Be found, cited and recommended in the places your customers are now looking.
GEO, or AI search, is changing where decisions get made. We help ambitious brands stay visible throughout and build for what’s coming next.
Search hasn't died or disappeared. It's moved.
A growing share of UK adults now use AI tools (ChatGPT, Perplexity, Gemini, Google’s AI Overviews) to research products, shortlist options and get recommendations before they ever click on a website. Our own research shows this is particularly pronounced in travel, finance, and retail, where people are using AI not just to find information but to form opinions.
We’re working with more and more clients in this space. Clients who want to know whether they’re showing up in AI-generated answers, what’s being said about them and how they can influence that.
The two challenges AI poses:
- Visibility: Are you appearing in AI-generated answers for your category? And how does the rate at which you appear compare to your competitors?
- Representation: Where you do appear, is the information complete, relevant and the version of your brand you’d want a prospective customer to encounter?
Both are measurable and actionable. And both require a dedicated stream of activity to run alongside a traditional SEO programme, though many of the foundations are the same.
Our methodology
We’ve been advocates of audience-first thinking since day one and that stance hasn’t changed in the AI era. So we don’t start with platforms or prompts – we start with your audience.
Who is actually using AI in your category? For what kinds of decisions? And how much do they trust it? Those questions shape everything, from which LLMs matter for your business, which focus prompts to build activity around, and what kind of programme will move the needle.
From there, our methodology works in five stages:
1. Audience understanding
Identifying which segments are using LLMs, which platforms they’re using, and what for.
2. Focus prompt definition
Building a core set of prompts around your business priorities and audience behaviour.
3. LLM retrieval analysis
Understanding whether your focus prompts are answered via knowledge banks or live web search, which then enables us to determine the right tactical mix.
4a. Fan-out query optimisation
Using our proprietary tooling, Ebb, to identify the queries LLMs use to search the web, then deploying technical, content and digital PR activity to rank for the ones tied to your focus prompts.
4b. Knowledge bank influence
Where LLMs draw on knowledge banks rather than live search, we run a programme of content and digital PR activity to shape how your brand is represented in those responses.
5. Impact measurement
Reporting on citation frequency and share of voice across key LLMs versus a defined competitor set, within a confidence framework that distinguishes reliable signals from directional ones from noise.
How we think about AI Search
This methodology didn’t come from nowhere. It’s grounded in a set of working beliefs we’ve developed through testing, client work, and a deliberate effort to form a view on what’s actually changing, rather than reacting to every new development.
Our tooling
We use Peec.ai for broad tracking, but we’ve also built our own proprietary tool, Ebb, for the things third-party platforms don’t do. Ebb extracts fan-out queries from prompts, calculates Reciprocal Rank Fusion scores, tracks owned and competitor ChatGPT citations, and identifies gaps where competitors rank in the top twenty fan-out queries for your focus prompts but you don’t. In a space full of tools promising certainty they can’t deliver, Ebb gives us confidence and methodological rigour.
On measurement
Everything we report sits within a confidence framework. We’re conscious that there is no shortage of AI measurement tools promising certainty in a space that doesn’t yet support it, so we report only on what we can confidently stand behind, and we’re transparent about what’s directional versus what’s reliable. That discipline extends to how we build our own tooling.
Our core products
AI Readiness Audit
A 50+ point audit of how well your site is technically set up for LLM visibility, with clear actions prioritised by effort versus impact.
AI Visibility Audit
How frequently you and your key competitors are appearing in LLMs for a defined set of prompts, with gap analysis and recommendations.
AI Reputational Audit
What’s being said about your brand beyond your own website, across AI-generated answers – the accurate, the inaccurate, and the gaps – and how to influence it.
GEO Strategy
A full audience-to-prompt strategy that defines the focus areas for your AI search programme.
Fan-out Query Optimisation
A bespoke programme of technical, content, and digital PR activity to improve rankings for the fan-out queries tied to your focus prompts.
Knowledge Bank Influence
A bespoke programme of content and digital PR activity to shape LLMs’ understanding of your brand around an agreed set of key prompts.
Success stories
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7,000+ Google AI Overview appearances, 226% increase in AI Overview appearances, ten times more appearances than the nearest competitor.
225 pieces of coverage, 118% increase in visibility for Greece terms, and consistent ChatGPT recommendations for luxury villa holidays, tracked via Ebb.