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SEO and GEO

Be found by the buyers who search, and named by the assistants they ask.

Technical, on-page and off-page SEO for IT services and technology firms, with generative engine optimisation (GEO) so ChatGPT, Claude and other AI assistants can find, understand and cite you.

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What we do

Search work, done in four layers.

Reported quarterly, by market.

SEO

  • Technical. Site architecture, crawl budget, XML sitemaps, redirects, structured data, page speed and mobile usability, audited every quarter.
  • On-page. Keyword research by solution, industry and market. Titles, descriptions, headings, internal links, duplicate content and image optimisation.
  • Off-page. Quality links, community and Q&A participation, citations and business listings. No bought links and no spam.
  • Reporting. Keyword ranking report, technical implementation report, content and acquisition efficiency, and who is linking to you.

GEO

  • Readable by AI crawlers. We check that assistants can reach and parse your key pages.
  • Clear entity and facts. Consistent descriptions of who you are, what you do and who you serve, across your site and the sources that mention you.
  • Answer-ready pages. Pages shaped around the questions buyers actually ask an assistant.
  • Third-party credibility. Directories, reviews, press and community mentions that assistants draw from.
  • Measured. A fixed set of buyer questions checked regularly across assistants, to see whether you are named.

GEO is new, and nobody can guarantee a place in an AI answer. We work on what you control and report what we observe.

Problems we fix first

The mistakes that cost IT services and technology sites the most.

These come up in almost every audit.

Search engines cannot crawl it properly

Misconfigured sitemaps and structured data, redirect chains, broken links and wasted crawl budget.

Pages compete with each other

Duplicate content and one-time meta tag updates that never targeted a buyer question.

Links that look unnatural

The same anchor text used again and again, low-quality directories and links bought in bulk.

How it works

From audit to steady growth.

Step 1

Audit and keyword map

Technical audit, competitor gap and a keyword map by solution and market.

Step 2

Fix the foundation

Architecture, crawlability, speed and structured data.

Step 3

Optimise and brief

On-page changes and article briefs your experts can write quickly.

Step 4

Earn authority

Links, citations and mentions that search and AI assistants trust.

Step 5

Report and iterate

Quarterly audits, ranking and visibility reports, and the next sprint.

Our approach

Three pillars, with optimisation that never stops.

Search changes all the time. Rankings need technical fitness, content that earns them, and analytics that show what is working.

Technical fitness

Search engines can find, crawl and understand every page that matters.

Content

Pages and articles shaped around the questions your buyers ask, in the words they use.

Reports and analytics

Rankings, traffic and leads read together, so the next change is chosen by evidence.

Ongoing optimisation sits on top of all three, because algorithm updates and competitors keep moving.

The process

Five stages, in order.

Step 1

Technical SEO

Crawlability, site architecture, speed and structured data, audited every quarter.

Step 2

Existing content

Rewrite and restructure the pages you already have around the keyword map.

Step 3

New content

Search-led briefs for the pages and articles the keyword map says are missing.

Step 4

Off-page SEO

Quality links, citations, listings and community participation.

Step 5

Reporting

Rankings, implementation status and traffic by source, every month.

What we deliver

The checklist, by layer.

What we set up in the first month, and what we keep working on.

LayerWhat it covers
Set-upKeyword analysis, short and descriptive URLs, link equity across the important pages, canonical tags, footer links, URL parameter handling, structured data, Google Search Console and Analytics, Google Business Profile, mobile usability, XML and HTML sitemaps and page-speed recommendations.
TechnicalServer and CDN, indexation, tracking codes, plugins and widgets, code quality, above-the-fold loading, site architecture, duplicate content, tags, URL structure, robots and crawl budget, custom 404 pages, redirects and mobile friendliness. Reviewed quarterly.
On-pagePage-level keyword research with primary and related terms, unique titles and descriptions, heading structure, image names and alt text, internal links, page content, video metadata, Open Graph and Twitter tags, crawl-error resolution, robots.txt and conversion recommendations for your design team.
Off-pageBacklink profile analysis, business listings and directories, articles and press releases, community participation, Q&A answers, classified ads and citations. Quality over quantity: no bought links and no comment spam.
Reports

Six reports, on a fixed rhythm.

Keyword ranking

Where each target term ranks, by market, month on month.

Technical implementation

Every recommendation, with its status and the date it was made.

Content efficiency

Which pages act as entry points, how many visitors leave, and which content holds attention.

Acquisition efficiency

Traffic by source, and how many visitors are new, returning or engaged.

Who links to you

Which content earns referral traffic and links.

Social sharing

How people share your site's content.

Month to month

How the work runs once it is live.

Step 1

Monthly report

Traffic by channel and region, rankings, top entry pages and devices, with what changed and why.

Step 2

Numbered recommendations

Each change is written up, numbered and dated, and tracked as recommended, in progress or implemented.

Step 3

Quarterly technical audit

A fresh look at crawl, speed and structured data.

Step 4

Monthly off-page

Listings, citations and Q&A work, reported with links.

Keyword research

A target list in three segments, agreed with you.

We agree a list of about 200 keywords to target over twelve months, and review it after six.

Service keywords

The services you sell. These carry the most searches for most accounts.

Industry keywords

Your services as they apply to specific industries, such as banking, healthcare or manufacturing.

Solution keywords

Searches around the problems you solve, from buyers who may not know your name yet. They build brand visibility.

Who does what

A clear split of responsibilities.

Search is a joint effort, and we say up front who does which part.

Search Value

  • Audit, keyword research and the keyword map.
  • Technical, on-page and off-page recommendations, numbered and tracked.
  • Optimised content recommendations and briefs for your experts.
  • Monitoring, reporting and monthly reviews.

Your team

  • Implementing technical changes on the site, with our guidance.
  • Writing and publishing website content from our briefs.
  • Design changes and server management.
  • A named contact for questions and approvals.
Proof

Results from search programmes.

+325%organic traffic in 6 months, top-5 Indian IT company
+217%organic leads in the same 6 months

SEO leads converted to sales-accepted leads at 4.37%, the best of any channel in that programme.

At scale

For Blouin ArtInfo we worked on five million pages across twenty language sites in 2013. Organic non-branded traffic rose 98% and keyword rankings 300% in eight months.

More results

Other search programmes.

Each case study sets out what we did and what changed.

ClientWhat changedCase study
Alibaba CloudAbout 11x organic sessionsRead the case
CoinmenMulti-country SEO, 6x trafficRead the case
EXL ServiceSign-ups doubledRead the case
GS1 IndiaOrganic traffic up 40%Read the case
Innodata4.6 billion impressionsRead the case
Ortele HealthOrganic traffic up 59%Read the case
Technology clients across 19 yearsBirlasoftCoforgeAlibaba CloudInnodataEXL ServiceAlgoworksHyTechProIncessant TechnologiesGS1 IndiaOrtele Health
Pipeline review

See where your site stands.

Send us your domain and your top three target markets. We will tell you what we would fix first.

Book a pipeline review

info@search-value.com
  1. A 30-minute callYou describe your funnel and where it leaks.
  2. A look at your funnel dataRead-only access to analytics and your nurture platform.
  3. First findingsWhat we would change first, and what it should move.
FAQ

SEO and GEO questions, answered in detail.

Short answers first. Open any question for the detail.

See all questions →
What is GEO, and can you promise a place in AI answers?

GEO is optimising so AI assistants name and cite your firm when buyers ask about vendors. No one can promise a place in an answer. We improve the things you control and check regularly whether you are named.

Do you write the content?

No. We plan topics, build briefs and optimise pages, and your subject experts write. We are not a content agency.

How soon do rankings move?

In the top-5 IT company programme, rankings moved within six months. Competitive terms take longer, and we agree expectations before we start.

What is B2B SEO for IT services companies, and how is it different from consumer SEO?

B2B SEO for IT services is search optimisation aimed at a small number of high-value buyers who research for weeks, so it targets specific problems, services and industries rather than high-volume consumer keywords.

Consumer SEO chases volume. B2B IT services SEO chases relevance and intent: a CTO searching for an SAP migration partner, a head of operations comparing integration approaches, or a procurement lead shortlisting vendors. The searches are few, the deals are large, and one good page can be worth more than a thousand generic visits.

That changes the work. We prioritise service and industry pages, comparison and problem-led content, proof such as case studies, and technical health. We measure success by qualified leads, not sessions. Our guide to SEO for IT services companies goes deeper.

Which keywords should an IT services or technology company target?

Target buyer-intent keywords that combine a service, a problem or an industry, such as "SAP S/4HANA migration partner" or "ERP integration for manufacturers", rather than broad terms like "IT services".

We build a keyword map in three layers. First, commercial terms where buyers look for a provider: service plus location, industry or platform. Second, problem terms where they describe a pain before they know the solution. Third, comparison and evaluation terms such as alternatives, costs, timelines and risks.

Each keyword is assigned to one page, so pages do not compete with each other, and each page is built to answer the full question a buyer has. We also check what Google and AI assistants already show for these queries, so we can see what the page must do better. Read more in SEO for IT services companies.

How long does SEO take for a B2B technology company?

Expect early signals such as indexing and ranking movement in two to four months, and meaningful lead growth from around six months, with the full effect over twelve. Competition and your starting site health change this.

SEO is cumulative. Month one is usually an audit and fixes: crawl and index problems, page speed, structure and tracking. Months two to four are content and page improvements and the first ranking movements for lower-competition terms. Months four to eight are where competitive terms start to move and organic leads become visible in your CRM.

A new domain or a site with a history of penalties takes longer. A site with good authority and weak structure can move faster. Anyone who promises page one in 30 days for a competitive B2B term is guessing or cutting corners.

What is technical SEO, and why does it matter for a B2B website?

Technical SEO is making sure search engines can crawl, understand and index your site efficiently: clean URLs, fast pages, correct canonicals, a sitemap, structured data and no broken links. Without it, good content struggles to rank.

For B2B sites the common technical problems are duplicate or near-duplicate service pages, slow pages from heavy scripts, orphan pages with no internal links, accidental noindex tags, broken redirects after a redesign, and missing structured data.

A technical audit checks crawlability, indexation, site architecture, Core Web Vitals, mobile usability, canonical tags, hreflang for multiple regions, XML sitemaps and robots rules. Fixing these is usually the fastest SEO win because it removes the ceiling on everything else. Our SEO and GEO service starts with this audit.

What is GEO (generative engine optimisation), and how is it different from SEO?

GEO is the practice of making your content clear, credible and easy to cite so AI assistants such as ChatGPT, Claude, Gemini and Perplexity describe your company accurately. It builds on SEO rather than replacing it.

Search engines rank pages. AI assistants synthesise answers and cite or paraphrase sources. To be included, your pages need a direct answer near the top, clear entity information (who you are, what you do, where, for whom), consistent facts across your site and the wider web, and structured data that machines can read.

We cannot guarantee a mention, because assistants choose their own sources. What we can do is make your pages the clearest answer available and measure how you are described each month. See our guide to GEO for technology companies.

Will AI search tools like ChatGPT and Google AI Overviews replace SEO?

No. AI assistants rely on the same public web content that SEO improves, so strong pages, clear structure and credible sources help you in both. But buyers increasingly ask assistants first, so visibility in AI answers is now worth measuring.

The practical approach is to treat SEO and GEO as one programme. Technical health, topical depth and authority still decide what search engines and assistants can find and trust. On top of that we add answer-first writing, clear definitions, FAQ content, structured data and consistent brand facts.

We also track how assistants answer your target questions every month, who they cite, and whether the description of your company is accurate. That tells you where to improve and gives you a baseline in a channel that is changing quickly.

Should an IT services company run a blog, and how often should it publish?

Yes, if each post answers a real buyer question with expert depth. Publishing a few strong pieces a month beats daily thin posts, and updating your best pages usually pays back faster than writing new ones.

Good B2B content explains how to solve a problem, compares options honestly, shows a worked example or opens up the cost, risk and timeline of a decision. It is written or reviewed by someone who has done the work. Each piece should target one question, link to the relevant service page and end with a clear next step.

We recommend a topic plan tied to buyer stages, a realistic cadence your subject experts can sustain, and a quarterly refresh of the pages that already get impressions. Volume is not the goal; being the clearest answer is.

How do we redesign or migrate our website without losing SEO rankings?

Map every old URL to its best new equivalent with a permanent 301 redirect, keep what already ranks, test on a staging site, submit the new sitemap, and monitor Search Console for errors for several weeks.

The biggest migration risks are broken redirects, lost pages that earned links, changed titles and headings on pages that ranked, and blocked crawling left on from staging. Before launch we export every indexed URL, your top landing pages and backlinks, and agree a redirect map. After launch we check that redirects return a single 301 hop to the right page, the sitemap is clean, canonicals are correct and analytics still work.

We then watch crawl errors, coverage and rankings daily at first and weekly after. We used exactly this method when relaunching our own site; see the marketing plan guide for how it fits the wider programme.

What is schema markup (structured data), and which types does a B2B site need?

Schema markup is code that labels the content of a page so machines understand it. B2B sites typically use Organization, WebSite, BreadcrumbList, Service, Article and FAQPage.

Structured data helps search engines show richer results and helps AI systems identify entities. Use JSON-LD, keep it accurate to what is visible on the page and validate it with Google's Rich Results Test and the Schema Markup Validator.

It is not a magic ranking lever. It clarifies meaning, which supports both SEO and GEO.

How do we keep a website fast, and does speed affect SEO?

Yes, speed affects both user experience and search performance through Core Web Vitals. Keep images compressed, limit third-party scripts, use caching and a content delivery network, and test on mobile.

The three Core Web Vitals measure loading (Largest Contentful Paint), responsiveness (Interaction to Next Paint) and visual stability (Cumulative Layout Shift). Heavy chat widgets, tag managers and tracking scripts are the usual culprits on B2B sites.

A lightweight, statically served site like ours loads quickly and has a smaller attack surface. Whatever platform you use, test with PageSpeed Insights and review after every new script is added.

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