Generative Engine Optimisation has become an increasingly important part of search.
Potential customers are now using ChatGPT, Google AI Overviews, Gemini, Perplexity and other AI-powered search experiences to research products, compare businesses and decide which brands they trust.
That has led to a growing number of agencies offering Generative Engine Optimisation (GEO) services designed to improve how brands are discovered, cited and recommended within AI-generated answers.
The challenge is that GEO can mean very different things depending on the agency.
Some providers focus heavily on technical SEO, structured data and content. Others specialise in AI visibility measurement, Digital PR, third-party authority, competitor intelligence or identifying the sources influencing AI recommendations.
To make the comparison useful, we’ve looked at eight agencies operating in or serving the UK, focusing on their capabilities, positioning and the type of client they appear best suited to.
Best GEO agencies UK: quick comparison
| Agency | Best for | Standout capability |
| Bubblegum Search | Brands wanting AI visibility intelligence turned into practical action | Source intelligence, Digital PR and brand mention outreach |
| Passion Digital | Brands wanting GEO within a wider digital marketing programme | GEO strategy and AI visibility tracking |
| Found | Larger brands wanting AI search integrated into wider digital marketing | Everysearch methodology and proprietary visibility technology |
| Varn | Businesses needing strong technical SEO and GEO consultancy | AI Visibility Framework and technical search expertise |
| Impression | Established brands wanting integrated SEO, PR and technical GEO | SEO, technical GEO and Digital PR |
| Buried | Businesses wanting GEO, SEO and Digital PR from a specialist team | Integrated GEO, SEO and authority building |
| POLARIS | B2B and ecommerce brands wanting GEO within a wider organic search programme | Technical GEO, entity optimisation, Digital PR and LLM visibility tracking |
| AxiomAI | Businesses wanting GEO tied closely to leads and wider marketing performance | AI-search measurement combined with SEO and broader acquisition channels |
How we selected the agencies
There is no single accepted definition of a GEO agency, so simply using the term Generative Engine Optimisation was not enough to qualify.
We looked for agencies demonstrating a genuine service, methodology or body of work around AI-driven search.
The main factors we considered were:
- AI visibility: whether the agency actively works across AI-powered search platforms;
- SEO capability: whether it can address technical, content and authority issues as well as GEO;
- measurement: whether it has a defined method for understanding and tracking AI-search performance;
- off-site authority: whether its approach extends beyond changes to the client’s own website;
- execution: whether the agency can implement recommendations rather than only provide reporting;
- positioning: what makes the agency meaningfully different from other providers;
- ideal client: the type of business most likely to benefit from its approach.
There is no one agency that will be the best choice for every business.
The more useful question is which provider is best suited to the visibility problem you actually need to solve.
1. Bubblegum Search
Best for: AI visibility, source intelligence, SEO and Digital PR.
Bubblegum Search is a UK SEO, Digital PR and AI search agency focused on understanding not just whether brands appear in AI search, but why competitors are being recommended instead.
Its approach looks at:
- which topics a brand is visible for
- which competitors are appearing instead
- which third-party websites and pages repeatedly appear around those competitors
- whether the gap is caused by onsite SEO/content, offsite authority, or both
- which opportunities are worth prioritising
Using proprietary technology, including SourceSignal.ai, Bubblegum analyses recurring patterns between AI recommendations, competitors and the external sources influencing those answers.
This creates a source opportunity map rather than another AI visibility dashboard.
The agency then turns that intelligence into action across SEO, content, Digital PR and targeted brand mention outreach.
The workflow is:
AI visibility → competitor gaps → source patterns → prioritised opportunities → SEO/PR/outreach → measurement
A key difference is the separation between owned and earned visibility.
Owned opportunities may involve content, technical SEO or stronger topical coverage.
Earned opportunities may involve influential comparison pages, specialist publishers, Digital PR or third-party brand mentions.
Bubblegum does not assume that appearing on one website automatically causes an AI system to recommend a brand. Instead, it looks for recurring patterns across competitors, topics, platforms and sources, then tracks whether visibility changes following the work.
Bubblegum is a strong fit if you want:
- more than an AI visibility score
- to understand why competitors are being recommended
- to identify influential external sources in your market
- SEO, Digital PR and AI visibility handled as one connected strategy
Bubblegum may be less suitable for businesses looking for a large full-service agency covering extensive paid media, software development, CRM and wider digital transformation.
2. Passion Digital
Best for: GEO integrated into a wider digital marketing strategy
Passion Digital is a London digital marketing agency offering GEO alongside SEO, paid media, content and analytics.
Its approach combines established search techniques with optimisation specifically aimed at improving visibility across AI-powered search experiences.
The agency also places emphasis on tracking how brands appear within AI-generated results and comparing that visibility with competitors.
Why consider Passion Digital?
Passion Digital is a strong option for businesses that want GEO incorporated into a wider digital marketing programme.
Rather than treating AI visibility as an isolated metric, it can sit alongside established SEO, content, analytics and other acquisition channels.
Strong fit for: established brands wanting GEO and AI visibility incorporated into a broader digital marketing relationship.
3. Found
Best for: Larger brands wanting AI search integrated into wider digital marketing
Found is a London digital marketing agency offering SEO, paid media, Digital PR, content, data and AI-related services.
Its approach to emerging search sits within its broader Everysearch methodology and is supported by proprietary technology designed to analyse visibility across both traditional and AI-powered search.
Why consider Found?
Found should appeal to larger businesses that do not want GEO treated as an isolated workstream.
Its wider capabilities allow AI search to connect with SEO, Digital PR, paid media, data and broader digital strategy.
Strong fit for: larger organisations and brands wanting GEO incorporated into a substantial integrated digital marketing programme.
4. Varn
Best for: Technical SEO and structured GEO consultancy
Varn is an established UK SEO, GEO and data analytics agency with a strong background in technical search.
Its GEO proposition centres around an AI Visibility Framework designed to understand how brands appear across generative search and identify opportunities for improvement.
The agency combines this with technical SEO, structured data, content and broader search consultancy.
Why consider Varn?
Varn is likely to be a strong option where technically complex SEO issues remain a significant part of the problem.
Its approach treats GEO as an evolution of search optimisation rather than something disconnected from SEO fundamentals.
Strong fit for: technically complex websites, established in-house search teams, B2B organisations and brands wanting structured SEO/GEO consultancy.
5. Impression
Best for: Integrated SEO, PR and technical GEO
Impression combines SEO, Digital PR and technical optimisation within its GEO proposition.
Its approach includes content optimisation, technical SEO, AI-search measurement and off-site authority building.
Why consider Impression?
Impression is a strong option for businesses looking for an integrated organic-search programme rather than a narrowly focused GEO engagement.
Its combination of technical SEO and PR is particularly relevant for brands that understand AI visibility is influenced by more than on-site content alone.
Strong fit for: established brands with complex websites and businesses wanting SEO, Digital PR and GEO managed together.
6. Buried
Best for: Businesses wanting GEO, SEO and Digital PR from a specialist team
Buried is a Bristol-based agency offering Generative Engine Optimisation alongside SEO, Digital PR and link building.
Its GEO service begins with analysing areas such as current AI visibility, citations, entity signals, content and authority before developing a wider optimisation strategy.
The agency also tracks prompts, brand mentions and citations as part of its reporting.
Why consider Buried?
Buried is particularly relevant for businesses that want GEO and conventional organic search managed within the same workstream.
Its combination of SEO, GEO and Digital PR also means it can address both on-site optimisation and wider authority building.
Strong fit for: growing brands and businesses wanting GEO, SEO and Digital PR delivered together by a specialist organic-search agency.
7. POLARIS
Best for: B2B and ecommerce brands wanting GEO within a wider organic search programme
POLARIS is a UK search agency offering Generative Engine Optimisation as part of its wider AI Search and organic search services.
Its GEO approach covers areas including AI visibility audits, content optimisation, entity and knowledge graph optimisation, technical GEO, Digital PR and LLM visibility tracking.
The agency positions GEO as part of a broader organic visibility strategy rather than a standalone replacement for SEO.
Why consider POLARIS?
POLARIS is a strong option for businesses that want GEO connected to technical SEO, content and authority building within one organic search programme.
Its experience across B2B and ecommerce also makes it particularly relevant for brands with complex products, competitive categories or longer buying journeys.
Strong fit for: B2B and ecommerce brands wanting technical SEO, GEO, Digital PR and AI-search measurement managed together.
8. AxiomAI
Best for: Businesses wanting GEO linked closely to leads and wider marketing performance
AxiomAI is a UK and US marketing agency offering GEO and AEO alongside SEO, paid media, email marketing, analytics and AI automation.
Its GEO proposition focuses on helping brands become sources that platforms such as ChatGPT, Perplexity and Google AI search experiences cite and recommend.
The agency also measures visibility across multiple AI platforms and places strong emphasis on connecting marketing activity with qualified leads and revenue rather than visibility metrics alone.
Why consider AxiomAI?
AxiomAI is an interesting option for businesses that want AI search to sit inside a wider customer-acquisition strategy.
Rather than running GEO separately from other channels, its model connects AI visibility with conventional SEO, paid search, automation and wider marketing measurement.
Strong fit for: businesses wanting GEO and AEO connected to a broader lead-generation and performance-marketing programme.
Which GEO agency is right for your business?
The agencies above overlap in some areas, but they are not interchangeable.
If your priority is understanding why competitors are appearing in AI search, identifying which external sources are helping them and turning that intelligence into SEO, Digital PR and brand mention activity, Bubblegum Search is built around that workflow.
If you want GEO incorporated into a wider digital marketing programme, Passion Digital may be a good fit.
Larger organisations wanting AI search connected to a substantial integrated digital programme should consider Found.
If technically complex SEO and structured GEO consultancy are the biggest priorities, Varn is worth considering.
For businesses wanting technical SEO combined with Digital PR and wider authority building, Impression is a strong option.
Businesses wanting GEO, SEO and Digital PR delivered together by a specialist organic-search team may find Buried a good fit.
B2B and ecommerce brands wanting GEO embedded within a broader technical SEO, content and Digital PR programme may find POLARIS a good fit.
And businesses wanting GEO closely connected to wider lead-generation and performance marketing may find AxiomAI particularly relevant.
Ultimately, the best agency is the one that matches the reason your brand is currently underperforming.
See what is shaping your AI visibility
Before choosing a GEO agency, it helps to establish where the opportunity actually lies.
Bubblegum Search’s AI Visibility Snapshot looks at how your brand appears across AI-powered search, which competitors are being recommended and which third-party sources are influencing those results.
It can help identify whether the biggest opportunity lies in your website, your content, your wider authority or the places across the web where competitors are already being mentioned.
Request your AI Visibility Snapshot and see what is shaping visibility in your category.