Traditional SEO now makes up only part of digital visibility. Users research products, services and brands not only on Google but also on ChatGPT, Gemini, Perplexity, Copilot and other AI-based platforms. This shift is making AI Visibility and Generative Engine Optimization (GEO) work increasingly important for brands.
As a GEO agency, we carry out comprehensive analysis and optimisation so that our clients’ brands are understood more accurately by AI-powered search and answer engines, evaluated as trustworthy sources, recommended in relevant user queries and, where possible, cited as a source.
GEO work isn’t just about adding content to a website or using certain keywords. A brand’s entity structure, content coverage, topical authority, structured data, knowledge graph relationships, presence on third-party sources, brand signals and technical infrastructure in the digital world must be evaluated together.
That’s why we use different methods in our work, such as Buyer Intent Analysis, Prompt Category Analysis, AI Recommendation Tracking, Citation Gap Analysis, Content Gap Analysis, Entity Analysis, Knowledge Graph Analysis and GEO Technical Optimisations.
In this article, we explain in detail the core analysis and optimisation techniques we use in our GEO and AI visibility services, what data they measure and how they contribute to brands’ visibility on ChatGPT, Gemini, Perplexity, Copilot and other AI platforms.
Buyer Intent analysis
Buyer Intent Analysis is the process of examining the queries potential customers make on Google, ChatGPT and other AI tools to determine how close they are to buying.
It’s especially valuable for agency services, because instead of the “search volume” of classic SEO, it focuses on the question “how close is the person making this query to becoming a customer?”
Prompt Category Analysis
Prompt Category Analysis is a method of grouping the prompts people might ask AI tools such as ChatGPT, Gemini and Perplexity about a brand, product or service by intent, and measuring in which categories the brand is strong or weak.
| Prompt category | Example prompt | Count |
|---|---|---|
| 🔍 Discovery | “Which web design agencies are there?” | 15 |
| ⭐ Recommendation | “Recommend a reliable web design agency.” | 20 |
| ⚖️ Comparison | “Agency X or Agency Y?” | 10 |
| 💰 Price | “How much does it cost to get a website built?” | 15 |
| 🛒 Purchase | “Which agency should I work with to build a corporate website?” | 15 |
| 🏆 Best | “What is the best WordPress agency?” | 10 |
| 🧩 Feature/Expertise | “Recommend an agency that specialises in WooCommerce.” | 10 |
| 📍 Local | “Recommend a web design company near me.” | 5 |
AI Recommendation Tracking
AI Recommendation Tracking is a method of tracking how often a brand is recommended, in what position, and alongside which competitors in purchase/recommendation-focused queries users make on AI platforms such as ChatGPT, Gemini and Perplexity.
Citation Gap analysis
Citation Gap Analysis is the analysis of which websites/sources AI systems such as ChatGPT, Gemini and Perplexity reference when generating answers about an industry, and which sources competitors appear in while your brand doesn’t.
Content Gap analysis
Content Gap Analysis is the analysis of whether the topics, questions, services and content that competitors or AI systems consider important exist on your/your client’s website.
Entity Analysis
Entity Analysis examines how accurately ChatGPT, Gemini, Perplexity and search engines understand a brand as an “identifiable entity”.
The goal here isn’t just for the brand to be mentioned online; it’s for AI to correctly understand the answers to these questions:
Who is this brand? What does it do? Where is it? What is it an expert in? Which products/services does it offer? Which people/organisations is it associated with? Which sources support its credibility?
Knowledge Graph analysis
Knowledge Graph Analysis examines how well Google and AI systems understand a brand not just as a website, but as a defined entity with relationships to other people, services, products, locations and organisations.
GEO technical optimisations
GEO Technical Optimisation (Generative Engine Optimization) is the technical work done to make a website’s content accessible, understandable, correctly associated and, where appropriate, citable by ChatGPT, Gemini, Perplexity and AI-powered search systems.
Brand Accuracy monitoring
Brand Accuracy Monitoring is the process of regularly checking whether the information ChatGPT, Gemini, Perplexity and other AI platforms give about a brand is accurate, up to date and consistent.
AI misinformation tracking
AI Misinformation Tracking is the regular detection and monitoring of false, fabricated, outdated or misleading information produced by AI systems such as ChatGPT, Gemini and Perplexity about a brand, company, product or person.