SEO and GEO for UK businesses
Search engines and AI assistants read your site as well as people do, but not in the same way. SEO and GEO make it clear to them who you are and what you offer.
What SEO and GEO mean
SEO is about how search engines such as Google rank your pages. GEO, generative engine optimisation, is about how AI assistants such as ChatGPT understand and describe your business.
Both read your site as facts: who you are, what you do and what backs your claims. We make those facts explicit with Schema.org structured data. On Bones it is generated from your own content; we call this the AIDI layer.
{
"@type": "Service",
"name": "Advisory",
"provider": {
"@id": "#org"
}
}Here’s the difference
With structured data
- a tax advisory practice in Manchester
- these are its services
- these named people are qualified to deliver them
- these client results back them up
Without it
- a page that mentions tax, advice and Manchester
- a few company names
- the machine has to guess the rest
What it gives your site
Same website, same words on the page. The difference is whether a machine has to guess, or is told.
Understood, not guessed
Your business, services, people and projects are described explicitly, so search engines and AI tools don’t have to infer them from page text.
Claims linked to proof
Services are connected to the people, case studies and reviews that support them.
One version of the facts
The structured data is generated from your content, so it stays in step with what the page says.
Ready beyond the browser
The same information can be used by search engines, AI assistants and other services that read structured data.
How Bones does it
Set up once during the build, then kept in step with your content.
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1
Mapped in the content model
During Structural Strategy and the build, your services, people, projects and evidence are lined up with Schema.org, the vocabulary search engines use.
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2
Generated from your content
Bones writes the JSON-LD and AIDI summaries from the same content as your pages, rather than anyone typing them in by hand.
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3
Kept in sync
When you publish, the structured data updates with the page, so the two don’t drift apart.
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4
Checked
We validate the markup against the Schema.org vocabulary and search engines’ published structured data guidelines.
Not on Bones?
Start with the AI Visibility Check (£495, about 1 week) or the full AI Visibility Audit (£2,500, 2–4 weeks). Both show how clearly search engines and AI assistants read the site you have today, and what to fix first.
If the report shows a structural problem, the next step is Structural Strategy, then a build on Bones.
Examples
SEO projects we have delivered
Website, CRM and SEO for a Window and Door Company
A digital transformation project featuring a new website, structured SEO strategy and a custom CRM designed to improve visibility, lead generation and operational efficiency. Read case studyOslo Cleaning Website, Hosting Upgrade and Local SEO
A localisation-led web design, hosting and SEO project delivering a bespoke Norwegian cleaning website with structured service pages, local SEO targeting and a self-service quote system for Oslo customers. Read case studyAutomotive Website, Local SEO and Online Pricing
A bespoke automotive website with SEO, managed hosting and a self-service booking system. Read case studyIs it right for you?
Sound familiar?
- you barely show up in AI answers, even though your site looks fine
- competitors with weaker work seem to get found and quoted more often
- you have “done SEO”, but it has stopped moving the needle
- your expertise is strong, but the site doesn’t make it obvious
What it can’t do
- guarantee a ranking or a featured snippet
- make ChatGPT, Google or any AI tool cite you; no one can honestly promise that
- replace clear content and real expertise; it makes them easier to read
Insights
Related insights
Articles related to this service.