GEO is all about getting found in generative AI models like ChatGPT, Gemini or Perplexity. It is similar to SEO but aims to get you featured in the responses given by LLMs or used as the sources of information.

Generative Engine Optimisation

Q: Is GEO the same as SEO?

There are a lot of similarities between GEO and SEO, with a combination or technical, content and off-page factors playing into your visibility. The difference is in the detail, with more emphasis on certain elements in GEO, such as brand references, content structure and specific technical details like structured data and accessibility.

Q: Do you guarantee results?

In such a fast-moving environment it’s impossible to guarantee anything. However, we do promise that we will give you the best, most up-to-date information for travel SMEs and consistently evolve a plan that gives you the best chance of getting found in LLMs. And we’ll work closely with you to implement that plan in an effective, sustainable way.

Q: Do I need a completely different GEO strategy?

Fortunately not! Many of the factors that contribute to GEO success cross over with doing great marketing in general and what we’ve recommended for a long time. Do great PR in places where your audience hang out, create useful content for your customers, build a brand users trust and so on. Our GEO activity will complement the other marketing activity we work on so we have a coherent strategy that helps drive you forward across the board.

We combine brand-enhancing activity with technical expertise and content strategy to stay ahead of the AI curve and help clients get found.

Brand marketing. Technical skill. Content expertise.

We’re on the pulse and testing what’s working.

You can relax and be friends with the robots.

Meet The GEO Team

Chris Parr

SEO | Operations | GEO

Chris is our client management and systems maintenance guy, with a whole load of SEO experience under his belt to boot. When he’s not running ultra marathons for fun, his favourite place to visit is Iceland, full of beautiful mountains, beaches, and glaciers.

Kerri Katz

SEO | GEO | Strategy

Kerri is here to lead the SEO team, managing the design and implementation of SEO strategies to help our clients grow their businesses. She was born (and spent her first 24 years) in South Africa and it will always be her favourite country, one that she recommends everyone should visit.

Luiza Antunes

SEO | PPC | Strategy

Luiza’s role is client management on the SEO & PPC front, drawing on her extensive digital marketing experience. She’s been to over 50 countries and has also been a travel blogger for over 10 years, so she’s not only an SEO expert, but a destination one as well!

Chloe Robinson

SEO | GEO | PPC

Chloe’s role in the team is to create and implement SEO & PPC strategies to boost websites to the top of Google’s search results. Vancouver is her top travel destination, being the perfect blend of city and mountains.

Amelia Selby

PR | Impact | Partnerships

Amelia leads our PR activity – gaining links to top publications through creative campaigns, press releases, PR stunts, social media, newsjacking, and more. The country that has her heart is India – diverse scenery, incredible people and the food is to die for!

Julia Dakin

Links

Julia builds backlinks and prospects for travel and growth agencies by finding high-authority blogs and crafting pitches that highlight the unique value of her client’s content. Her favourite destinations she has been to so far include Vancouver for its breathtaking scenery and Paris for fashion and people-watching.

Alice Page

Content | PR | Social

Alice is a content writer, crafting articles and blog posts for a variety of internal and external sites, as well as supporting with social media. Her love of travel extends beyond work, having lived in Barcelona for two years and jetted off to as many destinations as possible on her travel bucket list.

Tom Suttill

SEO | GEO | PPC

Tom is part of the SEO Team, helping clients climb to the top of Google’s search results. Outside of work you’ll find him trail running in the Yorkshire Dales and his dream travel destination is Japan.

Our GEO activity stays on the pulse and keeps you visible when the only constant is change

Technical expertise

We know the key technical aspects that impact your visibility in LLMs. Crawlability, structured data and other elements make the difference. We make sure they’re all on track.

Brand focus

Brand is key for travel GEO and our PR work has always focused on great digital coverage. That approach is now more important than ever as LLMs reference the broader web, not just traditional publications.

Content strategy

To get found in LLMs you need to be a great source. We’ve refined our approach so that your content works for users, search engines and AI tools.

Our GEO approach is iterative and adaptive. In a fast moving world we take consistent small steps, measure improvement and adapt accordingly.

Technical Analysis

We dive into the key technical aspects that will impact GEO visibility in the travel industry and give a structured set of recommendations we can work through together.

Content Audit

We analyse your content to see what is performing well and what structure your content follows. We can then create a strategy to elevate existing content in LLMs like ChatGPT and advise on what additional content might be worthwhile.

Page Templates

Structure is key to GEO success, so we’ll analyse the structure of your landing pages and advise on how they can be better optimised. We take a scalable approach to this, looking for actions that can be rolled out at scale for the biggest possible impact.

Market Analysis

We use tools to analyse which brands are visible in LLMs for the queries relevant to you and use that information to craft our own strategy. From media sources to competitor analysis, we’ll find the information we need to drive you forward.

Content Creation

We research and uncover the things people are asking in ChatGPT, Gemini and other LLMs and create content that’s structured to answer those questions. We know what structures work, and we combine that with your brand voice so it pleases humans and robots in equal measure.

Brand Enhancement

Brand is one of the core factors that contributes to GEO visibility and it’s more than your average traditional PR. LLMs reference sources from across the web, so getting mentioned in the right places is key. We’ll analyse what sources work, then set about getting you featured there, from national newspapers to niche forums.

Transparent Reporting

No-one likes flying blind, and the world is still discovering how to track visibility in LLMs. We’ll advise and transparently share the best ways to measure improvement so we can see the fruit of the work being done and draw conclusions on what best to do next.

Iterative Updates

It’s still very early in the GEO world, and the factors and format of these tools is constantly evolving. Therefore it’s important our approach evolves too, so we’ll be on top of what is working and adapting what we do and how we do it so it is as effective as possible for you.

What Our Clients Say:

Tom and his amiable and talented colleagues have been the hidden superheroes to our record sales this past year. From their guidance and technical expertise helping us successfully migrate and redesign our new website, to the phenomenal coverage secured in our wish-list of top-tier travel publications, they have exceeded all expectations. The biggest plus is that they are a joy to work with, often going out of their way to make things happen. I don’t know of any other SEO companies who are so open with their methodologies and so willing give away their nuggets of expertise.

Their honest approach, combined with the quality and transparency of their work is a cut above many of the more expensive companies we’ve used in the past. The results speak for themselves; the value provided—not just in terms of return on investment, but also in terms of the knowledge and know-how imparted—is quite frankly remarkable. I wouldn’t hesitate to recommend north9 to any OTA or tour operator seeking to improve their rankings, brand awareness or sales.