Large language models are rapidly changing how people discover information. Instead of scrolling through pages of results, users are increasingly turning to AI assistants to recommend products, compare providers, and summarise complex topics.

For some businesses, visibility in these AI-generated responses represents a significant opportunity. 

You may have seen agencies promoting specialist services under labels such as AIO (AI Optimisation), GEO (Generative Engine Optimisation), or LLMO (Large Language Model Optimisation). While interest in this space is justified, it’s important to recognise that proven, scalable strategies are still emerging. Measurement remains immature, and directly attributing ROI to AI visibility is challenging, if not impossible.

What we do know is that strong organic search performance closely correlates with AI visibility. Brands with technically robust websites, clear positioning, and content that genuinely addresses customer needs are significantly more likely to be understood, trusted, and referenced by large language models.

For that reason, my view (for now) is simple: rather than rebrand SEO, evolve it.

I focus on strategies with a demonstrable track record of driving incremental, high-intent organic traffic while ensuring your business is structurally well-positioned for the continued shift toward AI-powered discovery.