GEO agency

Generative Engine Optimisation 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.

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.

Search behaviour is changing fast. People are turning to these new AI tools like ChatGPT, Google 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.

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.

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.