Google AI Mode / LLM SEO Audits (SGE/GEO)

Search is changing. With the rollout of Google AI Mode, LLMs and the integration of AI into search engines and user search behaviour, brands will need to understand their risks and opportunities in the evolving search landscape.

Explore your AI SEO Risk & Opportunities

Experience

What is included?

AI SEO Services

Assessing opportunities for which areas of a businesses’ website may be eligible for inclusion in an AI-generated answer on search results, and taking steps to address this
Strategic assessment of impact of AI overviews on informational type queries and where to focus efforts in lieu of this
Structured data deployment on key product pages where relevant
Consulting on EEAT credentials to enhance likelihood of business being selected for as an AI answer resource
Educating leadership on setting expectations on AI in search results to keep ahead of the game

AI SEO Scenarios

The brand is aware of AI answers in search results being rolled out on Google AI Mode globally, and is looking for ways in which it can prepare for this and get ahead of the curve
The brand is concerned about potential traffic loss to certain top of funnel informational type queries to AI answers in search results and is looking at ways to mitigate this and pivot to other areas in its SEO efforts.
The brand would like to understand what qualifies a website or webpage for an AI, LLM answer in search results and would like to take steps to educate its team around this.

Discuss Project

Google AI Mode first appeared as an experiment in Search Labs in March 2025. A full rollout to US users occurred on 20 May 2025 without requiring any opt-in.

There has been much noise around how the changes in the SEO landscape may result in new acronyms for search, including LLMSEO, GEOSEO, AISEO and SEOUX, among many others, but in reality they all refer to improving visibility across the user’s search journey.

If users find that their answers are displayed directly in search results without the need to click through, brands will need to prepare. That being said, there will always be a requirement for a website as part of the commercial journey, and brands will need to ensure that their sites maintain top-quality content and optimal user experiences as we head into this new era of AI and LLM-based search.

Results

Achieved market leader status in share of search through prioritisation of key initiatives.

Black Friday and Cyber Monday organic revenue doubled YoY.

Improving B2C & B2B user journeys through query intent and optimising internal page signals.

Successful multi website domain and brand migration whilst increasing non-brand search traffic.

Launched a global multi-website strategy to dominate Google search results.

Achieved simultaneous position one rankings for car, home, and life insurance.

Other SEO Services

Share of Voice (SOV) Competitor Audits

SEO Training and Team Coaching

SEO Product & User Experience (UX) Audits

SEO Platform & Technology Audits

SEO Discovery Audits

SEO Channel Alignment Audits

Resolving Google Algorithm Issue Audits

Marketplace SEO Audits

International SEO Audits

Increasing Organic Traffic & Revenue Audits

Fractional SEO Service

Financial Services SEO Audits

Ecommerce SEO Audits

Domain & Website SEO Migrations Audits

Bringing SEO In-House Audits

SEO Audits

FAQs

Does AI answers in search results mean the end of SEO?

No. In fact, it means that SEO is more precious than ever in its potential rewards. Google has already said that brands that are referenced as resources in AI-generated answers are likely to enjoy higher click-through rates.

Will there be an AI answer for every type of query?

No. Currently, AI answers are only appearing for a select number of queries in certain industries, and in areas such as health, finance and news, are unlikely to feature alongside traditional search results.

What is cosine similarity and why use it?

It’s a measure of how closely two text embeddings align (1 = identical, 0 = unrelated). In SEO audits, it could help reveal whether your prompts and documents map correctly for accurate LLM responses.

How does entity extraction improve LLM SEO visibility?

By automatically identifying key entities (e.g. brands, dates, locations), it structures input data so the model can deliver more precise, context-aware answers, more efficiently. Joins all the entity relationships together.

Appreciation

Working with our company is very demanding, and there are many levels of approval to go through for work to be implemented. Carl has always been very responsive and goes beyond the typical scope of any project, providing us with all angles of technical solutions and detailed recommendations for content optimizations.

Jennifer Xiques

Global Head of SEO

Carl's ability to simplify what can seem like complex SEO concepts into actionable items is truly commendable. His clear explanations and justifications for each technical SEO task required post-audit made implementation much easier for the team. We have seen an uplift in our SEO traffic, which can easily be correlated with the deployment of Carl’s recommendations.

Daniel McLoughlin

Head Of Performance Marketing

I first worked with Carl as Marketing Manager at Betfair and have relied on his expertise many times since. His iGaming experience ensured we allocated our team and budget effectively for SEO. Carl's knowledge in sports betting, poker, and casino SEO helped us achieve quick technical wins while implementing a long-term strategy that benefited all products and stakeholders.

Rebecca Shuai

Marketing Manager

His knowledge base expands far beyond SEO having run many successful affiliate sites in his down time. His day-to-day work of planning and implementing SEO strategies for major, FTSE 100 brands was first class. He’ll also know the very latest news on domains, ecommerce and pretty much everything else you’ll wish to mention when It comes to running a successful business online.

David Burgess

Operating Executive

I have worked with Carl for a number of years across different verticals - ecommerce and fintech in particular. Carl understands what is required to deliver long term and sustainable SEO traffic whilst being mindful of other marketing channels and industry regulations. His straight-talking no jargon approach makes him easy to work with. And he's a top bloke to boot.

Will Wynne

Managing Director

At Memrise we have a huge and complex SEO content footprint which had over the years become, frankly, a bit of a mess. Carl did an incredible job at cutting through the complexity and prioritising a series of focused, stepwise actions that led to huge measurable improvements in a short space of time.

Ben Whately

Co-founder & Chief Strategy Officer

Carl has been working with our digital marketing team for a few months and has already added a lot of value. He has provided a lot of useful insights on both the technical and content sides of SEO. He always makes sure the team understands his recommendations and answers any questions very quickly. His audits and presentations are thorough yet easy to understand. We appreciate the effort Carl has put into upskilling our team.

David Berry

Head of Brand and Sponsorship

Carl's SEO expertise transformed Adthena, fixing technical issues and content gaps to increase organic traffic, top ranking positions, and conversions. His strategic thinking, technical knowledge, and user-friendly approach were key. Continuous audits and automated reports made Carl invaluable for robust SEO and growth.

Charlotte Langston

Senior Demand Generation Manager

As someone who has been doing SEO for about 10 years and having worked on companies of all shapes and sizes myself, I can tell the difference between someone who gets their hands dirty and delves into the deepest regions of your site vs an SEO "expert" who pushes a button and runs a site audit report only to tell you you have "12 duplicate title tags." Carl is definitely the former, and whenever I need a fresh set of eyes on my site, I call him.

Brendan Baker

Director of Growth Marketing