Search used to mean one thing. Type a query, scan ten blue links, click one. That still happens, and it still matters. But more and more people now ask ChatGPT, Claude, Perplexity or Google's own AI, and they get a single answer back. No links to scan. If your business isn't in that answer, you don't exist in that conversation.
I build websites that win in both places. The old way and the new way. Nothing bolted on afterwards.
SEO is getting found by search engines. Google reads your site, works out what it's about, and decides where you rank. This is well-trodden ground, and I've been doing it for 25 years.
GEO is getting found by AI. Generative engines don't rank a list, they write an answer. To be in that answer, an AI has to be able to read your site cleanly, understand it, and trust it enough to quote it. Most sites fail on the first step.
The good news is the two pull in the same direction. A site built properly for AI is usually a better site for Google too. Fast, clean, well structured, easy to understand. Do it right and you don't choose between them. You get both.
Most people treat search as a thing you bolt on after the site is finished. A plugin, a checklist, a monthly retainer with a spreadsheet attached.
I don't work that way. The way a site is built decides whether it can be found at all. Clean semantic HTML, structured data baked in from the start, pages that load in under a second, content that actually answers the questions people ask. You can't sprinkle that on at the end. It's the foundation.
That's the whole point of doing design and search together. The site and its visibility come from the same place, joined up from day one.
I wrote a piece explaining all of this using the World Cup, for anyone who'd rather not sit through the jargon. Same idea, fewer acronyms.
Read it in Thinking →
No secret sauce. Just the work done properly.
I don't just talk about this. I build it.
Hand-coded, no CMS, no framework. Structured data from day one and pages that load instantly. It's the clearest demonstration I have that a site built for search visibility genuinely outperforms a templated one. You're reading the case study.
View case study →A London artist who needed to be found. Service and FAQ schema, a properly configured setup, internal links that make sense, and a site that reads cleanly to both Google and AI.
View case study →A full SEO and GEO audit for this Cambridge property consultancy, framed as a forward-looking opportunity rather than a list of faults. A clear picture of where they stood and where the gains were.
View case study →
SEO gets you found by search engines like Google. GEO gets you found by AI tools like ChatGPT and Perplexity, which write a single answer instead of listing links. Done properly, the same work helps with both.
If your customers ask AI for recommendations, and more of them do every month, then yes. GEO is how you end up in that answer instead of watching a competitor take it.
Usually, yes. I start with an audit, tell you what's holding the site back, and fix what's worth fixing. Sometimes that's small tweaks. Sometimes it's a rebuild. I'll be straight with you either way.
SEO is a slow burn, weeks to months rather than days. GEO can move faster, because far fewer businesses are doing it yet. Either way I'd rather set honest expectations than promise page one by Friday.
The easiest first step is an audit. I look at your site the way Google and an AI would, and tell you plainly where you stand, what's holding you back, and what's worth fixing first. No obligation to do the work with me afterwards, though most people do.
From there it's either a set of fixes, a rebuild, or an ongoing hand on the tiller. Whatever fits.
Want to be found?
Let's talk about where you are and where you could be.
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