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Ranking on Google no longer tells you the whole story

Search is becoming more fragmented. Google's AI results use Google's own index, while ChatGPT retrieves primarily from Bing and Claude uses Brave Search. A website can therefore perform well in Google and still be far less visible elsewhere.

That does not mean SEO has stopped working. Far from it. It means businesses now need to understand how they appear across a wider search landscape, rather than assuming one set of rankings tells the whole story.

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AI search optimisation without the hype

You may hear this described as AI SEO, generative engine optimisation or GEO, answer engine optimisation, or LLM visibility.

The terminology matters less than the question behind it: when somebody asks an AI platform about the products, services or expertise you offer, can it find you and does it choose you as a useful source?

Our job is to find out what is actually happening, identify what can be improved and give you a practical plan.

This is for

Businesses already seeing customers use AI tools as part of their buying journey.
Marketing teams that want to know whether their brand is appearing in AI-generated answers.
Businesses that want to understand where AI search fits alongside other channels.
Teams that want evidence before spending money on new tools, content or technical work.

This is NOT for

Businesses looking for a magic AI plugin without first understanding what problem it needs to solve.
Anyone expecting guaranteed placement in ChatGPT or another AI platform.
Businesses looking for a shortcut around creating a useful, technically sound website.
Anyone who wants a report full of new terminology but no clear actions.

What we check

We start with the searches that matter to your business

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Being mentioned is not the same as being chosen

An AI model may know your company name because it has encountered the brand before. It may mention you in an answer without visiting your website or using anything on it as evidence.

A citation is different. It means your website has been selected as a source supporting the answer. That is much more useful to understand because it is something your website, content and wider search visibility can influence.

For us, that distinction matters. We are not interested in giving you an impressive-looking report because ChatGPT happened to know your name. We want to know whether your digital presence is earning its place in the answer.

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An AI plugin will not decide your strategy for you

There are useful plugins and tools that can help with structured data, sitemaps, crawler directives, llms.txt files and other technical housekeeping.

But installing one does not tell you whether your customers are using ChatGPT, whether Claude can find your important content, why a competitor keeps getting cited, or what information your website is missing.

Some of what is now being sold as "AI optimisation" is simply good technical SEO with a new label. That does not make it useless. It just means the tool needs to solve a real problem.

We start with the problem.

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AI can do a lot. It still needs judgement.

We use AI tools every day. They help us research faster, process data and test more efficiently.

But deciding what matters to your business, which results are meaningful and what should happen next still needs human judgement.

AI search is moving quickly. Our role is not to repeat what a tool tells us. It is to test, challenge and interpret it in the context of your business.

Digital thinking, human validated.

Best place to start

Find out whether your business is actually being seen in AI search and where the biggest opportunities are.

Testing across ChatGPT, Claude, Perplexity, Gemini, Copilot and Google's AI results
Testing the topics and searches that matter to your business
Checking who gets recommended instead of you
Separating brand mentions from website citations
Checking AI crawler access and JavaScript-dependent content
Checking your presence in the Google, Bing and Brave indexes

You receive An AI visibility scorecard and the top five actions we recommend taking next.

Book an AI Visibility Check

Go beyond visibility and understand why competitors or other sources are being chosen ahead of you.

Everything in the AI Visibility Check
Competitor citation benchmarking
Content gap analysis against the sources AI actually cites
Crawler and model-training bot policy recommendations
AI crawler server-load review
Prioritised roadmap and practical content structuring guide

You receive A detailed audit showing where the gaps are, why they matter and what should be prioritised.

Talk to us about an Audit

Turn the findings into a practical strategy covering AI visibility, content and your wider search activity.

Everything in the AI Search Audit
Collaborative strategy workshop
Executive strategy report
Prioritised twelve-month roadmap
Content and technical search recommendations
Part of the fee creditable against a full morphsites Discovery

You receive A practical twelve-month AI search strategy aligned with your wider digital activity.

Discuss your AI Search Strategy

Ongoing Search Marketing

Once we know what needs doing, we can combine SEO, PPC and AI visibility in one ongoing programme, including monthly citation tracking. Existing SEO retainer clients can add AI visibility from £750 + VAT per month.

From £1,250/month + VAT

SEO, PPC and AI visibility

Useful answers, not another dashboard

Depending on the level of review, you will receive:

A clear picture of your visibility across the major AI search platforms.
A distinction between where your brand is mentioned and where your website is actually cited.
Competitor insight showing which businesses and sources are being selected instead.
Technical findings covering crawler access, JavaScript, indexing and server impact.
Prioritised actions showing what is worth fixing first.
A practical roadmap for content, technical improvements and ongoing measurement where required.

The aim is simple. You should know where you stand, what matters and what you should do next.

Discuss your requirements now

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This works best when there is something worth being found for

AI Search Optimisation is particularly useful for:

Businesses with specialist expertise that customers research before making contact.
Companies already investing in SEO and content that want to protect and extend that visibility.
Businesses operating in competitive markets where being recommended early in the research process matters.
Marketing teams being asked by directors or clients, "What are we doing about AI search?" and wanting an evidence-based answer.

You do not need to know whether you need GEO, AEO or another new acronym before speaking to us.

That is part of what we are here to work out.

See how Discovery has helped businesses like yours define their digital strategy and move forward with confidence

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Do AI SEO plugins work?

Some plugins are useful. They can help with technical tasks such as structured data, sitemaps, crawler access and other site housekeeping.

What they cannot do is decide which AI platforms matter to your business, identify why competitors are being cited instead of you or create a search strategy. A plugin can be part of the solution, but it is not the strategy.

Can you guarantee we will appear in ChatGPT?

No, and we would be suspicious of anyone who says they can.

AI platforms decide which sources and businesses they use. We can improve the signals they have available, make your website easier to access and understand, identify content gaps and measure whether visibility changes. We cannot guarantee placement.

We already do SEO. Do we need this as well?

Possibly, but a lot of good SEO practice carries directly into AI search.

The difference is that Google rankings no longer show the whole picture. AI platforms draw on different search ecosystems and can select different sources, so the Visibility Check tells you whether there is actually a gap worth addressing before you invest further.

How do you measure AI visibility?

We test agreed searches across the main AI platforms and record whether your business appears, how it appears, whether your website is cited and which competitors or third-party sources are being selected instead.

For ongoing clients, citation tracking can then be incorporated into regular Search Marketing reporting.

Is AI going to replace Google?

Google remains important, but ChatGPT uses Bing and customers are increasingly searching through AI tools. Your search strategy should focus on where customers look now, not just where they searched in the past.

Is your business visible in AI search?

Ranking on Google no longer tells you the whole story