GEO
Generative Engine Optimisation writing. How brands earn citations inside AI-generated answers across ChatGPT, Perplexity, Claude, Gemini and Google AI Overviews. The newest discipline in search marketing, written from active client engagements rather than speculation: the entity work, the schema patterns, the measurement frameworks, the field reports.
How to rank in AI Overviews
You do not rank in AI Overviews, you earn a citation. The real, step-by-step method Firewire uses to get brands cited in Google's AI Overviews.
Answer engine optimisation (AEO): how to win the direct answer
Answer engine optimisation (AEO) structures content so answer engines lift a clean answer and name you as the source. The practitioner's guide to the mechanics.
Entity SEO: the foundation that makes your brand legible to AI
Entity SEO is the foundation that makes AI recognise your brand before it cites you. Fix schema, sameAs and Wikidata first, then the content. See how.
llms.txt: what it is and how to write one
What an llms.txt file is, how it differs from robots.txt and sitemaps, and how to write one. A practitioner's guide, with the honest limits.
AI search optimisation: how to actually get cited in AI search
Most AI search optimisation advice is generic. The data-backed playbook for getting cited in ChatGPT, Gemini and AI Overviews, and why cited isn't chosen.
Explore what else we publish.
Practical SEO writing from the team running Firewire's SEO programmes. Technical audits, schema engineering, migration playbooks, and what we're learning from current Google updates. Written for marketing managers who are tired of generic ranking advice and want to know what's actually moving the line in production accounts.
Paid search writing from the Firewire team. Campaign architecture, attribution modelling, budget strategy, ROAS analysis, and what AI-native operations change about what's possible in paid. The pieces are written by the specialists who'd run your account, not a content team translating from someone else's spec.
Editorial frameworks, content production and the line we draw between AI-assisted and AI-only. Where content strategy intersects with SEO and GEO, and where it doesn't. Written by the editors and strategists shipping client content this week.
Agency-level thinking. Frameworks for evaluating search marketing investments, market commentary, and the operating decisions behind how Firewire works. Written for marketing leaders making category-level calls, not for practitioners chasing tactics.
Notes on the search marketing industry from inside a working agency. Hiring, operations, the AI-native shift in how agencies are built, and reflections from running Firewire. A smaller category by design: we ship a piece here when there's something worth saying, not on a calendar.