Get found in search. Get understood by AI.
Search Engine Optimisation and Generative Search Optimisation designed to strengthen how your business is discovered, understood and represented across traditional search and emerging AI-powered discovery.
GEO extends that thinking into generative discovery.
Your customers aren’t searching in just one place anymore.
For years, businesses optimised their websites primarily for search engines such as Google.
That remains important.
But the way people discover and research businesses, products, services and information is expanding.
People increasingly interact with AI-powered search experiences, generative results and conversational assistants that can synthesise information rather than simply provide a list of links.
This creates a broader discoverability challenge.
Can traditional search engines find and understand your business — and is your digital presence clear, useful and authoritative enough to participate in an increasingly AI-driven information environment?
Lelo Klaas & Associates brings SEO and GEO together to help businesses strengthen those foundations.
Two disciplines. One discoverability strategy.
SEO and GEO aren’t enemies fighting over the future of search. Strong generative search readiness starts with many of the same fundamentals that make good SEO work.
Get found in traditional search.
SEO improves how effectively search engines can discover, crawl, understand, index and rank your website and content.
It combines technical performance, website structure, search intent, useful content, authority and user experience.
Can search engines find, understand and rank us for relevant searches?
Build for generative discovery.
GEO focuses on improving the clarity, structure, usefulness and authority of your digital information as discovery expands into AI-generated and conversational experiences.
The goal is to create stronger signals about who you are, what you offer, what you know and where your expertise is relevant.
Can generative systems clearly interpret our business, content, expertise and relevance?
Don’t choose between SEO and GEO. Build for both.
The strongest approach isn’t abandoning SEO for the new shiny thing.
Search engines, AI systems and customers all benefit from many of the same fundamentals: accessible websites, clear information, strong subject expertise, logical structure, credible sources and genuinely useful content.
We strengthen those foundations while adapting them for an evolving discovery environment.
SEO & GEO capabilities.
The exact scope depends on your website, market, business objectives and current digital maturity.
Technical SEO
Build a technically accessible foundation that helps search engines discover and understand your website.
- Crawling and indexation
- Site architecture
- Canonicalisation
- Redirect reviews
- Internal linking
- Mobile optimisation
- Page performance
Keyword & Search Intent Strategy
Understand what people search for, what they are trying to accomplish and where your business can credibly compete.
- Keyword research
- Search intent analysis
- Topic opportunities
- Competitor analysis
- Content mapping
On-Page SEO
Improve the relevance, structure and clarity of individual pages.
- Page titles
- Metadata
- Heading structures
- Content optimisation
- Internal links
- Image optimisation
Generative Search Optimisation
Strengthen the signals that help machines interpret your organisation, expertise, content and relevance.
- AI-search readiness reviews
- Entity clarity
- Topic depth
- Question-led content
- Information structure
- Citation-friendly content
Structured Data
Provide clearer machine-readable context about important elements of your website where appropriate.
- Organisation information
- Services
- Articles
- FAQs where appropriate
- Breadcrumbs
- Relevant schema opportunities
Authority & Content
Develop genuine topical depth rather than publishing large volumes of generic content.
- Content strategy
- Topic clusters
- Expertise signals
- Content refreshes
- Source quality
- Internal knowledge connections
Local SEO
Strengthen geographic relevance for businesses serving specific locations or markets.
- Local search strategy
- Location relevance
- Business information consistency
- Local content opportunities
- Local performance analysis
SEO & GEO Audits
Understand where your biggest search and generative discovery opportunities currently sit.
- Technical assessment
- Content assessment
- Entity review
- AI-readiness review
- Competitor analysis
- Prioritised recommendations
Measurement & Optimisation
Monitor meaningful search performance and use evidence to guide ongoing improvement.
- Organic visibility
- Search queries
- Landing-page performance
- Conversions
- Content performance
- AI discovery observations
Can machines clearly understand your business?
AI-readiness isn’t about writing pages for robots. It’s about making your digital information clearer, more useful and more trustworthy.
We look at the signals that help establish what your business is, what it offers, what topics it has authority around and how those pieces connect.
Entity Clarity
Make important information about your organisation, services, people, topics and relationships clearer.
Information Structure
Organise content so important facts, relationships and subject areas are easier to interpret.
Topical Authority
Build meaningful depth around the subjects your business genuinely understands and should be known for.
Source & Trust Signals
Strengthen credibility through accurate information, clear attribution, expertise and consistent brand signals.
Machine-Readable Context
Use appropriate technical and structured-data approaches to provide additional context where useful.
More content isn’t automatically better content.
Generative AI has made producing words easier than ever. That makes originality, expertise and usefulness more important — not less.
Our content approach focuses on answering genuine questions, demonstrating subject knowledge, adding useful context and building a stronger body of information around your business.
AI can support research, analysis and production. Human judgement remains essential for accuracy, credibility, originality and brand perspective.
Don’t publish something simply because AI made it cheap to produce. Publish it because someone has a reason to find, read, trust or use it.
Diagnose. Prioritise. Improve.
We don’t begin by changing random title tags or generating fifty blog posts. We establish what is happening first.
Audit
Review technical performance, search visibility, content, website structure, competitors and AI-readiness.
Research
Analyse search behaviour, customer intent, competitors, topics and discoverability opportunities.
Roadmap
Turn findings into a practical sequence of actions based on impact, effort and business relevance.
Optimise
Improve technical foundations, pages, content, internal connections and machine-readable signals.
Analyse
Track search performance, behaviour, conversions and relevant emerging discovery signals.
Iterate
Use performance data and changing search behaviour to identify the next opportunities.
Rankings matter. Business outcomes matter more.
Search performance shouldn’t be reduced to a weekly spreadsheet showing that a keyword moved from position seven to position five.
Rankings and visibility can be useful indicators, but we also want to understand what happens after people discover you.
Build visibility for today and tomorrow.
This service is designed for businesses that want search to become a stronger, more sustainable part of their digital growth strategy.
SEO & GEO questions.
What is Generative Search Optimisation?
Is GEO replacing SEO?
Can you guarantee that an AI platform will recommend my business?
Do I need a new website for SEO and GEO?
How quickly does SEO work?
What does an SEO & GEO audit include?
Can you work with our existing marketing or development team?
Can your customers — and the systems helping them search — find you?
Let’s look at your current search visibility, technical foundations, content and AI-readiness and identify where the biggest opportunities are.