Getting cited by AI isn't about publishing more, it's about structuring what you already have so that ChatGPT, Gemini and AI Overviews can understand, trust and quote it. That structural discipline is what we've practised for over 15 years. We begin by mapping the questions your audience is actually asking AI tools, audit your pages against what's already being cited, then restructure for clarity, depth and quotability. We work integrated with your content and technical teams, part of your team to ensure your content performs in LLMs at the highest level.
Request an AI Visibility AuditWe shape your existing pages around how AI engines read, interpret and cite content, so your expertise surfaces in answers rather than staying buried. It's one part of our broader GEO services, working alongside technical GEO, digital PR and tracking to build your visibility across AI search.
AI discovery starts with prompts, not keywords, and the two are phrased very differently. We map the conversational questions your audience asks across ChatGPT, Gemini and Perplexity, drawing on Search Console long-tail queries, People Also Ask data, sales and customer insight, and prompt-clustering tools.
What we do
Build a prioritised picture of the real questions your pages need to answer framed the way users ask them so your content targets demand that exists and moves you towards your business goals.
When someone asks a question, AI engines do not stop at the literal query. They generate related sub-questions, or fan-outs, and reward sources that cover the whole topic rather than a single answer. For instance, if a user asks about a backpack, the AI engine will look beyond the product pages to popular brands, review forums, and even relevant content across formats.
What we do
Map the fan-outs around each priority topic, find where your coverage is thin, and build the sections, FAQs and supporting pages that close the gaps so your brand has an answer ready for every related prompt and gets cited across the whole topic, not just one query.
Before changing anything on the page, we benchmark how your content performs against what AI engines are already surfacing for your mapped prompts. We review which formats get cited (for example, listicles and comparison pieces), how deeply answers are covered, where your E-E-A-T signals are weak, and which fan-outs you are missing.
What we do
Pinpoint exactly where your content is being reused or overlooked, and why — so every change that follows is targeted at a known gap rather than guesswork, and your investment goes into the fixes that actually move citations.
Generative engines lift discrete passages, so each page has to lead with the answer. We restructure content around descriptive, question-led headings, concise definitions that can be quoted directly, and clear formatting short sections, tables and lists where it aids comprehension.
What we do
Make every key answer easy to find and ready to lift, so when an engine scans your page for a specific response it gets one cleanly stated, quotable passage and your page becomes the source it cites rather than one it skims past.
AI engines favour clear, definitive claims over vague or hedged language, and they trust statements backed by evidence. We sharpen your key assertions into precise, confident statements and support them with verifiable data, figures and sources.
What we do
Turn your expertise into claims engines can quote with confidence and surface your proprietary, first-party data prominently, giving them something they can't get anywhere else and a stronger reason to cite you by name rather than a competitor.
Generative engines are trained to prioritise credible sources, so on-page trust signals matter more than ever. We strengthen the markers that demonstrate Experience, Expertise, Authoritativeness and Trustworthiness across your pages, including author credentials and bios, references to first-hand experience, cited primary sources, transparent methodology and clear, current dating.
What we do
Make your expertise unmistakable to AI reinforcing the signals across your content, about and author pages that separate genuine authority from surface-level content, so engines weight your pages as a source to trust and cite, not one to pass over.
A well-connected site helps both users and AI engines understand the depth and relationships of your expertise. We build internal linking that connects related pages into coherent topic clusters, surfaces priority pages, and reinforces which subjects you are authoritative on.
What we do
Connect your content into clear topic clusters that signal real depth so engines recognise the full breadth of your expertise on a subject and reuse your content across many related prompts, not just the one page that happens to rank.
Conflicting descriptors and stale information weaken the confidence engines place in your content. We align titles, definitions and core brand descriptors across pages so your topical focus is clear and repeatable, and put in place a refresh cadence for statistics, examples and case studies.
What we do
Keep your messaging consistent and your evidence current so engines see a coherent, up-to-date source they can rely on, and your visibility holds and compounds over time rather than fading as content ages.
Buyers were researching providers through AI tools like Google AI Overviews, ChatGPT and Perplexity and Six Degrees wasn't being recommended.
Our three-pillar GEO strategy fixed that, earning the #1 AI Overview citation for "penetration testing services" and lifting AI Share of Voice from 0% to 20% for core security products in seven days.
The result: +200% penetration testing conversions and +500% across managed security services.
Read our GEO case study
On-page SEO structures a page to rank in search results. On-page GEO structures it to be quoted in AI answers. Traditional on-page work optimises titles, headings and keywords for position, whereas on-page GEO optimises for citation: leading with clear answers, writing quotable statements, covering related questions and signalling expertise so AI engines select your page as the source. Strong on-page GEO usually strengthens your SEO too, but the goal is being cited, not just ranked.
By making each page the clearest and most trustworthy answer to a specific question. AI engines lift discrete passages, so they favour content that states the answer directly, backs it with verifiable data, demonstrates genuine expertise and covers the related sub-questions around a topic. We structure pages around those principles so an engine can find a clean, quotable answer and has a clear reason to attribute it to you.
Query fan-out is the way AI engines expand a single question into related sub-questions before answering. Ask "what is unoccupied property insurance" and the engine also explores who provides it, what it covers and how it compares to alternatives. Covering only the root question limits your reach, so we map the fan-outs around each topic and make sure your pages answer them. That topical completeness is what gets you cited across many related prompts rather than just one.
Structural changes such as reformatting, adding clear answers and FAQs, and implementing schema typically show initial movement within four to eight weeks. Building broader topical authority and consistent citation across engines usually takes three to six months of sustained work. Timelines vary with your starting point and how competitive your topics are, and results tend to compound: once an engine trusts your content, it reuses it across related queries.
Because structuring content to be understood and reused is exactly what we have done for over fifteen years, now applied to AI. We start from how your audience actually asks questions, map those prompts and their fan-outs, audit your pages against what AI already cites, then restructure for clarity, quotability and topical depth, working alongside your content and technical teams. It is the same systematic, outcome-led approach that earned us Best SEO Campaign at this year's European Search Awards.
Usually for one of three reasons: AI crawlers can't access your pages, your content isn't structured so AI can extract a clear answer, or your brand lacks the authority signals AI engines trust. Ranking on Google doesn't guarantee AI visibility as ChatGPT looks for clear, quotable answers from credible sources. On-page GEO addresses all three: making content reachable, extractable and trusted so AI selects your page as the source.
If you have further questions about our geo services, or how content optimisation services through GEO campaigns can benefit your website, get in touch with our team using the form.
