The simplest way to think about GEO and SEO is where you’re trying to improve visibility.

SEO helps your website perform in traditional search results. GEO focuses on how AI-powered search and answer platforms discover, understand and reference your brand, expertise and content.

There’s considerable overlap. Both depend on strong technical foundations, authoritative content and clear signals about who you are and what you know, so we plan them together rather than as competing disciplines.

You can’t improve what you can’t see.

We monitor the prompts and topics that matter to your business, looking at brand mentions, citations, competitors and the sources AI platforms use when they generate responses. That gives you a baseline for your AI visibility and shows where stronger content, authority or technical signals are needed.

AI results vary between platforms, prompts and users, so measurement isn’t as fixed as traditional rankings. We use tracking to find meaningful patterns and opportunities over time.

AI systems need to know what your organisation is, what it does and who it serves, from the information available about it.

We use structured content, entities, schema and consistent brand information to make those facts clear, so your products, services and expertise are easier to interpret correctly.

The work is closely connected to technical SEO, and because our SEO specialists work alongside our developers, it can be built into the platform from the outset.

AI platforms favour content that answers a question clearly and shows expertise.

We use search intent, audience questions and competitor intelligence to find the subjects your brand should own. Then we structure content so each answer is easy to find, understand and reference, while staying useful to the people reading it.

That includes service and product pages, guides, FAQs and thought leadership, connected so your expertise reads as a whole.

Visibility in AI answers depends on more than what you say about yourself.

We build topical authority through connected content, expert insight, original research and consistent mentions across the sources AI platforms trust.

Working alongside our Brand and Communications teams means that authority is built through thought leadership, campaigns and content as well as through search.

AI Overviews and answer platforms can answer some searches directly, so people don’t always need to click through to a website.

That changes what successful search visibility looks like. It’s about increasing the likelihood that your brand and content appear when AI systems answer questions relevant to your market, as well as protecting clicks.

We look at organic traffic alongside search visibility, citations and commercial outcomes, so you can see the effect AI search is having on your business.

New techniques appear quickly in AI search, and not all of them matter.

An llms.txt file, for example, is a proposed way to give AI systems a clearer, structured view of a website’s useful content. It isn’t currently a requirement for appearing in AI search, and it isn’t a shortcut to greater visibility.

We prioritise the fundamentals first: accessible content, clear site structure, technical quality, authority and information AI systems can understand and reference. Where something like llms.txt supports that work, we’ll recommend it, but it won’t replace it.