SEO and AI search visibility for technical businesses.
We help you get found - wherever your prospects search.
AI is changing how buyers find suppliers, pushing your current ranking further down the page. We help technical businesses build visibility wherever their customers are looking, whether that’s Google or ChatGPT.
What worked before is no longer getting results.
SEO used to mean ranking in ten blue links, but that’s changing fast. AI Overviews answer the question without needing to click, buyer research is fragmenting and your impressions can hold while your site traffic quietly dips.
For marketing, it’s pressure in multiple directions. The expectations around lead quality and pipeline remain, all the while the ground is shifting.
We can help you navigate this change by combining solid technical foundations with a clear strategy to keep you visible where your prospects are researching and evaluating.
OUR WORK IN NUMBERS
in our team of designers, developers, strategists and project managers.
the average improvement in search visibility our clients gain, 6 months after engaging us.
experience designing, developing and supporting high performance websites for B2B businesses.
If any of this sounds familiar, we should talk.
AI Overviews are answering the query before your result gets seen. The traffic you used to convert is being intercepted higher up the page.
When a buyer asks an assistant for suppliers, you’re not in the answer. If competitors are being cited and you’re not, you’re invisible at the exact moment of research.
Staying visible means consistent, quality content, but your website can't keep up. Your success is held to ransom by an ineffective platform.
Visibility for the wrong queries is vanity. Without a strategy tied to your sales data, effort goes to terms that never become pipeline.
Slow pages, messy structure and thin schema make you harder for both Google and AI systems to understand, trust and cite.
SEO and AI visibility projects.
Explore some of our work supporting SEO and AI search optimisation.
+149% increase in AI mode citationsENGINEERING / PROFESSIONAL SERVICES
Website optimisation leads to improved AI visibility for industrial drive distributor and service provider.
Structured content and a clear strategy mean that ChaptGPT, Claude and other LLMs are more likely to recommend SDS for key queries.
SEARCH FUNDAMENTALS
What we do to stay visible in search and AI answers.
We'll work with you across key areas to ensure that we're not just building your visibility, but we're building the right visibility.
Customer research & positioning
The first step is understanding your buyers, their research journey and sources of information and getting to grips with what’s going on in your market. Every decision we make on strategy needs to be informed by the data before we jump into action.
Technical SEO foundations
Site speed, clean structure, crawlability and structured data (schema) are the groundwork that make you eligible to rank and to be cited by AI systems in the first place. We’ll work to resolve any issues that are holding back opportunity first.
AI search & GEO
We optimise for how AI Overviews, AI Mode and assistants like ChatGPT select and cite sources — clear, structured, authoritative content that answers the questions your buyers actually ask.
Keyword and intent strategy
Grounded in your sales data and interviews with your teams, so effort goes to the terms and questions that lead to enquiries - not vanity rankings. Especially important for niche, technical keyword sets.
Content velocity
A steady flow of quality pages and content - accelerated with AI used properly, layered onto a structured platform, so you publish faster without the brittle, generic output of prompt-only approaches.
Measurement and reporting
Tracking that goes beyond guesswork and blue-link rankings, to visibility in AI answers, so you can see (and evidence) where you’re showing up as search changes.
OUR APPROACH
Strong fundamentals first. No shortcuts.
Changes in how buyers search means we adapting to new tools, methods and approaches. But the fundamentals remain - visibility is earned.
AI Overviews and LLMs draw on sites that are technically sound, well-structured and genuinely authoritative.
So we don’t chase hacks or gimmicks. Tactics that game a system get penalised, ignored or simply stop working the moment the rules change.
We’ll build for long-term, sustainable visibility that will keep you found as the landscape continues to shift. If you’re after a quick hack or need results overnight, we’re not the right fit.
CLIENT FEEDBACK
Dylan Pepler
Head of Marketing
"Appeal helped us to understand which services and solutions we could realistically rank for, and then supported in building a strategy around that.
We've seen consistent growth in our impression share and the website is generating more leads as a result of the work."
Frequently asked questions.
We've captured some of the questions we're asked most frequently. Something we've not covered? Get in touch.
AI visibility means being found when a prospective buyer researches your product or service inside an AI tool - that could be Google's AI Mode and AI Overviews, ChatGPT, Gemini, Claude, Perplexity, etc.
You'll see the same idea sold under other names: Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO), LLM SEO. They all describe the same job - making sure your business is cited when an AI answers a question your buyer is asking. We bundle them under one term: AI visibility.
AI visibility is closely related to traditional SEO and draws on many of the same fundamentals, but it isn't the same discipline. SEO determines your position on a page of links. AI visibility is about whether you're in the answer at all.
Because buyers have moved a large part of their research into AI. Google brought AI Mode to the UK in July 2025, AI Overviews now sit above the results, and ChatGPT (and others) have become a first stop for early-stage questions. We're seeing the same pattern across most of our clients' sites.
The mechanics have changed. A user used to ask a question, click through to your site and find the answer. Now the answer arrives inside the chat window or the AI Overview, and the click might never happen. Fewer visits doesn't automatically mean fewer buyers, but it does mean how you plan, structure and measure your website has to change.
If your traffic has dropped or you're generating fewer leads than you were a year ago, let's have a chat and take a look at what's actually changed and what to do about it.
Yes and no.
The genie is out of the bottle and users aren't going back to just trawling through blue links the way they used to, so in that sense it's game over.
Now the nuance: people search differently at different points in the buying cycle. More of the early stage qualification and requirements gathering is happening inside an LLM. Later, when they're comparing named suppliers and ready to commit real time, they still open the links, read the case studies and check you out properly.
What is definitely not dead is the fundamentals. A fast, technically sound site with credible, well-structured content is what earns you visibility in AI answers, just as it earned rankings. What gets prioritised has shifted but the principles remain the same.
We start with the technical foundations like site speed, structure and schema, so AI systems can read and understand what you do. Then content that answers the questions your buyers actually ask, published consistently enough to build authority. And we track visibility inside AI answers, not just blue-link positions, so you can see what's moving.
One caveat: the tactics that got you ranked in the old world don't map one-for-one onto the new search landscape. Citation and third-party credibility carry more weight than they did, which is why we work alongside PR specialists where it matters, so the strategy is complete and delivers what you need in full.
Yes, with a caveat.
Success starts with a clear content and keyword strategy, and with a site you can actually change. If publishing a new page takes four weeks' notice and turns into a project in its own right, we won't move fast enough to matter. When that's the case, it's usually better to take a step back to take a leap forward and fix the foundations first.
If your site is in decent shape and your team can make changes at pace, we'll get straight to work on strategy, priorities and the fixes that shift visibility.
Either way, working with Appeal you get designers, strategists and developers in one team - so instead of a report telling you what's wrong, you get one point of contact who fixes it.
Two reasons.
- We specialise in STEM and technical B2B. Niche keyword sets with low volume and high value, specialist ICPs, buying cycles measured in months. This is the norm for us so we know what works and can help deliver an impact faster.
- We're developers and strategists in the same team. You don't get a 40-page audit telling you what's wrong without a plan and timescale to fix it. Less faff, faster delivery.
That combination matters more than it used to. The changes that make you visible to AI systems are technical, and we can make them.
One team, with one point of contact, tied to your commercial outcomes.
Stuck with your website?
If your clicks are slipping and your WordPress site is nowhere to be found in AI answers, we should talk.