GEO Agency London
AI search visibility in London
Our founding team led strategy at large London agencies for almost a decade before starting Buried. Most of our clients are still here. And now we make sure London's brands are found, understood and cited by ChatGPT, Gemini, Perplexity, Google AI Mode, Grok and Claude.
London is our home
Most of our client base sits in London. Pinter, University of the Arts London and Working Well Trust work with us directly, and a number of web agencies use us as their organic search partner. We work across London, the UK, and with clients in Ireland, the United States and Canada.
London is one of the biggest markets in the world, so almost every category here is contested by more brands than an AI answer will ever name. It returns two or three, and a strong Google ranking is no longer what decides which.
GEO in London
What is GEO?
Generative Engine Optimisation is the process of optimising your brand, content and website so AI-powered search engines can find and recommend your business. The objective is for your brand to be mentioned ahead of your competitors.
Why it matters here
London is one of the most contested markets in the world. An AI answer names two or three brands, not twenty, so the gap between being cited and being left out is wider here than almost anywhere else you trade.
Why us in London?
London is our biggest market, and our founding team led strategy at large London agencies for almost a decade before Buried existed. We run GEO for London brands directly, and for agencies who bring us in on their client work.
London client result
4x AI citations for Pinter
Pinter is a London-based Shopify brand selling internationally. We were asked to grow their visibility in AI search, so that ChatGPT, Gemini and Google AI Overviews understood their category and cited Pinter inside it.
Increase in AI citations after the GEO rollout
Increase in non-brand organic traffic
Integrated SEO & GEO
GEO services for London businesses
GEO & SEO are built on three pillars: value-driven content, technical excellence, and third-party authority signals. Our GEO services are designed to maximise these pillars and ensure your brand is surfaced, cited, and trusted in the places that matter most.
Ecommerce GEO
Get your products recommended ahead of competitors when shoppers ask AI what to buy. We optimise product data, structured markup, reviews and category content so generative engines surface and cite your catalogue at the moment of purchase intent.
International GEO
Ensure your multi-location site and its localised content is found across AI search in every market you operate in. We align language, regional signals, hreflang and entity data so generative engines surface the right pages in each country.
Local GEO
Make sure your local business is the one LLMs recommend when nearby customers search. We strengthen local citations, structured data, reviews and location signals so generative engines surface and trust your business within your area.
GEO Audit
We analyse how your brand currently performs across generative engines, auditing entity visibility, citations, content inclusion, schema coverage and authority signals to identify gaps, risks and opportunities.
GEO Strategy
Using audit insights and commercial priorities, we build a tailored GEO roadmap that aligns content, technical, authority and PR activity with how large language models surface, evaluate and recommend brands.
GEO Content
Develop authoritative, relevant content that directly answers user questions, aligns with natural language queries, and positions your brand as a go-to resource for generative search results.
Technical GEO
Ensure your site is well-structured, fast-loading, and fully accessible so AI systems and search engines can easily crawl, interpret, and index your content for optimal visibility.
Digital PR & Linkbuilding
We secure authoritative coverage, citations and editorial links from trusted publications to strengthen the off-site signals that generative engines rely on to validate credibility.
Schema & Structured Data
We implement and maintain advanced schema, entity markup and structured data frameworks that help AI models clearly understand your brand, products, relationships and topical authority.
GEO/LLM Tracking & Analytics
We monitor how your brand appears across AI platforms, tracking prompt visibility, citations, sentiment and competitive share so performance can be measured beyond traditional search.
GEO Reporting
We receive clear, commercial-focused reporting that shows how your GEO visibility is changing over time, what's driving inclusion, and where further optimisation will deliver impact.
GEO Training
We educate internal teams on how generative search works, how GEO differs from SEO, and how content, PR, technical and brand activity must align for sustained AI visibility.
Speak to a GEO expert
Will Tombs is the Founder of Buried and is based in Bristol. He's an award-winning growth marketing specialist and expert in SEO and GEO, with more than 12 years' experience in industry. Will has led digital strategy for startups that have gone on to be acquired, international enterprise retailers, and his own e-commerce businesses.
The changing sales funnel
How will AI search affect London businesses?
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PAST
Search led to sites
People used Google to find websites, then discovered brands once they landed.
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PRESENT
AI recommends first
AI recommends brands before a site is ever visited, so visitors arrive further down the funnel and convert harder.
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FUTURE
AI books & buys
AI will book and buy without showing a website. Leads, revenue, sales are dependent on AI visibility.
GEO Case studies
How we've driven AI search growth for clients
What our London clients say
Buried have provided strategic advice on website and content structure for SEO and GEO. The team have significant expertise on the topic of AI search which has been so helpful. They’re also agile, meeting my needs at pace enabling me to implement that little bit quicker and see the impact. True partnership, thanks again!
Working with Buried has been a real pleasure. Will and Chira have been highly supportive and push our projects forward really effectively. They keep us updated regularly, explain the GEO and SEO work clearly, and are always quick to respond. It’s been great dealing with a reliable team that is patient with our questions and just gets on with the job, producing really high quality outputs.
Buried is our organic search delivery partner at DMajor. We bring them in to plan and deliver SEO strategies that support our web build projects and ongoing client work. One project that stands out was a website migration and SEO strategy for a men’s fashion eCommerce brand, which led to substantial post-live gains in organic traffic and revenue for the client. Their work is detailed, considered, and focused on outcomes.
5 steps to AI search success
How we run GEO for London clients
Our GEO audit assesses 5 core areas of your website:
Speed – Measures load times and performance across regions.
Render Analysis – How well can LLMs read your content.
Structured Data – Reviews current use of schema and other structured data.
Content – Evaluates content quality and breadth.
Links – Analyses backlink quality and distribution.
Our competitor analysis benchmarks your site against leading performers in your market and region. We assess visibility, prompt coverage, and content positioning to identify where competitors are gaining traction, revealing the gaps and opportunities that will drive your GEO strategy forward.
Prompt research identifies how users interact with generative engines when searching for information related to your brand. We analyse the language, intent, and structure of prompts through our prompt identification frame before setting up prompt tracking to allow us to report success over time.
Our GEO reporting framework consists of prompt tracking against visibility (when your brand is mentioned) and citations (when your website content is cited). We group prompts by tag to allow data to be easily filtered and analysed.
Your GEO reporting dashboard sits alongside your SEO, total traffic and conversion dashboards - analysis is conducted across our suite of reporting dashboards to deliver combined performance insights.
Through our reporting framework, we identify both GEO and SEO recommendations. In some cases, these overlap, with data pointing to the same action from both perspectives. Other times, a tactic will be specific to either GEO or SEO, ensuring targeted and relevant optimisations.
Founded by award-winning performance marketers
GEO strategies that drive conversion
We turn clicks, impressions and visits into results you can bank. More leads, more sales, more profit.
Book a callHow is GEO different to SEO?
GEO & SEO share many of the same tactics. However, tracking and understanding performance is fundamentally different. SEO requires keyword tracking, whereas GEO requires prompt tracking. Prompts have a huge number of variants, and the search volume data is a black box. This means we need a different approach to prompt research, tracking and measurement and the accuracy of this underpins the success.
| Area | GEO | SEO |
|---|---|---|
| Which search engine is most important? | Google & Bing: OpenAI (ChatGPT) has direct integration with Microsoft (Bing) | Google: dominates search engine global market share with approximately 90% |
| What code structure is preferred? | HTML is critical: LLMs cannot execute JavaScript code | HTML is prioritised over JavaScript for crawlability and indexing |
| How important is site speed? | Generative engines are more likely to cite or mention fast, accessible, top-performing sites | Speed is a direct ranking factor (Core Web Vitals); slower sites perform less favourably |
| How important is structured data? | Schema (FAQ, HowTo, Product, Organization, Author) drives AI citations | Structured data increases the chance of rich snippets which increase CTR |
| What URL structures are optimal? | Semantic, localised URLs like /flat-tungsten-wedding-rings-for-men | Rationalised URLs like /flat-tungsten-rings are preferred |
| What meta description structure is optimal? | Optimise for information: should aim to summarise the content | Optimised for CTR: should aim to entice click |
| What content has best chance of ranking? | Comparative listicles, blogs, Top X articles: often with regional relevance | Service pages, comparative listicles, blogs, Top X articles |
| How important is content recency? | Recency bias applies; fresher content is preferred | Recency bias applies; newer content often ranks better |
| What type of links are most powerful? | Brand citations, high authority sources, Reddit & Wikipedia references | High authority, relevant publications and .edu, .gov, or industry leaders |
| What type of links are undesirable? | Low-visibility niche blogs or content behind paywalls | Spammy, low-quality, paid, or manipulative links are avoided |
Other services
SEO (Search Engine Optimisation)
We create content that resonates with humans and drives visibility in traditional and AI search, unlocking your discoverability potential.
SEO Agency Services →AutomationAI Agents
Custom AI agents that take repetitive, high-volume work off your team, so their time goes on judgement and strategy.
AI agent services →AuthorityDigital PR
Digital PR campaigns that build real authority, earn trusted coverage and accelerate organic growth across search and AI platforms.
Digital PR Services →Off-pageLink Building
Strategic link building services designed to build authority, improve rankings and drive long-term organic growth.
Link Building Services →InsightAnalytics
Identify and understand where your biggest opportunities lie, helping you to make confident, informed decisions that drive measurable growth.
Analytics Services →DirectionStrategy
Combine market insights, competitor analysis, and performance data to create a strategy that drives your business goals, ensuring every action drives meaningful, measurable impact.
Strategy Services →GEO Knowledge Base
Everything you need to know about GEO
FAQ
GEO agency London: frequently asked questions
Where are you based?
We work in London constantly and most of our clients are there. Our headquarters are in Bristol, and we are in London, Birmingham and other key cities regularly to see clients. Our founding team led strategy at large London agencies for almost a decade before starting Buried.
Which London businesses have you worked with?
Pinter, University of the Arts London and Working Well Trust directly, and Oliver Brown through DMajor, who bring us in as their organic search partner. We can talk you through the ones closest to your category on a call.
Do we need to meet in person?
Only if you want to. We are in London often to see clients, so it is easy to arrange, and plenty of clients are perfectly happy on a call.
Can you work with our existing web agency?
Yes, and often we already do. Your agency owns the design and the build, we own how the finished site performs in search and AI answers. DMajor work with us exactly that way, and nobody has to change supplier for it.
What is Generative Engine Optimisation (GEO)?
GEO is the process of optimising brands, content and entities so they are accurately represented, cited and recommended by AI search engines like ChatGPT, Google Gemini and Perplexity, not just ranked in Google.
How is GEO different from SEO?
SEO optimises for rankings in search results. GEO optimises for inclusion, citation and recommendation inside AI-generated answers, where there are no traditional rankings or clicks. Find out more about GEO vs SEO here.
Do I still need SEO if I invest in GEO?
Yes. SEO remains critical for crawlability, authority and content discovery. GEO builds on strong SEO but requires separate reporting so you can track prompts. That data is what lets you build strategies for both traditional and AI-driven search.
How quickly will we see results?
It depends on where you are starting and how competitive your category is. London categories are usually crowded, so we set a baseline first and you see brand mentions and share of voice moving from month one rather than waiting on a ranking report.