As Generative Engine Optimisation (GEO) continues to evolve, so does the number of tools claiming to help you measure it.
The problem is that many of them promise more than they can deliver.
Unlike SEO, there isn’t a platform that tells you exactly where your business ranks across ChatGPT, Gemini or Perplexity. GEO is still developing, and so are the ways we measure success.
That’s why we don’t rely on a single piece of software.
Instead, we use a combination of established SEO tools, analytics platforms and AI models themselves to understand how visible a business is, how that visibility is changing and whether it’s generating meaningful results.
Here are the tools we use most often.
Google Search Console
If we had to recommend just one tool for GEO, it would still be Google Search Console.
Google recently introduced dedicated reporting for its generative AI search experiences, allowing eligible websites to see impressions from AI Overviews and AI Mode separately from traditional Search results. While the rollout is still gradual and reporting is currently focused on impressions rather than clicks, it’s a significant step forward for GEO measurement.
Alongside the new AI reporting, Search Console remains one of the best ways to understand how your content is performing across Google Search. We use it to identify:
- AI Overview impressions.
- Pages gaining or losing visibility.
- Queries becoming more prominent.
- Changes in click through rate.
- Question-based searches that could become AI prompts.
One interesting pattern we’ve seen is pages maintaining or even increasing impressions while click through rates fall. That’s often a sign that AI Overviews are answering more of the query directly, reducing the need for users to click through.
Search Console still doesn’t tell the whole GEO story, but it’s quickly becoming one of the most valuable reporting tools available.
Google Analytics 4
Search Console tells you what happens in search.
Google Analytics 4 tells you what happens afterwards.
One of the biggest developments over the past year has been the ability to identify traffic arriving from many major AI platforms.
Rather than looking at AI traffic in isolation, we compare it against other channels.
We’re interested in questions like:
- Do AI visitors convert more often?
- Which landing pages attract AI traffic?
- How engaged are those users?
- Which enquiries came from AI referrals?
- Are AI visitors spending longer on the website?
We’ve generally found that AI traffic is often lower in volume but higher in intent.
That makes conversions far more valuable than visitor numbers alone.
Microsoft Clarity
Microsoft Clarity has quietly become one of the most useful tools in our GEO toolkit.
While most analytics platforms tell you what happened, Clarity helps explain why it happened.
Using session recordings, heatmaps and behavioural insights, you can see exactly how visitors from AI platforms interact with your website.
Do they scroll further?
Do they engage with different pages?
Do they hesitate before completing an enquiry?
Features such as Topic Insights also help identify recurring usability issues and friction points that may be affecting conversion rates.
If GEO is bringing more qualified visitors to your website, Clarity helps make sure your website is ready to convert them.
Bing Webmaster Tools
Bing Webmaster Tools deserves far more attention than it receives.
While Google still dominates traditional search, Bing powers Microsoft Copilot and plays an increasingly important role within the AI ecosystem.
The platform offers many familiar SEO features, including:
- Performance reporting.
- Crawl diagnostics.
- Index coverage.
- XML sitemap management.
- Site health monitoring.
It also supports IndexNow, allowing search engines to discover new or updated content much faster than traditional crawling methods.
If you’re publishing content regularly, that’s a simple feature worth taking advantage of.
SEMrush
SEMrush isn’t a GEO platform.
It’s still one of the most valuable tools we use.
Strong GEO starts with strong SEO, and SEMrush helps us build those foundations through:
- Keyword research.
- Competitor analysis.
- Backlink monitoring.
- Content gap analysis.
- Brand monitoring.
AI systems are far more likely to recommend businesses with strong authority than websites with little online presence.
Traditional SEO metrics remain an important part of that picture.
ChatGPT
One of the best GEO tools is also one of the simplest.
ChatGPT itself.
We regularly test prompts that real customers might ask and monitor the responses over time.
For example:
- Which SEO agencies in Hull would you recommend?
- Who offers AI SEO services in the UK?
- Which marketing agencies specialise in ecommerce SEO?
We’re not looking for one perfect answer.
We’re looking for patterns.
Is our business mentioned?
Is the information accurate?
Does it recommend competitors instead?
Has anything changed since last month?
Testing prompts regularly gives us a far better understanding of AI visibility than relying on assumptions.
Gemini
Gemini is worth testing alongside ChatGPT rather than instead of it.
Different AI models interpret information differently, draw on different sources and present recommendations in different ways.
If your business appears consistently across multiple AI platforms, that’s usually a stronger indicator than performing well in just one.
Consistency matters.
Perplexity
Perplexity has become one of our favourite tools for GEO research.
Unlike many AI platforms, it clearly cites the sources it uses to generate answers.
That makes it much easier to understand:
- Which websites are influencing recommendations.
- Which pages are being referenced.
- Which competitors are earning citations.
- Where opportunities exist to improve your own authority.
It’s also useful for identifying whether AI is relying on your own website or third-party sources when describing your business.
Google Business Profile
If you’re a local business, don’t overlook your Google Business Profile.
AI systems increasingly use local business information when generating recommendations.
An incomplete or outdated profile can lead to inaccurate responses.
Keep your profile updated with:
- Accurate business information.
- Services.
- Categories.
- Opening hours.
- High-quality images.
- Regular reviews.
Local authority still matters in AI search.
There Isn’t One Perfect GEO Tool
One of the biggest misconceptions is that there’s a platform capable of giving you a definitive GEO score.
At the moment, that simply doesn’t exist.
Successful GEO reporting comes from combining multiple sources of information.
For us, that usually means:
- Google Search Console for visibility.
- Google Analytics 4 for traffic and conversions.
- Microsoft Clarity for user behaviour.
- Bing Webmaster Tools for indexing and technical performance.
- SEMrush for traditional SEO insights.
- ChatGPT, Gemini and Perplexity for prompt testing and brand monitoring.
Each tool answers a different question.
Together, they provide a much clearer picture of how your business performs across both traditional search and AI search.
The Best GEO Tool Is Still Good SEO
If there’s one takeaway from all of this, it’s that GEO hasn’t replaced SEO.
The businesses that perform well in AI search are usually the same businesses that have invested in technical SEO, helpful content, strong authority and a website that converts visitors into customers.
The tools above won’t improve your visibility on their own.
They simply help you understand where you are today and where the biggest opportunities lie.
That’s why we see GEO as an evolution of search marketing, not a replacement for it. The fundamentals still matter. The way people discover your business is simply expanding.