Why does it feel like the “rules” of AI search optimisation change every time we talk about it on this podcast? Probably because they do!

Since airing our last episode, we ran an AI citation study of 11,000+ citations across 1,000+ questions, and now we want to walk you through the findings to see which sources AI systems actually reference, and what that might mean for your content strategy.

We’ll cover the patterns we observed, such as the role of your off-site brand reputation, how different AI platforms and markets cite very different sources, and why small wording changes in prompts create huge shifts in the citation landscape.

We also bust a few myths:

• That AI mostly trusts “neutral editorial” sources
• That Reddit and user-generated content dominate citations
• That more backlinks automatically mean more AI citations
• That optimising for Bing is the shortcut to ChatGPT visibility

Treat this as a snapshot in time. It’s not a set of permanent truths, but one that gives you concrete hypotheses to test on your own site and topic clusters.

What You’ll Learn:

• The median cited passage length and why “self-contained” matters more than clever writing
• How heading structure and section purpose influence what AI pulls from your pages
• Why long and heavily formatted pages show up often, but aren’t necessarily the cause for more citations
• How review platforms make up 36% of brand-reputation citations (and what that implies for B2B)
• Why ChatGPT and Gemini share only ~5% of cited domains on average
• How localisation changes AI source lists far more than it changes classic SERPs
• Why tracking related prompts, not just one seed query, is essential to understanding your AI visibility
• Which commonly repeated GEO “truths” our data did not support

Resources Mentioned

• AI Citation Study
• Ep 5.2: What Happens to Keyword Research in the Wake of GEO?
• GeekyIQ

#AI #GEO #AISearch #ChatGPT #Gemini #Google #Bing

Get more SEO Unfiltered! Follow us on Facebook, Instagram, and X @GeekyTechGeeks for all things SEO/GEO, and advertising related—and while you're at it, why not subscribe, like, and follow us on Apple Podcasts, Spotify, Stitcher, or wherever you listen to your favourite shows.

We are now on YouTube! https://www.youtube.com/@geekytechgeeks

For more digital marketing insights, connect with us on LinkedIn: https://uk.linkedin.com/company/geeky-tech

Have any questions you want answered on the show? Email us at team@geekytech.co.uk.

Thanks for listening 🤓

GEO reporting is still evolving, but that doesn’t mean marketers can’t build a credible story around performance. In this episode of SEO Unfiltered, we explore how to benchmark AI visibility, track the right metrics, and pair emerging GEO signals with more concrete evidence from search and referral data.

In This Episode, We Look At:

• How to benchmark AI visibility using branded and unbranded prompts.
• Which GEO metrics are useful, and which ones need to be treated with caution?
• Why AI visibility should be paired with supporting evidence from GA4 and GSC.
• How to improve brand visibility across LLMs through content quality, brand consistency, and off-page authority.
• How to present concrete GEO progress.

Resources Mentioned

• Episode 5.3: AI Visibility Metrics: Are They All Bullshit?
• Ep 5.2: What Happens to Keyword Research in the Wake of GEO?
• GeekyIQ

Example Prompt for AI

Help me create a benchmark set of 30 AI visibility prompts for [brand name] in [industry]. I want the set to include branded, competitor-branded, and non-branded prompts so I can compare how often our brand appears in AI responses versus its competitors.

Please group the prompts by intent, such as discovery, comparison, evaluation, sentiment, and problem-solving.

Make the prompts realistic, varied, and reusable over time so they can be tracked consistently across AI tools.

Also explain briefly why each prompt matters and how it helps measure visibility.

Episode Takeaway

The goal of GEO reporting is not to prove that one AI mention caused one click. The goal is to show leadership a broader pattern: AI visibility is improving, search demand is moving, and your overall marketing strategy is building traction in the right places.

Want to Keep Listening?

If you found this episode useful, go back to the previous episode on AI visibility metrics for a deeper look at the measurement side of GEO. Then use this episode as the practical follow-up for turning those metrics into a reporting story your boss can actually understand.

See you in September!

Get more SEO Unfiltered! Follow us on Facebook, Instagram, and X @GeekyTechGeeks for all things SEO/GEO, and advertising related—and while you're at it, why not subscribe, like, and follow us on Apple Podcasts, Spotify, Stitcher, or wherever you listen to your favourite shows.

We are now on YouTube! https://www.youtube.com/@geekytechgeeks

For more digital marketing insights, connect with us on LinkedIn: https://uk.linkedin.com/company/geeky-tech

Have any questions you want answered on the show? Email us at team@geekytech.co.uk.

Thanks for listening 🤓

AI visibility tools are everywhere and they’re making big promises. But how much of what they’re selling is actually useful, and how much is just dressed-up guesswork? And is guesswork always bad?

In this episode, we break down the most common AI visibility metrics, what they really measure, and how marketers should (and shouldn’t) use them.

🎯 What You’ll Learn

• Why AI visibility scores are not based on first-party model data
• The difference between proxy metrics vs. real business outcomes
• How to interpret AI Share of Voice without turning it into a vanity metric
• Why citation count alone can be misleading
• The reality of AI brand sentiment (and why it’s often overhyped)
• How to actually use AI visibility data to inform strategy and content decisions

🔍 Key Topics Covered

AI Visibility Score: Insight or Illusion?
AI visibility scores are built on prompt testing, not actual model data. That makes them directional—not definitive. Useful for trends, risky as a KPI.

AI Share of Voice (SoV)
A helpful comparative metric, but still based on sampled prompts. Without context (like accuracy or sentiment), the number alone doesn’t tell the full story.

Citation Count vs. Citation Rate
Being mentioned isn’t the same as being cited. If AI isn’t linking to you, it may not see your content as a trusted source.

Brand Sentiment in AI
Most AI systems default to neutral or softened language, making sentiment less actionable than it sounds.

⚠️ The Big Takeaway

• AI visibility metrics aren’t useless, but watch out how they're being sold.
• They should guide your strategy, not dictate it.
• The real goal isn’t to “win” a visibility score. It’s to become a source AI systems consistently trust, cite, and recommend.

🧠 Practical Advice

• Focus on trends over snapshots
• Combine AI metrics with SEO data and real performance metrics
• Look beyond dashboards and prioritise actionable insights
• Don’t drop SEO fundamentals while chasing AI visibility

🛠️ And introducing.....

GeekyIQ: Geeky Tech's new AI Brand Intelligence Platform

• Track visibility, uncover topic gaps, and get prioritized recommendations to improve your presence in AI-generated responses.

Start your free trial: https://geekyiq.com

💬 Join the Conversation

We’ve officially entered our video podcast era 👀
Do you prefer watching or listening? Let us know.

Get more SEO Unfiltered! Follow us on Facebook, Instagram, and X @GeekyTechGeeks for all things SEO/GEO, and advertising related—and while you're at it, why not subscribe, like, and follow us on Apple Podcasts, Spotify, Stitcher, or wherever you listen to your favourite shows.

We are now on YouTube! https://www.youtube.com/@geekytechgeeks

For more digital marketing insights, connect with us on LinkedIn: https://uk.linkedin.com/company/geeky-tech

Have any questions you want answered on the show? Email us at team@geekytech.co.uk.

Thanks for listening 🤓