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 (GEO) makes your brand easier for AI systems to understand, trust and recommend. It strengthens the content, entity and authority signals that influence whether your business appears when people use AI to research services, compare options and make decisions.
Why it matters here
London combines major strengths in finance, professional services, technology, life sciences and the creative industries. That means plenty of credible businesses are competing for the same attention. GEO helps give AI clearer reasons to surface yours when it narrows that choice down.
Why us in London?
Our founding team spent almost a decade leading strategy at large London agencies before Buried existed. Today, we work directly with London brands and support agencies behind the scenes, giving us first-hand experience of the competition, pace and expectations that come with this market.
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
Make your products easier for AI platforms to discover, compare and recommend. We strengthen product data, category content, reviews and structured markup so your catalogue has the context and credibility needed to compete in crowded commercial searches.
International GEO
London brands often compete well beyond the UK. We optimise regional content, hreflang, entity signals and market targeting so AI platforms can distinguish between locations and surface the most relevant version of your business in each market.
Local GEO
Compete for high-intent searches across London’s local market. We optimise your Google Business Profile, location pages, reviews, citations and structured data so Google and AI platforms can connect your services with the areas you actually serve.
GEO Audit
Understand where your brand currently stands in AI search. We assess citations, entity signals, content, schema, technical accessibility and competitor visibility to identify where stronger brands are winning attention and where your biggest opportunities lie.
GEO Strategy
Build a GEO strategy around the prompts and markets that matter commercially. We prioritise content, authority, technical and local signals based on where your brand can realistically gain visibility across London and wider search demand.
GEO Content
Create content that gives AI systems clearer reasons to reference your brand. We focus on useful answers, strong entities and commercial intent, helping your expertise stand out in markets where plenty of credible competitors are saying similar things.
Technical GEO
Remove the technical barriers that make your site harder to interpret. We improve crawling, rendering, indexing, internal linking and site structure so search engines and AI systems can understand your key pages, services and relationships more reliably.
Digital PR & Linkbuilding
Build the external authority needed to compete in London’s crowded search landscape. We earn relevant coverage, mentions, citations and editorial links that strengthen the signals search engines and AI platforms use when deciding which brands to trust.
Schema & Structured Data
Make the relationships behind your business clearer to machines. We implement structured data across services, locations, organisation information and content, helping AI systems connect your brand with the expertise, markets and topics you want to own.
GEO/LLM Tracking & Analytics
Track where your brand appears across the AI journeys that influence buying decisions. We monitor prompt visibility, citations, sentiment and competitor share across London-specific and broader searches, showing where attention is moving and why.
GEO Reporting
See more than a headline visibility score. Our reporting shows which prompts are changing, where competitors are appearing, which citations are driving inclusion and where further optimisation is most likely to make a commercial difference.
GEO Training
Help your team operate confidently in a search landscape shaped by AI. We connect GEO with SEO, digital PR, content and brand activity, giving teams a practical framework they can apply across competitive London campaigns.
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
London customers searched Google, compared a crowded results page and visited websites before deciding which brands were worth considering.
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PRESENT
AI shapes the shortlist
AI can narrow a huge London market into a much smaller set of recommended brands, meaning visibility can be won or lost before someone reaches your site.
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FUTURE
AI influences the action
AI will increasingly compare providers, recommend options and support transactions. For London businesses, being absent from that decision layer could mean losing demand before the click.
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.
We benchmark your site against the brands competing for visibility in London and your wider market. We assess AI mentions, prompt coverage, content depth and authority to understand which competitors are being surfaced, why they are appearing and where your strongest opportunities lie.
Prompt research shows how people use generative engines to find businesses, services and information like yours. We analyse commercial, comparison and London-specific queries, then build a focused prompt set that reflects how your audience actually searches, compares and makes decisions.
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.
Using our research, we identify where GEO and SEO opportunities overlap and where stronger London relevance can improve visibility. From refining service pages to closing content gaps, each recommendation is prioritised around the prompts, competitors and searches most likely to drive commercial value.
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)
Compete for the searches that matter in London. We combine content, technical SEO and authority building to improve visibility across traditional search and AI-driven discovery.
SEO Agency Services →AutomationAI Agents
Put repetitive work on autopilot without losing control. We build AI agents around your processes, freeing your team to focus on decisions, customers and higher-value work.
AI agent services →AuthorityDigital PR
Build the kind of authority that gets noticed beyond your own website. We create campaigns that earn credible coverage, links and brand mentions across relevant media.
Digital PR Services →Off-pageLink Building
Strengthen your authority in a competitive search market. We earn relevant links from credible websites that support rankings, reinforce expertise and improve how your brand is understood.
Link Building Services →InsightAnalytics
Find the signals hiding behind the numbers. We connect search, traffic and conversion data to show where London audiences engage, where opportunities sit and what deserves attention next.
Analytics Services →DirectionStrategy
Turn a crowded market into clearer priorities. We combine competitor insight, performance data and commercial goals to focus your activity on the opportunities most likely to drive growth.
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.