Google. AI search. LLMs. The systems that decide what gets found, cited and recommended.
How brands and information surface in generative search.
How the way people find, evaluate and choose is changing.
What makes sources discoverable, trusted and cited.
What actually moves performance across search ecosystems.
Mentions correlate 0.664 with whether a brand shows up in AI generated results. Being talked about turns out to matter more than being optimised for, which is not how SEO has worked for twenty years.
“Which signals are worth paying attention to? Which tactics can you actually put into practice right now? And which ones are probably better to ignore until we know more?”
“That is what we wanted to cover in this white paper: separating what has enough evidence and is worth implementing today from what still sits in the ‘let us test it and see’ bucket.”
Jasveer Matharu
Understanding Generative Engine Optimisation, our GEO white paper, edition 2, June 2026.
The research feeds the tools, and the tools feed the client work.