Expert Generative Engine Optimisation (GEO) Agency

Adapt your search strategy for generative search and AI-powered engines

GEO agency for ambitious and forward thinking brands

Generative Engine Optimisation (GEO) is the new frontier of search and Varn is the trusted GEO agency to help brands adapt, optimise and thrive.

From AI-generated answers to chat-based journeys, generative search is reshaping SEO and how people discover brands, products and content. As a digital marketing agency with deep expertise in GEO, Varn works with in-house teams, brands and partner agencies to audit, structure and optimise your content, data and site architecture for AI visibility in this new era of generative search.

To stay competitive, it is crucial for businesses to understand how generative search functions, and how AI interprets their brand. As technology advances and AI systems increasingly have the potential to use websites on behalf of users, rather than simply directing them towards one it is also key to ensure your website is ready for agents with Varn’s agentic optimisation services.

What is Generative Search Optimisation?

Generative Engine Optimisation (GEO), is the practice of optimising your website, content and data to appear in AI-powered search platforms, which include Google’s AI Overviews, Gemini, and AI Mode, as well as ChatGPT, Claude, Perplexity and other answer engines.

While SEO focuses on improving rankings in search engine results pages (SERPs), GEO ensures that large language models (LLMs) find, interpret, and generate information cited from your brand. Instead of returning links, LLM platforms generate answers by pulling from multiple trusted sources. GEO ensures that your brand becomes one of those cited, surfaced and trusted sources, keeping you visible, relevant and competitive.

Talk to our GEO experts

Varn are

the expert GEO agency

We’ve been helping brands stay ahead in search for over 15 years.

As a specialist GEO agency, we combine proven SEO expertise with a dedicated Innovation Team, who are actively researching and testing cutting-edge generative engine optimisation search tools and strategies, to help our clients lead in this new era of search marketing.

Varn is an independent UK-based agency trusted by global e-commerce, publishing, and B2B brands. We offer smart, strategic work grounded in data, insight, and technical expertise.

How does Varn approach GEO?

Our approach to GEO is built around l our ‘AI Visibility Framework‘, which assesses and tracks your brand’s presence within AI-driven search environments, including large language models (LLMs), generative engines and answer-based platforms. We analyse where and when your content is being surfaced, cited or referenced, while identifying gaps in structured data, source credibility and content optimisation. We also track generative engine optimisation metrics, assessing your brand’s image through sentiment analysis and measuring your visibility, authority and performance.

A focused, strategic assessment and benchmark report to help you:

Understand your brand’s visibility in AI-generated results
Benchmark performance against competitors
Identify risks, gaps and missed opportunities
Get actionable insights for future-proof SEO strategy

This enables your business to take targeted, strategic actions to ensure your brand is not only discoverable, but also authoritative and influential within the emerging landscape of AI-powered discovery and information retrieval.

Our AI Visibility Framework

Varn's helpful guide to AI visibility and GEO

To help businesses develop the new strategic roadmap for AI authority they need, we have have curated our insights and practical templates into a helpful guide.

Our ‘Helpful guide to AI visibility’ is designed specifically to help marketing teams get cited and visible across AI search, bridging the citation gap and building a trusted brand footprint that the AI systems will recognise and recommend.

Get the guide

Complete visibility across AI search platforms.

Effective GEO means optimising your brand for wherever your audience is asking questions.

From ChatGPT to Claude, and Co-pilot to Gemini or Google’s AI Mode, generative search is fragmented across multiple AI platforms. With each of the models using distinct retrieval mechanisms, citation engines, and source parameters, we help to tailor your GEO strategy across all key AI environments.

Varn's agentic optimisation services

Our dedicated Innovation Team provides specialist agentic optimisation services to ensure your content, data architecture, and technical setup allow AI agents to seamlessly discover, process, and act on your brand’s offerings. We also support with our Agentic Shopping Readiness Audit, which is a technical and usability review of your website’s ‘AI readability’ for shopping within AI search platforms specifically. We look at how accessible your site is to AI models using the latest WebMCP and UCP protocols.

Preparing your website for agentic shopping and the shift towards agentic search.

Where autonomous AI agents research, evaluate, and perform multi-step actions on behalf of users. To remain visible and commercially competitive, websites must be built and structured not just for human visitors or traditional web crawlers, but for AI agents executing complex tasks.

Empower your team with bespoke GEO and AI search training

As generative search reshapes digital marketing, in-house teams need practical skills to adapt content strategies and track performance. We deliver tailored training workshops covering topics such as structuring web content for LLM readability and entity authority. We also shine a light on how best to monitor and report on zero-click AI referral traffic, tips on practical prompt engineering and content optimisation.

Our training sessions can be hosted in-person at your offices, our Varn office near Bristol or our London office, and we can also run on-line sessions if remote options are best for your team. Courses start from £395 per person and we often design bespoke courses and packages that will suit a team’s specific training needs.

Do you need help with GEO?

01.

What is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation and Generative Search is a new area of search strategy focused on helping your content appear in AI-generated answers. As platforms like Google’s AI Overviews and AI Mode, Open AI’s ChatGPT and Perplexity increasingly deliver responses and answers, instead of lists of links, GEO ensures your website and data are recognised, referenced and trusted by these tools; so your brand remains visible in the future of search.

02.

How is GEO different from traditional SEO?

While SEO focuses on ranking in search engine results pages (SERPs), GEO focuses on how AI and large language models (LLMs) access and present information. GEO involves optimising structured data, improving citation potential and understanding how generative engines choose sources. This all goes beyond conventional SEO tactics.

03.

Why do I need GEO now?

Search behaviour is changing fast. People are turning to these new AI tools like ChatGPT, Google AI Mode, AI Overviews and Perplexity for instant, summarised answers. If your content isn’t optimised for this shift, you risk losing visibility and traffic. GEO ensures your brand remains present and influential in this new AI-powered search space.

04.

What is search visibility?

Search visibility; also known as organic search visibility or search engine visibility; refers to how prominently a website appears in search results for relevant queries.

Traditionally focused on rankings in Google and Bing, search visibility now also includes performance in AI-powered environments like AI Mode, ChatGPT and Perplexity, in this growing area which can be known as Generative Engine Optimisation (GEO). To understand and improve visibility, we can track SEO visibility search metrics for traditional search engines and now Varn’s AI Visibility Framework can reveal opportunities to optimise content for generative search engines.

05.

Which platforms does GEO help me optimise for?

At Varn we optimise for a range of generative engines, including Google’s AI Overviews and AI Mode, ChatGPT, Microsoft Copilot, Perplexity and others. Our AI Visibility Framework audits and recommendations are platform-specific, based on testing and tracking how each tool sources and displays information.

06.

What makes Varn a specialist GEO agency?

Varn has over 15 years of experience in technical SEO and is at the forefront of adapting search strategies for AI search. Our GEO services are built on real-world testing, expert understanding of LLMs and answer engine behaviour, and a proven methodology for optimising content for both users and machines. Our Innovation Team will keep you ahead. We work with clients across B2B, publishing, healthcare and e-commerce to deliver impactful and measurable results.