No other channel can reach its full potential without a technical foundation. SEO is the infrastructure on which everything else relies.
Carry out a technical audit of load time, mobile optimisation and crawlability.
Identify the most valuable search terms for your business based on intent.
Create a separate, optimised page for each core proposition.
Ensure that external parties (partners, press, industry) link to you.
LLMs such as ChatGPT learn from the information available on the web. If your content is vague or generic, it won't be recommended. Write according to the EEAT principles: Expertise, Experience, Authoritativeness and Trustworthiness.
Write content that answers specific questions and demonstrates genuine expertise rather than general knowledge.
Back up every point with concrete experience, data or case studies (experience + expertise).
Build authority through external mentions, author pages and cited sources.
Use structured data (schema markup) to help AI interpret your content correctly.
Without a strategy, paid search costs money without delivering any long-term benefits. Start small and do it properly – don't start big and do it badly.
Set up campaigns based on intent: brand, generic or competitor.
Write ad copy with genuine USPs and clear CTAs.
Set up a comprehensive exclusion list to prevent wastage.
Link campaign performance to an analytics tool (e.g. GA4 or Piwik Pro).
You can’t improve what you don’t measure. Start monitoring all channels immediately.
Check monthly to see if your brand appears in AI-generated responses.
Track the weekly rankings for your top 10 search terms.
Set up a single dashboard that combines SEO, GEO and SEA.
Schedule a quarterly review to adjust your priorities.
As long as your channels are managed separately, they will all miss out on the synergy provided by the combination of all of them. Start by creating a consolidated overview.
Create a single dashboard that combines rankings, AI mentions and campaign results.
Use SEO insights to determine which keywords to use in SEA.
Check whether your SEA quality score matches your organic rankings.
Schedule a monthly cross-team review on Findability.
Your brand is probably already visible on Google, but AI doesn't yet describe it consistently. That’s the next gap to close.
Monitor your visibility score across multiple LLMs on a monthly basis and compare it to that of your competitors.
Optimise your content so that AI systems understand your positioning by writing according to EEAT principles.
Ensure you have external mentions in trade publications, partner sites, and social media, as LLMs also source information from these.
Write content that answers specific questions – AI systems quote answers, not sales pitches.
A bigger budget isn’t the solution; a better structure is. Your actual reach is determined by quality score and relevance.
Carry out a campaign audit to identify which ads are actually delivering value.
Implement value-based bidding, either based on margin or conversion value.
Test your landing pages with simple CRO experiments.
Pause and exclude campaigns that lower the quality score.
AI systems rely on external sources to identify experts. You will only be recommended once third parties acknowledge your authority.
Publish thought leadership content in industry publications and on partner platforms.
Ask customers to review you on independent platforms such as G2 and Capterra.
Encourage your employees to publish externally, as this will also strengthen your brand.
Seek partnerships that lead to backlinks and mentions.
Ensure your social media pages are rich in content – LLMs also draw information from these to describe brands.
AI systems learn who the experts are based on what external sources write. If you keep your knowledge in-house, you won't be recognised by AI.
Publish monthly in trade journals and on independent platforms.
Encourage your staff to write expert content under their own names.
Build a LinkedIn content strategy around your team’s expertise.
Produce original research or data reports that others will cite.
Backlinks and mentions are important for more than just SEO; they’re also the signals that AI uses to determine your trustworthiness and relevance.
Actively seek out mentions in industry round-ups and comparison sites.
Build partnerships that lead to co-publications or joint research.
Use industry awards and rankings as markers of authority.
Encourage customers to write reviews on independent platforms.
Transitioning from 'occasionally visible in AI' to 'consistently recommended' requires targeted optimisation of how your content is interpreted by LLMs.
Monitor your visibility score across multiple LLMs on a monthly basis and compare it to that of your competitors.
Optimise your content so that it is factual, specific and quotable.
Use structured data (FAQ, HowTo and Product schema) on all key pages.
Analyse which competitors are being recommended and why.
At your level, the key to SEA success is smarter bidding, better signals and maximising return on investment, rather than structure.
Implement value-based bidding, either based on margin or lifetime value.
Conduct A/B tests on landing pages, focusing on conversion rate optimisation (CRO).
Use scripts or AI tools for continuous quality optimisation.
Link campaign performance directly to sales conversion rates and margin.
You’ve secured your position – now you need to defend it. Proactive monitoring means the difference between reacting to events and staying ahead of the game.
Compare how AI tools describe your brand to those of your competitors every week.
Set up alerts for new mentions and citations in external sources.
Track SEA quality scores and rankings weekly.
Analyse your positioning via AI quarterly to ensure it is still accurate.
Your Findability infrastructure is scalable. Use your current position as a springboard to expand into new categories, target audiences, or geographical areas.
Identify adjacent categories where you can claim AI visibility.
Develop thought leadership in new niches before your competitors do.
Create market-specific content that references AI in new contexts.
Test new markets first with SEA, validate, then scale up organically.
The strongest Findability positions are not the result of campaigns, but of organisational processes that make knowledge more visible.
Integrate Findability objectives into the marketing strategy and OKRs.
Train your team to ensure everyone understands how content contributes to AI visibility.
Build a content cycle in which internal knowledge is published systematically.
Assemble a cross-functional Findability team comprising SEO, content, and data specialists.
AI systems cite those who are cited. At the Leading level, the goal is to establish your brand as the go-to reference in your field.
Publish original research, benchmarks and reports that others will cite.
Build partnerships with industry associations and knowledge platforms.
Position yourself as a speaker and contributing expert at industry events.
Share your knowledge of Findability with clients – it will also strengthen your authority.
From technical quick wins to a structured GEO approach: this guide is exactly what you need to make the transition from ‘Invisible’ to ‘Visible’.
A guide to creating a unified Findability strategy from the results of individual channels.
Fom ‘Visible’ to ‘Leading’: how to turn thought leadership and external authority into consistent AI recommendations.
For Leading organisations: learn how to embed Findability as an organisational capability to ensure a permanent competitive edge.
