From Page 1 to Prompt 1: How GEO Keeps You Visible in AI Search

From Search Engines to Answer Engines

Traditional SEO is about getting your content found by Google and clicked on by people. That is still incredibly important, especially for e-commerce, local services, or when someone is ready to buy, book or contact you. For these kinds of high-intent searches, Google remains the go-to platform and is likely to stay that way.

However, AI platforms like ChatGPT, Perplexity and others are quickly becoming the first place people go when they have questions. These could be anything from “how to clean white trainers” to “best ways to save on energy bills”. These tools generate answers instantly, often without showing the source. That means your content must now do more than rank; it must be usable, understandable and quotable by AI. Google’s new AI-powered summaries (known as Overviews) are a case in point: brands that optimise for AI Overviews stand a far better chance of being cited. The same applies when Alexa or Google Assistant recommends a local provider.

It is also worth noting that AI platforms are starting to recommend local and trusted businesses when users ask directly for services. Whether someone is speaking to Alexa, Google Assistant or asking ChatGPT for “a reliable plumber in Bristol”, the AI might surface a shortlist of nearby providers. The businesses that are best structured and most clearly represented online are more likely to be included in those suggestions. This makes your local SEO and reputation management even more important.

What is Generative Engine Optimisation (GEO)?

GEO is the practice of optimising your content so it is more likely to be used in AI-generated answers. It is about ensuring your expertise can be discovered and understood by large language models, the same way SEO helps Google understand and rank your content.

This includes:

Writing clearly and directly, especially in question-and-answer formats
Using consistent brand mentions and expert phrasing
Structuring content with headings, bullet points and FAQs that AIs can easily parse
Adding schema markup and structured data to help machines interpret your pages

In other words, if SEO gets you found in search results, GEO helps you be quoted in AI responses.

SEO is not dead. GEO builds on it.

There is a lot of noise out there suggesting that AI is killing traditional SEO, that is simply not true. SEO remains the foundation for online visibility, particularly when someone is looking to act. 90% of pages get zero organic traffic, underscoring just how critical solid optimisation still is.

Whether someone is trying to find a plumber near them, browse holiday packages, or compare service prices, they still go to Google. And Google still values high-quality content and technical optimisation.

In fact, AI models often use websites that rank well on Google as their source of truth. That means strong SEO can actually support your visibility in AI tools.

GEO does not replace SEO; it builds on it. At Brace, we make sure your content is optimised for both search engines and AI tools so your brand is visible wherever people are looking.

What’s in it for You?

So why should you care about GEO? Because visibility is no longer limited to ten blue links. People are getting their answers from many sources, and you need to be in those answers.

More exposure, even without a click

If your business is mentioned, quoted or used as a source in AI-generated content, it increases your brand visibility, even if the user never lands on your site.

Builds trust and authority

When AI tools reference your expertise, it positions you as a trusted voice in your industry.

You stay part of the buying journey

Even if AI provides the first touchpoint, users often go on to search, compare and purchase. GEO helps you stay present in that journey.

Future-proofing your content

Search behaviour is changing. By adapting now, you are setting yourself up for long-term success.

What Brace Does Differently

At Brace, we are not separating GEO from SEO. Instead, we see it as a natural evolution of how people search. Our SEO strategies already include:

AI-friendly content structures that are easy to understand and reuse
Schema markup, FAQs and formatting designed to support both Google and AI platforms
Content strategies that answer real user questions in natural, helpful ways
Technical audits ensuring your website is fast and optimised for both humans and AI bots
Ongoing research into how AI tools surface and summarise information

You do not need to choose between SEO and AI. We make sure your business is discoverable on Google, but also positioned to be part of AI-generated answers when it counts. By aligning every piece with Google’s helpful content framework, your pages will perform in both traditional results and AI-powered summaries, giving you an advantage over competitors that don’t.

Final thoughts: SEO still matters. GEO just makes it Stronger.

Your website is still a key part of how people find and trust you. Google is still a major player, and that is not changing overnight. But the way people search is expanding, and your strategy needs to expand with it.

At Brace, we help you stay visible wherever your audience is looking, whether that is on a search results page or inside a chatbot. GEO is not a replacement for SEO. It is the next step.

Ready to make sure your content is future-proof? Let us help you move from page one to prompt one.

Ads Are Coming to ChatGPT: What It Means for Brands and Digital Strategy

What are ChatGPT Ads?

We’re familiar with adverts on social media and news sites. With ChatGPT Ads, this means paid placements may appear within your conversations, particularly if you’re on the free tier of the platform. Details are still emerging, but from what we’ve gathered, reports suggest that the ads will be designed to feel relevant to the user’s query, instead of intrusive banners or traditional display formats that you may have experienced online.

This could mean sponsored responses, recommendations, or promotional messages that meet the topic. Say, for example, you’re looking at an itinerary for a holiday destination, and it suggests certain hotels and restaurants. Importantly, “It’s expected that ads will be separate from core AI generated answers” so that there’s transparency between what is paid and what is organic.

In comparison to traditional paid search, instead of bidding on keywords and driving clicks to your website, ChatGPT sits within a conversational interface. Users aren’t typing short queries; they’re asking questions, exploring options and seeking guidance. Therefore, ads in AI are likely to be driven more by intent, relevance and content rather than matching the exact keywords alone. When this finally comes into fruition, paid ChatGPT users may not see ads at all, reinforcing the idea that advertising is being introduced carefully with consideration, rather than aggressively.

Why ChatGPT’s Introduction of Ads Matters

The introduction of ChatGPT Ads matters less because of the immediate ad opportunity and more because of what it signals. No longer are AI platforms just a tool for answers, as they have now become a place where people discover new products, brands and services. We’ve noticed a wider shift from keyword led search towards a more chatty environment that is driven by intent. Instead of searching for the best accounting software, we’re now more inclined to ask an AI platform to look at different options based on business size, budget and goals. This context rich content creates new possibilities for AI advertising whilst raising the bar on relevance to your bespoke needs.

It’s important to see this as an evolution, not a replacement. Google search, social media and traditional paid media remain critical channels. However, ChatGPT advertising highlights how the future of digital advertising is likely to involve a mix of classic search behaviour and AI assisted exploration.

How This could Affect Digital Marketing Strategies

When looking at this from a strategic perspective, ChatGPT Ads reinforces several trends that are already shaping and showcasing effective digital marketing. Most prominent is relevance and clarity. AI systems deliver information that’s based on usefulness, authority and alignment with the intent of the user. That’s why brands with clear messaging, strong content and well-defined propositions will benefit from AI driven discovery through organic mentions and future paid opportunities.

It’s also worth noting that ChatGPT ads won’t replace SEO. High quality, authoritative content still remains the backbone of visibility. In fact, businesses investing in robust SEO strategies are better positioned for AI platforms, as it draws on trusted sources, so the two will work in tandem with content structure and expertise. Learn more about how this supports long term visibility on our SEO Services page. Meanwhile, GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) are still key for making sure your business is mentioned organically by AI agents, which often carries more trust with users than a clearly labelled ad.

Used well, paid ChatGPT ads and organic AI recommendations can work side by side: ads build immediate visibility and demand, while strong organic presence supports credibility and helps you show up consistently across more queries. Together, they give your brand the best chance of maximum visibility on the platform.

ChatGPT ads are an exciting new opportunity for paid media, widening the PPC landscape with clearly labelled sponsored placements carefully selected to be visible at key moments in the buyer journey; particularly when people are researching, comparing options, and asking high-intent questions.

PPC has always evolved alongside platforms and formats, from text ads to shopping, video and social. ChatGPT advertising represents another potential environment where paid media could operate in the future. Marketing is all about adapting, so brands with a strong grasp of performance fundamentals will be better placed when technologies evolve. Our PPC Services reflect this channel agnostic, strategy first approach.

Finally, brand trust becomes a differentiator. In informal advertising environments, users are less tolerant of irrelevant or overly promotional messages. Consistency across content, search, and paid channels will matter more than chasing short term tactics.

What Businesses Should be Thinking About Now

We’re still in the very early stages of the rollout, and at this point we don’t yet have clear details on costs, targeting options, or overall performance potential. Staying informed is a sensible first step, while strengthening the fundamentals:

Content that genuinely answers customer questions
Search visibility built on expertise and credibility
Clear, consistent messaging across channels

It’s also worth reviewing how your digital channels work together. SEO, PPC and content should support a coherent user journey, whether discovery happens through Google, social platforms or AI driven tools. This is where a clear digital marketing strategy adds long term value.

Would you be open to exploring ChatGPT ads as part of your 2026 marketing strategy?

What Good Marketing Reports Should Really Tell You

Marketing reports can often look reassuring without being useful. A dashboard full of charts might appear as if everything is under control. But when the meeting ends, many businesses are left with the same question: what does any of this actually mean for us?

We unfortunately see this a lot. Usually the problem isn’t a lack of data, it’s a lack of meaning and structure. Clients are often expected to delve through pages and pages of numbers, but with little to no context. No specifics on what’s working, what’s not working and how to change it.

That’s why we see reporting as a decision making tool and not a monthly recap. Marketing reports shouldn’t just tell you what happened, it should help make marketing decisions for the future.

Goals first, everything else second

The best reports begin with the outcomes you’re working towards. That could be, but isn’t limited to:

Enquiries
Improved revenue
Traffic

Your report should start with the progress of your KPIs, and those should be tailored to your specific objectives.

For example, a lead generation campaign should not be measured in the same way as an ecommerce campaign. SEO reporting should not look exactly the same as paid media reporting either.

Different objectives need different KPIs, because success will not look the same for every channel or campaign.

Is your ad spend actually working?

Not every marketing channel plays the same role, so not every report should look the same.

A strong PPC (pay-per-click) report will usually focus on spend, efficiency, conversion rate, cost per lead, and return. A strong SEO report is more likely to focus on visibility, high-intent traffic, and how organic performance supports longer-term growth.

PPC reports should make it clear where the strongest returns are coming from, showing which campaigns are generating valuable leads and which are struggling to justify spend. One of the advantages of paid media is that results can usually be traced with precision.

That means reporting can go beyond headline numbers and show exactly where conversions are coming from, including the date and time an enquiry came in, campaign, ad group, and keyword where relevant. This gives clients a clearer view of what’s driving leads and makes ROI much easier to track back to specific activity.

It also makes campaign conversations more useful. If a lead turns out to be lower value, we can reduce focus on the campaign or keyword behind it. If it’s a strong lead, we can use that feedback to invest more confidently in the areas delivering the best return.

Audience insights

Reporting should go beyond performance and start revealing insight, more about who is engaging with your marketing. In our reports we include audience insights such as:

Age ranges
Locations
Gender insights

These all help identify your audience and tailor your marketing approach to them. This is where reporting becomes genuinely valuable. It stops being a record of activity and starts helping you understand your customers better.

Good reporting should be accessible, not locked away

While most reports are run through once a month in a meeting, that doesn’t mean it shouldn’t be easy to access.

At Brace, instead of waiting for a monthly summary, clients can check performance whenever they want through real time reporting and keep a clearer view of what’s happening throughout the month.

Monthly reporting meetings still matter. They give space to talk through performance properly, answer questions, and add context around what the numbers mean. But having access to live reporting in between those conversations gives clients more visibility, more confidence, and fewer surprises.

Struggling with your reports?

At Brace, we build reporting around outcomes. We focus on what matters commercially, translate performance into insight, and make sure every report has direction.

We’re not interested in reports that simply look polished, they need to be genuinely useful. If your current reporting leaves you with more questions than answers, we can help you improve tracking, bring more clarity to the data, and build a reporting approach that properly supports growth. Because not every business needs to see the same numbers, our reports can be tailored around the metrics that matter most to you, so you’re not sifting through data that has little relevance to your goals.

Speak to our team, and we’ll show you what your reporting should look like and what you can learn from it.

Why Your website isn’t Converting (and How to Improve It)

You’ve invested time and budget into your website. It looks the part, its attracting visitors, and it reflects your brand, yet enquiries are slow and conversions aren’t stacking up. Sound familiar?

We see this a lot. Most of the time the issue isn’t traffic, it’s what happens after user’s land. Even if your SEO is strong, a website that doesn’t convert can completely undermine your wider digital marketing efforts.

So, what’s the good news? 9 times out of 10 it’s the same issues that pop up and with the right insight, they can be fixed. Below we have compiled 6 of the most common CRO (Conversion Rate Optimisation) problems we say day to day and how to fix them.

Your message isn’t landing clearly.

When someone does land on your website, they should immediately understand a few key things:

What you do
Who you help
Why you’re worth choosing

If that isn’t clear within the first few seconds, visitors will often bounce. Vague headlines, generic copy, or overly technical language can all lead to confusion. Your audience shouldn’t have to work hard to understand your business’ value.

Strong websites lead with a clear benefit statement, relevant imagery, and direct call to actions. This usually means stripping things back and saying more about the problems your business can solve and the results you deliver.

But, what next?

Even engaged users won’t convert if they’re unsure what to do next. We often see websites with the same issues:

Weak CTAs
Too many CTAs
Unnecessarily long contact forms

If the user journey isn’t clear and easy to complete, your audience will likely hesitate. Every page should have a job to do. Whether the goal is to generate an enquiry, purchase, call or download, the next step needs to feel easy. Clear calls to action and lower-friction forms make a significant difference here.

Your website doesn’t have enough trust

Trust is a huge factor in generating conversions, particularly for service led B2B sectors. If your website doesn’t provide reassurance, users may be interested, but not confident enough to make an enquiry.

Missing or low reviews/testimonials, limited case studies, unclear processes, or a lack of social proof can all create doubt.

Client feedback, examples of your work, and a clear explanation or walkthrough of how you operate all help reduce uncertainty for your audience. If someone is considering getting in touch, they need to feel confident that your business can deliver.

Technical markers are holding your website back

Slow load times, poor mobile performance, cluttered layouts, or confusing navigation can easily frustrate users. Even small usability issues can significantly impact conversion rates.

With the web landscape now accessible to a plethora of devices, having a website which performs quickly and efficiently on all device types is essential.

Websites that convert well tend to have a few things in common. Pages load fast, navigation is intuitive, and key information is clear. When the experience feels smooth, users are far more likely to keep moving towards action.

You’re attracting the wrong visitors

High traffic numbers don’t always equal a high number of enquires. If users aren’t converting or perhaps have a short duration time it may be because they are not the right fit for your offering.

This often happens when SEO, PPC, or content strategies focus on volume rather than intent.

In these cases, the problem usually starts before the user even lands on the website. If your strategy is too broad, you’ll attract people who were never likely to convert in the first place. Better enquiry performance usually comes from attracting the right audience, not just a bigger one.

You’re not using data effectively

Without clear insight into how users behave on your site, it’s difficult to understand what’s working and what isn’t. Relying on surface level metrics alone can mask important conversion blockers.

A rise in traffic might look positive on paper, but it doesn’t tell you much on its own. If users are landing on the wrong pages, dropping off quickly, or failing to take the next step, traffic becomes a vanity metric rather than a measure of performance.

This is where good data becomes essential. Having the right tools set up allows you to look for more valuable signals:

Behaviour patterns
Scroll depth
Exit points
Section hotspots

These give you a much clearer picture of where people are dropping off and why. You may find that users are abandoning forms halfway through, leaving key service pages without scrolling, or failing to engage with the sections you assumed were most important.

That kind of insight is what turns data into action. It helps you spot friction, challenge assumptions, and make more informed decisions about what to refine. The most effective optimisation work is grounded in evidence, not guesswork.

Turning visits into real results with CRO

With the right approach to improving your conversion rate, your site can become one of your strongest business growth tools.

At Brace, we take a performance led view of websites. We look beyond design and into the data to understand how users behave, where opportunities are being missed, and how small strategic changes can deliver meaningful results.

If your website isn’t converting as it should, we’d love to help. Whether it’s a full CRO review or targeted improvements, we’ll help you turn traffic into enquiries and make your website works harder for your business.

Marketing Terms Explained: A Simple Guide for Business Owners

How buyer behaviour is shifting

AI isn’t something that’s coming later. It’s already changing how people search, compare options, and decide who to trust.

We’re seeing more early research happen before a user ever reaches a website, whether that’s through Google’s AI Overviews or inside tools like ChatGPT and Perplexity. That often means fewer clicks from people at the start of their research. The upside is that the clicks you do get are usually more qualified, with people looking for proof, pricing, reassurance, or a clear next step.

That changes what visibility really means. It’s no longer just about appearing in search results. It’s about being clear and credible enough to be understood quickly, both by people and by AI tools.

The businesses benefiting most tend to make that easy. Their messaging is specific, their offer is clear, and the proof is there. The ones that struggle usually have the opposite problem: vague services, limited proof, and websites that leave too much unsaid. That makes them harder to trust and easier to overlook.

AEO

AEO stands for Answer Engine Optimisation. It means writing your content so search engines and AI tools can easily use it as a direct answer.

You’ve already seen this in action, even if you have not heard the term before. It shows up in places like featured snippets, “People also ask”, and AI summaries. It’s where a platform pulls a short section of text from a website and shows it straight on the results page.

AEO works best when your content is built around real customer questions. Think about the things people genuinely want to know before they choose a supplier, like: what it costs, how long it takes, what the process looks like, what to watch out for, and common mistakes to avoid.

The key is clarity. If your pages are easy to scan and get to the point quickly, they’re far more likely to be picked up and shown as an answer.

A good starting point is to review your main service pages and add clear headings, short paragraphs, and a simple FAQ section that mirrors the questions your customers are asking.

GEO

If AEO is about showing up as the direct answer, GEO is about showing up inside the AI-generated answer itself.

GEO stands for Generative Engine Optimisation. It’s the work that increases the chances of your business being mentioned or referenced when someone uses an AI tool to ask a question like, “I am [insert] type of runner, which [brand] would suit me best?” or “Which brand of padel balls are the best?”

The reason GEO matters is that AI tools are increasingly being used to shortlist options. People aren’t always clicking ten different websites anymore. They’re asking a tool to summarise the best options and then deciding what to do next.

So, your visibility isn’t only about rankings, it’s also about whether your business is clearly understood and trusted enough to be included in the summary.

AIO

You may also come across AIO, which is often used as a broader umbrella term.

AIO stands for AI Optimisation. It’s about improving how your brand shows up across AI-influenced search and discovery, whether that’s through AI summaries, conversational results, or recommendation style answers.

It helps to think of AIO as the bigger picture. It brings together the things that make a brand easier for AI tools to understand and trust: clear content, strong visibility in AI answers, credible proof, and a digital presence that’s consistent across the web.

For most businesses, AIO isn’t a brand new channel to chase. It’s a sign of where AI search is heading. The brands that perform well tend to be the ones that are clear about what they do, back it up with evidence, and make it easy for both people and platforms to understand them.

That’s why the fundamentals matter so much here. If your messaging is vague or your online presence is inconsistent, AI tools have far less to work with. If it’s clear, specific, and trustworthy, you’re in a much stronger position.

LLM

An LLM is a Large Language Model. It’s the technology behind tools like ChatGPT, Gemini and Claude. These models generate answers by learning patterns in large amounts of data.

For most business owners, the technical detail matters less than what these tools are now being used for. They’re built into search engines, browsers, and workplace tools, and people are starting to use them to research options, compare suppliers, and make decisions more quickly.

You can see this happening in tools like ChatGPT search, which blends conversational answers with links to web sources.

That means your business can be judged before someone ever reaches your website. If the information AI tools find about you is vague, outdated, or inconsistent, the picture they build may be incomplete or not strong enough to include you at all.

This is why your website matters in a slightly different way now. It’s no longer just where people land after searching. It’s also part of the information AI tools use to understand who you are, what you do, and whether you’re worth recommending.

A good place to start is by checking your key pages for clarity. It should be obvious what you do, who you help, where you operate, and what makes you different.

E-E-A-T

You’ll often hear E-E-A-T mentioned in the same conversations around search and AI.

It stands for Experience, Expertise, Authoritativeness, and Trust. It’s about how credible your business looks online. As search engines and AI tools try to surface the most reliable information, those trust signals matter more.

E-E-A-T isn’t something you “add” to a page. It’s built over time through the way your business shows up online, the proof you provide, the clarity of your information, and the confidence your content gives people.

That’s why businesses with strong case studies, detailed testimonials, clear service pages, and visible expertise tend to stand out more. They make it easier for both users and search platforms to understand who they are, what they do, and why they can be trusted.

A good place to start is by looking at the signals your site already gives off. Are your business details clear? Do your pages show real experience? Is there enough evidence on the page to back up what you say? If not, that’s usually where the work starts.

Zero-click search

And finally, zero-click search.

Zero-click search is when someone searches on Google, gets the answer directly on the results page, and never clicks through to any website.

AI features accelerate this trend. Google also shares how its AI search features work and how they’re intended to connect users with helpful sites. Instead of sending people off to explore multiple pages, search results are increasingly designed to answer the question immediately through snippets, summaries, and AI overviews.

The important point is what this means for your marketing. You might see fewer clicks overall, but the clicks you do earn can be higher intent. If someone leaves an AI summary to visit your website, they’re often deeper in the decision process and looking for specifics like, proof, pricing, process, or reassurance.

This is why we encourage businesses to measure more than traffic. What matters is what traffic turns into: enquiries, calls, bookings, sales and how effectively your website converts people once they land.

The simple takeaway

You don’t need to memorise every acronym.

But you do need to understand what’s changing. More decision-making is happening inside answers and not just on websites. That means your brand needs to be easy to understand, easy to trust, and ready to convert the traffic you earn.

At Brace, we help businesses stay visible as search evolves. From SEO and content, through to GEO and AIO, and the practical improvements that turn visibility into enquiries.

If you want a clear view of how your business shows up in AI-driven search, contact us and we can help you identify what to prioritise first, and what will make the biggest difference.

GEO: What It Is, Why It Matters, and What to Do About It

AI search is changing how people find businesses online. Instead of clicking through a list of links, more users are now getting answers, recommendations, and comparisons directly inside AI tools and AI search features. We focus on what’s practical and useful. So, here’s the simple version of what GEO is, why it matters, and what to do next.

What is GEO?

GEO stands for Generative Engine Optimisation. It’s about increasing the chances of your business being mentioned, recommended, or referenced inside AI-generated answers. Think tools like ChatGPT, Google’s AI results, Gemini, Perplexity, and other tools that prioritise answers over lists of links. Instead of showing ten blue links and letting people decide, these tools often summarise options and suggest next steps. GEO is about making sure your brand has a chance to be part of that summary.

Why GEO is suddenly everywhere

Search behaviour is changing.

McKinsey reports that “half of consumers already use AI-powered search, and that behaviour is expected to influence $750 billion in US revenue.” Also notes around 50% of Google searches already include AI summaries, with that figure expected to rise further over the next few years.

That matters because people are no longer only browsing lists of links. They’re using AI tools to compare options, shortlist suppliers, and speed up research. If your business isn’t easy to understand online with clear services, clear expertise, and clear proof, you can be overlooked, even if you’re the right fit.

How user behaviour is changing (and what that means for clicks)

Search is becoming more conversational. People are asking fuller questions, adding context, and looking for quick, trustworthy answers. AI search features are designed for exactly that, which means more queries are being answered inside the platform. Users get what they need from AI summaries and answer engines, so fewer people click through to websites.

McKinsey also highlights that brands may see 20 – 50% declines in traditional search traffic if they’re unprepared, as more decision making happens before the click. At the same time, the remaining clicks often come from users who are further along in the journey.

That means the clicks you do earn can be higher intent, people looking for proof, pricing, process, or a clear next step.

This is why GEO matters. It helps you show up in the answers that shape decisions and supports better-quality traffic when users do click through.

GEO vs SEO: what’s the difference?

SEO is largely about helping your website rank in search results. GEO is about helping your brand be included in generated answers.

The overlap is bigger than you might think. Strong SEO foundations still matter: GEO simply puts more emphasis on clarity, structure, and the expertise, experience, authority and trust signals AI tools can interpret quickly.

The biggest myth about GEO

Myth: “GEO is a brand-new strategy and everything we’ve done for SEO is now outdated.”

Reality: GEO is an evolution, not a reset.

If your website is vague, thin on detail, or light on proof, it was already underperforming in SEO terms. GEO simply exposes those weaknesses faster, because AI tools prefer information that’s confident, consistent, and easy to summarise.

What AI tools tend to reward

You don’t need to “hack” GEO. You need to become easier to understand and easier to trust.

Clear positioning

Be specific about what you do, who it’s for, and the outcomes you deliver. Avoid copy that could belong to any business.

Strong service pages

The best service pages explain the process, the value, what to expect, and the problems you solve, not just a list of features.

Real proof

Case studies, testimonials, results, accreditations, and examples of work make you easier to trust (and easier to reference).

Consistency across the web

AI tools draw from multiple sources. Your website, reviews, listings, and social proof should tell the same story. Mixed messaging makes it harder to categorise your business accurately.

What you should do next

If you want to act on GEO without overcomplicating it, start here.

First, tighten your core pages. Your homepage, about page, and service pages should answer the basics quickly: what you do, who you help, why you’re trusted, and how to take the next step.

Next, publish content based on real customer questions. Think pricing approach, timelines, comparisons, “what to look for”, and common mistakes. This is the type of content AI tools are built to surface.

Then, strengthen your proof. If you’re good at what you do, show it. Make testimonials specific, add outcomes to case studies, include numbers where you can and use third-party review plugins to add independent trust signals.

Finally, don’t ignore the technical basics. Speed, structure, and accessibility still matter. If your site is hard to crawl or interpret, it’s harder to surface in any search experience.

The simple takeaway

GEO isn’t a separate channel. It’s a sign that visibility is expanding beyond traditional rankings and into AI-generated answers.

The brands that win won’t be the ones chasing acronyms. They’ll be the ones with clear messaging, credible content, and a digital presence that’s easy to understand and trust.

At Brace, we help businesses stay visible as search evolves. If you want to understand how your brand shows up in AI-driven search and what to prioritise next, we can help.

Speak to our team on 01452 729953 or fill in our contact form and we’ll help you build visibility that performs now and holds up long term.

SEO vs. PPC? Why Your Business Needs Both

Many business owners ask the same question. “Should I put my money into SEO or PPC?”. It sounds like a choice; one or the other. But in most cases, that’s not how it works. For small to medium-sized businesses, the best results often come when the two work together. SEO builds your presence over time. PPC brings results fast. When you combine them, they support each other and drive stronger results than either can on its own.

So, what are SEO and PPC?

First, let’s break down what these two terms mean.

PPC stands for Pay-Per-Click. This is paid advertising on search engines. You pay when someone clicks on your ad, and it gets you seen straight away. It’s great for bringing in traffic and leads fast. The price you pay for this will depend on the popularity of the keywords you are targeting, both from a search perspective and how many competitors in your industry are paying for them too.

SEO stands for Search Engine Optimisation. It’s all about improving your website so that people find you organically, without paying search engines for each click. It takes time, but it builds trust and brings in steady traffic over the long run.

The best SEO is created with a focus on Google’s quality guidelines, which reward trustworthy, helpful content often referred to as E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). The better your content performs in those areas, the more likely it is to rank well.

Here are a few key elements of SEO that help build organic visibility:

Keywords: These are the words and phrases people type into search engines. For example, if you’re a skip hire company, keywords like “cheap skip hire [your location]” or “book a skip online” would be relevant.
Fresh content: Regular blog posts, updates to existing pages, or new service pages signal to Google that your site is active and helpful.
Internal and external links: Linking to other relevant pages on your site and to trusted external sources helps Google understand your content and build authority.
Image optimisation and alt attributes: Every image should have an alt tag, useful for SEO and accessibility.
Meta descriptions: These short blurbs summarise each page and can impact click-through rates from search results.
H1-H3 headers: These structure your content and make it easier for readers and search engines to understand.
Word count: Long-form content (generally over 800–1,000 words) tends to perform better, especially when it’s well-structured and genuinely useful.
Page Speed Insights: These are key performance metrics Google uses to assess user experience. This includes how fast your site loads, how quickly it becomes interactive, and how visually stable it is during loading. A slow, jumpy website can negatively impact rankings and frustrate users, so it’s important to keep it optimised and running as quickly and as smoothly as possible.

Why Integrate SEO and PPC?

When SEO and PPC work together, the impact is much bigger than using either one on its own.

More visibility: Showing up in both the ads and the organic results means you have double the space in search engine result pages. This increases your chances of getting visitors to your website.
Quicker insights: PPC gives instant data on what people search for and what journey they take on your website. That information can guide your SEO work.
Identifying keyword gaps: Perhaps your visibility is weak for certain keywords on the SEO front. PPC can help fill these gaps, making sure you have visibility across the board.
Test, test and test! Ads give fast feedback on which headlines and descriptions get the best response. Those learnings can then shape your SEO content.
Audience targeting: With PPC, it’s not just about the search results. You can target specific audiences based on demographics, search intent, behaviour, and remarketing lists. Campaign types like Display Ads and Performance Max make it possible to stay in front of people at different stages, even when they’re not actively searching.

Costs & ROI

With SEO, you don’t pay for each click. The main cost is the time and effort it takes to create content, improve your website and keep it in good shape. The results tend to build slowly, but the traffic you gain can keep coming in without extra spend once your pages rank well.

PPC is slightly different. You set a budget and pay search engines every time someone clicks on your ad. It can feel more expensive, but it also gives results very quickly. When it’s managed well, PPC can be a very controlled way to bring in leads because you can track exactly what you spend and what you get back. Unlike the old school way of placing an expensive advert in a newspaper or magazine, you can also see exactly what PPC ads are working for you, and the value for money you are receiving.

Think of SEO like buying a house. It takes more time and effort at the start, but once you’ve done the work you own something that keeps giving value without extra payments each month. PPC is more like renting. You get the space straight away, but you must keep paying to stay there. For many businesses, a mix works best. PPC gives you quick wins while SEO builds a presence that lasts.

Why Run SEO and PPC Side by Side?

The biggest reason we recommend running SEO and PPC together is simple. PPC brings in traffic while you wait for SEO to do its job. SEO can take time, weeks or even months to climb the rankings. PPC, on the other hand, works instantly. You can start getting clicks, visits, and leads the same day your campaign goes live.

That’s why many businesses start with PPC while their SEO is still building. Once SEO picks up, they keep both running because it gives them double the traffic. You capture users who click on paid ads, and you also reach those who prefer to click on organic results. You’re covering both bases.

PPC Is More Than Just Search Ads

It’s also worth knowing that PPC isn’t just about showing up in Google’s search results.

With campaign types like YouTube Ads, Display Ads, Performance Max, and Demand Gen, you can reach people beyond the search page. These campaigns follow users across the web based on what they’ve searched for, what they’ve watched, and where they’ve been online.

Here are a few key campaign types and how they work:

YouTube Ads: Video ads shown before or during YouTube content. Great for brand awareness and storytelling.

Display Ads: Banner ads that appear on websites across Google’s Display Network, for example, on news sites like The Guardian or lifestyle blogs related to your industry. Ideal for staying visible to potential customers who may not be actively searching your services or products directly but are browsing related content.

Display Ads example on The Guardian — Image Credit: The Guardian

Performance Max (PMax): A goal-based campaign type that uses automation to show your ads across all Google channels (Search, Display, YouTube, Gmail and more) based on what’s most likely to drive results.

Demand Gen: A new campaign format designed to generate interest and demand using rich visual creatives across YouTube, Discover, and Gmail. Great for top-of-funnel awareness.

Demand Gen campaign example — Image credit: Search Engine Land

This means your brand shows up at key points in the customer journey, not just when someone’s actively searching, but also when they’re watching videos, browsing websites, or checking their email. You can use tools like audience targeting, remarking lists (retarget people who have already been to your website), and predictive search behaviour to reach people at different stages of the buying process.

This kind of visibility is especially valuable for small and medium-sized businesses. It helps you stay in front of potential customers, remind them what you offer, and gently guide them back when they’re ready to buy.

Common Challenges and How to Overcome Them

Bringing SEO and PPC together can be tricky, especially if you’re running a business with limited time and budget. You don’t need to spread yourself thin. Focus on the keywords that matter most and review your campaign regularly, so it works alongside your SEO.

Another challenge can be limited time. Many smaller teams simply don’t have the resource to manage both channels. In this case, using the right tools or working with a trusted agency can make a big difference.

Need help with syncing SEO & PPC?

At Brace, we’ve seen first-hand what happens when businesses bring SEO and PPC together. One of our clients in the home improvement sector saw website traffic increase by 93% and leads jump by 53% in just three months once both channels were working side by side.

For small and medium-sized businesses, this joined-up approach of using pay-per-click advertising and search engine optimisation can make a real difference. It gives you more visibility, more of the right visitors, and a better return on your marketing spend.

Ready to see what this could do for your business? Talk to the team at Brace Creative Agency. We’ll help you create a combined plan that gets results. Contact us today!

The Best & Worst Rebrands of All Time

Whether we admit it or not, we all have our favourites and when it comes to brands, we are no different. Some of them resonate with us, some of them don’t and the very special few will stick with us for a lifetime. And that’s what sets a brand apart from the rest. With this in mind, we have put together a list of the best and worst rebrands of all time.

Best: Airbnb

When Airbnb was founded, it quickly became hot stuff. Its innovative business idea has of course been a massive factor in their success. But much like any other successful company, its branding has played a big role too.

In 2014, the company transformed its logo and branding, setting itself apart from its competitors with a modernised look and feel. And with that rebrand came a big focus on creating brand awareness for the company, especially via digital advertising.

Airbnb took a multi-faceted approach to raise awareness about their brand and the company’s well-designed logo has consistently served as a cornerstone for these digital advertising efforts. Thanks to the recognisability of its logo design, it has been able to quickly grow the level of online interest and awareness necessary to springboard the launch of an all-new accommodation industry.

Their modern rebrand gave the business a much-needed platform to support its growth and within 2 years, increased its revenue by 80%. And though, it didn’t become profitable until late 2016, the brand remains an attractive investment, attracting a grand total of $3 billion in funding.

Worst: Royal Mail

Now, this is a rebrand that we will never forget. In January 2001, when Royal Mail announced it would be rebranding as Consignia, all Brits collectively asked ‘Consigni-what?’

Costing the company £1.5 million to launch, the new branding did not have a very warm welcome, to say the least. Deemed as too long and too fussy, BBC News even referred to the new branding as a “duffer” and a “howling waste of money”.

Just over a year after Royal Mail announced its new brand, it reverted back to its original name and branding, spending another £1 million in the process.

It’s safe to say that this rebrand was not a success, which is why it is classed as one of the worst corporate rebrands of all time.

Best: McDonald’s

Over the past sixty-six years, McDonald’s has developed a strong brand for itself, making it a global success. It is a world-renowned brand and household name. Since it was founded in 1955, it has gone from strength to strength and there are three very big reasons for this.

The first reason being their inherent ability to appeal to their target audience. The second is globalisation – you can get one absolutely anywhere, it’s omnipresent. The third and final reason is the brand’s simplicity – those instantly recognisable Golden Arches on a bright red background and catchy, family-friendly advertising. It is simple, straightforward and people know what to expect.

Worst: GAP

If you don’t remember GAP’s new logo launch in 2010, let us fill you in. When the high street fashion brand opted to transform its logo of over 30 years consisting of its name in a navy square, it went down like a lead balloon and lasted all of six days.

The new logo featured a new font and the word GAP was removed from the square, having a smaller square on the edge of the brand’s name instead. When the new logo was shown discreetly on social media, people reacted badly, which was then met with a bad response from GAP itself.

The company claimed they wanted a more modern logo going forward but then started crowdsourcing ideas for their new brand. Considering they are a multi-million dollar company, that too got a bad reaction, especially from graphic designers who didn’t want to freely give away their ideas to such a wealthy organisation.

After just 6 days of controversy and poor press, GAP’s executive manager decided to keep their old logo, discarding the new one that they had spent so much time and money on. According to recent estimates, the disastrous rebranding cost GAP more than 100 million dollars.

Best: Apple

Apple’s brand awareness is head and shoulders above its competitors, which is why their brand’s success comes as no surprise. From the very beginning, they’ve stuck to the mantra “less is more” and hasn’t it paid off? Apple’s ability to keep its branding simple yet aesthetically pleasing, whilst marketing its products in an exhilarating and sophisticated way all contributes to its massive success.

Some of the other reasons why Apple’s brand is so successful include:

Brand awareness generation
Experience creation
Customer trust
Continuous improvement
Focus on brand loyalty

Worst: BP

British Petroleum, aka BP, is the world’s third-biggest oil company. In 2000, they changed their logo from a shield to a more modern version, which has been likened to the sun because of its shape – quite ironic considering the sector in which they work.

Until 2010, the logo worked well, which BP must have been grateful for as it is said that they paid an astronomical amount for their rebrand. However, in April 2010, they were responsible for one of the worst oil spills in history, resulting in their brand receiving massive backlash.

A large quantity of oil spilt from their Deepwater Horizon drilling station in the Gulf of Mexico resulting in major environmental impacts on both plants and wildlife, contradicting their logo that seemed eco-friendly. But coupled with this terrible event, they received major criticism of their brand and their logo in particular. So much so that Greenpeace even asked its followers to redesign it.

Since the oil spill, BP has spent a considerable amount of money on its brand, attempting to recover the reputational damage caused by the spill. After all, reputation takes years to build and a very small amount of time to ruin. For many in BP’s case, it is simply unforgettable.

Developing the right branding for your business takes creativity, commitment, and passion, all of which our team has in abundance. Contact us today by emailing hello@brace.co.uk or give us a call on 01452 729 953. We look forward to working with you.

The Power of Branding: Top 5 Benefits of Strong Branding

Developing the right branding for your business can be a long process. After all, it takes time and effort to get right. But, oh how it pays off in the long run. From improving sales to enhancing your relationship with customers, there are so many benefits to strong branding. Here are our top five.

Stand out from the crowd

There are so many businesses out there, which means you need to stand out from the crowd to be successful. Having strong branding that accurately represents who you are and what you do can help you do just that. A good brand has a clear purpose, reflects your business’s values, and incorporates your target audience, all of which will set you apart from your competitors.

Increased brand recognition

Having strong branding allows you to build customer recognition. This is when a customer is looking for a specific product or service and they recognise your brand, therefore putting you in the running to be chosen. Customers are way more likely to shop with a brand that they recognise, even if they are only familiar with your logo.

Enhanced credibility

Established, clear and consistent branding gives you so much more credibility than a business with inconsistent branding that lacks meaning. If you are professional and appear to know what you’re talking about, people are more likely to buy from you because you’re a more credible business.

You can charge what you’re worth

Getting a business off the ground can be tough, especially when it comes to getting your first customers. It usually means that you have to offer your products or service at a lower price to get them to convert. But once your business has started to gain traction and you become a solid, established brand, you will come across as a much more professional business. This means that you can charge what you are worth because customers are more likely to value what you offer and subsequently pay a higher price for it.

Customer loyalty

Strong branding may build customer recognition, but it also builds customer loyalty too! Customers are attracted to brands that share similar values to them. By showcasing your values through your branding, you develop a connection with them making them loyal to your brand. This means they stick with you and even refer friends, generating your business even more sales. Brand loyalty can last for years. If you’re lucky, it could even last a lifetime.

We are passionate about creating brilliant branding that positions your business exactly where you want to be for today and for your future. Get in touch with our team today to find out how we can transform your brand. Give us a call on 01452 729 953 or drop us an email at hello@brace.co.uk.