We think so - and we think FirstMotion are GEO experts. But for different reasons than you may think.
Generative Engine Optimisation (GEO) is brand new territory. We’re at the very beginning of understanding how tools like ChatGPT, Perplexity, Claude, and Google AI Overviews surface, cite, and synthesise information.
The GEO landscape is shifting fast
The pace of change in AI search is unlike anything we’ve seen before in digital marketing. One week, Perplexity quietly launches a new model. The next, ChatGPT gets real-time browsing powered by Bing. Then Perplexity launches its own browser, and OpenAI announces the same. Meanwhile, Google’s AI Overviews are causing traffic chaos for brands who are seeing organic clicks steeply in decline. There are lots of statistics showing just how much AI search is changing things.
Even if someone was a ‘GEO expert’ yesterday, a model update tomorrow could instantly make their assumptions irrelevant. But that’s not dissimilar to how it’s always been with SEO too.
So expertise in GEO doesn’t come from knowing everything. Being a GEO expert agency comes from knowing how to learn fast when everything changes.
SEO was never certain either
This isn’t a new challenge.
In the world of ‘traditional’ SEO, one day you’re ranking #1. The next, an algorithm update wipes causes lots of disruption.
We’ve always known that SEO success came from experimentation, ethical optimisation, and trying to stay ahead of the curve. GEO is no different.
In fact, we would argue ‘SEO expert’ has always been misleading. It was never about mastering the rules, it was about mastering the process of adapting to them.
GEO is harder to measure - for now
In some respects we’re flying blind when it comes to GEO.
There’s no Search Console for LLMs. No robust attribution tracking. No clear visibility into how people found you via ChatGPT or Perplexity, especially when your brand gets mentioned without a link.
That’s why analytics tools like Peec AI are so valuable (and why we’ve partnered with them at FirstMotion). But even they’re tracking probabilities of being visible, not specific rankings. This is a new kind of visibility and we need new tools, new frameworks, and new ways of thinking to make sense of it.
Will OpenAI release better analytics for LLM driven search? Almost like a Google Search Console equivalent for AI? Our bet would be yes. But until then, we need to stay evidence based and methodical.
Here’s our recent post on why the B2B dark funnel is darker than ever because of AI right now.
GEO isn’t a skillset - it’s a cross-disciplinary strategy
The truth is, no single person can own GEO.
It cuts across product marketing, demand generation, content strategy, PR, analyst relations, SEO, social media and data.
- You need deep audience intelligence to map prompts across the buyer journey.
- You need semantic content structuring to make your material citable.
- You need offsite influence on trusted sources like G2, Reddit, and Gartner.
- You need visibility tracking that can’t be found in your CMS or GA4.
GEO isn’t a vertical. It’s a layer across your entire go-to-market strategy. That’s why at FirstMotion we focus on the AI native B2B buyer journey, not just AI search being a visibility measure.
FirstMotion: GEO & AI SEO expert agency
We position ourselves as a specialist, leading and expert generative engine optimisation & AI search agency, because of how deeply we’re researching in the space and how methodical our approach is.
We promise every client that comes on a journey with us that:
- Every recommendation is backed by research, not guesswork.
- Every framework is tested across real buyer journeys and ICPs.
- Every insight we share is part of our commitment to learning in public.
We’ve built our Contextual Journey™ platform because we believe GEO strategy must start with enriched audience and buyer intelligence. Not prompt guessing.
If you want to keep up to date with all the latest GEO research, studies and data driven insights, check out our GEO research database.
Read more: how to pick a B2B SaaS focused GEO / AI search agency