GEO: how AI tools describe you when families ask them for care
Generative Engine Optimisation is the emerging practice of making sure AI assistants have accurate, consistent and credible information about your homes when they generate recommendations.
What we usually find
Families are starting to ask AI tools for care home shortlists. Those tools draw on your website, directories, reviews, news coverage and third-party mentions. If that information is thin, inconsistent or out of date, the description they give of your home will be too.
What changes
Clear service and location information, consistent business details everywhere, credible evidence and relevant third-party mentions, so that AI-generated summaries are accurate and complete. And a way of checking what those tools are saying.
What the work involves
Service and location clarity
Plain statements of what each home offers, for whom, where and at what level of need.
Consistent business information
Names, addresses, phone numbers, CQC details and service descriptions aligned across your site, directories and profiles.
Credible evidence
Reviews, inspection outcomes, awards and case studies presented so they can be found and referenced.
Third-party mentions
PR, community coverage and sector listings that corroborate what your own site says.
Monitoring
Periodic checks of how AI tools represent your homes, with corrections fed back into the content plan.
Honest scope
We explain what can and cannot be influenced. This field is changing quickly and we validate the approach as it develops.
Why this matters in care
A family asking an assistant 'which care homes in Wetherby offer dementia nursing' will get an answer drawn from whatever is publicly available. Making sure that answer is accurate is now part of protecting your reputation.
How it fits
GEO is delivered alongside SEO, AEO and PR within the partnership. It reuses the same content, evidence and business information rather than duplicating it.
Sally is a very knowledgeable and experienced marketer with hands on experience in the care sector and it shows.
Sally is refreshingly direct and straight talking for a marketing person. At the same time, she's easy to work with and fully engaged with the trials and tribulations of the board.
Questions about GEO
Is GEO proven?
Can you guarantee AI tools will recommend us?
How does this relate to reviews?
One practical idea, every week
Written for owners, directors and marketers in care. Each edition gives you one thing to do that week, one example of it working and one question to ask your team. No spam. We're too busy filling empty beds.
Let's talk about GEO
Tell us about your homes and what you have tried. We will say plainly whether this service is the right place to start, or whether something else would move occupancy faster.