Key Challenges

Challenge #1: Search Visibility Is Splintering Across Platforms
Yes, Google still matters and it still drives the largest share of search traffic, but it's no longer the only place that matters. Your favourite LLM pulls from several different sources, weighs signals differently, and cites brands in different ways. If your content is only optimized for Google, you're going to be absent from a meaningful share of the conversations your customers are having.

Challenge #2: Most Brands Have No Way to Measure AI Visibility
With AI still being relatively new as a technology, most brands have no answer to the basic questions: Does AI even mention us? What does it say? How often do competitors get cited instead? Which sources are LLMs pulling from in our category? Without that baseline, content investment becomes a guess, and there's no way to tell whether the work is paying off.

Challenge #3: SEO and GEO Are Often Treated as Separate Workstreams
A common pattern we see quite often is agencies bolting on "AI visibility" as a separate offering, with a different team, different reporting, and recommendations that sometimes conflict with the SEO work already underway. The result is wasted effort and content that performs in one channel at the cost of the other.