As one of the top trends (and challenges) in marketing and comms right now, optimising for LLM-powered search is a hot topic. Dubbed the biggest algorithm update in the last 20 years, LLMs are projected to eclipse traditional search in global usage by 2028 – maybe even sooner. New acronyms like GEO (generative engine optimisation) are being thrown around, leaving everyone grappling to understand what they should be doing, what it means for their brand, and whether they’re already late to the party.
But knowing where to start can be confusing. So, we’ve put together an action plan to give you clear direction on where you should be focussing efforts over the next two years. On 28th January, our CSO, Billy Hamilton-Stent and Strategy Director, Chris Ashley-Manns were joined by Caitríona Gallagher, Strategy Partner at Digitas to talk through this thinking. In case you missed it, here’s a recap:
GEO is the SEO to LLM-powered search (think ChatGPT, Claude, Perplexity, etc.). In simpler terms, it focuses on getting content cited in AI answers and overviews, as opposed to just appearing higher in rankings. It’s a big deal. Chris highlighted that 94% of B2B buyers are using LLMs during their purchasing journey and trusting the answers. In fact, a meaty 82% of purchase decisions are being influenced by AI-generated answers.
If you’re in fintech, enterprise software, or SaaS, the impact is even bigger: 80% of technology buyers are already using generative AI as much as, or more than, traditional search for vendor research. That means your consideration set just expanded. The good news? You’re competing on a bigger stage and there’s more opportunity if you’re cited. The not-so-good news? If you aren’t cited, you become invisible to a much larger set of potential buyers.
Some brands are already using GEO tactics to genuinely move the needle. Our research found that 58% of UK B2B marketers reported increased visibility in AI-generated answers, with 55% seeing leads that are higher in volume and quality.
Chris explained how your brand’s visibility is now dependent on three things. First of all, are you being cited as a credible source and ranked above your competitors? Secondly, is your content up to scratch? It needs to be authoritative, answering the specific questions that AI is trying to answer. And thirdly, what are your peers saying about you in closed communities? Private reputation is part of the visibility equation now. These factors will determine whether a buyer sees you, considers you, and shortlists you.
Our recommended action plan for responding to GEO lies in three key areas:
Like any ‘new thing’, there’s no denying that GEO is confusing. And with the speed at which things are developing, it’s practically impossible to predict how the next few years will pan out. But, as Chris, Caitríona, and Billy all discussed, there are impactful, strategic moves you can be making now that will benefit your brand in the short- and long-term. And that starts with understanding where you are now.
Get in touch with us to plan your GEO strategy for 2026.
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