GEO AGENCY
Get discovered in AI search
We make sure your brand is found, understood and cited by AI search engines including ChatGPT, Gemini, Perplexity, Google AI Mode, Grok, Claude & more.
Section
What is GEO?
Generative Engine Optimisation (GEO) is the process of optimising your brand, content, and website so AI-powered search engines can find and recommend your business. The objective of GEO is for your brand to be mentioned ahead of your competitors.
Why is GEO important?
Generative search is now more important than Google algorithm based search. If your brand doesn't appear in generative answers, as AI search adoption continues to increase, fewer and fewer people will be able to find your business.
Why hire a GEO agency?
If your brand isn't being recognised, cited or trusted by AI, you can be invisible at the exact moment customers are ready to buy. Working with a GEO agency helps you to capitalise on the opportunity of change, and navigate the risk of search invisibility.
Client result
Helping Pinter dominate the homebrewing market
Pinter is a US & UK homebrewing ecommerce store. We were tasked with increasing AI search visibility to help drive growth in international markets.
Increase in AI citations in ChatGPT, Perplexity & Gemini
Increase in non-brand traffic from Google search
In SoV (Share of Voice) in ChatGPT, Perplexity & Gemini
Surpassing their nearest competitor
We conducted in-depth keyword and prompt research, then developed content templates that promote AI extractability. We built an AI agent to convert written content into approved-template HTML, cutting build time and ensuring consistency. We rolled out optimised content at scale in just 4 weeks from initial content roll-out we saw a 4x increase in AI citations and non-brand organic traffic grew 3x.
Integrated SEO & GEO
GEO services
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. 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 your business?
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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 clients say
We've been really impressed by the standard of Buried's SEO and GEO work so far. Will is great at understanding a client's business and providing practical guidance without the fluff you get with some agencies in this space. Would recommend.
5 steps to AI search success
Our GEO agency optimisation process
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 frequently asked questions
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 to enable you to track prompts. Using this data you can create strategies that maximise visibility in both traditional and AI-driven search.
How do AI engines decide which brands to mention?
They rely on a mix of training data, live web retrieval, structured data, entity understanding, authority signals and trusted citations.
Can GEO guarantee brand mentions or citations?
No ethical GEO agency can guarantee inclusion. What can be engineered is maximum eligibility through structured knowledge, authority building and prompt-led optimisation.
How long does GEO take to show results?
Early visibility shifts can appear within 4-8 weeks, but meaningful competitive advantage typically builds over 3-6 months, depending on authority and market competition.
How do you measure GEO performance?
We track the following metrics using a combination of Peec AI, Athena & Google Analytics 4:
• Brand mentions across LLMs
• Citation frequency
• Prompt-level visibility
• Source types used
• Sentiment and accuracy
• Competitive share of voice in AI answers
• Traffic from AI search
• Website conversion (sales and leads) from AI traffic
Which platforms does GEO apply to?
GEO covers all major answer engines including: ChatGPT, Google Gemini, Perplexity, Copilot, Claude and future AI search interfaces.
Does paid media influence GEO or AI visibility?
Not directly. AI engines prioritise trusted sources, entities and editorial authority, not ad spend. Brand awareness though can have indirect effects.
What types of businesses benefit most from GEO?
GEO is most impactful for:
• SaaS & B2B
• E-commerce & retail
• Finance & legal
• Health & wellness
• Enterprise brands