Generative engine optimisation (GEO) and AI engine optimisation (AEO) services

Archetype helps brands get discovered and correctly represented inside AI engines and generative search environments, not only in traditional search results.

Generative engine optimisation (GEO) and AI engine optimisation (AEO) are about one thing:
when someone asks an AI assistant a question like:

• “Best B2B tech PR agencies in Australia”
• “Which agencies can help with AI communications in APAC”
• “Who supports climate finance institutions with narrative and campaigns”

you are part of the answer, and you are described accurately.

If you are serious about how your organisation appears in tools like ChatGPT, Perplexity, search copilots and vertical AI assistants, this is where we fit.

What GEO / AEO actually means in practice

We use GEO and AEO in a practical way, not as buzzwords.

For us, GEO and AEO mean:

• Understanding how AI engines currently interpret your brand, category and strengths
• Fixing messy or inconsistent signals that LLMs ingest from the web
• Creating content, structure and proof that models can rely on and reuse
• Testing and refining over time as AI systems and user behaviour shift

It is a blend of narrative, content, PR, structure and technical hygiene, not a bag of tricks.

Who we work with

We work with organisations where being correctly discovered, described and recommended really matters, including:

• Global and regional B2B tech companies
• Cloud, AI, data and cybersecurity providers
• Fintech, payments and digital services brands
• Climate, sustainability and climate finance institutions
• VCs, professional services and advisory firms
• Agencies, platforms and infrastructure providers

We typically partner with:

• CMOs and heads of communications
• Digital, web and performance leads
• Brand, content and thought leadership teams
• Strategy, AI and transformation leaders

What we do: GEO and AEO services

1. Generative engine visibility audit

We start by finding out what AI engines think and say about you today.

• Test prompts across major AI assistants for your key use cases and categories
• Capture how you appear, whether you appear at all, and how you are ranked against peers
• Identify which sources, profiles and content AIs seem to rely on most
• Map inconsistencies between what you say about yourself and what AI engines output
• Benchmark you against direct competitors and adjacent players

You get a clear, uncomfortable and useful view of the current reality.

2. Entity and knowledge graph clean up

GEO and AEO live or die on entities and relationships, not just keywords.

We help you:

• Define the entities that matter: organisation, products, leaders, locations, specialisms
• Align short descriptions across website, LinkedIn, directories and high signal platforms
• Retire or correct legacy brand names, services and market labels that confuse models
• Strengthen connections between you and the categories you actually want to own
• Put basic governance around who can change key descriptions and where

This gives AI engines a cleaner, more coherent “story” to learn from.

3. Content and structure designed for AI engines

We build and adapt content so that AI engines have confident, quotable material to work with.

• Identify the questions that matter most for your buyers and stakeholders
• Create or refine landing pages that answer those questions in plain, precise language
• Build structured summaries, FAQs and proof sections that models can lift from safely
• Improve internal linking and information architecture so context is easy to follow
• Guide schema and markup choices in collaboration with your SEO and dev teams

The aim is not to flood the web, it is to create a smaller set of extremely clear, high signal assets.

4. PR, thought leadership and GEO

AI engines rely heavily on independent, third party sources.

We connect GEO and AEO to your PR and thought leadership work:

• Align PR strategy with the category labels and strengths you want to reinforce
• Prioritise outlets and platforms that influence both humans and AI systems
• Make sure bylines, quotes and reports use consistent, machine friendly language
• Tie flagship reports and narratives to the services and sectors you want to be found for

GEO becomes a lens on where and how you show up in the wider information ecosystem.

5. Ongoing AI engine testing and optimisation

AI engines are not static. Your programme should not be either.

We provide:

• Regular test cycles for priority prompts and audiences
• Monitoring of how descriptions, rankings and associations shift over time
• Early identification of new surfaces or answer types that affect your category
• Practical recommendations for content, PR and structural updates each cycle
• Simple reporting that senior stakeholders can absorb in minutes

You get an evidence based feedback loop, not guesswork.

6. Internal playbooks and capability

GEO and AEO need to live inside your organisation, not only in the agency.

We help you:

• Create short playbooks for writing bios, boilerplates and page intros that work for AI engines
• Build GEO checklists into new page creation, campaign briefs and PR plans
• Train communications, digital and content teams on core principles
• Set light touch governance for changes to key descriptions

This turns GEO and AEO into a habit, not a one off project.

Why brands choose Archetype for GEO and AEO

Brand and narrative first, technical second

We start by asking:

• What do you actually want to be known for
• Which types of queries should reliably surface you
• How your best customers would describe you in one or two lines

Only then do we worry about structure, markup and surfaces.

You end up with sharper positioning for humans that also serves AI engines, rather than technical tweaks bolted on to a muddy story.

Deep experience with AI and communications

Archetype combines:

• An AI and transformation practice that works on real LLM adoption with clients
• Long standing expertise in PR, narrative development and B2B communications
• Integrated content, creative and digital teams

We understand both how AI engines ingest information and how senior decision makers actually buy.

Built for complex B2B and high scrutiny environments

We work every day with:

• Complex, technical products
• Multi stakeholder buying journeys
• Sectors with regulatory and political scrutiny

That matters when AI engines answer questions about risk, partners, climate, finance or security where a bad or missing answer really hurts.

Typical GEO / AEO briefs

Organisations usually come to us with questions like:

• “When someone asks a copilot or AI assistant for agencies or partners like us, do we appear at all”
• “Right now AI tools describe us in vague or outdated terms. How do we fix that”
• “We have a lot of content, but AI engines rarely recommend us. What is missing”
• “We want GEO and AEO that our PR, content and SEO teams can all work with, not another silo”

Frequently asked questions

Is generative engine optimisation just SEO with a new label
No. Traditional SEO is still important, but AI engines lean far more on entities, narrative consistency and cross source signals. GEO and AEO sit across brand, PR, content and technical infrastructure together.

Do you replace our SEO agency or work alongside them
We usually work alongside existing SEO and performance teams. They handle deep technical SEO, we handle narrative, entity, content and AI engine behaviour, then we meet in the middle.

Can you guarantee that AI assistants will recommend us
No one can guarantee that. What we can do is significantly improve the clarity and strength of the signals you send into AI engines, and measure how your presence changes over time.

How fast can we see a difference
You can improve human clarity and owned assets as soon as they go live. How quickly AI engines update depends on their training and refresh cycles, which differ by platform. That is why we focus on continuous testing and refinement.

Is this only relevant for large brands
No. Any organisation where category definition, trust and expert positioning matter will benefit. For emerging brands, getting the basics right early is often easier than correcting years of inconsistent signals.

Talk to us about generative engine optimisation and AI engine optimisation

If you want your brand to be visible, correctly described and credibly recommended inside AI engines and generative search, Archetype can help you:

• Audit how you show up today across LLMs and AI search
• Clean up entities, profiles and key descriptions
• Build content and proof that AI engines can rely on
• Put GEO and AEO into the way your teams already work

Contact the Archetype APAC team to discuss your organisation, categories and priorities, and we will recommend a GEO and AEO approach that fits your stage and ambition.