The SEO and GEO agency London firms use to get found and recommended

Why London is one of the hardest places to rank

Search 'family solicitor London' or 'aesthetics clinic London' and you compete with hundreds of firms, national directories, comparison sites and lists written by other agencies. Google also treats London as dozens of local markets. Someone searching in Clapham sees a different map pack from someone in Islington, and 'near me' searches in Zone 1 return results within a few streets.

On top of that, more buyers now ask an assistant first. A finance director might type 'which London firms do Power BI dashboards for law firms' into ChatGPT, and get three names back. If yours is not one of them, you never knew you were considered. An SEO and GEO agency London businesses hire today has to work on both: the ranked results and the written answer.

What generative engine optimisation adds to SEO

GEO, short for generative engine optimisation, is the work of getting your business named and described correctly when someone asks an AI assistant for a recommendation. It builds on SEO, because assistants lean on the same signals: crawlable pages, clear structure, and what other trusted sites say about you.

The extra work is mostly about consistency and quotability. Your name, services, areas and specialisms should match across your site, Google Business Profile, directories, review sites and press mentions. Key pages should state the answer in the first lines, so an assistant can lift it accurately. And you need mentions on sources assistants already trust in your sector.

What we do each month

• Check how you show up today in Google and in ChatGPT, Claude, Gemini and Google AI Overview answers, using a fixed set of buyer questions
• Technical SEO: crawl errors, speed, structured data and indexing, fixed by people who also build websites
• Local SEO for each London location: Google Business Profile, categories, photos, reviews and borough or neighbourhood pages that say something real
• Answer-first service pages and guides written for the questions your buyers ask
• Consistent descriptions across directories, profiles and review sites
• Outside mentions in the publications, directories and lists your sector reads
• A monthly report in plain English: what moved, why, and what we do next

Where London buyers look, by sector

• Law firms: Google, the Law Society's Find a Solicitor, Legal 500 and Chambers rankings, Review Solicitors and Trustpilot, all of which assistants read
• Clinics and aesthetics: Google reviews, Doctify, treatment pages that state risks clearly, and content that respects advertising rules for prescription-only medicines
• Financial services in the City and Canary Wharf: thought leadership, trade press and accurate FCA register details
• Property: Rightmove and Zoopla agent profiles, area guides for each London neighbourhood and Google Business Profile for every branch
• Retail and fashion: product and category pages, Google Merchant Center listings and editorial gift guides
• Creative and media agencies in Soho and Shoreditch: case studies, awards listings and the industry directories clients use to shortlist

How we work: Talk, Plan, Build, Grow

Talk: a short call about the searches and questions that bring you clients. Plan: an audit of your site, your Google Business Profile, your citations and your current presence in AI answers, with a written plan ranked by impact. Build: the fixes, pages and profile work, done in priority order. Grow: monthly reporting, new content, and outside mentions that build trust over time.

Your Signal Lead owns the plan and the dates, and they go in writing.

Where our clients stand today

Right now, 10 of the businesses we work with sit in Google's top five for their main searches and show up in ChatGPT's answers. Much of that work is monthly SEO and content for US personal injury firms, where every statute in every article is checked before it goes live. London firms in law, finance and healthcare get the same standard: accuracy first, then reach.

Strategy sessions in person

Strategy sessions and quarterly reviews can happen in person at your London office. We often learn the most useful things in those meetings: which clients are most profitable, which services the partners want to grow, and which competitors keep winning the work. That shapes what we target.

Content and technical work follow a written monthly plan. For London businesses that also sell into the US or the Gulf, we can plan separate pages and profiles for those markets, with US or UK spelling as each audience expects.

We also look at what London visitors do once they arrive. A firm can rank well and still lose enquiries because the page does not mention the borough, the nearest station or the hours that suit people commuting into the City. Small details like these often decide whether a searcher calls you or the next result.

What we will not do

Promise a number of AI mentions, publish hundreds of thin borough pages with the place name swapped, buy links, or write reviews. Nobody controls what an assistant says. We control the signals it reads, and we show you the results honestly, including months when things go sideways.

What the cost depends on

We price after the audit. The main factors:

• How competitive your searches are in London
• Number of locations and Google Business Profiles
• Technical condition of the current site
• Volume of content each month
• Outreach for mentions and directory work
• Whether development fixes are handled by us or your own team

Why 22 Signals for SEO and GEO

We fix what we find. Because our team also builds websites, runs paid media and makes video, a technical problem does not wait three months for another supplier, and the content we plan can include video and visuals that earn links. If you want to see how you show up today, book a 15-minute call. Related London pages: web development, paid media and AI consultancy.

Questions

How do London businesses show up in ChatGPT answers?

Assistants draw on your website and, more heavily, on what other sites say about you: reviews, directories, press, lists and profiles. London firms that are described the same way everywhere, well reviewed, and have clear pages answering buyer questions get named more often. We work on all of those signals.

Do you do local SEO for multiple London locations?

Yes. Each branch or clinic gets a properly set up Google Business Profile, accurate categories, photos, a review process and a location page with real local detail, such as transport links, parking and the team at that site. We avoid copy-and-paste borough pages, which Google treats as low quality.

How long does SEO take to work in London?

Technical fixes and profile corrections show once pages are recrawled. Ranking for competitive London searches, and being recommended in AI answers for them, takes longer, especially in the most crowded sectors such as law and aesthetics. We report progress monthly from the start.

Should we have a page for every London borough?

Only where you genuinely serve that area and have something specific to say: a branch, local cases, transport details or the team there. Pages that only swap the borough name are treated as doorway pages by Google and rarely rank. A few strong location pages beat thirty thin ones.

Can you guarantee we will appear in AI answers?

No, and you should be wary of anyone who says they can. Nobody controls what an assistant writes. What we can do is track a fixed set of buyer questions across ChatGPT, Claude, Gemini and Google AI Overviews every month, and improve the signals those assistants rely on.

What does an SEO and GEO agency London firms hire actually report?

Each month you get rankings for your priority searches, traffic and enquiries from search, Google Business Profile performance, and how often you appear in answers to a fixed set of buyer questions in ChatGPT, Claude, Gemini and Google AI Overviews. Each figure comes with what we did and what we will do next.

Do you work with law firms on SEO?

Yes, law firms are a large share of our search work. We know legal directories, review platforms and the care needed with legal content. Every article is checked for accuracy before publishing, and your firm approves anything that could be read as advice. SRA rules on publicity are respected throughout.

Can we meet you in person?

Yes. We are happy to run the strategy session and quarterly reviews face to face at your office. Monthly reports come in writing with a short call to walk through them, so you always know what we did and why.

Book a 15-minute call.

A fit check, not a pitch. A few questions, an honest answer and a clear next step. Not every call ends in a proposal.

Book 15 minutes