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 SEO (SEO only) from £695. Pulse AI (GEO only) from £895. Pulse Complete (both disciplines, recommended) from £1,095. Growth and Dominance tiers go deeper and come with longer readout calls; tier-level pricing is quoted per buyer scope, email info@valux.uk or use the contact form to enquire.

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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Be found. In Google. In ChatGPT. In Perplexity. In AI Overviews.

valUX runs priced Pulse audits that measure both classic SEO and generative search in one score, one roadmap, one afternoon.

SEO and GEO are not two things. They're one outcome: being found.

SEO alone is a shop with a polished shopfront on a street nobody walks down. Google's AI Overviews, ChatGPT web search, Perplexity, and Gemini answer the question before your listing gets the click.

GEO alone is viral word-of-mouth through a broken front door. An AI will happily recommend a site it can't crawl, only to send visitors into a slow, unschemaed page that converts no-one.

You have visibility when both are done together. That's what Pulse measures, in seven categories, with a reproducible score you can track month on month.

Pulse audits, one-off, three disciplines, three depths

Pick the discipline your business needs. Most buyers pick Complete, because that's what actually moves the needle in 2026. Split audits exist for teams who've already got half of it handled. All prices in GBP ex VAT. Tier-specific pricing for Growth and Dominance is quoted per buyer scope; email info@valux.uk or use the contact form to enquire.

Pulse SEO from £695 (Essentials starting price). SEO discipline only.
Pulse AI from £895 (Essentials starting price). GEO discipline only.
Pulse Complete from £1,095 (Essentials starting price). ★ Recommended default. Both disciplines, unified score, single integrated roadmap.

Turnaround: Essentials 48 hours, Growth 5 working days, Dominance 7 working days. No lock-in.

Pulse Retainer, monthly ongoing engagement

One product, three tiers, always Complete (SEO + GEO together). No split retainers. Retainers from £1,100/month (Essentials starting price). Growth and Dominance retainer pricing quoted per buyer scope. 30 days notice. No lock-in. Requires a Complete audit within the past 90 days (or bundled as month one).

How Pulse scores, seven weighted categories

Pulse scores a site across AI Citability & Visibility (25%), Brand Authority (18%), Content Quality & E-E-A-T (18%), Technical Foundations (13%), Structured Data (8%), Platform Optimisation (8%), and Agent Readiness (10%). Most UK SEO audits cover the middle four. The other three are categories most agencies don't measure. Reproducible scoring. Same site, same inputs, same number next month. Full scoring rubric.

Frequently asked questions

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.
What is SEO?: 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 SEO (SEO only) from £695. Pulse AI (GEO only) from £895. Pulse Complete (both disciplines, recommended) from £1,095. Growth and Dominance tiers go deeper and come with longer readout calls; tier-level pricing is quoted per buyer scope, email info@valux.uk or use the contact form to enquire.
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.
What is Pulse?: Pulse is valUX's search visibility audit and retainer product. It scores your site across seven weighted categories that cover both Google SEO and generative-engine optimisation (GEO): how ChatGPT, Perplexity, Google AI Overviews, and Gemini read and cite your site. One reproducible score, one unified roadmap.
What is a generative engine optimisation agency?: A generative engine optimisation agency measures and improves how AI search engines find, read, and cite your site, separately from and alongside traditional Google SEO. valUX is a UK generative engine optimisation agency offering priced audits (Pulse). The work is measured against seven weighted categories with a reproducible score, not a retainer of untested opinion.
We can't afford Pulse Complete Growth. What should we do?: Pick Pulse Complete Essentials (from £1,095) over a higher tier of just Pulse SEO. Less depth but coverage on both disciplines, which is what actually moves the needle in 2026. Depth without breadth wastes money when AI Overviews and ChatGPT now answer a growing share of commercial queries above the first blue link.
Our last agency only did SEO and it worked fine. Why change?: When? If that was before Q3 2024, the search landscape was genuinely different. Google AI Overviews rolled out mid-2024 and ChatGPT web search in late 2024. Run a Pulse Check. 30 seconds of measured data is more reliable than a memory.
How do we know GEO is real, not marketing fluff?: Fair question. We measure it in seven categories with a published rubric and a reproducible score. The same site, with the same content, scores the same number next month. The methodology is deterministic. If you want to see what a live Pulse run looks like, valux.uk's own current score is linked on the scoring page.
How fast is a Pulse audit?: Essentials tier: 48 hours, 30-minute readout call. Growth: 5 days, 60-minute readout. Dominance: 7 days, 60-minute readout plus a 90-day implementation roadmap.
What does a retainer actually include?: Weekly automated Pulse runs, a monthly written report, a quarterly deep-audit PDF, and from Growth tier upward, implementation hours for the fixes we recommend. Retainers are always Pulse Complete (SEO + GEO together). No split retainers. 30 days notice, no lock-in.
Do you work with existing in-house teams or agencies?: Yes. Pulse is often bought as a second opinion alongside an existing SEO agency, or as the GEO specialist layer on top of a traditional SEO retainer. We'll happily produce a handover document the incumbent team can act on.
What do you not do?: Templated sites, WordPress themes, Wix migrations, "let me just install a plugin" work, day-rate contracts, or retainers that cover only SEO or only GEO. If that's what you need, we'll happily recommend a better fit.

Contact

valUX is an independent UK agency. Email info@valux.uk, or book a 30-minute discovery call. Pulse Check (30-second diagnostic): valux.uk/pulse-check.