“It’s just Google.
I already do SEO.”
Not anymore.

Gemini SEO is the practice of improving the website, entity, and external evidence Google's Gemini models may retrieve and cite when someone asks a category-relevant question, whether they ask inside the Gemini app or inside Google Search's AI Overviews. Because Gemini grounds answers on Google's Search index, the work sits on top of the Google visibility you already have rather than operating as a separate discipline.

The retrieval source. When ChatGPT browses, it queries Bing's index, which is why Bing SEO is the overlooked lever for ChatGPT. Gemini grounds on Google's Search index and Google's Knowledge Graph instead. That means for Gemini, your existing Google ranking is the retrieval gate: if you don't rank in Google for the buyer's question, Gemini's grounded mode can't retrieve you. The content structure and entity work overlap heavily across both engines, but the underlying index you have to win is different.

Yes. Google's AI Overviews and AI Mode use Gemini models. That creates overlap between the surfaces: the indexation, entity, passage, and authority work that improves source eligibility for one can also support the other. A citation in either surface is still decided by the engine for each query, so the reporting measures them separately rather than promising that movement in one will automatically appear in both.

Three layers. First, Google-index grounding: Gemini retrieves live pages from Google Search, so ranking for the buyer's actual question is the entry gate. Second, Knowledge Graph entity trust: when multiple businesses share a name or topic, Gemini leans on the entity with the strongest structured identity: schema, sameAs links, and consistent citations across the open web. Third, passage-level citation fit: Gemini extracts the specific sentence that answers the sub-question, so clean direct-answer paragraphs, question-formatted headings, and FAQ markup decide whether it lifts your sentence or a competitor's.

More than ever, but it isn't sufficient on its own. Because Gemini grounds on Google's index, traditional SEO, indexation, technical health, topical depth, and passage-level ranking, affects whether a page can enter the set Gemini considers. Entity clarity, citation-ready structure, and third-party evidence may also affect source selection. Gemini SEO adds that eligibility layer without promising that a ranked page will become a cited source.

We use Outrigger, a separate joint venture Joel co-founded with Andrew, to track your citation share across Gemini, Google AI Overviews, ChatGPT, and Perplexity for 30-50 priority keywords. For each keyword we record whether your brand was mentioned, whether it was cited with a link, the citation context, the sentiment, and which page was the source: then benchmark it against your top three competitors. The composite is your share of voice across AI answers in your category, tracked weekly so we iterate from data instead of guessing.

Because we use dedicated instrumentation instead of guessing. Outrigger is a separate joint venture Joel co-founded with Andrew that monitors brand citations across Gemini, AI Overviews, ChatGPT, and Perplexity. Xpand may use PressForge to organize digital-PR research, pitching, and follow-up when the work calls for it. Founder Joel House wrote AI for Revenue and The Growth Architecture, both on Barnes & Noble, and sits on the Forbes Agency Council. Those public records help clarify the author entity; they do not guarantee citation. Agencies selling Gemini SEO without real measurement are guessing.

There is no fixed result window. Gemini depends on what Google can retrieve and trust, so indexation, passage clarity, entity schema, authority, and query competition all affect timing. We establish the baseline, address structural and authority gaps, and monitor the priority prompts so the reporting shows what changes and what does not.