Build your GEO presence — get cited inside LLM answers
The build guide for Pillar 1 of the LLM-distribution map: the published-content surface that LLMs cite when they answer buyer questions. Two parallel series. The plain-language series(six pages, ~1 minute each) answers “what is GEO and where do I start?” without assuming SEO experience. The technical reference (six pages) covers instrumentation, structured data, syndication, comparison-site strategy, monitoring. Grounded in the observation tool’s 11 tested levers.
Status: the page outlines below are scoped and will be published over the coming weeks. Each plain-language page is short (~1 min); each technical page is a deeper read. Subscribe to the weekly recap (top-right) to be notified as pages publish.
Plain-language series (6 pages · ~1 min each)
Definition, what changed since classic SEO, what an LLM citation looks like in practice, three concrete examples.
Read the observation log. Property-type naming wins. Editorial depth on specialty use-cases wins. HQ city does not. Being the actual market specialist alone does not.
The three surfaces, what each one returns, when each one matters. Why comparison-site presence is table-stakes (~58% of Perplexity citation share).
The structural patterns LLMs reach for: comparison tables, named-carrier lists, jurisdiction tags, citation density. What the winners do that the losers don't.
Saying things that are accurate and surface-able. State-DOI advertising rules in editorial format. Avoiding the 'guaranteed' / 'best' phrases that draw complaints.
A concrete 90-day plan: baseline audit, three category investments, weekly cadence, what to measure at month 1 / 3 / 6.
Technical reference (6 pages)
The observation-probe pattern. How to fire repeated buyer-shaped queries against multiple LLMs, capture first-named-carrier and citations, and watch your share over time.
JSON-LD shapes that make your pages legible to LLM crawlers. InsuranceAgency, Article, FAQPage, breadcrumb. What does and doesn't help.
The ecosystem of machine-readable surfaces emerging around LLMs. When llms.txt matters, RSS as a freshness signal, JSON APIs that let other tools cite you.
How to fan one piece of content out without diluting authority. Canonical-tag patterns, when to syndicate full vs excerpt.
The comparison-site editorial cycle. How to get listed, how to get categorised correctly, what to send to journalists. Where the 58% citation share comes from.
Run the observation probe weekly. Alert when your citation share drops on a watched query. Tag changes by category, surface, geography.
Read these now while the guide is being written
- The observation tool — 11 levers tested, what wins, what doesn’t. Source for every recommendation in this guide.
- Home-insurance session notes — the original ablation that produced the property-type and regional-monopoly findings.
- Auto-insurance session notes — specialty-use-case and EV-emerging findings.
Related
- ChatGPT App build guide (Pillar 2) — the App pillar’s how-to.
- Commercial-lines quote-and-bind agent build guide — full stack for a production agent.
- US carrier × vendor footprint matrix — the data your GEO content can plug into.