Ian Duncan is the founder of Axiom Flux and AxiomAI, the company behind Axiom GEO. He has worked in marketing for 30 years, from the days of the HotBot search engine to today's AI answers.
He has led search and marketing as Head of Search, Director of Strategy, Director of Delivery, Marketing Director and Chief Marketing Officer. His work has covered blue-chip brands, charities and international organisations in retail, education, home improvement, medical aesthetics, regulated industries, government, industrial, travel and technology.
His specialist areas are search engine optimisation, generative engine optimisation, pay per click, email marketing, AI automation and joined-up marketing systems. He has spoken at industry events, including a Guardian event on SEO.
Ian writes and reviews the guides on this site, and shapes Axiom GEO around the questions he and his clients need answered about AI search.
Areas of expertise
- Generative engine optimisation
- Search engine optimisation
- AI search visibility
- Pay per click advertising
- Email marketing
- Marketing automation
- Marketing strategy
Comparisons
Axiom GEO vs Semrush AI Visibility Toolkit
As a Semrush AI Visibility Toolkit alternative, compare Axiom GEO on engines, answer accuracy, citations, share of voice, agency features and pricing.
Axiom GEO vs Profound
As a Profound alternative, see how Axiom GEO compares on AI engines, answer collection, accuracy checks, citations, agency features and classic SEO.
Axiom GEO vs Peec AI
As a Peec AI alternative, see how Axiom GEO compares on AI engines, answer collection, fact checking, sources, share of voice, agency plans and SEO.
Axiom GEO vs OtterlyAI
As an Otterly AI alternative, see how Axiom GEO compares on AI engines, citations, accuracy checks, GEO audits, agency reporting and classic SEO.
Axiom GEO vs Ahrefs Brand Radar
As an Ahrefs Brand Radar alternative, compare Axiom GEO on AI engines, prompt data, answer accuracy, citations, share of voice and agency reports.
Platform pages
AI visibility tracking
AI visibility tracking shows whether ChatGPT, Perplexity, Gemini, Claude and Google AI Overviews mention your brand, where you appear, and what they cite.
ChatGPT visibility tracking
ChatGPT visibility tracking shows whether it names your brand for the questions buyers ask, where you appear, which rivals it picks and which pages it cites.
Google AI Overviews and AI Mode tracking
This AI Overview tracker shows which of your keywords trigger one, whether you are cited, which sources Google picks, and how AI Mode impressions build up.
Perplexity, Gemini and Claude tracking
Perplexity, Gemini and Claude tracking for your brand shows what each engine says, what Perplexity cites, and what Gemini and Claude believe about you.
AI citation tracking
AI citation tracking shows which domains and pages ChatGPT, Perplexity and Google AI Overviews cite for your prompts, and which of your URLs appear.
Competitor share of voice in AI answers
Measure your share of voice in AI answers against competitors, weighted by position, and see who AI engines recommend, how often and why.
Local and multi-market AI visibility
Track local AI visibility by running the same prompts in each country or region, split share of voice by place, plus rankings, reviews and listings.
AI traffic analytics
Connect GA4 and Search Console read-only for AI traffic analytics, showing referral visits from ChatGPT, Perplexity, Gemini, Claude and Copilot, synced daily.
AI crawler analytics
Load your server access logs for AI crawler analytics, seeing which AI crawlers, such as GPTBot, ClaudeBot and PerplexityBot, visit your site and pages.
AI answer accuracy checks
Check AI answer accuracy for your business against an approved fact sheet. Find wrong or out of date details, where they came from and how to fix them.
Prompt and question research
AI prompt research pulls real questions from People Also Ask, autocomplete, Reddit and your own enquiries, then turns them into prompts, tasks and content.
Reddit insights for AI search
For AI visibility, find the subreddits AI engines cite when they answer questions in your topic, and pull buyer questions from Reddit for research.
Content opportunities from Search Console and AI answers
Content opportunities from page two keywords, falling pages, AI answer gaps and AI Overview gaps, each with an outline, facts and a suggested title.
Page optimisation for AI search
Page optimisation for AI search scores each page on the signals AI engines and Google weigh, with a pass or fail check, a fix list and missing schema.
Schema markup generator
This schema markup generator builds copy-paste JSON-LD for any page, only for the types it is missing. Covers LocalBusiness, FAQPage, Article and more.
Entity audit for AI search
Run an entity audit to rebuild the entity graph your site publishes and get scored findings with the fix for each, also free as a public tool online.
Content packs and article drafts
AI content packs turn a real buyer question into a ready-to-paste answer, FAQ, author bio and JSON-LD, or a full article draft for your team to edit.
Rank tracking
Daily Google rank tracking to position 50, down to UK town level on desktop or mobile, with SERP feature filters, in the same login as AI visibility.
Google Business Profile reviews
Pull Google Business Profile reviews daily for every location, tag each one to the campaign, salesperson or email behind it, and draft replies fast.
Local citations
Track local citations, your directory listings and their status, live, claimed, pending or not claimed, so your name, address and phone match everywhere.
Link building
This link building tool shows your backlinks, finds the link gap against competitors and runs a prospect pipeline, next to pages AI engines cite.
Work, project management for GEO and SEO
SEO project management with board, list, timeline and sign-off views. Tasks carry their evidence, and outcomes are measured once the work is done.
Client reports
Send monthly white label SEO and AI visibility reports plus a weekly digest with your client's logo. Numbers are re-checked before sending, video optional.
Guides
What is generative engine optimisation (GEO)?
A plain guide to generative engine optimisation. How AI engines build answers, what GEO work involves, what the research shows and where to start.
GEO vs SEO
GEO vs SEO compared side by side. What each one aims for, how each is measured, what carries over and where the work is different.
AEO vs GEO vs SEO
AEO, GEO and SEO explained side by side, with a comparison table, where each term came from, how they overlap and which to focus on first.
What is answer engine optimisation (AEO)?
What answer engine optimisation means, how answer engines pick an answer, how to write pages they can lift, and how AEO fits with SEO and GEO.
LLM SEO
What LLM SEO means, how large language models learn about a business, which tactics help, which are hype, and how to tell a sound offer from a scam.
Is SEO dead?
A balanced look at whether SEO is dead, what AI search is changing, what is replacing parts of it, and where SEO effort still pays off in 2026.
How to rank in ChatGPT
How to rank in ChatGPT, what makes it choose which businesses to mention and cite, and the practical steps that help your brand appear in its answers.
How to appear in Google AI Overviews
How to appear in Google AI Overviews, what triggers one, what Google's own guidance says, and the practical steps that make your pages more likely to be cited.
Google AI Mode, what it means for your business
What Google AI Mode is, how query fan-out works, how it differs from AI Overviews, and how to measure it with the Search Console generative AI report.
How to track brand mentions in AI search
Two ways to track brand mentions in AI search, across ChatGPT, Perplexity, Gemini and Google, by hand with a spreadsheet or with a tool, and what to record.
How to measure AI visibility
The numbers that measure AI visibility, how to calculate them, what a good AI visibility score looks like, and why every score is a sample.
AI share of voice
What AI share of voice is, why mentions should be weighted by position, and a worked example of 1/rank weighting using made-up brands.
How AI engines choose sources
How AI engines choose sources, why ChatGPT, Perplexity and Google pick the pages they cite, what retrieval and grounding mean, and what usually wins.
AI traffic in GA4
Step by step, how to see AI traffic in GA4 (Google Analytics 4) with the AI Assistant channel, a custom channel group and a regex exploration.
AI visibility audit
A manual AI visibility audit anyone can run in a day. Test prompts across engines, check facts, sources, crawler access and schema, then pick the fixes.
Prompt research for AI search
Prompt research for AI search, how to choose the prompts to track, where to find real buyer questions, how to add local modifiers, and how many you need.
When AI gets your business wrong
What to do about wrong AI overview information, when Google, ChatGPT or other AI tools state wrong facts about your business, and how to fix the source.
Schema markup for AI search
Schema markup for AI search, what it does and does not do for ChatGPT, Gemini and AI Overviews, with JSON-LD examples for Organization and FAQPage.
llms.txt
An honest look at llms.txt. What the file is, how to write one, an example you can copy, and what the AI engines have and have not said about it.
AI crawlers and robots.txt
Which AI crawlers visit your site, what each one is for, and how to write robots.txt rules that keep you in AI search while controlling training use.
Entity SEO for AI search
What entity SEO is and why AI engines need it. Stable @id values, sameAs links, consistent names, author entities and when Wikidata is appropriate.
Reddit and AI search
In AI search, why ChatGPT, Perplexity and Google AI Overviews cite Reddit threads, and how a business can take part honestly without getting banned.
FAQ content for AI search
For AI search, how to choose and write FAQ content that engines can lift into answers, and where FAQ schema still fits after Google dropped rich results.
E-E-A-T for AI search
What E-E-A-T means for AI Overviews, ChatGPT and Perplexity, based on Google's guidance and the Search Quality Rater Guidelines, with practical steps.
Local SEO and AI search
How AI engines choose local businesses to recommend, what local SEO work still counts, and how to track AI visibility for local searches town by town.
How to choose an AI visibility tool
A fair checklist for how to choose a GEO or AI visibility tool, covering engines, prompts, repeat runs, citations, accuracy, local coverage and price.
Selling GEO to clients
For agencies and consultants, how to sell GEO services honestly, what to report, how to price a GEO retainer sensibly, and how to set expectations.
landing
Solutions
GEO tool for agencies
A GEO tool for agencies, run AI visibility, answer accuracy, SEO and white label reporting for many clients from one login, each in its own workspace.
AI visibility for in-house marketing teams
AI visibility for marketing teams, see how ChatGPT, Perplexity, Gemini and Claude describe your brand, fix what is wrong and report it to leadership.
AI visibility for multi-location brands
Multi-location AI visibility tracks answers by region, catches wrong branch details, and manages reviews, rankings and listings for every location.
AI search for local service businesses
For local business AI search, see whether ChatGPT and other engines name you for local questions, fix wrong details, and manage reviews and listings.
AI search visibility for B2B and SaaS
B2B AI search visibility shows whether AI engines put you on the shortlist, why competitors get recommended, and where they get your pricing wrong.
GEO tool for SEO consultants
A GEO tool for SEO consultants, add AI visibility, answer accuracy and white label reporting to your practice, with rank tracking and link work too.