Google's AI Overviews do not evaluate website copy. They repeat it. A testimonial becomes a fact. A self-described specialty becomes an independent endorsement. The language a firm uses to describe itself is reflected back to searchers as though someone else said it. This is not a flaw in the technology. It is how retrieval works. Large language models synthesise content from indexed pages and present it as a coherent answer. They do not distinguish between a client testimoni

Generative Engine Optimisation (GEO) has arrived with its own vocabulary, its own consultants, and its own set of structural recommendations. Write self-contained paragraphs. Use clean headings. Format for extraction. The advice is not wrong. It is just not the point. AI systems retrieve content from sources they already consider credible. Credibility is evaluated against signals that have not changed: domain authority, inbound links from relevant publications, consistent tra