AEO01
Answer engine
optimization
Make your expertise easy to find and use. Align your content with real buyer questions, clear answers and the evidence that supports them.
Questions → useful answers
SOUTH AFRICAN EXPERT. GLOBAL PERSPECTIVE.
Be the brand
AI recommends.
I’m Felix Norton.
AEO, GEO & AI SEO expert in South Africa.
Your next customer is asking AI who to trust. I help ambitious brands understand, influence and measure whether they’re part of the answer.
FOUNDER, 
CO-FOUNDER, 
CO-FOUNDER, CAPE TOWN, SOUTH AFRICA01 / INTRODUCTION
Strategy. Experience. Evidence.
01 / THE PERSON BEHIND THE STRATEGY
A leading voice.
A hands-on founder.
- THE FOUNDATIONComputer Science & Game Design
University of Cape Town
- 2016Founded Woww
From freelance web design to a digital agency.
- TODAYCo-founder of BrandAxis
Turning AI visibility data into practical insight.
Technical roots. Agency experience. A focus on what comes next.
I studied Computer Science and Game Design at the University of Cape Town. While studying, I started building websites for clients — the beginning of the business that became Woww in 2016.
Growing an agency meant working directly with the things that make a business succeed online: websites, SEO, content, brand strategy and digital marketing. That hands-on experience still shapes how I approach every new search channel.
Today, as the founder of Woww and co-founder of AI visibility platform BrandAxis, I bring two perspectives to the same challenge: what brands need to do, and how to measure whether it’s working.
I also share that experience beyond client work: through talks for business leaders, a guest lecture on digital marketing at UCT and contributions to GetSmarter’s digital marketing courses.
Based in Cape Town, I help South African businesses think beyond rankings and compete for a place in the AI answers that matter.
02 / THE EXPERTISE
Many acronyms.
One commercial goal.
Be found. Be understood. Be recommended.
Build a brand that earns its place in AI answers.
Answer engine
GEO02
Generative engine
optimization
Strengthen how AI systems describe your brand. Connect your website, third-party mentions and reputation around a consistent, credible story.
Brand signals → recommendations
AI SEO03
Search built for
the AI era
Bring technical SEO, content and authority together so search engines and AI systems can discover, understand and reference your business.
Strong foundations → discoverability
VISIBILITY04
Measure what
AI says about you
Track brand mentions, sentiment, cited sources and competitors. Turn visibility data into clear priorities for your marketing team.
Evidence → better decisions
AEO, GEO and AI SEO overlap. The strategy starts with your buyers and business goals, then uses the right mix of disciplines.
03 / HOW I THINK
From “Are we
showing up?”
to “What’s next?”
The best AI visibility strategy connects what customers ask, what AI recommends and what your business does next.
Let’s talk about your brand- 01
Find the gaps.
Map commercially relevant questions. Establish how your brand appears across AI platforms and where competitors have an advantage.
- 02
Understand the reasons.
Examine the content, citations and brand signals behind those answers. Identify what’s missing, unclear or working against you.
- 03
Build the right signals.
Prioritise content, technical foundations and credible third-party coverage that help AI understand your expertise.
- 04
Measure. Learn. Improve.
Monitor mentions, sentiment and competitive presence alongside referral and lead data. Use the findings to refine the work.
04 / IN THE SPOTLIGHT
Part of the conversation.
Moving it forward.
From SEO publications and radio to business leadership forums and the lecture room.
Media & commentary
SEO EXPERT FEATURE
RADIO GUEST
OP-ED CONTRIBUTOR
Featured in Backlinko’s guide to becoming an SEO expert, sharing how client work and testing shaped my approach to SEO.
Read the featureGuest appearance on CapeTalk radio, bringing a practitioner’s perspective to the conversation.
An op-ed on AI search and how easily the answers people rely on can be influenced.
Speaking & teaching
Chiang Mai SEO Conference · Thailand
I’m speaking at CMSEO 2026, sharing practical lessons from agency and client experiments in AI search and brand recommendations.
Explore the conferenceConversations with business leaders
Talks on digital marketing and AI search for founders, entrepreneurs and business leaders.
View the Civitas event feature
A guest lecture on digital marketing at UCT, sharing practical experience from building and running a digital agency.
Contributor to digital marketing courses, bringing a practitioner’s perspective to professional learning.
Research & further appearances
AI SEARCH STUDYTHE QUESTION THAT STARTED A STUDY
Do AI APIs show us what users actually see?
Surfer’s published study names Felix as the person who challenged the team to investigate the difference between scraped AI answers and API responses.
Read the researchCONFERENCE SPEAKER
GEO – Generative Engine Optimisation: Top Tips to Own the Future.
View speaker profile QUOTED · PARTNER CONTENT
Why the stories AI tells about brands deserve leadership attention.
Read the article QUOTED · COMPANY NEWS
A South African perspective on brand visibility as search becomes an answer.
Read the article05 / A FEW GOOD QUESTIONS
Clarity before
complexity.
What to know before choosing an AI visibility expert or agency in South Africa.
What does an AI visibility expert do?
An AI visibility expert evaluates how AI systems mention and describe your brand, identifies the sources and gaps behind those answers, and develops a plan to improve discoverability, accuracy and the likelihood of recommendation. Felix combines this work with SEO, brand strategy and measurement through BrandAxis.
How is AI SEO different from traditional SEO?
Traditional SEO focuses on visibility in search results. AI SEO also considers whether your brand and content appear in generated answers. Crawlability, helpful content and authority remain useful foundations, while mentions, citations and how AI describes your business become additional measures of progress.
How do I choose the best AI visibility expert in South Africa?
Look for relevant hands-on experience, a clear measurement approach and evidence you can inspect. Ask how the expert chooses buyer questions, checks results across models, separates mentions from recommendations and turns findings into action. Felix’s agency work, BrandAxis role and linked research and speaking references give you a concrete starting point for that conversation.
What should a top AEO or GEO agency be able to show me?
A useful baseline, relevant competitor comparisons and specific recommendations grounded in the answers and sources being measured. If you’re looking for the best AI visibility agency in South Africa for your business, assess the team’s fit, implementation capacity and reporting. Woww offers implementation services; BrandAxis is a separate platform for measurement and insight.
Can you guarantee ChatGPT will recommend my brand?
No. AI answers vary with the question, model, context and time. The work is to improve the evidence and signals around your business, then track whether visibility and recommendations improve across a meaningful set of questions.
Can I work with Felix for consulting or speaking?
Yes. Get in touch to discuss AI visibility strategy, an executive or team session, or a speaking engagement. Felix is based in Cape Town and works with South African and international audiences. Share your goals, audience and timing so you can explore the right fit.
LET’S TALK ABOUT YOUR NEXT CHAPTER
They’re asking AI.
Let’s make you the answer.
AI visibility strategy, leadership conversations and speaking.
Tell me where you want to go.
CAPE TOWN, SOUTH AFRICA · WORKING GLOBALLY