LLM Optimisation
GEO is Won or Lost on Your Site (and Precision PR)
Most of the noise around Generative Engine Optimisation (GEO) and visibility in Large Language Models (LLMs) has focused on “hacking” the models themselves nudging prompts, seeding Reddit threads, or gaming Q&A sites. But the truth is far more straightforward.
26 September 2025
5 min read
LLMs are trained and fine-tuned on what’s out there. If your brand doesn’t own strong, structured content on its own site, or isn’t referenced in credible external sources, no amount of trickery will move the needle. GEO comes down to two things:
The Content You Control
Your own site is the only place you have complete authority. LLMs scan it in the same way search engines do: pulling text, schema, and contextual signals. That means:
Clear, deep product pages with descriptions that explain the “why” as much as the “what.”
Structured data and AI-friendly signals so models can quickly understand your entities, benefits, and relationships.
Evergreen FAQs and explainer content that frame your category and your role within it.
Precision PR
The second half of the equation is how often you’re talked about by others. LLMs are probabilistic: they weight what’s said most often and most credibly. That’s where precision PR comes in:
Targeted features in high-authority publications that mention your brand and product in natural, contextual language.
Strategic partnerships with voices and outlets that the models are known to ingest and respect.
Quality over volume. Five strong mentions in the right places are worth more than fifty generic backlinks.
GEO in Practice
Think of GEO like a two-sided flywheel:
On-site content establishes your brand’s “source of truth.”
Off-site precision PR amplifies and validates it in the wider ecosystem.
Together, they increase the likelihood that when a consumer asks an LLM about your space, your brand is the one that comes back in the answer.
The shiny hacks will come and go. The winners in GEO will be the brands who double down on the fundamentals: own your content, and make sure the right people are talking about it.
The Content You Control
Your own site is the only place you have complete authority. LLMs scan it in the same way search engines do: pulling text, schema, and contextual signals. That means:
Clear, deep product pages with descriptions that explain the “why” as much as the “what.”
Structured data and AI-friendly signals so models can quickly understand your entities, benefits, and relationships.
Evergreen FAQs and explainer content that frame your category and your role within it.
Precision PR
The second half of the equation is how often you’re talked about by others. LLMs are probabilistic: they weight what’s said most often and most credibly. That’s where precision PR comes in:
Targeted features in high-authority publications that mention your brand and product in natural, contextual language.
Strategic partnerships with voices and outlets that the models are known to ingest and respect.
Quality over volume. Five strong mentions in the right places are worth more than fifty generic backlinks.
GEO in Practice
Think of GEO like a two-sided flywheel:
On-site content establishes your brand’s “source of truth.”
Off-site precision PR amplifies and validates it in the wider ecosystem.
Together, they increase the likelihood that when a consumer asks an LLM about your space, your brand is the one that comes back in the answer.
The shiny hacks will come and go. The winners in GEO will be the brands who double down on the fundamentals: own your content, and make sure the right people are talking about it.