The way people search for products and services is evolving. What’s changing is how they ask, and what comes back: more and more often it’s an AI-generated answer instead of ten blue links.
That said, the fundamentals that get a brand found on Google are the same ones that get it cited and recommended by ChatGPT, Gemini and Google’s AI Mode. We still need to understand the intent behind the question, be the most relevant answer, and tie it all back to the outcomes your business needs. It’s why we’re called Relevance & Intent, and it’s how we approach the work we do.
Four principles underpin everything we do
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01
We focus on search
Search is what people do when they need answers, which makes it the most qualified traffic most brands will ever get. Today that means Google and Bing, plus Google’s AI Overviews and AI Mode, ChatGPT, Perplexity, Gemini and Copilot. We cover all of it.
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02
We care about intent
In 2003 John Battelle described search as a “database of intentions”. AI assistants have turned that database into a conversation. People now explain who they are, what they need and what they’ve ruled out, and the AI quietly runs dozens of searches to answer them. We research those prompts and hidden searches, not just keywords.
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03
We obsess over relevance
Search engines and AI assistants have the same job: find the most relevant answer. A page only deserves to rank, or be cited, when it genuinely matches what the searcher needs. AI also judges relevance away from your website, from what reviews, media and communities say about you, so we work on both.
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04
We align with your objectives
Rankings, mentions and citations only matter if they lead somewhere. We tie the work to the outcomes you care about, whether that’s leads, sales or bookings, and we measure it, including the traffic and conversions that now come from AI.
Our services
SEO
Earn the rankings, and the clicks.
- Technical SEO audits and implementation support
- Site migrations and replatforming
- Site speed and Core Web Vitals
- Content strategy and information architecture
Best forBrands that want more qualified organic traffic from Google and Bing.
Explore SEO servicesAEO
Get found, cited and recommended by AI.
- AI crawler access and JavaScript rendering checks
- Prompt and query fan-out research
- Answer-first content and digital PR that builds consensus
- Visibility tracking across ChatGPT, Gemini, Perplexity and Google’s AI features
Best forBrands that need to appear in AI answers, not just search results.
Explore AEO servicesSEM
Pay for intent, not impressions.
- Market and competitor analysis
- Paid search strategy and campaign planning
- Shopping and display campaigns
- A digital strategy that joins up paid and organic search
Best forBrands that want demand now, while organic and AI visibility build.
Explore SEM servicesFractional SEO & AEO
Senior search leadership, without the full-time hire.
- Own your SEO and AEO strategy and roadmap
- Brief, guide and quality-check your developers, writers and agencies
- Report to leadership in terms of business outcomes
- Flexible commitment, on-site or remote, scoped to what you need
Best forGrowing teams that need experienced direction before (or instead of) a senior hire.
Learn more about fractional SEO/AEOSEO & AEO training
Upskill the people who build and market your site.
- Technical SEO and AI crawler access for developers
- SEO, AEO and prompt research for marketing and content teams
- One-off workshops or ongoing training programmes
- Delivered on-site or remote, for teams in New Zealand and internationally
Best forIn-house teams that want to own search themselves, and do it well.
Talk to us about trainingOne search programme, not three silos
SEO, AEO and SEM share the same foundations: understanding intent, and being the most relevant answer. They also feed each other:
- SEO powers AEO. AI assistants lean heavily on search results to build their answers, so strong rankings give you more chances to be cited.
- AEO sharpens SEO. Prompt research surfaces the real questions your keyword tools miss.
- SEM proves what converts. Paid search data shows which searches turn into customers, which tells us where organic and AI effort will pay off first.
So we plan them together, whether we’re running all three or just one alongside your team. Curious where SEO ends and AEO begins? See our AEO vs SEO breakdown.
Trusted by international brand teams
We’ve trained in-house marketing and development teams at international brands including:
GEO & Semrush Ranking Conference, Shenzhen
Charles gave the keynote at the inaugural GEO & Semrush Ranking Conference in Shenzhen, China. The bilingual event brought together around 500 attendees and speakers from China and around the world, and was co-sponsored by Semrush and Cross Border Digital.
Want a speaker on SEO, AEO or AI search for your conference or company event? Get in touch.
Start with your free Visibility Snapshot
We’ll run real-world queries for your category and show you where you’re ranked or mentioned, where you’re missing, and which competitors are winning. It’s a quick way to see where SEO, AEO or SEM will make the biggest difference.
FAQs
What’s the difference between SEO, AEO and SEM?
SEO (search engine optimisation) helps you rank in traditional search results and earn the click. AEO (answer engine optimisation, also called GEO) helps you get mentioned, cited and recommended inside AI-generated answers from tools like ChatGPT, Gemini, Perplexity and Google’s AI Mode. SEM (search engine marketing) is paid search advertising, such as Google Ads. All three start from the same place: understanding what people are searching for and why.
Do you run SEO and AEO together?
Usually, yes. AI assistants rely heavily on search results to build their answers, so a strong SEO foundation makes AEO far more effective. Most of our clients get the best results by planning the two as one programme, though we’re happy to focus on one if that’s what you need.
What is a fractional SEO or AEO lead?
A fractional lead is a senior search specialist who works as part of your team for part of the week or month. They own the strategy, guide your developers, writers and agencies, and report on results, without the cost of a full-time senior hire. We scope it to suit you, on-site or remote.
Do you offer SEO and AEO training outside New Zealand?
Yes. We’ve trained marketing and development teams at international brands including Anker, Ant Group, CHINT Global and Sino Biological. Training can be delivered on-site or remotely, as a one-off workshop or an ongoing programme, and tailored to developers, marketers or both.
How do we get started?
The easiest first step is a free AI Visibility Snapshot, which shows how your brand currently appears in AI answers and where the biggest opportunities are. If you already know what you need, just get in touch and we’ll set up a chat.