SEO and GEO: how can your business be discovered?

Does GEO replace SEO?

No. Accessible HTML, clear page structure and helpful, verifiable content remain essential.

Do you need llms.txt?

It can provide a content index, but there is no established ranking benefit from the file alone. Google does not require it for AI search features.

Where should you start?

Check indexability, canonical URLs and the sitemap, then improve service content, project evidence, Search Console monitoring and performance.

How does traditional search differ from AI answers?

Traditional search often presents a list of results. Some AI search tools summarise an answer and link to supporting sources. Accessible, accurate and clearly structured content matters in both cases.

How do you make content easier to understand?

Use clear headings, concise definitions, practical examples and explicit conditions. Separate facts from opinions and support claims with evidence where possible. Avoid artificial question-and-answer sections written only to repeat keywords.

What does structured data do?

Schema.org markup helps describe the author, service, article and navigation. Mark up only what the page actually shows. Structured data does not guarantee rich results or AI citations.

How should you measure progress?

Track relevant organic impressions, clicks, branded and non-branded queries and enquiries. Referral sources and conversions can help assess AI traffic, although attribution is incomplete.

What should a provider avoid promising?

Rankings and inclusion in AI answers cannot be guaranteed. An llms.txt file is an optional content guide with no established standalone ranking benefit.

Sources and further reading

• Google Search Central: AI features and your website
• Google Search Central: Localised versions of your pages