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The search landscape is evolving. Generative engine optimisation (GEO) is the next frontier if you want your business to get cited across AI search and chat surfaces.
We’ll help you position your brand as an authority that earns frequent positive mentions from the likes of ChatGPT, Perplexity, and Google Gemini. Find out more about how we can support you as your GEO agency today.
GEO is the practice of optimising on- and off-site for better visibility in the responses of generative AI models like Google’s Gemini, ChatGPT, and Perplexity. It is an evolution of traditional SEO, adapted for a world where users are increasingly getting answers directly from AI instead of clicking on search results.
Where SEO focuses on ranking webpages in search results, GEO’s goal is to ensure that your brand is cited, linked, or surfaced in the answers provided by large language models (LLMs). This is a multi-disciplinary process, involving:
With this in mind, good GEO is based on a strong organic search strategy. The tests we’ve run have made it clear that to stand out, you need depth and breadth of expertise across off-site PR and on-site content, backed by strong technical foundations.
Working with a GEO agency like Impression gives you access to an experienced team of SEO and PR specialists with the right combination of skills and know-how to help you get ahead.
GEO is still in its infancy, but it is built on traditional organic search fundamentals. We’ve seen early success with LLMs where the team has already been working with our clients to deliver great results across SEO and PR.
Petar Jovetic Organic Director at Impression
The rise of generative AI has transformed how we search for information online. Customer journeys are becoming increasingly complex, involving many different touchpoints and new AI-powered surfaces.
Your brand needs to show up at every key moment – or risk losing business to more visible competitors. Right now, potential customers are reading AI-generated overviews to find out more about your product categories. They’re asking ChatGPT about solutions to problems your business could solve. And in many cases, they’re going a step further with their research by using Google AI Mode to validate their thinking before they convert. Maximising visibility across these surfaces is critical.
Invest in LLM optimisation to stay ahead of the curve, grow your audience, and feed your sales pipeline. Working closely alongside you as your GEO agency partner, we turn your presence in these new spaces into a powerful driver for your brand’s growth.
LLMs are bringing about a paradigm shift in digital marketing. Clients are starting to recognise this and work with us on GEO strategies, and the early results have been strong.
For example, through our collaboration over the past year with Tensar – a global leader in the geosynthetics space – we’ve been able to secure:
Discover more about this GEO case study with Tensar. As you can see below, a wide range of other leading brands have also placed their trust in our people, tools, and technology.
A strong GEO strategy is built on a solid foundation of SEO, PR, and social. Adopting our integrated approach ensures your brand performs well across both traditional and AI-driven search surfaces.
We start by understanding your goals and existing LLM visibility, identifying the right kinds of activity that’ll help you close the gap. From here, we’ll produce a GEO experimentation roadmap. This involves testing out the tactics that are most likely to move the needle based on the opportunities we find across brand, content, and technical.
Our team has the necessary know-how to get you cited and seen. We’ll experiment with a diverse range of techniques, including but by no means limited to:
We are constantly testing and learning, staying ahead of a rapidly evolving landscape to ensure you are a leader, not a follower
Ultimately, the value of GEO is in its ability to drive more revenue for your business and feed your sales pipeline. For that reason, we’ll always report on top-line acquisition and conversion metrics like referral traffic from different LLM sources and how that traffic converts once on site.
For a more granular view of LLM visibility, we use software to track a wide range of prompts per topic for a business, which we use as a proxy for your visibility.
There are three key measurements that we use:
- Brand mentions (how many times is your brand featured in a prompt).
- Citations (how often is your brand linked to as a citation in a prompt).
- Sentiment (what opinion or tone does an LLM return).
We offer a comprehensive suite of GEO-related services designed to position your brand at the forefront of AI-driven search results. Here’s a brief overview of how we can help.
Establishing a well-known brand with a strong reputation in your niche is key to visibility across LLM surfaces. We build high-quality links and secure mentions in the right places to boost your brand’s authority and visibility in AI-driven searches. This can also involve optimising your social media presence and digital PR efforts.
Unique insights and a visible presence on other reputable sites can help build credibility for LLMs to cite your site over competitors. We help you earn links and unlinked mentions that add weight to what you say on your own site, with the goal of being seen as a credible authority.
We develop AI-ready content strategies. We focus on creating content that is structured and scannable for generative models, positioning your brand as a trusted source. We also help you improve your EEAT signals to demonstrate expertise and trustworthiness.
Our team optimises your content by clearly defining and consistently using key entities and topic clusters, establishing your area(s) of focus. Proprietary tools that we’ve built in-house, such as RALTS, enable us to carry out this work efficiently and at scale. When building out on-site content, we create internal linking structures between content clusters, helping to develop the relationships between your target entities.
To validate the effectiveness of our GEO content strategies, we’ve invested in LLM testing tools. These allow us to track sessions from ChatGPT, Claude, Perplexity and other LLMs before and after page changes, backing up AI optimisation work with data on clicks and sessions.
We ensure the technical aspects of your website are optimised for AI discoverability and performance. This includes everything from JavaScript SEO and crawlability to conducting in-depth log file analysis to identify and fix any issues.
We go beyond last-click attribution to prove marketing effectiveness, including tracking and reporting back on key metrics like citations, mentions, and sentiment. This allows us to measure the impact of your GEO strategies and adapt our shared approach accordingly.
It’s possible to see some referral data in GA4’s source/medium report, but this is not the whole story. We go beyond this by tracking and reporting on key metrics like citations, mentions, and sentiment. We also use enterprise-level tools to track your share of voice across different LLMs and identify the top prompts where your brand is being surfaced.
Impression are a cut above the rest in the way they communicate, strategise and implement their work and the results speak for themselves.
Sam Nobes Brand Director, Queensmith
Work with an agency partner that’s recognised by the wider industry for the specialisms that count in GEO.
Our commitment to delivering exceptional results and driving innovation has earned us recognition at many prestigious awards, and we’re known for campaigns that deliver stand-out results. Specialists in our team regularly speak at events and are dedicated to staying ahead of the curve.
Learn more about our awards.
Fill out the form, give us a call or drop us an email. We look forward to hearing from you.
