SEO

What it is: The traditional practice of optimising websites and content to rank higher in search engine results pages (SERPs) like Google, Bing, and Yahoo.

KEY FEATURES:

•  On-page optimisation – Title tags, meta descriptions, headings, content quality, keyword placement, and internal linking.

•  Technical SEO – Site speed, mobile-friendliness, schema markup, crawlability, and core web vitals.

•  Off-page SEO – Backlinks, domain authority, brand mentions, and social signals.

•  Local SEO – Google Business Profile, citations, and location-based optimisation.

•  Content optimisation – Creating keyword-targeted, high-quality content.

MAIN BENEFITS:

•  Increased organic traffic and qualified leads.

•  Higher brand visibility and credibility (people trust top-ranking results).

•  Long-term, cost-effective traffic compared to paid ads.

•  Better user experience through improved site structure and speed.

•  Sustainable competitive advantage in search results.

AEO

What it is: Optimising content to perform well in direct answer formats, featured snippets, voice search results, “People Also Ask,” and AI-powered answer boxes (e.g., Google’s AI Overviews).

KEY FEATURES:

•  Focus on question-based content (“How to…”, “What is…”, “Best…”).

•  Structured data & schema markup for rich results.

•  Clear, concise, authoritative answers at the top of content.

•  Conversational tone optimized for voice search.

•  Zero-click optimisation (content that answers queries directly).

MAIN BENEFITS:

•  Dominates featured snippets and AI answer boxes.

•  Excellent for voice search optimisation (mobile & smart devices).

•  Higher visibility even without a full click (still builds brand exposure).

•  Positions your brand as the go-to authority for specific questions.

•  Better performance in mobile and voice-first search environments.

GEO

What it is: The newest evolution, optimising content so Generative AI engines (ChatGPT, Grok, Claude, Perplexity, Gemini, etc.) discover, trust, and cite your content when generating responses.

KEY FEATURES:

•  Authoritative, unique insights rather than generic content.

•  Use of statistics, research, and original data.

•  Clear expertise signals (author bios, citations, experience).

•  Structured, well-organised content with natural language.

•  Optimisation for AI prompts and retrieval-augmented generation (RAG).

MAIN BENEFITS:

•  Gets your brand mentioned in AI-generated answers across tools.

•  Future-proofs your content as more users shift to conversational AI search.

•  Builds thought leadership in the age of generative AI.

•  Higher citation rate and influence in AI responses.

•  Long-term brand authority as AI becomes the primary interface for information.