Michael Morrow

Freelance GEO & AEO Content Writer

Content written to get cited by ChatGPT, Perplexity, Gemini and Google's AI Overviews, while still ranking on search engines. Built on 7+ years of SEO writing for brands including NIVEA, Schwarzkopf and CoinCasino.

Why AI Search Needs Different Content

More people now ask ChatGPT, Perplexity and Gemini what to buy, who to trust and how things work, and Google answers many searches with an AI Overview before anyone scrolls to the results. Instead of ten blue links, these tools give one answer built from a handful of cited sources.Ranking still matters, because AI tools lean on search results to find those sources, but ranking alone is no longer enough. Content now has to work as a source too, with clear answers an AI tool can quote accurately, details it can trust, and something original that other pages do not already say.That is what generative engine optimisation (GEO) and answer engine optimisation (AEO) are about, and it is the kind of content I write.

GEO and AEO content by Michael Morrow, written to be cited by ChatGPT, Perplexity and Google AI Overviews

GEO & AEO Content Services

As a freelance GEO writer and AEO writer, I write new content and rework existing pages, so they rank on Google and give AI tools something worth citing.

  • GEO articles and guides. In-depth, well-structured articles that answer the questions your customers ask AI tools, with the detail and first-hand insight that generic content lacks.

  • Content refreshes for AI search. Existing pages reworked with direct answers, clearer structure, updated facts and stronger trust signals, keeping what already ranks.

  • FAQ and question-led content. FAQ sections and question-based pages written around real searches and prompts, with answers that work on their own when quoted.

  • Comparison and list content. Comparisons, best-of lists and buyer's guides, a format AI tools draw on heavily when people ask for recommendations.

  • Service, product and category pages. Commercial pages that explain clearly what you offer, who it is for and why it is different, so AI tools describe your brand accurately.

How I Write for AI Search

Every GEO content piece follows the same process, built on the SEO foundations that still decide which pages AI tools find in the first place.

  • Research the real questions. I look at what people search, the People Also Ask questions, the conversations on forums like Reddit, and what AI tools currently say about your topic, including where their answers fall short.

  • Answer first. Each section opens with a clear, direct answer, then adds the detail, so a reader or an AI tool gets what it needs straight away.

  • Structure for quoting. Question-led headings, short paragraphs, and lists or tables where they genuinely help, so each passage makes sense on its own when it is lifted into an answer.

  • Add what AI cannot. First-hand detail, specific examples, expert input and named sources, which is what separates content worth citing from content that repeats everything else.

  • Build trust. Clear authorship, accurate facts, credible sources and visible dates, which matter even more on YMYL topics like health and money.

  • Keep it current. I refresh facts, figures and examples on a regular schedule, because AI tools tend to favour recent content.

GEO Content Across Niches

  • iGaming and casino. Casino reviews, bonus guides and comparison pages for a niche where AI answers lean on trusted, compliant sources, written with 16 months of in-house experience at a crypto casino operator.

  • Health and skincare. YMYL content where AI tools are especially cautious about what they cite, backed by published work for NIVEA UK and the online pharmacies e-Surgery and e-Pharmacy.

  • eCommerce and Amazon. Product, category and buyer's guide content shaped by my time as UK Content Manager at a specialist Amazon agency.

  • B2B SaaS and tech. Explainers, comparisons and guides that help AI tools describe what a product does and who it is for.

Freelance GEO writer Michael Morrow, building AI search content on 7+ years of SEO experience

Built on 7+ Years of SEO

GEO is not a replacement for SEO, and good GEO content starts with knowing how search works. I have spent over seven years writing SEO content across iGaming, health, skincare and eCommerce, in-house and freelance.

Testimonial from an iGaming client on Upwork

"Michael is a brilliant writer. Fast, accurate and completely on brand. Will definitely hire again."

iGaming Client, Upwork

"Michael writes with genuine knowledge of the topic and a natural, engaging voice. Highly recommended."

Crypto Media Client, Upwork

Testimonial from a crypto media client on Upwork
Testimonial from an eCommerce client on Upwork

"Excellent quality of work. Understood the brief immediately and delivered well ahead of schedule."

E-commerce Client, Upwork

Work with me

Whether you need a GEO content writer for new articles or an AEO writer to rework the pages you already have, tell me about your project, and I will come back within 24 hours with an honest view on fit, timing and price. No hard sell.

GEO & AEO Frequently Asked Questions

Do you work as a freelance GEO writer and AEO writer?Yes. I work as a freelance GEO writer and freelance AEO writer alongside my SEO work, writing new content and restructuring existing pages so they rank on Google and get cited by AI tools like ChatGPT, Perplexity and Google's AI Overviews.What is GEO (generative engine optimisation)?GEO stands for generative engine optimisation. It is the practice of creating and structuring content so AI tools like ChatGPT, Perplexity, Gemini and Google's AI Overviews understand it, trust it and cite it in their answers. In marketing, GEO almost always means this, although the abbreviation is also used for geographic targeting.What is AEO (answer engine optimisation)?AEO stands for answer engine optimisation. It focuses on giving clear, direct answers to specific questions, so that search features and AI assistants can use them, including featured snippets, People Also Ask boxes, voice assistants and AI answers. AEO and GEO overlap heavily, and many people use the terms interchangeably.Is GEO just SEO?Not quite, although they share the same foundations. SEO aims to rank a page in search results so people click through to it, while GEO aims to get your content or brand cited inside the AI-generated answer itself, often with no click at all. AEO sits between the two, focusing on answering individual questions so directly that a search engine or AI tool can lift the answer on its own. Google's AI Overviews still draw heavily on pages that already rank well, so good GEO is built on good SEO rather than replacing it.Is SEO dead now with AI?No. AI tools still rely on search indexes to find their sources, and pages that rank well remain more likely to be cited in Google's AI Overviews. What has changed is that more searches now end without a click, so content needs to work as a source for AI answers as well as a page people visit.How do I get cited by ChatGPT and Perplexity?Start by making sure AI crawlers can access your site, then answer the questions your customers ask clearly and directly, publish original insight or data, name your authors, and refresh your most important pages every few months, because AI tools tend to favour recent content. Mentions on trusted third-party sites, such as reviews, press coverage and industry publications, also make a big difference. Nobody can guarantee citations, but these steps make your content far easier for AI tools to find and trust.How do you measure AI visibility?The usual approach is to track a set of prompts your customers would ask across ChatGPT, Perplexity, Gemini and Google's AI Overviews, recording whether your brand is mentioned, whether your pages are cited as sources, and which competitors appear instead. The share of answers that mention your brand is often called share of model, the AI-era version of share of voice. You can also see referral traffic from AI tools in Google Analytics, and dedicated AI visibility tools can automate the tracking.

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