UK B2B buyers increasingly start their supplier research in two places: a Google search and a question typed into ChatGPT, Gemini or Copilot. If your company does not show up in either, you may never make the shortlist, however good your products are. SEO (search engine optimisation) and GEO (generative engine optimisation) are two sides of the same job: making your expertise easy for search engines and AI assistants to find, understand and cite. This article explains how we approach it for UK B2B companies.
SEO vs GEO: what is the difference?
SEO helps your pages rank in traditional search results. It relies on technical health, relevant content, internal linking and authority signals such as links from other reputable sites.
GEO focuses on how AI assistants and AI search summaries answer questions. These tools tend to draw on content that is clear, factual, well structured and consistent across the web. Pages that directly answer specific buyer questions, with concrete specifications and plain explanations, are easier for them to use.
In practice, most of the work overlaps. Good GEO starts with good SEO.
What UK B2B buyers search for
B2B searches are usually specific and practical. Buyers look for things like:
- Product and specification searches, such as "acoustic wall panels Class A" or "pallet racking installation Midlands".
- Compliance and standards questions relevant to their sector.
- Comparison questions, such as "office pods vs meeting rooms".
- Supplier searches qualified by location, lead time or minimum order.
- Cost questions, such as "how much does commercial restaurant seating cost".
A good content plan maps these questions to pages on your site, so every stage of research has a useful answer.
Our approach
1. Technical foundations
We check site speed, mobile usability, indexing, duplicate content, broken links and site structure. We add structured data (schema markup) for organisation, products and FAQs where relevant, which helps both search engines and AI tools interpret your pages.
2. Keyword and question research
We identify the searches and questions UK buyers use, grouped by product line and buying stage, using British spelling and local terminology.
3. Content that answers real questions
We write and optimise product, category and guide pages that answer specific questions directly. Each article is planned, drafted with AI assistance and edited by our team for accuracy and tone before publishing.
4. Consistent brand facts
AI assistants cross-check information. We make sure your company name, services, locations and key facts are consistent across your site, Google Business Profile, directories and social profiles.
5. Monthly reporting
We report on rankings, organic traffic, enquiries from search and, where possible, how your brand appears in AI answers for target questions.
Local signals that help UK B2B firms
Even if you sell nationally, local and trust signals help both search engines and AI tools understand who you are:
- A complete Google Business Profile with accurate categories, service areas and contact details.
- Your registered company name and address shown consistently on your site, matching Companies House.
- Case studies and project pages naming the sectors and regions you serve, such as hospitality in London or logistics in the Midlands.
- Relevant accreditations, trade association memberships and product certifications presented clearly, with supporting documents where appropriate.
None of these are shortcuts, but together they make your expertise easier to verify, which is exactly what buyers and AI assistants look for.
UK examples
Several of our client sites serve UK B2B buyers. Calder & Oak (calderandoak.com) is a commercial furniture site for UK restaurants and hotels, using AI-generated product images and Google Ads. Linegrain (linegrain.com) covers acoustic panels for the UK and US. SteelAisle (steelaisle.com) focuses on warehouse racking for the UK and Ireland, and Ethergifts UK (ethergifts.co.uk) offers logo-branded corporate gifts. Each is structured around the questions trade buyers ask rather than generic marketing copy.
Realistic expectations
No honest agency can guarantee rankings or mentions in AI answers. Search engines and AI tools change how they work regularly, and results depend on competition, your site's history and how much content you can support. SEO typically takes several months to show clear results, which is why we ask for a minimum of 6 months. If you need enquiries sooner, Google Ads can run alongside SEO while it builds.
What it costs in the UK
Prices are shown in pounds sterling, with a 6-month minimum term for SEO.
- SEO Light: HK$1,500/month. Technical upkeep and a small number of page optimisations.
- SEO Basic: HK$3,050/month. Technical work plus regular new content and on-page optimisation.
- SEO Growth: HK$6,550/month. A larger content programme, structured data and GEO work across more product lines.
- B2B website build (if your current site is holding you back): HK$30,400.
- Ads setup: HK$1,950 per platform, management from HK$1,150/month per platform.
Combining two main setup services gives 10% off setup fees, or 15% for three or more.
How we deliver
We work online by WhatsApp, email or text, without the need for regular meetings. It starts with a free diagnosis delivered within 24 hours, including a quick review of your current visibility. For one-off builds, you pay a 20% deposit to begin, 60% at launch and 20% after sign-off. SEO and other monthly services are billed at the start of each month. Contracts and invoices for overseas clients are issued by AETHER INT'L ENTERPRISE CO., LIMITED, Hong Kong.
FAQ
Can you guarantee we will appear in ChatGPT?
No. Nobody can guarantee how AI assistants will answer. We improve the signals they rely on, such as clear, accurate and consistent content, and track how your brand appears over time.
Do we need to write the content ourselves?
No. We draft and edit content, then send it to you for a quick fact check, since you know your products best.
We already have a website. Do we need a new one?
Not usually. Most sites can be improved in place. We only recommend a rebuild if the platform or structure is genuinely limiting.
Why a 6-month minimum?
Search engines take time to crawl, assess and rank new content. Shorter engagements rarely give enough time to judge results fairly.
Next step
If buyers are not finding you in Google or AI search, request a free diagnosis and we will reply within 24 hours with a visibility review and recommendations. See our full pricing for all services.