Agentic SEO & GEO Optimisation

What this skill does

Search engine optimisation is the practice of improving how a website is found in search engines through its content, its structure and its technical foundations. Generative engine optimisation, usually shortened to GEO, is the practice of making the same content and product facts legible to AI answer engines such as ChatGPT, Perplexity and Google’s AI overviews, systems that reply in prose and cite a small number of sources rather than ranking a list of links.

The two disciplines overlap without replacing each other. Clear structure, unambiguous definitions and factual consistency serve both; the difference is the surface that consumes them. SEO targets a ranked position. GEO targets being one of the handful of sources a generated answer draws on.

Nobody can guarantee placement in a generated answer, and any tool that promises one is overstating what is knowable. What can be done is make the underlying material clear, consistent and easy to attribute, then watch how AI search visibility develops.

How it runs in hurra.ai

Skills are role-specific AI agents built on your data and your ways of working: domain specialists, not a generic chatbot with a blank prompt box. A skill runs inside the platform your systems are already connected to, rather than as a separate tool with its own login and its own setup.

That inherited context is the practical difference. A standalone tool has to be told what your business sells and where its data lives, once per tool, and then told again when either changes. A skill starts from connections that already exist and are already maintained: your products, your content, your customers and your measurement.

Skills are added and left out one at a time. You switch on the ones that match work you actually do, and the rest stay out of the way instead of cluttering an interface.

For search-side work that matters twice. The content inventory comes from your connected systems, and SEO, GEO and shopping feeds coordinate on one shared set of facts instead of maintaining three separate copies of the same information.

Examples in practice

Make product facts quotable. Answer engines lift short, factual statements. Reviewing how your products and services are described, in plain and consistent language, is the practical core of GEO work.

Keep facts consistent across sources. If your shop, your site and your feed describe the same product differently, an answer engine has to guess and a search engine sees inconsistency. Working from connected sources keeps one version of the facts.

Check how your topics are represented, then decide which gaps are worth closing with content you can substantiate.

Let the machine do the volume work. Checking that the same fact is stated the same way across hundreds of pages is exactly the kind of work a person does badly and a machine does well.