Cavendish has launched GEO Analyser, a new tool designed to help brands understand and optimise their visibility in AI-generated search results.
As AI tools like ChatGPT, Microsoft Copilot, and Google Gemini transform how people search for information, traditional search traffic is expected to drop by 25% next year, according to Gartner. With 70% of users already trusting generative AI results, brands and businesses must adapt their comms strategies to remain visible.
Unlike SEO, which focuses on ranking web pages in search engines like Google, Generative Engine Optimisation (GEO) aims to ensure a brand or content is cited, referenced or included in answers generated by AI tools. This shift has substantially increased the importance of earned media, reference sites, and authoritative content.
GEO Analyser highlights the sources and content types most influence AI search. It currently analyses ChatGPT and Gemini using a range of prompts based on popular search structures. It then ranks the most influential sources and media outlets, offering insights into brand positioning, competitor visibility, and trending themes.
Rhodri Harries, Managing Director of Health and Tech at Cavendish, said:
“The goal is primarily to understand where we should be targeting the type of content we are developing. GEO Analyser also provides critical insights into where inaccurate data needs addressing, which analysts are worth partnering with (important for tech brands in particular) and what topics are trending.
“It’s also revealing different behaviours and sources between platforms – for instance, ChatGPT is more national and Gemini is more international – which can further inform our comms strategies.”
As AI algorithms evolve, GEO Analyser will be continuously refined to ensure it remains accurate and in-depth.
For more information about GEO Analyser, get in touch.
