On-site GEO: Structuring content for AI visibility

On-site GEO turns strategy into structure. It’s about presenting your content so AI systems can recognise, trust and quote it. Each page should clearly define its topic, answer related questions and provide liftable facts.

When these elements align, you create pages that perform across both search and AI-generated results.

Unlike traditional SEO, which focuses on keyword targeting, on-site GEO focuses on:

Clarity

Context

Citation potential

The goal is to make your content the most credible and accessible source for AI to reuse in its answers. As a leading GEO agency, built around data and experimentation, we help brands structure their content so AI systems can understand and reuse it confidently.

Creating content that AI can understand and reuse

The following sections outline how to build content that speaks the language of AI - from mapping conversational prompts and structuring pages for clarity, to strengthening the on-site signals that lead to citations.

By combining clear structure, accurate data and consistent context, you make it easier for AI tools to understand your expertise and include your brand in relevant answers.

Mapping your target prompts

AI discovery begins with prompts. To understand how people search conversationally, map the questions your audience is already asking - and consider how they might phrase them differently in AI tools like ChatGPT.

Start with the sources you already have:

Source	How to use it
Google Search Console	Identify long-tail queries over 40 characters. These are often phrased in natural language and indicate what people might type into AI platforms.
People Also Ask boxes	Explore the follow-up questions that appear for your target keywords to understand common fan-outs.
Customer and internal surveys	Ask customers or your sales team what information people request most during the buying process. This gives you real-world phrasing that AI often mirrors.
Keyword research	Review your SEO targets and consider how they’d sound as prompts - for example, “best UK mortgage brokers” might become “Who are the best mortgage brokers in the UK?”.
Third-party tools	Use platforms like AlsoAsked to identify conversational clusters to build content around.

By analysing how your audience frames their questions - across both search and AI tools - you can plan pages that directly align with real queries and their related fan-outs.

Understanding fan-outs

When someone asks a question, AI doesn’t stop at the direct answer. It generates related sub-questions, known as “fan-outs”.

For example, a query like “What is unoccupied property insurance?” might lead to:

Who are the top providers? How do premiums vary by region? What risks does it cover? How does it compare to landlord insurance?

Each of these creates an opportunity for your brand to be cited. Covering only the root query limits reach, so anticipating related ones builds topical authority.

Here’s what covering the fan-outs looks like in practice:

Example topic: Electric vehicle ownership in 2025
Seed prompt: “Best electric cars for long-distance travel 2025”

Each spoke is a related question on the same topic. The coloured shapes show how well different sites cover those questions. The fuller the shape, the broader the coverage. Brands that cover more of a topic’s related questions are more likely to be cited in AI answers.

Understanding how AI systems interpret and expand prompts is key to structuring content that’s easy to reuse. Our guide to generative AI breaks down how large language models process relationships between topics, and how fan-outs are integral to GEO planning.

Conducting an AI content audit

Once you’ve mapped your prompts, conduct an AI content audit to see how your pages stack up against what appears in AI-generated answers. This shows whether your content is being recognised, reused or overlooked - and why.

Here is what to review:

Format expectations

Identify which content types (i.e. guides, tables, FAQs) are most often cited for your mapped prompts and mirror those structures on your site.

Topic coverage

Review the main ideas appearing in AI-generated answers and make sure your content explains each clearly and accurately.

Content depth

Check that your pages cover the same depth of information found in AI answers and expand any thin sections with extra detail or examples.

E-E-A-T signals

Make sure your content highlights why you’re a trusted source. For example, reference expertise, include author names, and cite verifiable data that builds trust.

Original insights

Add something new, like proprietary data, FOI data findings, first-party surveys or clear analysis, so your page offers value beyond what AI already knows.

Fan-outs and content gaps

List the related sub-questions AI explores for each prompt and confirm you have content that answers them. If not, plan pages to fill the gaps.

Internal linking

Link to other relevant pages or resources across your site so both users and AI can easily navigate related content.

Consistency

Align titles, definitions and brand descriptors across pages so your topical focus is clear and repeatable.

Our GEO audits evaluate these on-site signals in depth, revealing where brands can reinforce authority and relevance in AI search.

Book a GEO audit

Strengthening on-site signals

AI models prioritise structured, factual, and well-linked pages. To help them interpret yours, you must:

Use clear, consistent headings that reflect user questions - this helps AI determine page intent.

Keep definitions short and precise so they can be quoted directly within answers.

Introduce pages with concise context explaining why the topic matters - this supports expertise and readability.

Add internal links between related services or guides to reinforce topical depth.

Refresh statistics, case studies, and examples quarterly to maintain recency and trust.

Consistent phrasing also matters. Repeating your core descriptors, such as "UK [service] specialists", aligns with context wrapping best practice, making it easier for AI systems to understand and cite your expertise.

Planning fan-outs

Once you’ve mapped prompts and audited existing content, create a plan for capturing related fan-outs.

Start with one pillar question - for example, “How does business insurance work?”

Identify five to ten connected sub-questions a user or model might ask next.

Develop short, factual paragraphs or FAQs addressing each variation, then interlink them naturally.

When these pages link together naturally, AI systems see strong topical authority and are more likely to reuse your content across multiple “fan-out” questions.

Testing and monitoring

Track how your on-site improvements influence visibility across AI tools. For a full comparison of GEO tracking platforms, see our review of AI monitoring tools.

Record which prompts surface your brand, how your answers are described, and whether updates improve citation frequency. Use these insights to refine future content plans.

Month 1: Map and audit

Map 10 conversational prompts per service and group them into fan-outs.
Audit existing pages to confirm each prompt has a clear, quotable answer and relevant internal links.

Month 2: Optimise structure and signals

Add FAQs, tables and short definitions to make information easy to find.
Validate schema markup on priority pages (Article, FAQ, Product).
Refresh metadata and headings to reflect natural-language questions.

Month 3: Measure and adapt

Track brand mentions in ChatGPT, Bing Copilot and Perplexity.
Review performance monthly and note which topics trigger citations.
Align insights with Digital PR to reinforce context and authority.

These actions create a measurable foundation for ongoing GEO growth.

Whether you manage content in-house or with agency support, clarity and consistency remain critical. If you’re exploring GEO partnerships, read our guide on how to choose a GEO agency to understand what questions to ask and which results to expect.

How AI-ready is your brand?

Technical gaps are often invisible until they block AI visibility. Use our resources to check the essentials, then move into a structured plan, or ask our team to benchmark everything for you.

Download the LLM checklist

Review on-site, off-site and technical readiness. It highlights crawler access, schema, data freshness and trust signals so you can spot quick fixes.

Get the 90-day GEO roadmap

Follow a phased plan that turns foundations into delivery across technical, on-site and off-site work - like AiPR - with simple milestones your team can own.

For a deeper analysis, our specialists can run a GEO audit to identify hidden barriers and benchmark your brand’s visibility in AI search.

Find out what’s holding your visibility back.