[ Team ]

Guilherme Hortinha

Co-founder & Head of AI Innovation, Index Lab

Guilherme Hortinha is the co-founder of Index Lab, an answer-engine-optimisation (AEO) and generative-engine-optimisation (GEO) agency. He leads the agency's AI-visibility work — from technical foundations and structured content to off-site authority — helping brands become the answer AI gives across ChatGPT, Gemini, Perplexity and Google AI.

Combining over a decade of global marketing with hands-on AI-search research, he has taken clients from zero AI visibility to top recommendations — doubling a Dubai restaurant's delivery orders, ranking an express-facial brand #1 on ChatGPT before it even opened, and landing a marketplace its first AI-sourced customer in under six weeks.

He writes about how large language models decide which brands to recommend, the technical signals that make a site citable, and the strategy shifts every brand needs as search becomes conversation.

[ Articles by Guilherme ]

AI Search Ecosystem

Why Ecommerce Stores Are Leaving Google for AI Search

Ecommerce AI traffic converts 2x better than Google search. Learn how online stores are switching to AI-powered discovery for higher conversions.

Guilherme Hortinha

Why Ecommerce Stores Are Leaving Google for AI Search

Why Brands Are Shifting to Answer Engine Optimization in 2026

How to Get Your Brand Recommended by ChatGPT and Gemini

AI Search Ranking: Why It Matters for Brands

How will ChatGPT Ads look like in 2026?

AEO vs SEO: Why Your Strategy Needs Both

What are the best AI SEO tools in Dubai in 2026?

How LLMs Choose Which Brands to Recommend

AI traffic converting at 3 to 5x better rate than Google

Best 8 SEO Optimization Software – Expert Comparison 2025

AI Visibility Through OpenAI Partnerships

Why Traditional SEO Is No Longer Enough: How AI Search is Changing B2B Buyer Decision-Making

What is Wikidata?

The Concept of a Topical Neighbourhood

Real Estate’s Impact on AI

How To Structure Content for AI Visibility

Why Companies Must Stay in Vogue

Rank in AI Search: LLM Guide

How to win in this new era of AI search?

Microsoft’s Advice on Optimising Your Content for AI Search

What Will Be My ROI for AI SEO?

When will ChatGPT have ads?

Why Do 90% of Businesses Fear Losing SEO Visibility?

Open AI announces ChatGPT shopping research

What Is the Future of AI Commerce?

Which Form Could AI Browsers Take in the Future?

What Is EEAT and Why Does It Matter for AI Visibility and AI SEO?

How to Decide Which Questions to Optimise for in AI SEO?

How Many AI Search Friendly Blog Articles Should You Post Per Week?

What Is the Difference Between Being Visible on ChatGPT and Being Present in GPT’s Training Data?

Why AI SEO Is Really Not SEO

How to Prepare Your AI Visibility for Black Friday in 2025?

The Dangers of Black Hat AI SEO Techniques

AI SEO in the Travel Industry

ChatGPT Mentions Brands, Google AI Narrows Focus

What is McKinsey saying about AI search?

Which industries need AI SEO optimisation the most right now?

Has ChatGPT stopped citing Reddit?

X Introducing Ads!

What Is Google Perspectives?

What Happens if you Stop Blogging on your Website?

Does ChatGPT Have Ads

What is the OpenAI Roadmap for 2026?

AI Impact on Wikipedia

How Will Google Search Evolve in the Age of AI?

How to Rank Your Brand in AI Overviews? (Updated October 2025)

SEO and AI SEO Venn Diagram: Understanding the Overlaps and New Opportunities

What is the latest on ChatGPT ads sponsored answers?

What Are the 10 Best AI SEO Tracking Tools for Small Businesses?

Are my Customers Using ChatGPT to Search?

How to ensure Cloudflare is not blocking AI bots (October 2025 quick demo)

LLMs.txt: Does It Actually Work? (Updated October 2025)

What Does It Take to Be AEO and AI SEO-Optimised?

Will AI Search Optimisation Give Me an Advantage Over My Competitors?

OpenAI Announces ChatGPT Instant Checkout, in Partnership with Etsy, Shopify

How Long Does It Take to See Results of AI SEO Optimisation?

How to Decide Which Questions to Optimise for on ChatGPT?

What are the 3 pillars of AI SEO (December 2025 Guide)

How to Recover Lost Traffic from AI? (September 2025 guide)