Announcing GSO: Hybrid SEO + AI search optimisation built specifically for AI-driven, conversational search.
With the advent of generative AI, search has changed.
Your customers now ask questions in AI tools like ChatGPT, Gemini, Perplexity, and Google’s AI-powered search experiences. They expect clear, confident answers assembled from multiple trusted sources across the web.
If your brand is not one of those sources, it is invisible and less likely to be trusted and selected in purchase decisions.
At Sentius, Generative + Search Optimisation (GSO) is our revolutionary approach to earning visibility across both traditional search engines and generative AI platforms. It ensures your brand is recognised, trusted, and referenced wherever search happens.
SEO vs AI Optimisation
Traditional SEO optimisation sets the foundation for your discovery both in traditional search and AI models. Even without deliberate AI optimisation, your brand will have some presence in AI already if you’re doing SEO well.
GSO takes it to the next level, incorporating the AI-specific optimisation tactics that ensure your website and brand entity is easily understood and favoured for retrieval by AI models, so you maximise coverage and outperform competitors who aren’t investing in AI.
GSO delivers the full package with a complete strategy that harmonises work for standard SEO rankings and AI performance.
Our GSO Services
Unlike the rushed offering of some other agencies, GSO is not just SEO wearing an AI coat of paint – it’s a fully synchronous approach to ensure you success in generative AND traditional search.
GSO includes all our traditional SEO services and deliverables, plus:
Why GSO is needed
Are your competitors featuring in AI search results?
Now’s the time to futureproof your search marketing
AI platforms like ChatGPT are now sophisticated tools experiencing widespread adoption and are increasingly turned to as the first point of discovery when someone has a query.
Importantly, they are increasingly used for product discovery, research and evaluation.
As a business, now is the critical time to ask yourself how you’re performing in AI search today, and what you can do to ensure you’re well-positioned when the majority of product discovery and shopping shifts there.
This is why a hybrid SEO/AI model like GSO is needed, and why partnering with a forward-looking, proven agency like Sentius is critical step in future-proofing your search visibility.
How GSO is measured
AI platforms do not provide search volumes, rankings, or query data in the way traditional search engines do. Tracking individual AI prompts like they are SEO keywords is not possible to do reliably because everyone uses AI in a unique, conversational manner.
Instead, GSO focuses on measurable brand performance indicators based on a bulk analysis of synthesised prompts in a neutral environment, including:
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Citation frequency across AI tools
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Brand mentions and sentiment within AI-generated answers
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Topic-level share of voice versus competitors
This allows us to report on what actually matters: how often your brand is mentioned when users discover products/services, and what the AI is saying about your brand in those mentions.
GSO One-Time Audit
Not ready for an ongoing investment? Prefer to do the work in-house? We can conduct and deliver an intensive GSO website and presence audit, with key insights & actionable strategic recommendations that you can use however you like.
How GSO is measured
AI platforms do not provide search volumes, rankings, or query data in the way traditional search engines do. Tracking individual AI prompts like they are SEO keywords is not possible to do reliably because everyone uses AI in a unique, conversational manner.
Instead, GSO focuses on measurable brand performance indicators based on a bulk analysis of synthesised prompts in a neutral environment, including:
-
Citation frequency across AI tools
-
Brand mentions and sentiment within AI-generated answers
-
Topic-level share of voice versus competitors
This allows us to report on what actually matters: how often your brand is mentioned when users discover products/services, and what the AI is saying about your brand in those mentions.
Our experience
We've worked across nearly every industry
Consumer Products
Manufacturing
Government Services
Training & Development
eCommerce
Building & Construction
Education
Health & Community Services
Retail & Franchising
Property and Real Estate
Mobility and Disability
Pharmaceuticals
Health & Beauty Services
Distribution & Wholesaling
Business Services
Recruitment
Facilities Services
Hospitality & Events
Connect
Request a free GSO consultation
More information
Frequently Asked Questions
What’s the difference between GSO and SEO?
SEO focuses on ranking web pages in traditional search engine results. It optimises websites to appear when users search using keywords.
GSO expands on this by optimising how your brand is understood, trusted, and referenced by AI-driven search experiences. These platforms don’t just rank pages - they synthesise answers from multiple sources.
In short, SEO helps users find your website, while GSO helps AI platforms choose your brand as a source.
Does GSO replace SEO?
No. SEO remains a critical foundation of digital discovery.
GSO builds on SEO by extending its principles into generative search environments. Without strong SEO fundamentals, GSO cannot be effective.
That’s why our GSO programs always include traditional SEO as a base.
Can you track rankings in AI tools?
Yes, but not in the same way as traditional SEO.
AI platforms do not provide keyword rankings or consistent query data. Attempting to track individual prompts is too unreliable to use as a KPI. (However, we do examine individual synthesized prompt responses at scale to assess brand sentiment vs competitors).
Instead, GSO focuses on brand-level indicators such as citation frequency, topic-level share of voice, and brand mentions across AI platforms.
How long does it take to see results from GSO?
Like SEO, GSO is a medium- to long-term investment.
Some improvements, such as technical accessibility and structured data enhancements, can influence AI visibility relatively quickly. Broader authority signals and consistent citations build over time.
Is GSO just about creating AI-friendly content?
No.
Content is one component, but GSO also focuses on technical accessibility, structured data, brand consistency, offsite authority, and narrative presence across the web.
Sources
1. Sam Altman says ChatGPT has hit 800M weekly active users — TechCrunch, 2025.
2. ChatGPT as a Search Engine: How Americans Are Using AI to Look Things Up — Adobe, 2025.
3. Google triples AI users to 450M monthly active users with Gemini app — TechCrunch, 2025.
4. Perplexity AI is a top answer engine, claims CEO — TechCrunch, 2025, and Perplexity AI Statistics 2025 — Business of Apps.
5. Australia facing AI divide as national survey reveals adoption gap — Yahoo News Australia, 2025.
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