If people are asking Claude, ChatGPT, Gemini or Perplexity the questions your business used to win in Google — and you’re not the one showing up in the answer — you don’t have a content problem. You have an AI visibility problem.
I work with SMEs and growing businesses to build a clear LLM strategy: how AI models discover, understand and cite your business, and what to do about it before your competitors work it out first.
LLM strategy sits above any single tactic. It answers the questions a keyword list can’t: is your business currently visible to ChatGPT, Gemini, Claude and Perplexity? What are AI models saying about you right now — accurately or not? Which parts of your content are actually being read and cited by AI, and which are invisible to it? And realistically, what should you prioritise first?
I help you stop guessing at “AI SEO” tactics in isolation and start with a clear picture of where you stand today, then build a prioritised plan to improve how often and how accurately your business is cited in AI-generated answers.
I work with SMEs across the UK and globally, as an independent consultant. Direct, experienced strategic input into how your business shows up in the next generation of search the same way I already approach SEO consultancy and digital strategy.
If you want the fuller thinking behind this, I’ve written about it here: SEO For LLMs: Strategies For AI-Driven Search Success.
Google’s AI Overviews and platforms like ChatGPT are increasingly answering questions directly, without a click-through. If a meaningful share of the queries you used to win are now being answered by AI rather than linking to your site, traditional SEO reporting won’t show you why performance is softening.
Language models have an existing, sometimes outdated or simply wrong, picture of what you do, who you serve, and how you compare to competitors. Most businesses have never checked. That’s usually the first, most uncomfortable finding of an LLM audit.
This is the moment to build AI-readability in from the start, rather than retrofitting it later — the same principle as getting SEO foundations right before a rebuild, just applied to a newer set of platforms.
Every engagement is scoped to the business. There’s no off-the-shelf package — but most LLM strategy projects include some combination of the following:
An honest look at whether AI models can currently find, read and correctly render your website’s content, and where your brand is (or isn’t) already appearing in AI-generated answers for the queries that matter to you.
A check on what ChatGPT, Gemini, Claude and Perplexity currently say about your business, products and positioning when asked directly — and where that picture is incomplete, outdated or factually wrong.
Identifying the actual questions your prospective customers are likely typing into AI tools before they buy, using search data as a starting signal rather than guesswork.
What to create, rewrite or restructure so your content is easier for AI systems to extract, trust and cite — this is mostly about clarity, structure and demonstrable expertise, not obscure technical tricks.
A prioritised view of where your brand needs to be mentioned, referenced or reviewed elsewhere online, since AI models weigh third-party signals about you as heavily as your own site.
I can work alongside your team to put the strategy into practice, or stay on in a retained capacity as AI search platforms — and the rules around them — continue to evolve.
A focused conversation about your business: what you sell, who you sell it to, what’s already been tried, and what’s actually at stake if AI search keeps eating into click-through traffic.
I test how AI models currently see and describe your business, check technical accessibility (can these platforms actually read your site properly?), and map where you’re already being cited versus where competitors are winning instead.
You get a clear, prioritised LLM strategy: what to fix technically, what to create or rewrite, where to build third-party authority, and a realistic roadmap for the next 90 days and beyond.
Some clients take the strategy and run with it internally. Others want ongoing support to implement it as platforms change. Either way, I adapt to what the business actually needs.
“AI hasn’t killed search, it’s changed what winning at it looks like. The question isn’t whether that shift is coming — it’s already here. The only thing left to decide is whether your business is part of what it’s finding.”
Tom Edwards, Bit Quirky
ChatGPT alone now has over 900 million weekly active users, more than double the figure from a year earlier, and crossed 1 billion monthly active users in June 2026 — making it the fastest consumer app in history to reach that scale. Google’s AI Overviews now trigger on roughly 48% of all tracked searches — a 58% year-on-year increase.
When an AI Overview appears, around 83% of those searches end without a single click through to a website, compared to roughly 60% for a standard search.
94% of B2B buyers now use AI tools somewhere in their purchase process — comparing vendors, researching products, or building a business case — often before a single sales conversation happens. AI answer engines have overtaken vendor websites, product experts, and sales reps as the number one research source. Businesses relying on organic click-through are already reporting 10–40% traffic declines as this research activity moves inside AI tools rather than onto their sites.
Put simply: the businesses your customers are comparing you against are increasingly being surfaced — or not — inside a conversation you can’t see and don’t control unless you’ve deliberately built for it. Being invisible in that conversation isn’t neutral. It’s a slow, compounding loss of the research and comparison stage that used to happen on your own website.
”I’ve worked with Tom and Bit Quirky across several projects and he’s one of the sharpest marketing minds I’ve come across. Knows SEO inside out, understands how to drive real results, and doesn’t waste time with jargon or fluff. He’s strategic, commercially minded, and not afraid to get stuck into the detail when it matters. Also just a good bloke to work with. Highly recommended.
Chief Digital OfficerDry Drinker Ltd
LLM strategy projects are scoped to fit the business. A focused AI visibility audit for a small SME looks different from an ongoing LLM strategy retainer for a larger company.
Projects typically start at £1,500 for a focused engagement aligned with digital strategy sprints.
Retained monthly support is also available for businesses that want ongoing tracking and adjustment as AI platforms change, which, in this category, they do frequently. If it’s a natural fit alongside fractional CMO work, it can also sit inside that retainer rather than as a separate line item.
If you’re not sure what level of support you need, the best starting point is a short discovery call.
LLM SEO (sometimes called GEO — generative engine optimisation, or AEO — answer engine optimisation) is the practice of making sure your business gets found, understood and cited correctly by AI models like ChatGPT, Gemini, Claude and Perplexity, rather than only ranking in traditional search results. LLM strategy is the wider plan that sits above the individual tactics: what to prioritise, in what order, and why.
Traditional SEO is built around ranking in a list of links. LLM strategy is built around being the source an AI model chooses to cite, summarise or recommend when it answers a question directly. The two overlap heavily — strong topical authority, clear structure and genuine expertise help with both — but the goal shifts from “rank higher” to “get cited accurately.”
SEO (Search Engine Optimisation) is about ranking in traditional search results. GEO (Generative Engine Optimisation) is about being cited or summarised within AI-generated answers. AEO (Answer Engine Optimisation) is a narrower discipline focused on structuring content to directly and concisely answer specific questions. In practice, a good LLM strategy uses all three — SEO as the foundation, GEO for AI visibility, AEO for structuring the content itself.
Often, yes — but not always as a separate project straightaway. If your SEO is already strong, an LLM strategy engagement builds on those foundations rather than replacing them. If you’re not sure whether AI search is actually affecting your traffic yet, an AI visibility audit is the right starting point before committing to a full strategy.
A focused audit and strategy sprint typically takes 2–4 weeks from kickoff to delivery. This is a fast-moving space, so timelines and recommendations are treated as living documents rather than a one-off deliverable.
Projects start from £1,500 for a focused engagement. Retained monthly support is also available. I don’t publish a full price list because scope varies significantly by business size and starting point — a short discovery call is the best way to get a realistic figure for what you actually need.
Projects start from £1,500 for a focused engagement. Retained monthly support is also available. I don’t publish a full price list because scope varies significantly — a short discovery call is the best way to get a realistic figure for what you actually need.
Let’s talk about where your business currently stands in AI search, and what a clear LLM strategy could do about it. 20 minutes, no pitch — just a direct conversation.