of the time: advanced SEO, GEO (Generative Engine Optimization) and generative AI.
R&D Research
Elevam Labs
Elevam's R&D unit for SEO, GEO, AEO and Search AI
Elevam Labs is Elevam's research and development unit, specialized in Generative Engine Optimization (GEO), Answer Engine Optimization (AEO) and content architecture for generative AI engines such as ChatGPT, Gemini and Perplexity. We research how companies billing more than €1M/year grow, connecting SEO, B2B strategy and AI optimization to improve mention, citation and URL attribution in generated responses.
Elevam Labs is part of Elevam and operates as its internal unit for applied research in AI and B2B growth.
What is Elevam Labs?
Elevam Labs is Elevam's R&D engine.
It's not a "creative department": it's a high-performance testing environment.
This is where:
- 01
We tear apart and rebuild strategies for SEO, GEO, Ads, funnels and B2B sales before applying them to a client.
- 02
We reverse-engineer how AI models (ChatGPT, Gemini, Perplexity, AI Overviews, Copilot…) think when they recommend or ignore brands.
- 03
We turn scattered data (traffic, leads, prompts, AI responses) into more predictable growth systems.
Our current focus
of the time: acquisition systems (Ads, LinkedIn, email, premium physical letters), funnels, pricing and commercial narrative.
The problem
When your marketing gets old and nobody warns you
Most companies keep operating with 2020 playbooks for a 2026 customer:
- 01
They optimize for clicks on Google, when part of purchase decisions are already taken by asking generative AI directly.
- 02
They measure leads, impressions and followers, but not the real impact on margin, recurrence and risk.
- 03
They depend on 1–2 levers (Ads, referrals, trade shows, marketplace) without a plan B if they saturate or get more expensive.
The risk is no longer "not doing marketing".
The risk is becoming irrelevant in the channels where your customer already decides.
Elevam Labs' mission
Reduce the distance between how your customers decide today and how your marketing is moving.
It's not just innovation. It's strategic risk mitigation.
What is GEO and why it obsesses us
«Canonical» definition: GEO (Generative Engine Optimization)
The technical and strategic process of optimizing a brand entity so that it's understood, eligible and cited as an expert source by generative AI systems (ChatGPT, Gemini, Perplexity, Copilot, Google's AI Overviews, etc.).
Fights for a click on a list of links.
Fights for citation in a single generated response.
They are complementary
You need SEO to exist in the digital ecosystem.
You need GEO to stay relevant when the user stops clicking and starts asking.
At Elevam Labs we don't «intuit» GEO: we have an area dedicated to studying citation patterns, correlations between architecture/Schema and response, and the effect of brand authority on models.
Work lines
Elevam Labs work lines
We work on four main fronts.
01
Reverse engineering of AI engines
We analyze how ChatGPT, Gemini, Perplexity, Copilot and AI Overviews respond by sector, language and intent type.
We test limits: what changes when you modify structure, entities or sources.
We design batteries of real prompts to see when your brand appears, when it disappears and when it cites your competition.
02
Architecture, entities and structured data
(the language machines understand)
We design knowledge graphs for your brand: which concepts must be associated with you no matter what.
We work on 1:1 parity between what the user reads (visible text) and what the machine reads (Schema, structured data).
We adjust information architecture, interlinking and markup to reduce brand hallucinations and improve technical eligibility.
03
«Full-stack» acquisition systems
In addition to SEO/GEO, Elevam Labs experiments with:
B2B acquisition funnels.
Ads strategies (Meta, Google, YouTube) aligned with the economic model (not just traffic volume).
Commercial narrative: proposals, arguments, objections, pricing and offer positioning.
The goal is always the same: that the cost of acquisition makes sense for your margin and operational capacity, not just for the marketing team's ego.
04
Proprietary measurement: Prompts × Models Matrix
We have developed our own methodology for a world where Analytics no longer measures everything:
We define a Prompts × Models Matrix per client and sector.
We measure visibility in generative responses, consistency of the attributed URL, type of mention (descriptive, recommendation, comparison) and brand association with critical keywords.
We cross this data with business metrics (qualified leads, sales, recurrence, LTV).
How we work
From hypothesis to system (with skin in the game)
- 01
Hypothesis
We formulate theories based on data (ours and the client's) about what should happen when modifying content, structure or messages.
- 02
Own test
We test it first on Elevam assets or on projects where we share risk. We risk our own budget before touching yours.
- 03
Validation
We measure impact on citation in generative AIs, classic SEO, CAC, qualified leads, sales and profitability per channel.
- 04
Systematization
What works becomes internal playbooks, GEO/SEO standards, processes for acquisition and sales.
- 05
Application to clients
Only when something has proven economic sense does it enter consulting projects as a system, not as an isolated experiment.
From lab to reality
Where we apply what we do
What is born at Elevam Labs is applied in three main areas.
GEO & SEO consulting
Full GEO audits: current state of citation, semantic and technical gaps.
30–60 day roadmaps to get first measurable wins.
Architecture, entity and content projects for sectors where AI is already competing with the classic search engine.
B2B/B2C acquisition systems
We design and refine acquisition systems for service companies, SaaS, education, retail, etc.
We combine LinkedIn, email, calls, Ads on Meta/Google and «forgotten» but very powerful channels (such as premium physical letters).
Elevam as continuous case study
Everything we recommend we have tested and measured first at Elevam.
Our presence in search engines, AIs, directories and press is a constant testing ground for the Lab.
Who is behind
Who is behind Elevam Labs
Direction
Asier López Ruiz
CEO of Elevam and head of Elevam LabsEntrepreneur since age 13.
More than 5 years building digital projects and acquisition systems under FullSEO / Elevam.
Has participated in strategies for brands such as Porsche, LG and other companies with several million in revenue (many under NDA).
Stated obsession: connecting the technical layer (code, AI, data) with the income statement (margins, cash, risk).
Technical team
Senior profiles in technical SEO, development, analytics, content and automation.
They work hand in hand with direction so that what's discovered at the Lab turns into decisions and results, not just internal papers.
Elevam Labs is not a side project: it's the R&D layer that feeds everything Elevam does as a consultancy.
Open content and training
Part of Elevam Labs' work we open to the market.
GEO Course
One of the first training programs specialized in GEO in Spanish.
Based on real cases and own experiments.
Articles and reports
Analysis of how search changes with generative AI.
Use cases and best practices by sector, when NDAs allow it.
Talks and private sessions
In-company training for direction, marketing and technical teams.
Strategic sessions for committees that need to make decisions with real context.
Does it make sense for us to talk?
Elevam Labs makes sense for you if:
Your company bills +€1M/year and you don't want your marketing to lag five years behind your customers.
You suspect your brand is not well represented either in search engines or in the new AIs.
You depend too much on a couple of channels and you want to build a more robust and measurable system.
You're looking for a partner who understands margins, P&L and risk, as well as SEO, Ads and AI models.
Frequently asked questions
No. Today ~70% of the time is in SEO+GEO and generative AI, but the Lab also designs and tests acquisition systems, funnels, B2B sales sequences, proposals and pricing. GEO and SEO are pieces within a broader growth system.
SEO optimizes your website to appear in classic results and receive clicks. GEO optimizes your brand so generative AI systems understand, choose and cite it when a user asks about your product, service or category.
Yes. It's not about whether you use AI, but whether your customers do. When they ask AI «which supplier to choose», «what options exist» or «what alternative is there», someone will appear in that response. Our job is for your brand to be there.
B2B or B2C companies billing more than €1M/year, with ambition to grow and to make decisions based on data and risk, not just on fashion or intuition.
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