September SEO and GEO Updates: Build an AI Visibility Scorecard

AI search visibility becomes easier to discuss when everyone agrees what the measurement describes. Appearing in a search result, being cited as a source and being recommended as a choice are different outcomes.

September’s SEO and GEO review turns that distinction into a practical monthly scorecard, alongside a verified update for video publishers.

September’s Video Structured Data Update

On 24 September, Google documented support for creator information and clarified interaction types in VideoObject structured data. Read Google’s documentation updates.

For businesses publishing video, this is a reason to review the accuracy of video information with the team managing the website. Structured data should match the visible content and applicable guidance. It does not guarantee a particular search appearance or an AI citation.

Choose a Consistent Set of Customer Questions

Start your scorecard with commercial keyword research. Include questions about the problem, relevant services, comparisons, suitability and the brand itself.

Select a manageable set that reflects genuine buying decisions. Record the exact wording, market, date and tool used so each review has context.

Keep ordinary keyword tracking alongside this exercise. A manual AI answer check is a sample of a changing experience, rather than a complete measure of all customer searches.

Separate Ranking, Citation and Recommendation

Record whether your website ranks in the results you review. Separately, note whether an AI answer cites your content and whether it recommends your business for the stated need.

Capture which page or external source supports the answer, and check whether the description is accurate. A citation might support a factual point without endorsing your service. A recommendation might appear without sending a visit.

This distinction makes SEO reporting more useful. It prevents different forms of exposure from being presented as equivalent commercial wins.

Use the Findings to Improve Evidence

Look for recurring gaps across several checks. Does a comparison page omit an important limitation? Is your process unclear? Are claims supported by relevant examples?

Prioritise one or two improvements your team can make accurately. Better service details, product information and case studies can help both customers and search systems understand the offer.

Search intent optimisation starts with answering the real question. Avoid adding repetitive text or unsupported claims simply to influence an AI response.

Review What Customers Do Next

Bring the scorecard together with Search Console and website analytics, keeping their different scopes clear. Review relevant organic visits, enquiries and sales where measurement supports the connection.

Record what changed and what remains uncertain. Compare the same questions next month, while allowing for variation between tools and sessions.

Our Take

Generative engine optimisation needs a disciplined feedback loop: observe, verify, improve and review. Use the scorecard to prioritise useful work, while keeping customer trust and commercial outcomes at the centre.

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