What is GEO (generative engine optimisation)?

GEO is how you get your site read, referenced, and cited by AI search. ChatGPT, Perplexity, Google AI Overviews, Gemini, Bing Copilot. It measures whether AI assistants can find your content, understand what you do, and recommend you when a buyer asks them a question. SEO answers "will Google rank me". GEO answers "will AI recommend me". In 2026 buyers ask both, so both scores matter.

SEO (search engine optimisation) is how you rank in Google. Technical crawlability, on-page signals, content depth, authority, and site speed. Done right, Google sends organic traffic for the queries that match your business. SEO has driven the bulk of qualified traffic for UK buyers for twenty years and still does. The shift in 2026 is that AI Overviews intercept some of those clicks before they reach your site, which is why SEO now has to sit next to GEO.

How much does a Pulse audit cost?

Pulse audits start at £695. Three disciplines, three tiers. Pulse Search (SEO only) from £695. Pulse AI (GEO only) from £895. Pulse Complete (both, recommended) from £1,095. Growth and Dominance tiers go deeper and come with longer readout calls. Full price list on the Pulse page. Bespoke builds are a separate product line, from £8,000.

What's the difference between an SEO audit and a GEO audit?

SEO audits score how you rank. GEO audits score how you get recommended. An SEO audit looks at Google: crawlability, indexation, page speed, content structure, backlinks, intent match. A GEO audit looks at AI search: can ChatGPT read your site, does Perplexity cite you, do you appear in Google AI Overviews, do entity signals and brand mentions line up. The two overlap in technical foundations but diverge on content shape and citation signals. Running one without the other leaves half the funnel unmeasured. Google sends the click. AI decides whether the click ever happens. Pulse Complete covers both in a single score so you see the full picture.

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pulse check your website.

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What we measure

Whether ChatGPT, Claude, Perplexity, Gemini, and other AI tools can read your site.
Whether you have an AI site map (llms.txt) that tells AI tools what matters most on your site.
Whether your site tells AI tools what kind of business you are, what you do, and who stands behind the content.
Whether your homepage is deep enough, well-sectioned, and authored clearly enough for AI to quote.

The Pulse Check is a 30-second light scan. Not a full audit. It checks the four signals the full Pulse audit treats as the basics. For real-world page speed, brand authority, page-by-page credibility, and a fix-it roadmap, see Pulse audit options.