Generative Engine Optimisation is not a replacement for SEO. It is an additional requirement: make the organisation, expertise, services, locations, and evidence easy for language models and search systems to resolve.
The first rule is entity clarity. Use consistent names, descriptions, contact details, authorship, service definitions, and structured data. The second is answer quality: important pages should directly address real questions before expanding into detail.
The third rule is proof. Original case studies, screenshots, data, named experts, methodologies, and first-hand explanations give systems something specific to cite. The fourth is topical structure, where related service, sector, and editorial pages reinforce one another.
The fifth rule is technical reliability. Clean HTML, crawlable links, canonical URLs, fast rendering, accurate sitemaps, and stable pages remain the foundation. GEO cannot rescue a site that search systems cannot confidently access or interpret.