What is AI Discoverability?
Thanks to AI tools such as ChatGPT, Claude and Gemini, the way your brand can be found online has fundamentally changed. Instead of simply ranking web pages, AI looks for markers across the digital landscape for evidence of brand authority, reputation and relevance.
In essence, LLMs and AI tools want to recommend trusted brands. That’s why they look at what other people say about your brand as well as what you say about yourself.
In an AI landscape, SEO alone is no longer enough to get your brand found online. To remain competitive, it’s vital to have a comprehensive digital marketing strategy in place – one that includes both GEO (Generative Engine Optimisation) and SEO (Search Engine Optimisation).
Online discoverability: Why being cited by AI tools is essential to your brand’s success
AI search is changing the economics of discovery. With customers increasingly getting their answers from AI search without clicking through to individual websites, there is a clear commercial advantage to be had by appearing in AI-generated results.
If a Google search generates an AI Overview, for example, research shows that this generates a 58% lower click-through rate* than a conventional search result. Because of this, claiming your place in AI search results has become more important than ever.
Without a robust GEO and SEO strategy, fewer potential clients will visit your website, and – if you’re not appearing in AI search results – you might not be considered at all.
What’s the difference between GEO and SEO?
SEO (Search Engine Optimisation) is the practice of enhancing a website to enable it to appear more prominently in organic search results.
GEO (Generative Engine Optimisation), also known as AEO (Answer Engine Optimisation), is the practice of optimising a brand’s digital presence to increase the chances of it being featured in AI search results.
In summary, SEO optimises for search engines; GEO optimises for AI discoverability.
At Sandford, we treat SEO and GEO as one connected discipline. Drawing on our significant digital expertise, we create integrated, tailored strategies for our clients to maximise their online visibility.
Our GEO discoverability services
Our GEO and SEO services start with a Discovery Audit in which we assess how your brand currently appears across search and identify the changes required to get the best results. We then use these findings to create a bespoke programme of work based around your priorities, goals and any existing activities.
Using your website as the starting point, and drawing upon years of digital and editorial experience, we will optimise your online presence for AI search. If required, we can layer on additional services such as PR, digital marketing and social media – all of which will contribute to your online visibility.
An essential part of the process is precise monitoring and reporting. GEO and SEO activity can take up to six months to get results, so this is a long game involving patience and careful planning.
Bringing more than 25 years’ experience working with some of the world’s leading luxury brands, we ensure our services are specifically tailored to the audience needs of your clients. We understand your market and we’re here to help you flourish in an evolving digital environment.
For effective online search results, your WEBSITE AND content need to be…
Clear & consistent: Messaging across your website and social platforms must align. Inconsistencies can weaken clarity and trust.
Authoritative: Third-party endorsements such as press coverage, expert citations and links from respected publications reinforce credibility and topical authority.
Regularly updated: Accurate, frequently updated content is rewarded by both AI search and conventional search engines.
Original & relevant: Content that directly answers your audience’s questions via FAQs, explainers and expert commentary will perform well.
Easy to excerpt: ‘Content chunking’ involves the use of concise paragraphs and bullet points to make copy easier for AI tools to cite.
“Good AI visibility is built the same way good PR always has been – through trust, credibility and real connections with your audience, at every touchpoint.”
— Katherine Sandford-Anderson, Founder and Creative Director, Sandford
