowing where the robots look and what they can read is not exactly intuitive. Plus it also requires understanding and anticipating the precise search keywords that humans use when they seek out your company, your services, or your solutions to their problems.What is GEO?
GEO (Generative Engine Optimization) is the practice of optimizing your content so that AI answer engines cite your brand, reflect your expertise, and surface your content in their generated responses. It sits on top of SEO — if your SEO is weak, AI systems simply won’t find you to summarize. But GEO adds a layer: structuring content so it is authoritative, quotable, and machine-readable enough that AI systems choose you over a competitor when constructing an answer.My approach to SEO & GEO consulting
I take a more strategic approach than the usual SEO firm. The goal is to make search engine optimization — and now GEO — an integrated part of your marketing plan, not just a hunt for clicks. My process is designed to identify the precise keywords you need to optimize for, structure your content so AI systems recognize and cite your authority, and help you measure success in a world where the click is no longer the whole story. To this end I will ask you about your current and future acquisition objectives and gather information about your customers and competitors. I will audit your current search activity and your experience, if any, with search engine marketing and AI-generated search. My goal is also to make you successful and independent. I will work with you to set up measurement tools and teach you what I’m doing, so that you can understand what SEO and GEO are, how to measure them, and how to fix your own problems autonomously.SEO and GEO questions I can address for you:
- What is my current SEO status and ranking today?
- What search keywords currently drive traffic to my site, and which should but don’t?
- What keywords do customers use when trying to find my brand or company category?
- What keywords do customers use when seeking solutions to the problems my company solves?
- What SEO optimizations can I make now that can have a likely impact on my search rankings?
- Is my content structured so that AI answer engines will find, understand, and cite it?
- How can I tell whether my brand is appearing in AI-generated search responses?
- How can I tell whether my SEO and GEO status is improving?