SEO to GEO explained: A Guide for Small Businesses in the UK

With the rise of LLMs (Large Language Models) like ChatGPT, Gemini, and Perplexity, the way people search online is drastically changing. AI-powered search engines are completely transforming the way people search, especially transnational searches for businesses and products. Because of this, UK businesses need to adapt sooner rather than later, and we’re here to help you navigate this huge shift with effective AI search optimisation.

Why Traditional SEO Is Still Important

You may have heard of the more established and traditional Search Engine Optimisation (SEO), which is still extremely important in ensuring your website appears for those searching in your industry/area. Factors such as keyword research, backlinks, and … can make all the difference when establishing your business above others on search engines like Google.

Although we’re witnessing a shift in usage, AI isn’t replacing Google, with the large majority of people in the UK still relying on search engines to aid them on a daily basis.

What is GEO/AI Search?

Generative Engine Optimisation (GEO), on the other hand, focuses on AI-powered search like ChatGPT – a method that many of us are using daily. An AI approach to search means conversational responses, geographical tailoring, and more customised answers to the individual user: a very appealing mix for a customer looking for local companies.

Utilising GEO enables your business to be likely recommended through AI models, which means more interest, recognition, and leads. So, optimising your online presence to tailor to these platforms is an absolute game changer.

Why UK Businesses Should Care Now

We’re all aware of the rise of AI in recent years, but how important is it really? Google is still the most dominant tool for searching, however nearly 48% of UK adults regularly use AI assisted tools to find out information, which is increasing year on year.
Search engine volume is even predicted to drop by up to 25% in 2026, due to the increasing rise in AI usage and improvements in developments. The implementation of things like Google’s AI overview show that AI is helping to shape the way we search, and with 22.5 million of us in the UK that use AI tools, GEO is more important than ever.

How AI/ChatGPT Can Surface Your Business

Businesses are more likely to be recommended by ChatGPT and other AI-driven search experiences when they are clearly understood as credible, relevant, and locally authoritative entities. This is driven by several key factors:

Strong structured data: Well-implemented schema markup (code that helps search engines and AI models understand the information on your page) helps AI systems accurately interpret what a business offers, where it operates, and who it serves.

Complete and consistent business profiles: Accurate listings across platforms (Google Business Profile, Bing Places, Apple Business Connect, industry directories) reinforce trust and entity recognition.

Clear topical relevance: Content that directly answers common customer questions (like FAQ sections), explains services, and uses natural language aligned with real search intent makes it easier for AI to match the business to user queries.

Local signals and authority: Reviews, ratings, local backlinks, citations, and mentions across the web strengthen credibility and geographic relevance.

Fresh, high-quality content: Regularly updated websites, FAQs, blog posts, and service pages signal that the business is active and reliable.

Reputation and trust indicators: Positive sentiment, expert credentials, transparent policies, and consistent branding increase confidence in recommendations.

Together, these elements help AI systems confidently identify, understand, and surface businesses as reliable recommendations in conversational and location-aware search results.

*Reality check* – having all of these doesn’t guarantee your business will be mentioned by name in an AI recommendation, but they significantly improve your chances.

Steps To Improve Your GEO Immediately

Update & unify business listings (Google Business Profile, Bing, Yelp, industry directories
Add structured data/schema markup (LocalBusiness, Product/Service, FAQ schema)
Improve local content on your website (service pages, service-area pages, FAQs)
Gather & manage reviews (Google & industry-specific platforms)
Optimise for voice/AI queries (question/answer content)
Make sure NAP information (name, address, phone number) is consistent across the web

Why Partner With A Digital Marketing Agency?

If this is all a bit too confusing, we get it! As a business owner, understanding the constant change in marketing and technology trends can be draining, that’s where we can help you.

If you’re a small business, hiring an in-house marketing manager/team may not be feasible, but there are other options available. Hiring an individual freelancer could be more cost effective in the short term, but choosing a specialised team in a digital marketing agency to partner with could offer more dedicated time and resources.

Tasks a digital agency could do:

Audit local visibility and listings
Implement schema markups
Build authoritative content
Monitor emerging GEO/AI search trends
Manage local SEO

(Windlesham Gates Boosted SEO Rankings | SEO Agency Surrey)

Grow Your Business with SEO and GEO

Choosing the right SEO agency can be transformative for your business. You’ll need someone you trust to direct your business in the right direction, promoting future growth and providing you with quality leads.

Our experienced team at Thunderbolt Digital lives and breathes digital marketing, and we love looking forward at new changes in the industry (like AI-powered search). Take a look at how our SEO focused strategies have transformed small UK businesses for more information.

Get in touch today to discover how our bespoke SEO/GEO strategies can elevate your online presence and deliver measurable growth.

Frequently Asked Questions

Q: Do I need to update my website for AI search?

A: Although an updated website isn’t strictly necessary, it’s strongly recommended to include recent and correct information about your business in order to be recommended by AI models. Partnering with a digital marketing agency that specialises in web development in conjunction with SEO/GEO would be advantageous.

Q: How much does GEO cost?

A: There are free steps you can take immediately to improve your chances of appearing in AI-powered searches, but for a personalised campaign with a digital marketing agency, a monthly retainer would depend on the size of your business, how many platforms you’d like to target, and

Q: Do I still need traditional SEO?

A: Yes. Even though we’ve seen a huge rise in the number of people using AI search tools, traditional search engines like Google still occupy the vast majority of the market. SEO remains the foundation for visibility online, and can help improve GEO too. Factors such as clear, relevant, and accurate business details/information, service pages, and verified customer reviews helps both AI and search engines to recommend your business to local consumers.

Q: Can small businesses compete with big brands in AI search?

A: Yes. AI search tools even often favour local authority and relevance when recommending businesses in a conversational manner. Genuine expertise and specificity within your niche will aid you in gaining recognition from AI models. Oftentimes, a small local business established correctly online can outperform bigger brands in tailored recommendations.