Announcing GSO: How Sentius Is Leading on AI Search

With the advent of generative AI, search is changing. 

Users are asking questions differently, platforms are serving answers differently, and brands are being discovered in new ways. 

At Sentius, we’ve been studying these shifts closely. After months of research, workshops, and testing, we are announcing our new approach to the future of search. 

We call it GSO: Generative Search Optimisation. 

GSO is our SEO strategy to earn visibility in AI platforms and search engines alike. GSO is the unique model we have built to train AI systems to recognise, trust, and reference our clients as authoritative brands. 

This is not a rebrand of SEO. It is a remodel of how optimisation works in an AI world. We are integrating generative search into our best-practice SEO model to stay ahead of and adapt to change.  

Why GSO is Needed

AI is changing user behaviour. When someone asks a question in ChatGPT, Gemini, Perplexity or Google’s new AI Search, they are not looking for a list of blue links. 

• People are looking for answers, not websites.  
• Users expect information to be condensed, contextual and personalised.  
• The answers are not from one official source; it’s a curated summary built from multiple sources. 

If your brand is not one of those sources, you do not exist in that answer. 

This is the core insight that shaped GSO.  

While it's true that AI platforms pull data from what's already ranking to provide answers to traditional queries, this alone cannot guarantee visibility in AI search for the many follow-up, conversational interactions users have with them. Brands need stronger signals, cleaner data, and a meaningful presence across the web for AI to recognise them. 

This aligns with our strategy-first philosophy and our position as a brand performance agency. GSO is the natural evolution of where we believe search is heading. 

What Has Changed in Our Model

To support GSO, we have rebuilt our SEO model from the ground up. 

This new ‘hybrid’ model focuses on keeping the SEO fundamentals while enriching existing processes and adding entirely new deliverables to ensure our clients succeed in AI search. This includes new tools and methodologies for reporting on brand performance across AI platforms. 

Technical foundations that AI can read

• Deep structured data for articles, FAQs, and products 
• Stronger internal linking built with semantic search, scaled with AI 
• Regular log file audits to see how AI crawlers move through each site to identify and resolve roadblocks 

Content that is structured for both AI and humans

• Question-focused headings 
• Short, clear answers 
• Content refresh cycles to stay competitive 
• Deeper content formats like data, tools, and case studies to “feed” AI bots 
• Supporting content clusters that reinforce topical authority and explore more long-tail, follow-up style queries users may ask, but may not be high-volume “keywords” in the traditional sense 

A shift towards brand performance metrics

• Mentions across trusted platforms 
• Entity consistency across schema, GBP, and directories 
• Building brand authority signals that AI can understand 
• Tracking how often AI tools reference our clients as sources across different topics (reporting on overall share of voice vs. competitors) 

All the bells and whistles of traditional SEO are still part of the model; we have not abandoned it. But we now treat it as one pillar within a broader visibility strategy that includes AI platforms, conversational search, and multi-channel brand exposure.

Our Philosophy for AI Performance Tracking

Rankings still matter, but they are no longer the whole picture. 

Our new reporting includes: 

• AI visibility tracking 
• Branded query research 
• Monitoring citation frequency in AI-generated answers 
• Content freshness and decay analysis 
• Entity growth indicators 
• Structured data coverage 
• Systematic, comprehensive internal linking improvements 

The goal is simple. We want to measure how often AI tools use our clients as examples, references, or authoritative sources. These are the new visibility metrics that matter. 

Why GSO Matters

SEO is not dying, but it is changing. The brands that win in the next phase of search will build trust and presence where users look for answers. 

GSO reflects everything we believe about strategy-first marketing. It is brand-led, technically strong, and supported by AI to enhance speed, accuracy, and research depth. 

Most importantly, it is designed to help clients show up in the places where search is actually happening. 

Search is no longer a list of results. It is a conversation. GSO, with Sentius, makes sure your brand is part of it. 

Interested? Book a free 60-minute strategy consultation to see how Sentius can help you thrive in the new era of search.