All insights
Research, analysis and engineering notes on how brands are found by search engines and AI systems.
An ad in ChatGPT rents a labeled card under the answer. It does not buy a place inside the answer, and it never reaches the subscribers who pay to avoid ads. What each side gets you, what the early data says about the overlap, and why we run the two as one program.
Between a company’s website and a sentence in a ChatGPT answer there are four stages: crawling, retrieval, entity resolution and citation selection. Each one can silently drop a brand. This is a plain-language map of the pipeline and of what a brand controls at each stage.
The concrete decisions behind poi369.com and the products we build: what goes in server-rendered HTML, how a page serves Markdown to agents on request, why sitemap dates are derived from content signatures, how six languages stay self-canonical, and how structured data forms one graph. Everything here is running in production.
A working checklist, in the order we apply it: measure first, open the doors, make the entity unambiguous, write passages an engine can lift, publish evidence, get corroborated, measure again. No tricks, no guarantees, and every step is something you can verify yourself.
Generative Engine Optimization is not a replacement for SEO and not a new discipline invented by agencies. It is what search optimization becomes when the reader summarises and cites instead of listing links. Here is what actually changes, what stays the same, and where the money should go.
Estonia is a small, multilingual, export-oriented market with unusually digital administration. That combination makes it a good place to build AI-assisted marketing systems, and a bad place to copy playbooks written for large domestic markets. Here is where to start, what to automate first, and what to leave alone.
