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GEOWNEROur approach

Our approach

SEO, GEO and how we measure visibility

GEO (generative engine optimization) is making a site readable and citable for AI assistants. We measure it as four separate questions, not one score.

The readiness ladder

Every check, layer by layer.

Each dimension has its own page: what it checks, why it matters, what a good result and a problem look like, and what it cannot prove. Fixing starts at the lowest layer with a finding.

  1. P0

    Access & eligibility

    May and can engines fetch and quote the page?

  2. P1

    Indexing

    Is it in Google’s and Bing’s index?

  3. P2

    Content foundations

    What almost works already?

  4. P3

    Conversion foundations

    Does the traffic you already get convert?

    No dimension of its own yet. Findings about whether a page’s type fits what searchers want are filed here.

  5. P4

    Authority signals

    Is the page worth citing?

  6. P5

    Assistant citations

    Are you actually cited, engine by engine?

  7. P6

    Content opportunities

    What new content should be written?

Run the free checkSee our own site measured

What is SEO?

Search engine optimization (SEO) helps search engines access, understand and present useful website content. It includes technical access, page structure, clear answers and internal links. Search visibility is measured through indexing, impressions, clicks and relevant business outcomes.

What is GEO?

Generative engine optimization (GEO) focuses on how content is found, understood and referenced in AI-generated answers. It builds on sound SEO foundations. Readiness checks and observed citations answer different questions; neither guarantees that an assistant will recommend a business.

Four different questions

Four questions, four kinds of evidence.

Start with a free check

  1. Can your pages be accessed?

    Page responses, declared crawler rules and synthetic access tests. A request from our server is not evidence of a visit by a real AI provider.

  2. Can your content be understood?

    Page structure, metadata, internal links and content signals. These show foundations to investigate, not a probability of being recommended.

  3. Are you appearing in answers?

    Separately scoped observations against defined questions, markets and assistant surfaces. A result describes the sample, not every possible answer.

  4. Did the change help?

    Compare compatible measurements and, where access is granted, first-party performance data. Do not confuse an improved score with a business outcome.

The principles behind the work

Three rules for reading a result.

Unknown is not zero.

When a check cannot be measured, it stays unmeasured. A crawler that could not be probed is reported as unknown, not as blocked.

A sample has a scope.

Assistant answers vary. Questions, markets, timing and the number of observations must accompany any interpretation.

Progress needs context.

A meaningful before-and-after comparison keeps its method consistent. Changed questions or markets answer a different question.

Which measurements show progress?

Google Search Console reports search performance. Bing Webmaster Tools offers AI citation reporting for supported experiences. Scoped assistant observations record the questions, market, date and sample. Compare like with like, then connect those observations to enquiries or other agreed outcomes where data is available.

Reference material

Glossary

GEO (generative engine optimization)
GEO (generative engine optimization) is making a site readable and citable for AI assistants. It builds on sound SEO foundations.
Free check
The public check on this site. It covers what can be read from your public page and reports what it could not measure.
Reviewed audit
The scoped audit of your market, buyer questions and competitors. Deliverables, price and timing are agreed before paid work begins.
Crawler
A program that fetches web pages for a search engine or an AI provider. Each one announces a name, such as Googlebot or OAI-SearchBot, in its user agent. What we check
robots.txt
A file at the root of a site that tells crawlers which paths they may fetch, under the RFC 9309 standard. It declares a policy; it does not enforce one. What we check
llms.txt
A proposed file that summarises a site for language models. Google says no such file is needed to appear in its AI features, so it is no substitute for a page crawlers can read. What we check
Sitemap
A file that lists the URLs a site wants crawled. GEOWNER reads it to measure coverage and to take a content inventory. What we check
Canonical URL
The address a page declares as its preferred URL. It states a preference; the search engine makes the decision. What we check
Structured data
Machine-readable statements about a page, usually schema.org vocabulary in JSON-LD, such as Organization or Article. What we check
AI Overview
The generated answer Google shows above some search results, with links to the sources it cites. What we check
Readiness ladder
Seven layers, P0 to P6, from whether engines can fetch a page to what new content to write. Every finding is filed on one layer, and fixing starts at the lowest layer with a finding.
Search crawler
A crawler that fetches pages so a search engine or an AI search tool can show and cite them, such as OAI-SearchBot or PerplexityBot. What we check
Training crawler
A crawler that collects text to train AI models, such as GPTBot or ClaudeBot. Blocking it is a policy choice and does not block search crawlers. What we check
User-triggered fetcher
A request an AI assistant makes when a user asks about a specific page, such as ChatGPT-User. It fetches that page; it does not crawl a site. What we check
Citation
A link an AI assistant shows as a source for its answer. Being cited differs from being named: an answer can name a brand without linking to its site. What we check
AI Mode
A Google Search mode that answers in conversation, with links to the sources it draws on. What we check
hreflang
An annotation that tells search engines which language or region each version of a page is for. What we check
noindex
An instruction, in a page or in an HTTP header, asking search engines not to list the page. The page can still be fetched. What we check
E-E-A-T
Experience, expertise, authoritativeness and trustworthiness: the qualities Google describes for reliable content. It is a quality framework, not a single score. What we check
Not measured
The status of a dimension that could not run. It states why and is left out of the score: unknown is not zero.

A few good questions

Questions and answers

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Which checks does the free check cover?

Those that can be read from your public page alone. Each dimension page says whether the free check or the reviewed audit covers it.

What does “unknown is not zero” mean?

A check that could not run is reported as not measured and left out of the score. Scoring it zero would turn a gap in our measurement into a defect on your site.

Why fix the lowest layer first?

A page that crawlers cannot fetch or engines cannot index gains little from better content. Every finding is filed on a layer, and the work starts at the lowest layer with a finding.

Keep exploring

All guides
SEO and GEO: choose the work your site needsAI visibility: measure evidence, not a scoreMake each page useful before asking it to perform
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