GEO is real, it matters, and every small business owner I talk to is quietly panicking about it. But here’s the thing nobody’s saying: if AI writes your content for AI to find, you haven’t solved anything. You’ve just automated mediocrity at scale.
First. What actually is GEO?
SEO — search engine optimisation — you know. You write content, Google crawls it, ranks it, someone clicks. That model still works. But something shifted in the last 18 months.
More and more people are skipping Google entirely and asking ChatGPT, Perplexity, Gemini or Claude instead. They get an answer. Sometimes that answer cites a source. Sometimes it doesn’t cite anything at all — it just… answers.
GEO — Generative Engine Optimisation — is the practice of making your content the thing that gets cited. The source. The reference. The business that AI recommends when someone asks “who does X in Melbourne?”
It’s a different game. Traditional SEO is about ranking. GEO is about being trusted enough that an AI will stake its credibility on recommending you. I wrote about this properly over here. GEE. OH. G.E.O. — worth a read if you want the full picture.
So I bought Blazly.
It landed in my AppSumo inbox and it promised exactly what every SMB owner currently needs. a tool that handles GEO. Content strategy, AI writing, site auditing for AI discoverability, WordPress integration. One platform. Lifetime deal.
I bought it. Here’s the AppSumo deal if you want to follow along.
Bootstrapped team out of India, founded October 2024. 4.8 tacos from 30 reviews. Founder ex-enterprise. The product is genuinely focused — they’re not trying to be everything, they’re specifically trying to solve the GEO visibility problem.
The strategy generator works well. Feed it a keyword, get a solid pillar-and-cluster content plan. The GEO audit — scanning your site for AI discoverability gaps — is the actual differentiator and it delivers. WordPress integration was painless.
Good tool. I’m keeping it.
But here’s what I need to say.
Blazly, like every AI writing tool, will happily generate content for you. Lots of it. Fast. Optimised for AI citation. Structured the way AI engines like to see it.
And if you let it run without a human in the room, you will end up with content that sounds like every other AI-generated site on the internet. Technically correct. Structurally sound. Completely indistinguishable from your competitor who also bought a GEO tool this month.
This is the thing that keeps me up at night about the current AI content gold rush.
People are so focused on being found that they’ve stopped thinking about what happens when someone actually finds them. Brand voice. Personality. The specific way you explain things that makes a reader think yes, this person gets it. That’s what converts. That’s what makes people call you instead of the next result.
AI is extraordinary at structure. At research. At knowing what format an AI engine will trust. It is not good at sounding like you. That part requires a human — ideally you, or someone who knows your business well enough to shape the output.
Blazly has a “Humanize It” feature. It helps. It’s not enough on its own.
The actual workflow that works.
Use Blazly for the strategy and the audit — that’s where it earns its $79. Let it tell you what to write about, what structure to use, where your GEO gaps are.
Then write the content yourself. Or brief someone who knows your voice. Use AI to draft, absolutely — but read every line before it goes live. Ask yourself. does this sound like us? Would a real client recognise this as coming from our business?
If the answer is no, fix it before you publish it.
GEO without brand voice is just more noise. Faster noise, better-structured noise — but noise.
The businesses that win in AI search over the next three years won’t be the ones who published the most AI content. They’ll be the ones who published content that AI trusted and humans actually wanted to read.
You can do both. You just have to be in the room.
Blazly on AppSumo. 74% off, lifetime access →
My GEO explainer. GEE. OH. G.E.O. →
Affiliate note. The AppSumo link above is an affiliate link. I earn a small commission if you buy — at no extra cost to you. I only recommend tools I’ve actually paid for and tested. Nuffin’s for free.
