You’ve audited your AI search visibility. You’ve checked whether ChatGPT, Perplexity and Google AI Overviews mention your business when buyers ask category questions. Your name doesn’t come up. You’ve fixed the content. Direct-answer openings on every page. FAQ pages. Schema markup. Specific data with named sources. You’re doing the AEO work properly. And still ChatGPT doesn’t name you when buyers ask “who’s the best for X?” The reason isn’t your content. It’s your entity. ChatGPT and the other LLMs don’t trust your brand as a real, named, verifiable entity yet. The signals they use to identify trustworthy named entities aren’t strong enough. This is the GEO layer. Generative Engine Optimisation . The brand-level work that sits underneath AEO content work and determines whether your business gets named as an authoritative source. And the single biggest GEO signal an SME can build is a Wikipedia page or a strong Wikidata entry. This guide explains how LLMs identify trusted entities, wh...
A new pattern showed up in our SME client sales call data through 2025. Booked calls were holding steady. Close rate was dropping. Sales teams were reporting the same complaint across categories. The buyers showing up to calls felt different. Less informed. Less prepared. Sometimes outright confused about what they had booked. Some of them turned out not to be the actual decision maker. A few admitted they hadn’t booked the call themselves. The pattern had a name once we tracked it. AI agents were booking sales calls on behalf of buyers. The leads being sent through agent-bookings were converting at roughly half the rate of buyer-booked calls. The trend is small now. It’s growing fast. By 2027 a meaningful share of every B2B and high-consideration B2C call your sales team takes will be agent-booked. This guide explains what’s happening, how to spot agent-booked calls, and how to qualify them differently so your close rate stays healthy. What’s Actually Happening ChatGPT , Claude, Gemin...