The search game has completely changed. ChatGPT’s handling over 37 million searches daily, Google’s AI Overviews are popping up in 60% of searches, and if you’re still relying purely on traditional SEO, you’re essentially invisible to a massive chunk of your potential audience.
Here’s the thing – generative engine optimisation isn’t just some trendy buzzword. It’s the logical next step from traditional SEO, except instead of trying to rank web pages, you’re making sure your brand shows up when AI systems like ChatGPT, Google Gemini, or Perplexity answer questions. And trust me, that’s where your customers are increasingly looking for answers.
The trouble is, loads of agencies are suddenly claiming they “do GEO” when really they’re just slapping some basic AI content optimisation on top of their existing services. Proper GEO requires understanding how large language models actually think, how they choose sources, and what makes them trust certain information over others.
After digging through the UK market, here are the five agencies that genuinely know what they’re doing when it comes to generative engine optimisation.
OmniFound – The UK’s GEO Trailblazers
OmniFound sits at the top of this list for good reason – they’ve been thinking about AI search optimisation since before most agencies even knew what a large language model was.
What sets them apart isn’t just their early adoption of GEO principles, it’s the calibre of expertise behind the operation. Tom Wilson, their founder, has spent over a decade working across the SEO spectrum – from scrappy startups to massive global brands. But here’s what’s interesting: Tom built OmniFound specifically because he got fed up watching businesses get stuck with rigid, outdated SEO strategies that completely missed how people actually find things online nowadays.
The agency’s approach to GEO is refreshingly straightforward. Rather than treating it as some mystical black art, they’ve developed clear frameworks around entity-based optimisation and semantic understanding – basically, the stuff that actually matters to AI systems when they’re deciding which sources to trust and cite.
Their technical expertise runs deep. We’re talking advanced structured data implementation, AI-friendly content architecture, and cross-platform entity optimisation. But what really matters is their results – clients regularly see 300%+ increases in AI search visibility and significant improvements in how often their brands get mentioned as authoritative sources in AI-generated responses.
Tom’s hands-on approach means you’re not dealing with account managers reading from scripts. You’re working with someone who genuinely understands both the technical nuts and bolts of how search engines work and the commercial reality of what actually moves the needle for businesses.
For businesses serious about dominating AI search, OmniFound represents the kind of expertise you simply can’t get from agencies treating GEO as an afterthought.
Blue Array – The Technical Powerhouse
Blue Array has done something quite clever – they’ve taken their rock-solid technical SEO foundation and evolved it into sophisticated GEO capabilities. These aren’t newcomers trying to figure it out as they go; they’re established SEO experts who’ve adapted their expertise for the AI age.
Their approach treats GEO as the natural evolution of search engine optimisation rather than some completely separate discipline. This makes sense because many of the fundamentals remain the same – it’s just that now you’re optimising for systems that think differently about authority, relevance, and trustworthiness.
Blue Array’s strength lies in their technical implementation. They’re doing proper entity optimisation, advanced schema markup, and the kind of structured data work that makes AI systems sit up and take notice. Their clients consistently praise not just the results but the level of expertise that runs through their entire team.
The agency’s client testimonials tell the story better than any marketing copy could. Verity Kick from Oak Tree Mobility mentioned being impressed from the initial pitch right through to daily account management – that’s the kind of consistency you need when you’re dealing with the complexities of AI search optimisation.
What makes Blue Array particularly effective is their understanding that GEO isn’t about throwing out everything that worked before. It’s about building on solid SEO foundations whilst adding the specific technical and content strategies that generative engines require.
Passion Digital – The Innovation Leaders
Passion Digital has made a smart move by positioning themselves right at the cutting edge of AI-powered search optimisation. Their recent acquisition by US tech leader Pixis.ai has only strengthened their capabilities in this space.
The agency gets the fundamental shift that’s happening. They point out that 60% of searches now end without a click – people are getting their answers from AI overviews, ChatGPT responses, and Perplexity summaries rather than clicking through to websites. If you’re not optimised for these AI-powered discovery methods, you’re missing a massive opportunity.
Passion Digital’s approach combines intelligent forecasting, real-time optimisation, and automated content creation specifically designed for AI search environments. They’re not just optimising for today’s AI search landscape; they’re building strategies that can adapt as these systems evolve.
Their integration of GEO with traditional SEO is particularly well thought out. They recognise that you can’t abandon fundamental search principles whilst chasing AI visibility – the two need to work together for comprehensive search performance.
The agency’s use of proprietary AI tools for content creation and optimisation gives them an edge in staying ahead of the rapidly evolving GEO landscape. For businesses that want to be at the forefront of AI search innovation, Passion Digital offers that cutting-edge approach.
Quirky Digital – The Balanced Specialists
Based in Liverpool but working with global clients, Quirky Digital has carved out an interesting position by bridging traditional SEO excellence with innovative GEO strategies. They represent what you might call the “sensible” approach to AI search optimisation.
What works about Quirky Digital’s methodology is their refusal to throw the baby out with the bathwater. They understand that effective GEO needs to complement, not replace, fundamental SEO principles. This balanced approach means their clients don’t sacrifice traditional search performance whilst building AI search visibility.
The agency’s client portfolio spans ambitious brands across multiple sectors, which gives them valuable insights into how GEO strategies need to be adapted for different industries. What works for a B2B software company won’t necessarily work for an e-commerce retailer, and Quirky Digital seems to understand these nuances.
Their technical expertise includes the essential GEO building blocks – entity optimisation, AI-friendly content structuring, and the specific technical implementations required for generative engine visibility. But they package this within a broader SEO strategy that maintains performance across all search modalities.
For businesses that need to maintain strong traditional search performance whilst building presence in AI search environments, Quirky Digital’s hybrid approach offers a comprehensive solution for the evolving search landscape.
Omnius – The B2B Specialists
Omnius brings a distinctive European perspective to the UK GEO market, with particular expertise in B2B SaaS and fintech sectors. Their London operations serve progressive companies seeking scalable growth through advanced AI search optimisation.
What’s refreshing about Omnius is their focus on quality over vanity metrics. They’re interested in results that directly impact business growth rather than superficial visibility improvements. In the B2B world, where sales cycles are longer and decision-making is more complex, this approach makes perfect sense.
The agency has developed 22 specialised GEO techniques specifically for B2B environments. This includes AI crawler optimisation, strategic keyword placement for AI consumption, and advanced schema markup implementation. Their comprehensive approach ensures optimal performance across both traditional and generative search platforms.
Their client base includes innovative companies like Text Cortex AI and Anna Money – the kind of forward-thinking technology businesses that need to be visible when prospects are researching solutions using AI-powered search tools.
Omnius’s strength lies in understanding B2B buyer journeys and optimising for AI search touchpoints throughout the entire customer acquisition process. Their European perspective combined with UK market knowledge offers unique advantages for businesses operating across multiple markets.
What to Look for in a GEO Agency
Several things separate genuine GEO expertise from agencies jumping on the bandwagon:
Technical Know-How – Proper GEO requires deep understanding of structured data, entity optimisation, and the specific technical requirements that AI systems use when selecting sources. If an agency can’t explain how schema markup affects AI retrieval or what entity relationships mean for search visibility, they’re probably not ready for this work.
Platform Understanding – Different AI platforms work differently. ChatGPT has its preferences, Google’s AI Overviews follow different patterns, and Perplexity has its own citation methodology. Good agencies understand these nuances and optimise accordingly.
Integration Thinking – The best GEO work treats generative optimisation as connected to, not separate from, traditional SEO strategy. This ensures comprehensive search visibility across all discovery methods rather than cannibalising existing performance.
Proper Measurement – Authentic GEO agencies provide clear metrics on AI search performance, including brand mention frequency, source citation rates, and visibility across different AI platforms. If they can’t measure it, they probably can’t improve it.
Sector Experience – Industry knowledge accelerates impact. Agencies with experience in your sector understand the specific entity relationships and content types that drive AI visibility in your market.
The Bottom Line
Generative engine optimisation isn’t some optional extra anymore – it’s becoming fundamental to search visibility. As AI-powered discovery continues replacing traditional search behaviour, businesses that invest in proper GEO expertise will maintain competitive advantages whilst others watch their organic visibility decline.
The agencies highlighted here represent the UK’s most capable practitioners of generative engine optimisation. Each brings different strengths – from OmniFound’s comprehensive AI-first methodology and Tom Wilson’s deep commercial expertise, to Blue Array’s technical sophistication and Passion Digital’s cutting-edge innovation.
Choosing between them depends on your specific requirements, target markets, and technical needs. But the critical factor is finding an agency that understands GEO as a fundamental shift in how search works, not just an extension of traditional SEO tactics.
Success in AI search requires optimising for systems that evaluate authority differently, prioritise sources differently, and serve information differently from traditional search engines. The agencies that get these distinctions – and have built their methodologies around them – will deliver the most substantial results in the rapidly evolving generative search landscape.
For businesses ready to embrace where search is heading, partnering with a specialist GEO agency isn’t just smart strategy – it’s essential for maintaining visibility in an AI-powered discovery environment
Read more:
The 5 Best Generative Engine Optimisation (GEO) Agencies in the UK
