Luminary on GEO: Measuring AI Visibility in the Age of Generative Search
As generative AI platforms increasingly influence how information is discovered online, agencies are beginning to rethink how visibility should be measured and optimized.
In this edition of The GEO Series, we spoke with Adam Griffith, Managing Director at Luminary, about how the agency integrates GEO into its services and how teams are adapting to the evolving AI search ecosystem.
Based in Melbourne, Australia, Luminary already sees GEO as a core growth driver and strategic investment priority.
GEO Strategy & Services
For Luminary, GEO has quickly moved beyond experimentation.
Instead, it has become a strategic focus shaping how the agency approaches search and content strategy.
Client demand is accelerating quickly.
鈥淐lients are asking about GEO very frequently.鈥
This growing interest reflects a broader shift we鈥檝e observed throughout The GEO Series: brands increasingly want to understand how they appear inside generative AI responses.
Rather than offering GEO as a standalone service, Luminary integrates generative search optimisation directly into its SEO offering.
This approach allows GEO to evolve alongside traditional search strategies rather than existing as a separate product.
What Luminary鈥檚 GEO Services Include
Luminary鈥檚 GEO engagements focus on improving brand visibility across generative AI platforms.
Typical work includes:
- Benchmarking visibility across platforms such as ChatGPT and Perplexity
- GEO audits and strategic roadmaps
- Technical optimization, such as dynamic rendering
- Structured content design workshops
The agency also places strong emphasis on helping organisations build internal GEO capability, enabling teams to adapt their content strategies for generative search environments.
Commercially, GEO initiatives are often delivered during Luminary鈥檚 explore and build project phases or integrated into ongoing grow retainers.
How GEO Actually Works
Generative AI fundamentally changes how search engines evaluate information.
Traditional search engines primarily index pages through keyword signals. Generative engines behave more like synthesis systems, evaluating how effectively content answers complex intent.
Adam Griffith explains:
For content to perform well in generative search environments, it must be structured in ways that AI systems can easily interpret and cite.
Luminary has identified two signals as particularly important:
- Clear topical authority on a subject
- Well-structured, modular content designed for Q&A scenarios
Measuring GEO Performance
Measurement remains one of the most complex aspects of GEO strategy.
Rather than relying solely on traffic metrics, Luminary evaluates GEO performance through contribution-based indicators.
These include:
- Inclusion rates in AI-generated answers
- Citation frequency across LLM platforms
- Traffic quality influenced by AI responses
鈥淓valuating GEO requires looking at contribution, not just outcomes.鈥
Luminary evaluates GEO performance through contribution signals rather than traditional ranking metrics. Indicators such as AI Share of Voice and traffic quality influenced by AI responses help measure visibility inside generative answers.
Generative Engine Optimization Tools & Platforms
Luminary currently prioritises several generative AI platforms when evaluating GEO visibility.
The agency identifies the following as critically important:
- ChatGPT
- Gemini
- Google AI Overviews
Perplexity also plays an important role, while other platforms currently have lower strategic relevance.
Luminary鈥檚 GEO toolkit includes:
- Google Analytics
- SEMrush
- SEMrush AI Visibility Toolkit
- Profound
- Scrunch AI
However, similar to many agencies experimenting with GEO, Luminary sees one major limitation in the ecosystem today.
Limited transparency from AI platforms continues to make it difficult to understand how generative engines select and cite sources fully.
The Future of GEO
Despite the current challenges, Luminary believes GEO will become deeply embedded in how information is discovered online.
鈥淕EO will become the invisible layer powering all search decisions.鈥
As generative search continues to evolve, agencies will increasingly need to optimise not only for rankings but also for AI interpretation, attribution, and citation.
