Digital marketing · Visibility
Search and AI Visibility
We help your firm show up in Google, and get named when someone asks an AI assistant which firm they should use.
The issue
The problem shows up differently depending on the firm. These are the questions we hear, in the words clients actually use, and the answer we would give in the room.
- Legal
We rank for the work. Google's AI Overview still names someone else. Why?
- Accounting and finance
AI assistants recommend a listing site. We have been in practice for thirty years. What are we missing?
- Medical and scientific
Can we even appear in an AI answer without saying something we cannot defend?
- Travel and hospitality
Guests ask an AI assistant where to stay. They never see us. Is that a content problem or a listing problem?
We help your firm show up in Google, and get named when someone asks an AI assistant which firm they should use.
In practice that is three pieces of work. First, making the website readable by tools that only see what is already written on the page. Second, writing the answers your buyers actually ask, in a form that can be lifted out and quoted without the rest of the page. Third, earning the mentions on other sites that decide whether you get recommended at all, since most recommendations in this sector still point at somebody else's list rather than at your own pages.
Google still matters. The blue links have not disappeared. What has changed is that a large share of those visits now never happen. Google's AI Overview answers above the results, and a buyer who used to type a query now often asks an AI assistant instead. Ranking without being easy to quote is how a firm looks busy in a search report and absent from the room where the shortlist is made.
How this looks in your firm
In a law firm, the site often ranks because Google can reconstruct the page, while the claims about a practice area sit behind a click that AI assistants never make.
In an accountancy, the assistant cites a directory because the directory is structured and the firm's own pages are not.
In a medical or scientific practice, every public sentence is so hedged that there is nothing to quote, which is a writing problem as much as a website problem.
In travel and hospitality, the big booking sites win on volume. The operator still needs pages a guest, and an AI assistant, can use to check the property.
The work starts with what is actually written on the page, not with a keyword list. We will not sell a monthly programme on a site that cannot be quoted. If a rebuild has to come first, that is website development, and we say so at the first review.
The first ninety days
The first two weeks are the reading review. We go through the live site the way the assistants do, and you get a short written list of what they cannot see, in plain language, with the pages named.
Weeks three to six are the structural fixes and the first new pages: the questions your buyers ask most often, answered properly and published where both a person and an assistant can read them.
From there the work settles into a monthly rhythm. New answers get published, the directories and lists are brought up to date, and you get a short note on what has moved. You will know within the first month whether the site can be quoted at all. Whether the phone rings more takes longer, and we will always tell you honestly which of the two we are looking at.
What we need from you
An hour a month, and access to the website. Someone who knows the firm reviews what we write before it goes live, because you know your buyers and your professional obligations better than we ever will.
We do the reading, the writing and the publishing mechanics. You keep the final word on anything that carries your name. If the site itself needs structural work, either whoever maintains it for you is available to make the changes, or we do the work ourselves as part of website development.
There is no reporting pack to read and no dashboard to log into. The monthly note is two pages, and the second page is the list of what happens next.
What you get
These are the concrete things the engagement delivers, not only a report and an invoice.
A review of the live website, looking at it the way AI assistants and Google actually look at it, then the changes that stop those tools from seeing an empty page.
Writing the answers your buyers ask, published as ordinary web pages a person and an AI assistant can both read.
Work on the directories and lists those buyers already use, so the firm is described in the same words they search for.
A monthly note on whether the pages that matter can still be read, and whether new mentions have appeared on the lists that count.
MeasurementHow we know it is working
We start with whether Google and AI assistants can actually read the pages you care about.
That can move within days, once the pages are written in a form those tools can use.
Whether more of the right people then get in touch usually takes three to six months, because the writing and the mentions on other sites take time to be noticed.
At the start we agree what a genuine enquiry looks like for your firm, so we are not celebrating traffic that never becomes work.
We will not report a ranking inside AI assistants or a place in Google's AI Overview.
We will report whether the firm can be quoted, and what still sits in the way.
Who this is not for
If you want to rank for impressive-sounding terms your buyers never actually search for, or the website itself cannot be changed, this will not work. Almost everything we do happens on your pages, so they have to be open to change.
An example of this work
Ranked on page one and invisible to every assistant
Disputes practice, north of England, around 40 partners. Anonymised.
Practice areas loaded on click, the case studies were PDFs, and the team pages were generated in the browser. Google could still read the site. The assistants their clients asked never quoted it.
Questions
Is this SEO, or is it GEO?
Both, and the distinction matters less than the vendors selling it suggest. Google's own guidance of May 2026 says that making a site work for AI search is still part of making it work for search. What has genuinely changed is how AI assistants read a page. They take the words that are already written on it. They do not click tabs, open PDFs, or wait for a picture of text to load. Copy that is already on the page, even inside a closed accordion, can be used. Copy that only appears after a click cannot. The work is the same discipline applied to a wider set of readers, and the website half of it is usually overdue anyway.
How long before anything moves?
Changes to the website itself can show up within days. In one controlled test, turning click-only links into ordinary links let a previously blind tool through 250 unseen pages inside 48 hours. Writing new answers, and earning mentions on other sites, runs on a slower clock, usually three to six months before the mix of enquiries changes. We report the website reading monthly so you can see progress before the commercial result arrives. Rankings and citations lag. Whether the page can be read at all is the early sign, and it is the one we will show you first.
Do you need to rebuild our website?
Often, and we will tell you at the first review rather than six weeks in. If the site only shows its real content after the page has finished loading in a browser, no amount of writing will make AI assistants quote it, because those tools never run that extra step. Where a rebuild is not justified we work within what exists and say plainly what that ceiling is. A monthly visibility programme on a site that cannot be read is wasted money, and we would rather put that work through website development first.