SEO & GEO
GEO
Being the brand AI recommends.
(opens in a new tab) Ask ChatGPT, Perplexity or Google’s AI Overviews who to buy from and the answer names a handful of brands. Generative engine optimisation is the work that decides whether yours is one of them.
Certified Partner We help brands get named when buyers ask AI who to buy from, across the UK and the US.
Read the case studiesWe run our own two stores, Powerlete and Fittr Nutrition, so a geo agency london brands hire us for is recommending tactics we have already put in front of our own revenue rather than a client’s first.
Our servicesThe case for it
Why generative engines recommend the brands they recommend
An assistant does not rank pages. It reads what the web says about a category, decides which brands it is confident about, and names those. That confidence comes from three places: a brand it can resolve to one company, pages that answer the comparison a buyer is making, and other sources that say the same thing about you.
Most brands missing from those answers are not missing for want of content. The assistant cannot tell who they are, nobody independent has written about them, or the comparison they would win has never been published. Each of those can be fixed, and none of them is fixed by writing more blog posts.
The run of it
How we build the entity signals AI assistants read
Four steps, and the honest part is the measurement. Being named in an AI answer is trackable but not yet precisely, so we agree at the start what counts as progress and then hold to that definition rather than moving it when it suits us.
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Baseline
Which brands assistants currently name for your category, and where you appear if at all.
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Entity work
Naming, markup and identifiers made consistent across the sources that feed these systems.
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Content and signals
Comparison content plus the third-party work that supports it.
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Track
Monthly share of voice against a named competitor set.
Resolve
Entity optimisation agency
One brand, described the same way everywhere a machine looks
An assistant builds its picture of your brand from your site, your structured data, marketplace listings, directories, press and reviews. When those sources disagree about your name, what you sell or who you are, it hedges, and a hedged answer names somebody else.
So the first job is dull and decisive: one name, one description and one set of identifiers, made consistent across the sources these systems read. On a Shopify store that includes the theme’s schema and the product data, which is easier when the people doing it can change both.
Generative engine optimisation services
Be the answer to the comparison your buyer is asking
Best, versus and alternative questions are where an assistant does its recommending. Ask one for the best waterproof jacket under £200, or an alternative to a brand you already know, and it goes looking for pages that answer exactly that.
If the page that answers it belongs to a competitor or a directory, that is the answer your buyer gets. We write the comparison pages your category needs, on your own site, with the facts set out plainly enough to be quoted.
Scope
What generative engine optimisation covers
What the machine reads
Entity clarity
Consistent naming, description and identifiers everywhere a machine can read them, so the assistant knows what your brand is and stops confusing it with something else.
Structured data
Product, organisation and review markup that says the same thing as the page it sits on, validated rather than assumed.
Where buyers compare
Comparison content
Best, versus and alternative queries are where assistant-led buying decisions get made. Being absent from those conversations is the common failure.
Quotable answers
Pages written so one paragraph can be lifted into an answer and still be true: a definition, a price, a specification, a plain comparison.
Who vouches for you
Third-party signals
Reviews, mentions and directories. An assistant weighs what other sources say about you more heavily than what you say about yourself.
Share of voice
Tracking which brands get named for your category prompts, and closing the gap deliberately.
The honest comparison
GEO or SEO, and which one you need
About two thirds of GEO is SEO done properly. This is the third that is not.
| Question | Traditional SEO | Generative engine optimisation |
|---|---|---|
| Where you appear | A position in a list of links | A name inside the answer |
| What decides it | How relevant the page is and who links to it | How confident the assistant is about the brand, across every source |
| The unit of work | The page | The brand, as machines describe it |
| How it is measured | Rankings, clicks and Search Console | Share of voice on a fixed prompt set, still imprecise |
| When it pays | On any store with search demand | Where buyers ask an assistant to compare before they buy |
Most stores need both, run together. If the technical SEO is broken, fix that first: an assistant reads the same site Google does.
Read: the best GEO agencies in the UK and USProve
Shopify GEO agency
Tried on our own store before it reaches yours
Powerlete is our sportswear brand. We built it, we run it and we pay for it. The tactics on this page go in front of our own revenue before we recommend them to a client, and the ones that do not hold up never reach a proposal.
It is also the practical difference between a content supplier and a Shopify agency doing GEO. We can change the theme, the schema and the product data an assistant reads from, because building stores is the rest of our job.
Geo seo services
What other people say about you, counted properly
An assistant trusts what independent sources say about you more than what you say about yourself. Reviews, press, directories, forums and marketplace listings all feed that picture, and most brands have never checked what it adds up to.
We audit what exists, fix what contradicts you, and put third-party work behind the comparison content so the two back each other up. Then we measure it: which brands get named for your category prompts, month by month, against a competitor set agreed at the start.
Our stack
The stack we run GEO on
Being cited by an assistant is measurable, but only just, and the instruments are still arguing with each other. These are the ones we trust enough to make our own decisions on.
- Open most weeks
- Pulled in when a question needs it
Buying it
How we work with you
Search for the best GEO and SEO packages and you mostly find tiers priced by the page. We scope by the question instead: what does an assistant say about your category today, and what would have to change for it to say you.
GEO baseline
A fixed piece of work: which brands assistants name for your category today, where you appear if at all, and what is stopping them naming you. The findings are yours whether or not we do the rest.
Monthly GEO
Entity work, comparison content and third-party signals, tracked each month against a named competitor set. What counts as progress is agreed at the start and does not move.
Alongside your SEO
Run inside a Shopify SEO retainer rather than as a second one. Most of the work overlaps, and paying for it twice makes no sense.
In their words
Reviews on the Shopify Partner Directory
Written by merchants, on Shopify’s platform, where anyone can go and check them.
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From start to finish, they were incredibly easy to work with. They understood the brief perfectly and delivered to a very high standard. Communication was excellent throughout, with quick and clear responses to any questions I had.
Tacky And Upsetting Store build or redesign · April 2026
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The things [the team] have put in place and recommended for us have paid immediate dividend. We wish we had come in contact with [them] sooner.
ARTMARTIAL Store build or redesign · April 2026
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I can’t recommend [the team] enough, [they] helped us with everything from product design, supplier communication to website building and SEO. We were able to build a brand off the back of all [their] information and help.
Reveliér Studios Business strategy guidance · April 2026
Same job, different words
What different people call this job
GEO is new enough that nobody agrees what to call it. Here is the map, so you can search however you like and still land in the right place.
A generative engine optimisation agency and a generative engine optimisation company are the same kind of supplier, whichever spelling or noun you search. What actually varies is whether the work stops at content, or extends to the entity signals, comparison pages and structured data that decide whether an assistant can name you at all.
Generative engine optimisation services, or generative engine optimization services if your supplier writes American, are one purchase under two dictionaries, and a generative seo agency is that again with a word dropped. The distinction worth caring about is not the spelling. It is whether anyone can touch the store: a shopify geo agency can change the theme, the schema and the product data an assistant actually reads from, where a content-only supplier has to ask somebody else to. That is the line we work on, as a geo agency UK-wide and in the US, on stores we also build and run.
The unabbreviated version of the query gets used too. A generative engine optimization agency is the same thing as a GEO agency, and the longer phrasing usually comes from somebody who has just read the term for the first time and wants to know whether it is a real discipline or a rebranded SEO retainer. Fair question. The honest answer is that about two thirds of it is work an SEO team should already be doing, and the third that is new is entity clarity and being quotable, which is where the effort goes here.
Google’s AI Overviews get a name of their own too. An ai overview optimisation agency is doing the same work pointed at one surface, the summary at the top of a results page, which leans on pages that already rank and on the same entity signals the chat assistants read. AEO, answer engine optimisation, is another label for the same discipline. Lists of the top AI search experts UK-wide tend to mix all three, so ask a supplier which surfaces they measure rather than which acronym they use.
Everything above is written for stores, because stores are where our own money sits. The mechanics underneath do not stop there. A B2B manufacturer, an accountancy practice or a construction firm gets named by an assistant on the same three things a DTC brand does: whether the entity resolves cleanly to one company, whether the comparison pages a buyer would look for actually exist, and whether anything independent corroborates the claim. What changes between a product catalogue and a services firm is the question the assistant is being asked, not the work behind a good answer. If you sell something other than products, say so on the first call and we will point you at the sector work rather than the store work.
Is this the right thing to buy from us?
Worth a conversation
- Assistants name your competitors for your category, and not you
- Your brand shares a name with something else
- Your buyers compare options before they buy
- You rank on Google and want to hold that as answers move into AI
Probably not this, yet
- The store has technical SEO problems that come first
- Nobody searches for your category yet
- You want a guaranteed citation by a date
Where this fits
Everything around a GEO project
Search work alongside it
Read before you decide
Not selling products?
Partners
Tools we have already run on our own stores
The apps around a Shopify store decide as much as the theme does, and choosing between thousands of them is most of the work. We are a Shopify Plus Partner and we integrate the tools that sit around the platform. Every one of them runs on our own two stores before it reaches a client, so the recommendation you get comes from having paid for the thing and lived with it. When a brand already runs a stack that works, we integrate with it rather than rebuilding it to suit us.
How we use them
Questions
Straight answers
Is a geo seo agency different from a plain SEO agency?
Related, not identical. Geo seo agencies and geo seo services cover getting cited inside an AI answer rather than ranked on a results page, so the work leans harder on entity clarity, comparison content and structured data than a traditional SEO agency does. Most stores need both, run together rather than as separate retainers.
What is geo marketing, and is it the same as GEO?
Same discipline, marketing-department phrasing. Geo marketing is what a brand team calls the work when they are budgeting for it rather than briefing the technical side; the actual output, entity signals, comparison pages, quotable structured content, is identical to what a geo seo agency delivers.
Are engine optimization companies and generative engine optimisation agencies the same thing?
In practice, yes. "Engine optimization companies" is usually shorthand for the fuller generative engine optimisation phrase rather than a different service, so treat the two as one search whichever way it is typed or spelled.
Is an entity optimisation agency doing something different from GEO?
Same work, named after its hardest part. An entity optimisation agency is concerned with whether a machine can resolve your brand to one confident thing across every source it reads, which is the foundation the rest sits on. American sources call the wider job geo optimization agency work, and an ai geo agency is the same again with the acronym half expanded. If an assistant cannot tell your brand apart from a similarly named one, no amount of content fixes it.
What do geo agency services actually include?
Four things, in this order: a baseline of which brands assistants currently name for your category, entity work across the sources those systems read, comparison content plus the third-party signals behind it, then monthly tracking against a named competitor set. A geo digital agency offering only the third of those is selling content with a newer label on it. Ask which of the four are in scope before you sign, because the first and the last are the only ones that tell you whether any of it worked.
Do you do GEO for businesses that are not ecommerce?
Yes, and this page is not the best description of it. Our proof here is two DTC stores we own, which is the right evidence for a brand selling products and the wrong evidence for a firm selling services. The underlying work barely changes: entity clarity, the comparison content a buyer actually asks an assistant for, and third-party corroboration. What changes is what counts as a good answer and where the citations have to come from. For trades, professional services and B2B we run this alongside the rest of the funnel rather than as a standalone retainer, and the sector pages describe that version.
Do you do AI Overview optimisation as well?
Yes. Google’s AI Overviews draw mostly on pages that already rank, so the work there starts with SEO and then adds the same entity and structured data fixes the chat assistants need. An ai overview optimisation agency that ignores rankings is working on the wrong half of the problem.
How long before an assistant starts naming us?
Nobody can promise a date, and a supplier who does is guessing. Some fixes are picked up quickly because assistants re-read the web often. Reviews, press and comparison content take months to build up. We agree the prompt set and the competitor list at the start, so you can see which way it is moving rather than taking our word for it.
Which assistants do you track?
The engines are agreed at the start, with ChatGPT, Perplexity, Gemini and Google’s AI Overviews as standard. The prompts are the questions your buyers actually ask, written with you, and they stay fixed so the trend means something.
Tell us the questions you want to be the answer to
Send the store URL and the category you sell in. We reply personally, and if GEO is not the right place to start, that is the reply you get.
Stores we build and grow
Start a conversation
Find out what AI says about you.
Book a call or send a note. We will tell you which brands assistants name for your category, where you sit, and whether this is worth paying for yet.
UK and US brands buy this from the same senior team, and the American day is covered from the start of it rather than the end. How we work with US brands.
Get in touch