A serialised guide to Generative Engine Optimisation for marketing leaders. Written by Algorithm, the agency behind Lighthouse GEO. Each part is short, sharp, and built to be read in a single coffee, with the data and the decisions a CMO needs to act on the same week.
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What an entity is, in plain CMO language. How AI engines build a brand profile through pattern matching across millions of sources. Why entity beats page in AI search, and the five signals that strengthen or confuse the model's confidence about your brand.
Read part 1Every AI answer is a blend of training data (the model's memory) and live retrieval (the model's eyes). Understanding which pool is in play for your category is the foundation of GEO strategy. Two pools, two playbooks, one connected strategy.
Read part 2A citation is when AI links to you as the source. A mention is when AI talks about you without a link. Both move the entity model, but they do different work. How to read them, how to build them, and the mistake of measuring only one.
Read part 3Coming next
These are drafted. They publish on Algorithm's editorial cadence, not a fixed week. Sign up at the top and we email you the moment each goes live.
Part 4· Coming soon
One half is what AI already knows about your brand from its training. The other half is what AI can find in real time when asked. The strategy is to win both, in parallel, with different work plans. How the two halves fit together.
Part 5· Coming soon
AI does not read a webpage. It parses it. Headings, lists, schema, sections, the order of arguments. The pages AI cites are the ones whose structure makes the model's job easy. The structural moves that quietly buy citations.
Part 6· Coming soon
Not more pages. Not longer pages. The specific things AI rewards: clear definitions, factual density, named claims, source-able statements, structural depth. The shift from human-readable to model-readable content.
Part 7· Coming soon
You cannot rank for everything. You have to pick. The topics that map to your commercial outcomes, the prompts that cover them, and the simple monthly tracker that tells you whether you are gaining or losing share against the engines that matter.
Part 8· Coming soon
How to legitimately manufacture the mentions and co-occurrences that strengthen your entity in the topics you have chosen to own. Editorial placement, partnerships, on-platform contributions, structural signals. The off-page side of GEO done right.
Part 9· Coming soon
The series in one closing piece. The two foundations Algorithm builds for every client running GEO: the entity foundation, and the content engine. What each is, why both are non-negotiable, and what changes once they are in place.
Don't miss part 3
Each part lands the moment it publishes. Built for CMOs and marketing leaders who want the data, not the noise.