AI Visibility Framework

Generative Engine Optimisation is a new area of search strategy focused on helping your content appear in AI-generated answers. As platforms like Google’s AI Overviews and AI Mode, Open AI’s ChatGPT and Perplexity increasingly deliver responses and answers, instead of lists of links, GEO ensures your website and data are recognised, referenced and trusted by these tools; so your brand remains visible in the future of search.

While SEO focuses on ranking in search engine results pages (SERPs), GEO focuses on how AI and large language models (LLMs) access and present information. GEO involves optimising structured data, improving citation potential and understanding how generative engines choose sources. This all goes beyond conventional SEO tactics.

We are increasingly seeing that AI engines select content based on:
Structured, crawlable content: Ensure your site is accessible to AI bots (e.g., avoid blocking ChatGPT‑User, PerplexityBot, or Googlebot‑Extended) and that information is formatted in clear, modular chunks.
Authority and context: Content with clean data formatting, clear semantics, and credibility (E‑E‑A‑T: Experience, Expertise, Authoritativeness, Trustworthiness) is more likely to be surfaced.
Citation history: AI platforms prioritise sources that are frequently referenced across the web or by other AI systems.

Put simply, the content that’s easiest for AI to understand and verify; especially from reputable sources will get amplified.

Google AI Mode is an enhanced, conversational search experience within Google Search that delivers AI powered responses rather than just a list of blue links and websites to explore. AI Mode provides conversational answers and supports follow-up questions. You may have already noticed AI Overviews in your Google search results, which summarises key web content. AI Mode is much more interactive and uses advanced reasoning and multimodal inputs. Already widely available in the US and India, it launched in the UK in July 2025. Discover more about AI Mode in our helpful article ‘Google’s AI Mode: What is it and how will it impact search?‘.

Google’s AI Mode uses ‘thematic search’ grouping  results by theme rather than keyword. One of the methods AI Mode utilises is the Query fan-Out Technique. The Query fan-Out Technique triggers various searches related to your original query, collecting data from multiple different sources, summarising this content so that users can benefit from a well-rounded and in-depth view on a topic. Read more about what this means for your search strategy in our article ‘AI Mode’s Thematic Search: Implications for content & visibility‘

Search behaviour is changing fast. People are turning to these new AI tools like ChatGPT, Google AI Mode, AI Overviews and Perplexity for instant, summarised answers. If your content isn’t optimised for this shift, you risk losing visibility and traffic. Our AI Visibility Framework will help to identify if you are part of the AI conversation and help you to take the necessary steps to ensure your brand remains present and influential in this new AI-powered search space.

We offer two core versions of the framework, designed to suit different business needs and levels of investment.

The ‘LITE AI Visibility Framework’ is a standalone product designed to give a clear snapshot of where your brand currently stands across AI-powered and emerging search environments. It focuses on benchmarking your visibility against competitors and uncovering quick-win opportunities. Many clients use this as a starting point to understand the new AI search landscape without committing to a full audit.

The ‘COMPLETE AI Visibility Framework’ includes everything in the LITE framework but goes much deeper. It’s a full strategic audit covering content interaction with large language models (LLMs), technical SEO for AI-readiness, schema and entity optimisation. It also results in a bespoke, prioritised roadmap tailored to your goals.

The LITE AI Visibility Framework can stand alone, but it forms the foundation of the full audit, so fit can be your first step of a much more detailed and strategic approach to AI search visibility.

You can read more about this in our interview with our Head of Innovation here ‘How to stay ahead with Varn’s AI Visibility Frameworks‘.

Varn has over 15 years of experience in technical SEO and is at the forefront of adapting search strategies for AI search. Our services are built on real-world testing, expert understanding of LLMs and answer engine behaviour, and a proven methodology for optimising content for both users and machines. Our Innovation Team will keep you ahead with our AI Visibility Framework. We work with clients across B2B, publishing, healthcare and e-commerce to deliver impactful and measurable results.