The infrastructure that decides whether your traffic converts.

Generative Engine Optimization is the work of making your site legible and quotable to AI answer engines. In practice it means publishing a linked structured-data graph so engines can resolve who you are, allowing the AI crawlers that fetch pages to answer questions, shipping an llms.txt brief they can cite, and writing copy in self-contained claims an engine can lift without distorting. The goal is to be the cited source in an AI answer, not just a ranked link.

Traditional SEO competes for a position in a list of links. Answer Engine Optimization competes to be the answer itself — in a featured snippet, a voice response, or an AI Overview. It rewards different things: question-shaped headings, answers that stand alone without surrounding context, machine-readable facts in structured data, and figures stated plainly near the top of the page rather than buried.

Because every additional second before your offer is visible loses buyers you already paid to acquire, and because Core Web Vitals are a ranking input, so a slow storefront is shown to fewer people in the first place. Zero Byte Initial Loads attack the largest cause directly: heavy media that downloads before anyone has scrolled to it.

Entity Authority is how confidently a search engine can say that your website, your Business Profile and your social accounts are all one specific business. It is established with sameAs references and structured data that agree with each other. It matters because local results are decided on entity confidence: when the signals conflict, the algorithm hedges, and hedging means you lose the map pack to a competitor whose signals are consistent.

You can start with one. Discoverability work is the usual first step because it compounds slowly and costs nothing to maintain once shipped. If you already have traffic that is not converting, start with Funnel Analytics instead — measuring first tells you which page is worth rebuilding before you spend anything rebuilding it.