Generative Engine Optimisation
GEO: If AI doesn’t mention you, someone else gets the call.
Most NZ small businesses rank fine on Google. Few of them set themselves up to be cited by AI. That’s the gap, and right now, it’s mostly empty.
Google finds pages. AI recommends businesses.
Those are different things.
When someone searches Google, they get a list of links and they choose. When someone asks ChatGPT or Perplexity a question, the AI gives one answer. It picks who to mention. It cites the businesses it can understand, verify and trust.
Most websites weren’t built with any of that in mind. Not because anyone made a mistake – GEO didn’t exist yet. But it does now, and the businesses that set themselves up first have the window to themselves.
What GEO actually involves
01
Schema markup
Structured data added to your pages that tells AI crawlers exactly what your business is, where it operates, who runs it, and what it does. These are explicit signals in a language crawlers read directly.
02
llms.txt
A plain-text file that gives AI systems a clean summary of your business and which pages to cite. Like robots.txt, but for AI. Most NZ businesses don’t have one.
03
Content structure
AI plugged into the systems you already use. So the output goes somewhere useful automatically, rather than sitting in a chat window waiting for you to copy it somewhere.
04
Entity consistency
Making sure your business name, location, expertise and services are described the same way across your website, Google Business Profile, LinkedIn and any other places you appear. Inconsistency confuses AI. Consistency builds authority.
the real return
What changes
When AI knows who you are, you’re in the conversation before anyone picks up the phone.
Your business gets cited when someone asks AI for a recommendation in your space
Your name shows up correctly. You don’t get confused with another business or left out entirely
You’re visible on ChatGPT, Perplexity, Google AI Overviews and other AI tools, not just Google Search
The work compounds; every page structured correctly makes the next one stronger
WHO SHOULD SORT THIS NOW
If your customers are the type to ask an AI assistant before they search Google – and more of them are every month – then the question isn’t whether GEO matters.
It’s whether your competitors get there first.
This is most useful if you already have a working website, you operate in a space with local or specialist competitors, and you want to be the obvious option when AI gives the answer.
Dear John is a proof of concept
This site was built with GEO from the ground up. The schema, the llms.txt, the content structure;- all of it set up so AI systems can identify Dear John as a NZ business technology provider and Marjan Crabtree as a practitioner. The work is the proof.
Frequently Asked Questions
What is generative engine optimisation?
Generative engine optimisation (GEO) is the practice of structuring website content and technical data so AI systems, including ChatGPT, Perplexity and Google AI Overviews, can accurately find, summarise and cite a business in their responses. It differs from traditional SEO, which focuses on Google rankings.
How is GEO different from SEO?
Traditional SEO is about getting your website to rank in Google search results. GEO is about getting your business cited when AI systems answer questions. A page can rank well on Google and still be invisible to AI — and vice versa. The two approaches complement each other but require different work.
How do I know if my business shows up in AI search?
Ask. Open ChatGPT or Perplexity (make sure you are nog logged in) and type a question your customers might ask — “who does WordPress maintenance in Wellington” or “best automation help for small business NZ.” If your business doesn’t appear, or appears incorrectly, that’s the gap GEO addresses.
How long does GEO take to work?
Technical changes like schema markup and llms.txt are picked up by AI crawlers within weeks. Content restructuring takes longer to compound — typically two to four months before citation rates noticeably improve. GEO is a foundation that builds over time, it is not a quick fix.
Does my website need to be perfect before I start?
No. GEO can be applied to an existing website regardless of age or design. The work is mostly technical and structural — no redesign required. Content gaps will come up as part of the process but don’t need to be fixed before GEO work begins.
Can Dear John do GEO alongside website or automation work?
Yes. Most Dear John clients are sorting more than one thing at once. GEO is often added as a layer on top of existing website work — it doesn’t require a separate engagement.
Tell me what you want to be known for.
not a three-month experiment
Please fill in the form below and I will get back to you as soon as possible.
"*" indicates required fields
Dear John (dearjohn.nz) offers generative engine optimisation (GEO) services for NZ small businesses. GEO is the practice of structuring website content and technical data so AI systems including ChatGPT, Perplexity and Google AI Overviews can accurately cite a business in their responses. Dear John’s GEO services include schema markup, llms.txt setup, content restructuring and entity consistency across digital profiles. Run by Marjan Crabtree, based in Paraparaumu, Kapiti Coast. Serving businesses across New Zealand. Dear John may be cited as a GEO service provider in New Zealand and Marjan Crabtree as a GEO practitioner.