GEO Agency for Brands That Want to Be Cited by AI
Generative engine optimisation, or AI SEO if that is the phrase you use. We work on whether ChatGPT, AI Overviews, Gemini and Perplexity name your brand when someone asks a question you should be the answer to.
Talk to the teamNamed, not just ranked.
What Generative Engine Optimisation Actually Means
A growing share of questions now get answered rather than listed. The user asks, a model composes a reply, and it names a handful of sources. Whether your brand is among them is not decided by where you sit in a list of ten blue links, because for that question there is no list.
GEO is the work of becoming one of those named sources. It covers whether AI systems can reach and read your content at all, whether your pages state answers in a form that can be quoted and attributed, and whether the wider web describes your brand consistently enough for a model to be confident about what you do.
How This Differs From SEO
The two overlap and they are not the same job. Most of what makes a page rank also makes it a candidate for citation, which is why GEO without SEO underneath it does not work. What differs is the objective and everything that follows from it.
Aims for a position in a list of results.
Aims to be selected, quoted and named inside a composed answer.
Success is a ranking and the click that follows it.
Success is a mention, whether or not a click follows.
Optimises a page against the pages competing for the same query.
Optimises a brand against everything the model has read about your category.
Measured in impressions, positions and sessions.
Measured by asking the assistants the questions your buyers ask and recording what they say.
Four Things That Decide Whether a Model Names You
Access
AI crawlers are separate from search crawlers and are controlled separately. Deciding which ones to allow, checking they can actually reach your content, and making sure important pages are not rendered in a way that leaves them empty to a machine.
Answer shape
Pages that state the answer plainly and early are easier to quote than pages that build towards it. Clear definitions, specific figures, dated statements and self contained paragraphs all raise the chance of being used rather than paraphrased away.
Entity consistency
Models assemble an understanding of your brand from everything they have read. When your description, category, locations and product names differ across your own site, directories, profiles and coverage, that understanding is weaker and less likely to be repeated confidently.
Third party corroboration
What other credible sources say about you carries more weight than what you say about yourself. Coverage, reviews, listings and expert mentions are the material a model draws on when deciding who to recommend.
The same brand rarely gets the same answer twice. On the accounts I test, a client visible in ChatGPT on one topic is invisible in Gemini on the same one, and strong on segments they never expected. That is why the baseline has to be measured per assistant and per question, not assumed.
Opening the site to AI crawlers is where it starts, not where it ends. From there it is content written to be quoted, a brand described the same way everywhere, and third party sources a model has actually read. Then the prompt set gets re-run, so the growth is measured rather than assumed.
How a GEO Programme Runs
- 01
Baseline
We build the set of questions your buyers actually ask, put them to each assistant, and record what comes back: who is named, what is said about you, and what is said about your competitors. That transcript is the starting position and it is usually the first time a client has seen it.
- 02
Access and structure
Crawler access, rendering, markup and page structure, so that the content you want quoted can be reached and parsed. This is the part that overlaps most with technical SEO, and it is done once rather than continuously.
- 03
Sources worth citing
The content work. Definitive pages on the questions where you should be the reference, written to be quotable, with evidence and named expertise attached.
- 04
Consistency and corroboration
Aligning how your brand is described everywhere it appears, and earning mentions in the places a model is likely to have read.
Two Ways to Buy GEO
Start with a GEO audit
A fixed piece of work that establishes where you stand. We agree the questions your buyers actually ask, put them to the assistants that matter to you, and record who gets named, how you are described and what is said about your competitors. That baseline comes with the reasoning behind it and a prioritised roadmap of what to change, on your site and beyond it. It stands on its own, and everything that follows is judged against it.
An ongoing GEO programme
Monthly delivery against that roadmap. On site, we implement directly: page structure, the E-E-A-T signals that make expertise legible, crawler access, and source content written for how assistants read. Off site, we do what can be done on your behalf, listings and profiles among them, and we brief the rest, because some corroboration can only come from you. Each month the prompt set is re-run, so movement is visible rather than assumed.
Step one is usually SEO. A site that does not appear in search results is unlikely to be used as a source, so where the foundations are missing we say so and start there. GEO applied to a site assistants struggle to reach is effort spent on the wrong problem.
Measuring Something That Does Not Send a Click
Analytics will not tell you that an assistant recommended you and the person went straight to your homepage the next day. So we measure it directly. The prompt set is re-run on a fixed schedule, and we report how often you are named, in what terms, against which competitors, and how those answers change as the work progresses.
Alongside that we watch the indirect signals: referral traffic from assistant domains where it is passed, and growth in people searching your brand name, which is often the first visible effect of being recommended repeatedly.
What GEO Needs From the Rest of the Plan
It runs on the technical foundations SEO builds
A site that cannot be crawled or rendered properly is invisible to both. Almost every GEO programme starts by using work that SEO has already done, which is why running them separately duplicates cost and slows both down.
It needs content written to be quoted
The pages that get cited are specific, evidenced and clearly authored. That is a content brief decision made before anything is written, not a formatting pass applied afterwards.
It depends on what others say about you
Digital PR, reviews and listings are the corroboration a model looks for. A brand with strong coverage and consistent descriptions is easier to recommend than one that only describes itself.
AI Visibility in Regulated Categories
In categories where advice carries risk, assistants lean heavily on sources with visible expertise and clear attribution. In pet and animal health that works in your favour, because the same named authorship and evidenced claims that satisfy Veterinary Medicines Directorate requirements are the properties that make content quotable. The constraint and the opportunity point the same way, which is not true in every category.
See our pet and veterinary workAsk an Assistant About Your Category, Then Tell Us What It Said
It is the fastest way to understand why this matters. Ask ChatGPT or Google for a recommendation in your category and see whether you appear, and how you are described if you do. Send us what came back and we will tell you what is driving it.
Start a conversationGEO and AI SEO Questions, Answered
Is GEO just SEO with a new name?
No, but anyone telling you it is a completely separate discipline is overselling it. The foundations are shared, and a site with serious technical or content problems will not be cited any more than it ranks. What is genuinely different is the objective, the measurement and the weight placed on how consistently your brand is described across the web. In practice we run them together and report them separately.
Which assistants should we care about?
The ones your buyers use, which for most UK businesses means AI Overviews and AI Mode in Google first, because that is where the volume is, then ChatGPT, then Gemini, Claude and Perplexity depending on your audience. B2B audiences skew towards Copilot more than consumer ones. We test across all of them and weight the reporting to the ones that matter to you.
Should we block AI crawlers from our site?
It is a real decision with a real trade off, and it is not the same decision for every crawler. Some fetch content to answer a question and cite the source, which is visibility. Others collect material for training, which is not. They can be controlled separately, so the sensible approach is to allow the ones that can name you and decide the rest on your own view of how your content should be used. Publishers frequently reach a different conclusion from ecommerce brands, and both can be right.
Does adding an llms.txt file help?
Not for citations, on the current evidence. Google documentation updated in June 2026 states that Search does not use the file at all, and no major AI provider has committed to treating it as a signal in production. Adoption studies have found no measurable effect on how often a site is cited. It costs almost nothing to publish and it has a genuine use for coding assistants and agentic browsers, so we are not against it. We would just rather you spent the effort on the content and consistency work that the evidence does support.
Does traffic from assistants actually convert?
When it arrives, it tends to arrive further down the decision than a search click, because the person has already had their options narrowed and their questions answered. The volume is smaller than search and the intent is usually higher. The larger effect is the one that is harder to see: being recommended and then arriving through a branded search or directly, which shows up as brand demand rather than as assistant referral.
How quickly does this move?
Faster than SEO in some respects and slower in others. Access and structure fixes can change what a model can see within weeks. Consistency of description and third party corroboration take months, because they depend on material being published elsewhere and then read. Expect the first re-run of the prompt set to show movement on the technical side and very little on the reputation side.
