The Signal
Being found is not enough. Being cited is the new standard.
For most of the last decade, signal meant being found in Google search. That is still true. But it is no longer sufficient. In 2025 and beyond, signal also means being cited by AI tools: ChatGPT, Perplexity, Gemini, Claude.
The Signal pillar builds the content infrastructure that works across both: traditional SEO for Google ranking and AEO/GEO for AI search visibility. They require different strategies but share a common foundation: authoritative, structured, audience-first content.
ADG Advisory builds content systems that compound. Not a content calendar of disconnected posts. A strategic architecture designed to build authority over time.
WHY THIS PILLAR MATTERS
Search behaviour is bifurcating. Users who want to explore go to Google. Users who want an immediate answer go to ChatGPT or Perplexity. A content system built only for one will miss the other.
RELATED PILLARS
What The Signal covers
01
Content Strategy and Editorial Planning
A content strategy begins with audience intent mapping: what your ideal customer is searching for at every stage of their journey.
02
SEO Architecture and Keyword Targeting
Technical and on-page SEO covering site structure, URL architecture, internal linking, title and description optimisation, schema markup, and Core Web Vitals.
03
AEO: Answer Engine Optimisation
AEO is the practice of structuring content so that AI tools like ChatGPT, Perplexity, and Google SGE can extract and cite it as a direct answer to user questions.
04
GEO: Generative Engine Optimisation
GEO positions your brand as a cited source within AI-generated responses. Where AEO focuses on individual answers, GEO focuses on entity recognition.
05
Thought Leadership and Authority Content
Long-form content that builds authority in your category. This type of content is disproportionately valuable for AI citation because it demonstrates topical depth.
06
Newsletter and Email Content Strategy
Owned audience is the highest-value distribution channel. We build newsletter strategies that grow a direct-to-subscriber relationship.
What you need to know
What is AEO or Answer Engine Optimisation?
AEO is the practice of structuring web content so that AI-powered answer engines can extract it as a direct, citable answer to a user question. AEO involves FAQ schema markup, structured Q&A content, precise entity labelling, and factual density.
What is GEO or Generative Engine Optimisation?
GEO is the practice of building brand and entity recognition within AI-generated responses. Where AEO targets individual question-answer pairs, GEO works at the level of brand, founder, and framework recognition.
How is content strategy different for AI search versus Google?
Traditional SEO for Google prioritises keyword density, backlink authority, and page experience. Content for AI answer engines additionally requires: explicit Q&A structure, named entities with clear context, and factual precision.
PART OF THE HEXAGRAM
Find out where The Signal sits in your marketing architecture.
The Hexagram Diagnostic takes 8 minutes and scores your marketing across all six pillars. Free. No commitment. You get a personalised Gap Map by email.