I met with a client – an electrical contractor firm at the pub this week to explain how we need to tweak their strategy for 2025 and this is why…
SEO is changing. Fast. For years, the approach was simple: rank high on Google, get traffic, grow your business. That simplicity has gone. AI-driven search is here to stay and it’s reshaping the way your customers find information. If you’re not planning for this seismic shift, you risk being invisible.
Below, I’ll walk you through the fundamentals of search engine optimisation (SEO), highlight the difference between local and national SEO, explain generative search and GEO (Generative Engine Optimisation), delve into brand-based search, and share my thoughts on what to focus on in 2025. I’ll also show you how I (Tom Stansfield) have built our search presence without paying a penny on ads.
Here are a couple of quick screenshots to demonstrate our site traffic growth.
What is SEO?
At its core, SEO (Search Engine Optimisation) is about making your website more visible in organic search results. Traditionally, this has meant keyword research, on-page optimisation, and link-building. But as search engines evolve, especially with new AI-driven features, you need to think beyond simply “optimising for Google.” It’s about ensuring you’re relevant, trustworthy, and valuable wherever your audience is searching.
Local SEO vs. National SEO
- Local SEO: This is all about appearing in front of people searching for services and products near them. If you run a bakery in Lincoln, you want to rank highly for “Electrician near me” or “Electrician in Lincoln.” Local SEO strategies often focus on Google Business Profiles, local citations, and location-focused keywords.
- National SEO: This strategy is broader. If your services are available UK-wide (or beyond), you’ll be focusing on more general terms and building authority with a wider audience. National SEO requires comprehensive content marketing, broader backlink-building, and an emphasis on brand authority.
Both forms of SEO still matter, but how people look for local or national products is shifting. Increasingly, they’re asking AI tools for specific “best in area” or “recommend me a top…” style queries. Ensure your local or national presence is seamlessly visible to these newer tools.
Generative Search and GEO
The future is about Generative Engine Optimisation (GEO). Tools like ChatGPT, Perplexity, and Google’s AI Overviews are already summarising web content and providing direct answers to user questions. People are no longer just typing into Google; they’re asking AI platforms and receiving concise responses. If you’re not part of those responses, you’re essentially invisible.
- Generative Search: AI reads content from across the web and generates summaries or insights. Instead of listing 10 blue links, it compiles a single, often detailed response.
- GEO: The art of aligning your SEO strategies, keywords, content structure, E-E-A-T, and more, to be picked up, understood, and recommended by AI-driven tools.
Your content must be authoritative, well-structured, and genuinely helpful. AI craves clarity, context, and expertise. If your website is incomplete or your messaging is muddled, AI might bypass you in favour of a clearer resource.
Brand-Based Search
As AI-driven search evolves, brand-based search is emerging as a crucial element in any SEO strategy. People might simply type or ask “Who is [Your Brand]?” or “What does [Your Brand] do?” into an AI assistant. Others might input your name (especially if you’re building a personal brand).
- Claim Your Space: Ensure you have consistent NAP (Name, Address, Phone) details for local searches, but also well-maintained social media profiles, Wikipedia entries (if applicable), and Google Business listings.
- Stay Active: Update your blogs, social channels, and directories to keep your brand presence fresh.
- Foster Trust: Encourage reviews on Google, Trustpilot, or sector-specific platforms. Positive reviews strengthen your brand’s reputation, something AI often takes into account.
When people search for your brand specifically, they’re likely already intrigued or considering a purchase. Don’t squander that interest by having poor or inconsistent brand search results.
What to Focus on in 2025
- Master GEO: AI-powered search isn’t a fad; it’s here to stay. Start thinking about how to structure your content, headings, bullet points, FAQs, and schema markup, so AI can digest it easily.
- E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness. Prove you know your stuff. Showcase case studies, real-world results, and expert opinions. Add personal stories if relevant, experience means a lot in AI’s eyes.
- Conversational Queries: People are increasingly typing or speaking in full sentences. Align your keyword research and content format to capture these natural queries.
- Omnichannel Presence: Don’t rely solely on Google. Be visible on social platforms, in relevant AI chat plugins, and even in voice search results.
- First-Party Data and Community: Collect and nurture your own audience. Email marketing, newsletters, and building a tight-knit community give you leverage no algorithm change can take away.
How I Built Our Search Visibility Without Paid Ads
I’ve always believed in a simple, consistent approach to SEO. Over the years, we’ve grown our agencies’ organic search presence purely through:
- High-Quality, Targeted Content
We focus on talking directly to our audience, answering their questions, solving their problems, and sharing our own experiences. No keyword stuffing, no gimmicks. - Regular Website Updates
Fresh blog posts, case studies, and updated service pages show both humans and search engines that we’re active and relevant. - Natural Backlinks
We generate backlinks from genuine relationships, collaborations, and high-quality guest articles. No spammy link schemes, just real connections. - Local and Industry-Specific Citations
By ensuring consistent business information and gathering positive reviews, we created a strong local footprint. This approach matters for brand trust and local search. - Building Authority Through Speaking and Events
From hosting “Beers & Business” to running expert panels, we position ourselves as thought leaders in marketing and legal marketing. These activities generate buzz, social proof, and in turn, online mentions that strengthen our domain authority.
Results didn’t happen overnight, but the slow, steady approach means we’re not at the mercy of algorithm updates. We’ve laid a solid foundation that AI search engines can respect and reference.
Adapt or Get Left Behind AI tools like ChatGPT and Google’s AI Overviews are changing the game. If you’re serious about your business, it’s time to move beyond traditional SEO and embrace Generative Engine Optimisation (GEO). Champion E-E-A-T, think about how AI will summarise and share your content, and remember that your brand name might be just as important as a keyword.
Will people find you when they ask AI for an answer in 2025? Make sure you’re in the best possible position by optimising for the new wave of search, building authentic authority, and treating content as more than just filler, it’s your voice in a crowded digital world.
Cheers,
Tom Stansfield
