Classic SEO is still necessary, but it is no longer enough. Service businesses also need GEO: content that generative answer engines can parse, trust, and summarise. That starts with clear services, proof, locations, sector expertise, and structured data.
The worst response is to publish generic AI articles at scale. Thin pages do not create trust. Strong pages explain the actual service, show context, answer real questions, and connect to a visible body of work.
A good GEO-ready website is disciplined in the right places and distinctive in the right places: semantic HTML, schema, fast pages, clean copy, original project evidence, and a design system that feels owned.
Treat content as a connected knowledge system. Service pages, sector pages, cases, expert articles, and organisation data should reinforce each other through deliberate internal links and consistent terminology.