SEO is just an acronym. Content is just a word.
As collections of letters, they don’t mean a lot; as concepts, they mean everything.
Within each lies a multitude of definitions, techniques, success metrics, tasks, tools, layers of understanding, nuance and skill. And a fair share of nonsense and cyber snake oil.
GEO and AI are also just acronyms. They too contain multitudes and nonsense. And, almost certainly, the future.
Everything encompassed by SEO and organic search strategies, more specifically the thinking, creativity, skillsets, processes, and success metrics, are transferable for GEO and A.I. These synonyms each relate to delivering and dressing up information in a way that helps get website pages and brands/businesses in front of the right people at the right time.
At Loom, we care about people. Occasionally, we may slip up and refer to them as users, or worse still, reduce them to the cold abstractions of numbers in a spreadsheet. Our job remains the same: provide genuine value to real people when they need it most. That may be a service or the answers to all the questions that swirl around our human brains when trying to make a decision or complete a task.
We are experts in understanding people and the situations they find themselves in, anticipating their needs, and going above and beyond to help. As a digital marketing agency, we make sure our clients are present, providing people with everything they need and want.
But how do people find our clients? How do we connect our clients with their audiences?
We rely on LLMs, search engines and social platforms to join the dots and make the connections.
LLMs and Search Engines are just machines that help connect people to information. They are insanely complex match-makers. And yes, these machines are pretty smart, but not that smart. They’re not human-smart. They understand patterns, but not all meaning and context.
They need us digital marketers to help them understand and trust the information we’ve created and confirm just how well it meets the needs of its users. We provide a clear framework, wave little flags, and use a bright yellow highlighter. We enunciate clearly as if talking to a stranger in a late-night bar.
Over the last two decades, SEO has evolved and developed dramatically. The machines get smarter, become more sophisticated, and require more from us. People expect more, too, and rightly so. We track those changes, interpret the signals, and adapt our approach to deliver the results that matter. It never stops, it’s a constant evolution.
What doesn’t change, though, is our complete commitment to producing the most helpful, relevant and expert-informed content to improve the experience of real people. It is our belief that this is the best way to inspire trust and loyalty in our clients and help meet their objectives.
As AI-generated articles become increasingly widespread online, their ok-ish general vagueness is simply not going to be enough for everybody, especially those that matter to your business. Most people will want the details, the practical lived-experience and expertise of specialists, not a copy-of-a-copy-of-a-copy. We facilitate this through close collaboration with our client’s teams.
The approach to website content – whether that’s a product page, a service page or an in-depth guide to a complex task – is all about understanding humans like only humans can. The other stuff we do – the onsite optimisation, technical evaluations, data analysis, fancy page designs and coding – they’re a way to keep the machines on side, so they connect its users with exactly what they need, what we help create for them. Our aim is visibility and value, wherever our clients’ audiences are looking for it.
Of course, there’s more to our website content than that – user experience, conversion rate optimisation, developing trust signals, evolving brand messaging and tone of voice, behavioural psychology, balancing internal politics and stakeholder and grand narratives in digestible, actionable web pages – it’s more than words.
AI, LLM, SEO, GEO, AIO – they’re all just letters. We still provide the meaning.
