SEO and GEO

What is GEO and how is it different from SEO?

GEO stands for Generative Engine Optimisation. In plain terms: the work of getting an AI to cite you when someone asks it about what you do. When you type "best X agency in my town" into ChatGPT or Perplexity, the model doesn't make it up: it reads a handful of sources and answers from them. Being one of those sources is GEO. The difference from classic SEO isn't a matter of nuance. On Google there's a list, and whoever isn't right at the top is still there for anyone who scrolls down. In a generated answer you're either named or you're not. Whoever doesn't appear isn't on page two: they aren't there at all.

First: where you stand today and what an AI says about you

Before touching anything we measure the starting point. Which positions you hold on Google today and for which searches, which ones you're missing and where you're competing with yourself through two similar pages. What ChatGPT, Perplexity and Claude answer when we ask them about your sector and your area: whether you come up, a competitor comes up or a directory that belongs to nobody comes up. And what's holding you back underneath: unindexed pages, a website that's slow on a phone, duplicate titles, a structure that doesn't make sense. From that comes a concrete list, ordered by what matters most. It isn't a report to file away: it's what to fix and in what order.

What exactly gets worked on?

The work falls into three areas. Technical: your pages get indexed, load quickly on a phone, each one has its own title and purpose, and the sitemap and internal links tell the same story. Local: a well-kept Google Business Profile, one page per town that genuinely talks about that town, and your name, address and phone number identical in every directory you appear in; when they vary, Google isn't sure which one you are. And what the models read: an llms.txt that tells them what's on your website, structured data declaring who you are as an entity, explicit permission in robots.txt for GPTBot, ClaudeBot, PerplexityBot and OAI-SearchBot, and blocks of text written so an AI can extract the answer and cite it as it stands.

We've done it on our own website and you can check

You don't need to take our word for it. Open the llms.txt file on our website, linked below, and you'll see the index the models read. Our robots.txt lists those four AI crawlers with explicit permission to enter, one by one. The code of every page carries entity structured data with the registered company name, the tax ID, the founders and the service area we declare. And there's a library of guides by sector and by town, written one by one, not a template that fills itself in. We track the results in Search Console, to look rather than assume. None of that is a promise: it's published and you can review it right now, without asking our permission or waiting for a meeting. Our rankings go up and down like anyone's. What doesn't move is the work underneath, and that's what you're paying for.

Source: llms.txt on xoraagencia.com

Nobody controls the algorithm, and anyone who promises you first place is lying

Rankings can't be bought and they aren't instant. Google and the models take time to digest a change, and neither publishes how it decides or how long it takes. Anyone who promises you first place by a certain date is selling you something they don't control: not the algorithm, and not what your competitors do in the meantime. What can be controlled is the work (what gets fixed, what gets published and in what order) and the measurement. Every month we show you the same things we look at: which searches bring people to you, which positions are moving and in which direction, and whether the AIs are citing you. If something isn't working, you'll see it there before we tell you.

When it isn't worth it

For some businesses this doesn't add much. If you live off one large renewable contract or clients who come through tenders, your problem isn't on Google. If your website is a one-page brochure, first you need a website. And if what you need is to invoice this month, start somewhere else: ads buy visits today, SEO builds them for later. Tell us about your case and we'll tell you whether we can do it, how we'd approach it and what it would cost. And if it isn't for you, we'll tell you that too: we'd rather lose the project than charge you for something that won't help you.