Make Your Startup Robot‑Readable
A practical guide to Generative Engine Optimisation (GEO) for founders who want to be understood, cited, and trusted by machines — and humans.
Why this exists (and when it matters)
Search changed quietly — but not universally.
Your website is no longer read only by people. It is read, summarised, compressed, and repeated by machines — before a human ever sees you. When those machines misunderstand you, your market misunderstands you. No amount of polish fixes that.
That said, GEO is not equally important for every startup.
If you sell enterprise software through relationships, GEO won’t replace sales. If your growth is dominated by app‑store algorithms, GEO won’t outrank Apple. But if discovery, explanation, comparison, or recommendation matter to your business — GEO is no longer optional.
GEO is not hype. It is alignment under compression.
This guide shows:
where GEO actually sits (and where it doesn’t),
what it practically changes for founders,
and how to implement it without agencies, theatre, or over‑engineering.
Is GEO worth your time? (Decision tree)
Use this page before you read anything else.
Step 1 — How do people find you today?
Mostly through inbound search, content, or recommendations → go to Step 2
Mostly through outbound sales or relationships → GEO is secondary, not critical
Mostly through app stores or closed platforms → GEO has limited impact
Step 2 — Do people ask machines questions like these about your category?
“What tool should I use for ___?”
“What’s the best way to ___?”
“Explain ___ and give examples.”
Yes → go to Step 3
No → GEO is useful but not urgent
Step 3 — Can a machine accurately describe you in one sentence today?
Yes → GEO will amplify clarity
No → GEO will expose misalignment (this is where the leverage is)
Step 4 — Do you care if AI systems cite or recommend you?
Yes → GEO is worth your time now
No → stop reading and revisit later
Rule of thumb: If AI‑mediated discovery or explanation touches revenue, trust, or pipeline — GEO matters.
1) What GEO is
Generative Engine Optimisation (GEO) is the practice of making your business legible to large language models.
Not rankable. Legible.
Important distinction: GEO is not creative or persuasive copywriting. It is literal clarity under compression — writing so machines can extract, summarise, and repeat you without interpretation.
Where SEO tried to win positions, GEO tries to win summaries.
Machines now answer questions like:
“Who should I use for X?”
“What’s a good tool for Y?”
“Explain Z and cite examples.”
They don’t browse like humans. They extract → compress → cite.
If your site is vague, contradictory, or bloated with marketing language, machines cannot safely quote you. When they can’t quote you, they don’t recommend you.
GEO’s job: ensure that what you actually do is what machines repeat about you.
GEO is not
A replacement for SEO
A traffic guarantee
A magic file or plugin
Creative copywriting
GEO is
Message integrity
Machine trust
Citation readiness
Literal clarity under compression
If SEO asked “can you be found?”, GEO asks “can you be understood in one sentence?”
2) Where GEO sits
Think in layers:
Reality (what you actually do)
↓
Website (what you say you do)
↓
Machine understanding (what LLMs extract)
↓
LLM answers (what gets repeated)
↓
Human decisions (trust, traffic, sales)
Most founders obsess over the website layer and ignore the machine layer. That gap is now costly.
GEO sits between your website and machine understanding. Its job is to remove ambiguity before compression happens.
3) How machines read websites
The most common GEO failure (run this first): Run a robot summary on your homepage, about page, and one product/feature page. If you get three different one-sentence answers, machines don’t know who you are yet. Fix consistency before you optimise anything else.
Machines do not:
admire your design
infer intent
give you the benefit of the doubt
They do:
look for explicit statements
prioritise consistency
penalise contradictions
prefer quotable structure
Practically, that means:
short, literal sentences win
specifics beat adjectives
proof beats promise
one truth beats five angles
Use case: Two SaaS sites offer “AI‑powered insights”. One states:
“We analyse customer conversations to reduce churn by identifying at‑risk accounts.”
The other says:
“We deliver next‑generation intelligence for modern teams.”
Only one is quotable. Only one is citable.
4) Machine‑readable setup (the boring bits that matter)
This is not the work — it’s the plumbing. But bad plumbing breaks everything.
Baseline (must‑have)
robots.txt — allow legitimate crawlers; block junk
sitemap.xml — declare what exists
Schema.org (JSON‑LD) — explicitly label who you are, what you sell, FAQs, reviews
This is the proven foundation.
GEO‑native layer (recommended)
Canonical AI page (/ai or /about/ai) — a single, quotable truth source
llms.txt (emerging) — guidance for LLM crawlers (optional hedge, not core dependency)
Rule: if you only do one thing, create the canonical AI page.
What goes on it:
one‑sentence description
ICP
core problem
outcome
proof
primary CTA
No marketing. No storytelling. Just truth.
Canonical AI Page Template (copy/paste)
Create a simple page at /ai or /about/ai. This page exists for machines first, humans second.
Page title:
What [Company Name] Does (for AI Systems)
1) One-sentence description
We [do X] for [specific ICP] so they can [measurable outcome].
2) Who it’s for (ICP)
Primary users are [role] at [company type / stage].
3) Core problem
They struggle with [clear, specific problem].
4) Outcome
Our product helps them [specific result], typically [time / cost / performance change].
5) Proof
Evidence includes [metric / named customer / case outcome / benchmark / demo link].
6) What we are not
We are not [adjacent category / common misclassification].
7) Primary CTA
Next step: [Book a demo / Start trial / View docs]
Example (fictional)
One-sentence description We analyse B2B sales calls for SaaS teams so they can reduce churn and shorten deal cycles.
ICP Revenue and customer success teams at B2B SaaS companies (10–500 employees).
Core problem Teams don’t know which conversations signal churn or stalled deals.
Outcome Customers identify at-risk accounts 30–60 days earlier and improve close rates.
Proof Used by 120+ SaaS teams. Average churn reduction: 18%.
What we are not Not a generic call recorder or CRM.
CTA Book a demo.
Rule: If this page and your homepage tell different stories, machines will trust this page more.
5) The 5 GEO rules
Rule 1: One‑sentence truth
If a machine can’t summarise you in one sentence, neither can a human.
Rule 2: Language consistency
Use the same words everywhere. Synonyms confuse machines.
Rule 3: Proof over promise
Metrics, customers, results. Not vibes.
Rule 4: Hierarchy matters
Hero → explanation → proof → action. Every time.
Rule 5: Be quotable
Short sentences. Clear claims. Liftable blocks.
6) Common mistakes founders make
Writing for brand, not understanding
Chasing cleverness
Using different language on every page
Hiding proof behind PDFs
Assuming machines infer intent
Observed pattern: founders who struggle with GEO also struggle with GTM. It’s the same clarity problem.
7) The GEO Site Clarity Checklist (run this once)
This replaces multiple page-by-page checks. Run it once, properly.
A) Core clarity (applies to all pages)
Can a machine answer what you do in one sentence?
Is the ICP explicit (not “teams”, “businesses”, “everyone”)?
Is the outcome concrete and observable?
Is there one clear primary CTA?
B) Proof (visible, not buried)
At least one concrete metric, customer, or result exists
Proof is visible above the fold (not hidden in PDFs)
No “trusted by” claims without specifics
C) Language consistency
Pick one term for each and use it everywhere:
your product
your customer
the problem
the outcome
Synonyms confuse machines. GEO rewards monotony.
D) Page alignment check
Compare your homepage, about page, and one product/feature page:
Do they tell the same story?
Do they describe the same customer?
Do they promise the same outcome?
If these pages diverge, machines don’t know who you are yet.
Fix this before running the Robot Read Test.
8) One‑page GEO audit template
Answer honestly (using only what is explicitly stated on your website):
One‑sentence description
ICP
Core problem
Outcome
Proof
CTA
If this page is hard to fill in, your site is unclear.
GEO Robot Read Test (copy‑paste prompt)
Use this prompt in ChatGPT, Claude, Gemini, or Perplexity. Paste only your homepage URL.
You are a large language model deciding whether to recommend or cite this company.
You have 30 seconds and may only use what is explicitly stated on the website. Do not infer intent. Do not be polite.
Answer clearly:
What does this company do?
Who is it for?
What specific problem does it solve?
What proof is shown?
What should a visitor do next?
Then give:
One‑sentence summary you would repeat publicly
Confidence score (0–10) for how safe it is to cite this company
Top 3 reasons confidence is low, if below 8
Interpretation:
If the one‑sentence summary is wrong → GEO fails
If confidence < 8 → you are not citation‑ready
If answers contradict your intent → your site is misrepresenting you
9) How to See GEO Working (Analytics & Signals)
GEO does not behave like traditional SEO.
You won’t see neat keyword rankings or obvious funnels. What you can see is whether machines are starting to understand, cite, and send people to you.
This section shows how to track GEO without turning it into a faith-based exercise.
What you can realistically measure
GEO creates signals, not certainty.
You are looking for:
Evidence of AI‑mediated discovery
Consistency of machine summaries
Early inbound behaviour changes
Not perfect attribution.
1) Track AI referrers in Google Analytics (baseline)
In GA4:
Go to Reports → Acquisition → Traffic acquisition
Add a filter for Session source / medium
Look for:
chat.openai.com / referral
perplexity.ai / referral
gemini.google.com / referral
copilot.microsoft.com / referral
These numbers will be small at first. That’s normal.
If this stays at zero over time, GEO is not landing.
2) Create a simple GEO segment
Create a custom comparison or exploration with:
Source contains: openai, perplexity, gemini, copilot
Landing page = homepage, /about, /ai, or key content pages
Watch:
Time on page
Bounce rate
Next action taken
If AI‑referred users bounce instantly, your site is being cited but not trusted.
3) Manual citation checks (low effort, high signal)
Once a month, run these in ChatGPT, Perplexity, or Gemini:
“What tools are used for ___?”
“How do companies solve ___?”
“Give examples of ___ platforms”
Check:
Are you mentioned?
Is the description accurate?
Is the language consistent with your site?
If you are mentioned incorrectly, GEO is actively hurting you.
4) The consistency test (most founders miss this)
Run the Robot Read Test on:
Homepage
About page
One product or feature page
If each produces a different one‑sentence summary, machines don’t know who you are yet.
Fix consistency before chasing traffic.
5) What not to obsess over (yet)
Exact attribution from LLMs
Immediate revenue impact
Daily dashboards
Vanity mentions
GEO compounds quietly. Early clarity matters more than early volume.
Rule of thumb
If, over 30–60 days, you see:
AI referrers appear (even small)
Machine summaries converge
Fewer “what do you actually do?” conversations
→ GEO is working.
If not, your site is still ambiguous.
Final word
GEO is not optimisation. It’s alignment under compression.
The founders who win won’t shout louder. They’ll be easier to understand — by machines first, humans second.
Fix clarity. Everything else follows.
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it is probably time to do so.
For the ❤️ of Startups
For the ❤️ of startups
✌🏼 & 💙
Derek
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