Your brand, visible wherever people search.
Some brands find that strong SEO performance doesn't always translate to AI platforms. Often that comes down to a misalignment in approach — optimising for signals that Google rewards but that AI systems don't weight the same way. AI platforms place far more emphasis on context, brand authority, and how a brand is portrayed across the web. Sometimes it's about stepping back and looking at how your brand is telling its story — and whether that story is coherent and credible wherever AI systems are listening.
Is GEO / AEO just user-first SEO?
Mostly, yes. The brands showing up in AI answers aren't the ones who've cracked a new algorithm — they're the ones who've been building genuine authority over time. What's changing is the surface, not the underlying principle.
That said, AI search does introduce new considerations. The narrative your brand has built — through your own content, through coverage, through how others talk about you — matters more than it ever did in traditional search.
Part of what I do is help brands understand the story AI systems are telling about them — positive or negative, where that sentiment comes from, and how to influence it when it's not aligned with how the brand wants to be seen.
What the work actually looks like.
AI visibility and narrative audit
Where your brand appears across AI surfaces, what's being said, and whether the narrative aligns with how you want to be seen.
Content and brand authority analysis
Whether your content and broader web presence gives AI systems the context they need to surface and represent you accurately.
Strategy and priorities
A clear roadmap of what to improve, what to create, and where to focus — ordered by impact, mapped to your team's capacity.
Ongoing measurement
Setting up the right tracking so we can see what's shifting across AI platforms and iterate based on what we find.
For brands who take their search presence seriously.
Brands strong in Google but not in AI search
You're ranking well traditionally but not surfacing in AI responses. The gap is usually in brand authority, context signals, and how the brand is represented across the web.
Brands wanting to understand the narrative
You want to know what AI systems are saying about your brand — and where that sentiment comes from so you can shape it.
Businesses losing traffic to AI answers
Organic traffic is declining as AI intercepts queries. The response is to be the source AI surfaces — not to fight it.
Creative agencies
Your clients are asking about AI search and you need a senior expert to bring in. I work transparently alongside your team.
I've been working on this longer than the label existed.
User intent, content depth, and brand authority have always been the foundations of how I approach SEO. What I'm finding is that clients who've been built on these principles are already well positioned in AI search — because it turns out this approach makes sense for SEO, AEO, and your complete web presence. You're not optimising for one platform. You're optimising for the brand and the user. That stands the test of time.
Bupa and Movember on AI search visibility strategy
Judge, Global Search Awards & APAC Search Awards
Is GEO/AEO just user-first SEO? My published take on the discipline.