Beyond Rankings: How to Measure Your Website’s Visibility in the Age of Generative Search
28/05/2025
After years working in website optimisation, juggling SEO, CRO, UX, and content strategy, particularly for events industry websites, I've watched the digital landscape change completely.
This blog exists because the old playbook simply isn't enough anymore. As AI reshapes how people discover information and user expectations evolve, I need somewhere to document what's actually working, what's broken, and what's coming next.
Beyond the Usual SEO Chatter
You won't find me repeating the latest algorithm updates or chasing trends here. Instead, I'm exploring the bigger questions:
How do people actually discover and use websites in 2025? What does proper optimisation look like when AI tools are answering questions before users even visit your site? Which content structures, speed improvements, and UX principles actually drive results? And crucially, which tactics that worked brilliantly two years ago are now completely useless?
This isn't about keeping up with the noise. It's about understanding what genuinely makes a difference for websites that need to perform.
The AI Revolution and GEO
Here's what's got me thinking: tools like ChatGPT, Perplexity, and Google's Search Generative Experience are completely changing how information gets discovered and used.
This is where Generative Engine Optimisation (GEO) comes in. It's about preparing your content not just for traditional search engines, but for AI systems that summarise, cite, and surface information in completely new ways. It's early days, but the implications are huge.
If your content strategy doesn't account for AI-driven discovery, you're already behind. This will be a key theme running through many of my posts.
Events Industry Insights with Universal Applications
I should mention that many of my examples will come from the events world, because that's where I'm currently working. But here's the thing: whether you're optimising a conference website or a SaaS platform, the fundamentals are the same.
Structure, clarity, accessibility, conversion optimisation, and performance matter regardless of your industry. A lesson learned from improving registration flows for a major trade show often applies perfectly to ecommerce checkout processes or lead generation forms.
This is my personal workspace, not a sales pitch. Just real insights from actual projects that might be useful for your own work.
What You'll Find Here
Expect a mix of practical advice and strategic thinking:
- Search & Discovery Traditional SEO tactics alongside emerging AI approaches
- Conversion & Experience UX improvements and user journey optimisation that actually work
- Tools & Experiments The workflows, tests, and techniques I'm using in real projects
- Content Strategy How to create content that gets found, used, and remembered
- Performance Deep-Dives Occasionally technical explorations of analytics, speed, and optimisation
Some posts will be quick, actionable insights you can use today. Others will be more thoughtful pieces about where the industry is heading. All written by someone who's actually doing this work, not just theorising about it.
Join the Journey
If this sounds like your cup of tea, [subscribe to my newsletter] or bookmark this page. I'm building something useful here, and I'd love to have you along for the ride.
Here's to websites that work brilliantly, however people find them.
— Jon
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