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We recognised the transformative impact of AI on search behaviour and the evolving nature of how users discover information online. To stay ahead of this shift, we developed and implemented a Generative Engine Optimisation (GEO) strategy.
This strategic initiative aimed to strengthen our presence within AI-powered search platforms, ensuring the brand is surfaced prominently for high-value, intent-driven queries and remains competitive in an increasingly AI-influenced search ecosystem.
While we implemented the GEO strategy, we discovered some challenges that needed to be overcome:
Rapid evolution of AI-driven search
AI-powered search environments are still in their early stages and are evolving rapidly. As a result, tactics and research can quickly become outdated. To mitigate this, we focused on identifying foundational elements within AI search that are less susceptible to change, ensuring that its strategy remained resilient despite ongoing industry developments.
Extensive validation of directory sources
Selecting the right directories required significant research and testing. Each platform was evaluated based on its relevance within large language models (LLMs), authority, and historical influence. These factors helped determine whether a directory would contribute to short-term visibility gains or support long-term authority within AI-generated search results.
We’ve implemented the following tactics that helped improve the visibility of our brand and our website within AI search engines:
Strategic directory positioning
We expanded our digital footprint by acquiring high-quality citations across authoritative directories known to influence AI-generated search results. This strengthened our brand’s entity recognition, authority, and trust signals within emerging search models.
Content aligned with AI-driven search intent
To adapt to evolving user behaviour, we shifted its content strategy toward intent-based optimisation, while reinforcing core SEO fundamentals. From an on-page perspective, content was structured around clear search intent, semantic relevance, and technical best practices to ensure it remained accessible and understandable to both traditional search engines and AI-driven systems. Content was developed to directly address user problems and deliver concise, solution-oriented answers, improving both user relevance and the likelihood of being surfaced within AI-generated responses.
Complementing this, the off-page strategy evolved toward Generative Engine Optimisation (GEO), focusing on strengthening brand visibility across authoritative citations, mentions, and trusted external sources. This dual approach ensured that the content not only ranked through established SEO principles but also gained broader visibility within AI-powered search experiences.
As a result of the GEO strategy we implemented, we’ve seen the following results as of May 2026:
A total of 74 unique topics that our brand showed up for when users use specific prompts, showing our brand’s has topical authority.
A total of 63 unique URLs being co-mentioned within prompts alongside other brands, highlighting the reach that the entirety of the website has from multiple website pages.
A total of 230 unique prompts that we have gained visibility for across AI-driven search experiences, showing that the strategy is working as keywords are becoming more visible not just organically, but for AI as well.
