Our GEO Offering
AI search is changing how eCommerce brands are discovered. The principles that drive visibility, relevance, authority, and experience remain the same. We help eCommerce brands adapt their SEO strategies for the age of AI.
Monday it's called GEO, Tuesday it's Generative Experience Optimisation (GXO), Wednesday it's Answer Engine Optimisation (AEO). Call it what you want—we just say "AI Search." Yes, search is evolving, and new terms come with it. But the core of AI search is still SEO fundamentals. There's no need for new "GEO agencies."
SEO vs GEO
Here's a simplified overview of how we approach AI search for eCommerce and retail brands through our core services - accounting for what's commonly called "GEO."
Stage | Focus | Optimisation Examples | Analogy |
|---|---|---|---|
Search Engine (Retrieval) | SEO Crawl, index, rank | Internal links, meta tags, site speed, and architecture | "You're seen" |
Relevance Engine (Reranking) | GEO Match intent & context | Topic depth, persona fit, originality | "You're relevant" |
Answer Engine (Output) | DPR Authority & trust | Brand mentions, citations, external validation | "You're mentioned" |
For SEO professionals, this “GEO” stage is simply about adapting content to the new landscape - the same way it's always adapted to changes in search.
Everything You Need to Know About GEO
How does SEO work with GEO?
Large language models (LLMs) need a source to reference and retrieve information. Naturally, this is going to be search results, as it’s right there and ranked - why would you not leverage it?
If you don’t have good SEO, you won’t have good GEO, as your brand and products won’t be discovered.
As it stands, LLM bots are not as sophisticated as Google. An example of this is its inability to read JavaScript; therefore to get visible to LLMs you need to implement technical SEO best practices.
What is GEO?
GEO stands for Generative Engine Optimisation, referring to optimising for AI-driven search results (ChatGPT, Perplexity, Gemini, etc.). The narrative you may hear is ‘SEO’ is dead and GEO is the new channel to focus on. This isn’t the case, the element referred to as ‘GEO’ is just an adaption of how SEO works with this new technology.
Where does Digital PR fit into AI Search?
Digital PR (or offsite SEO) now incorporates citation building. The approach is similar to before, but with a key difference: each AI assistant has its own criteria for determining which sites are relevant, trustworthy, and authoritative.
This means you could argue you need roughly twice as much Digital PR activity compared to traditional SEO.
You need backlinks to achieve strong SEO rankings so LLMs can actually retrieve your content. But your brand also needs coverage in publications that each LLM deems authoritative - and these may differ from the sources that built your existing SEO rankings.
Do you need a GEO-only Agency?
No, you don't. Why? If you're struggling with LLM visibility, a "GEO agency" will simply work on your SEO rankings so you can actually be discovered and retrieved. GEO is just part of the broader, evolving scope of organic search. An SEO agency that's on top of the changing landscape will have GEO covered as part of standard SEO delivery. Get in touch today, and we'll give you a free consultation on how AI search works for eCommerce brands.
A CMO’s Guide to GEO/AEO
Are you a CMO, or do you report to one? Are you unsure how to cut through the noise of what GEO/AEO is and how it differs from SEO?
In our latest guide, we explain how you should view GEO as an eCommerce leader and why it’s a small yet crucial part of ranking in GPT, Google AI, etc.
If you’re looking to gain a broader understanding of how LLMs retrieve information/content and give answers, this is for you.
Don’t miss out on a competitive advantage and getting your brand visible.
Our Work in Action
Let's Grow Together
We’d love to help you achieve organic growth for your eCommerce brand & reduce reliance on paid media.
