We find the right questions, we find the right customers
Question research
Your market asks questions every day, of Google and of AI. We find the ones that are worth something and tell you where to invest, with the numbers in hand.
They chose us — and they keep choosing us
Your market does not search for words. It asks questions
Before signing, a client always asks the same questions: how much it really costs, how long it takes, who to trust. These are the questions that matter, because they are asked by someone who has already decided to spend, and today they are put to Google as much as to the answer engines, where that person will not see a list of ten results: they will read only one.
This is where our work starts: finding those questions and reading the intent behind them, working out what the person asking expects to find, building the pages that answer them. It is the difference between bringing in traffic and bringing in inquiries.
And today, every question already has someone answering it
For every question that matters, there is probably already someone answering it, someone the AI models pick up and even cite. Before you put budget into content or campaigns, it is worth knowing who occupies the space and how hard it is to shift them.
If marketing in your company is a real line in the budget, you want the numbers first: who the competitors are, how hard they are to beat, what each question is worth. That is what question research is for. And when the numbers say it is not worth it, we tell you before you spend.
We find the questions that are worth something
Four steps, one result: knowing where to invest before writing a single line of content.
In the end you have a single document on the table: the questions that are worth something, in order of expected return. That is where the decisions are made.
And we hold them where the answer is decided: Google and AI
Holding that ground means doing two jobs with the same raw material. Pages that answer well rank on Google: that is SEO, and it is the necessary foundation. GEO works on top of that foundation: making sure AI systems understand who you are, trust what you publish and cite you in their answers.
Without SEO there is no GEO: if the site does not answer the market’s questions, it does not rank and it gives AI systems nothing to cite. But GEO does not stop at the search engine: entities, structured data and verifiable content count even where ranking does not exist.
This is how a client in business aviation went from 100 to 70,000 organic clicks a month: first the right questions, then the pages that answer them, then holding the ground. The numbers, as told by the client, are in the case study.
The answers to your questions
What is question research?
It is the analysis of the questions people ask when they look for a service or product on the web, and of the intent behind them. It tells you which questions have a real audience in your market, what the person asking expects to find and what each one is worth commercially. The unit of measurement is the whole question and not the single word searched, because that is how people address both Google and the answer engines.
How can you know which questions are being put to AI?
There is no public archive of conversations with ChatGPT or Gemini, and anyone claiming to have that data is selling an estimate dressed up as a measurement. What can be done is to query the systems systematically, across many formulations of the same question and repeatedly over time, and observe what they answer, which sources they cite and which sub-questions they break the original request into. It is an observation on a sample, not a counter, and it has to be presented as such.
Is search volume still reliable data?
Search volume remains reliable for what it measures, that is, the searches typed into search engines, but today it no longer measures all of the demand: a growing share of people put that question to an assistant, and it does not show up in those numbers. Anyone reading volumes as if they were the whole market underestimates what is there, and underestimates it precisely where the demand is more complex and therefore more commercially interesting. That is why volume has to be read alongside other signals, not on its own.
How do you tell a question that brings traffic from one that brings customers?
You look at three things together: the intent behind the question, what the results for that search show today, and whether anyone is paying to appear there. A question competitors have been advertising on for months is a question that sells, otherwise they would have stopped funding it. High-volume, low-intent questions fill up the statistics and generate no inquiries, which is why many sites have growing traffic and not one extra contact.
Do I need a page for every question my customers ask?
No, you do not necessarily need a page for every question, and building them that way is one of the most expensive mistakes. Different questions that come from the same need belong together on the same page, otherwise two of your pages end up competing for the same search and both lose; questions that look similar but come from different moments in the buying journey should be kept apart instead. Deciding which to group and which to split is the part of the analysis that determines the architecture of the site.
What questions is your market asking? Let us find out
Two lines about your market are enough. We come back with the numbers: the questions that matter, who holds them today and whether it makes sense to invest. If it does not, we tell you plainly.
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