Agencies launch GEO services
- A white‑label agency announced dedicated Generative Engine Optimization services aimed at AI‑shaped search experiences. - The offering explicitly targets Google AI Overviews and zero‑click generative results for brands. - The launch was reported today as agencies reposition to capture visibility in LLM and AI answer features. (markets.businessinsider.com)
SEO.co said Thursday it has launched a white-label Generative Engine Optimization service for agencies selling search marketing. (markets.businessinsider.com) The New York-based firm said the service is built for agencies and enterprise partners that want client visibility inside Google AI Overviews and other zero-click, AI-generated answers. SEO.co said partners can sell the work under their own brand while SEO.co handles delivery in the background. (markets.businessinsider.com) In practice, the company said that means content formatted for summarization and citation, entity-based optimization, structured data, digital public relations, and link acquisition meant to strengthen trust signals. SEO.co’s own service page also pitches tracking for visibility across systems including Google, Bing Copilot, ChatGPT, and Perplexity. (markets.businessinsider.com) (seo.co) Generative Engine Optimization is the agency label for a simple shift in search: instead of fighting only for 10 blue links, brands now want to be the source an answer engine cites. Google says AI Overviews and AI Mode surface links alongside generated responses and may use multiple related searches to assemble those answers. (developers.google.com) That has created a market opening for agencies because Google’s search product has moved fast in the last two years. Google rolled out AI Overviews to everyone in the United States in May 2024, expanded them to more than 100 countries in October 2024, and said in May 2025 that the feature had reached more than 200 countries and territories in more than 40 languages. (blog.google 1) (blog.google 2) (blog.google 3) Google has also widened the format from summaries to a fuller conversational search product. The company introduced AI Mode as a Labs experiment in March 2025 and said at Google I/O 2025 that it was rolling out AI Mode in the U.S. (blog.google 1) (blog.google 2) Google’s public guidance to site owners does not endorse a separate rulebook for this shift. Search Central says there are “no additional requirements” and no special optimizations needed to appear in AI Overviews or AI Mode beyond the same core practices used for Google Search, including technical access and helpful, reliable, people-first content. (developers.google.com) That tension explains why agencies are repackaging familiar search work under a new name. SEO.co’s announcement describes GEO as a managed service for agencies that do not want to build in-house teams for AI-focused optimization, even as Google says the underlying playbook still starts with standard search fundamentals. (markets.businessinsider.com) (developers.google.com) The business case is also tied to the rise of answer boxes that can satisfy a query before a click. Google’s ads documentation says AI Overviews appear when its systems decide generative AI will be especially helpful, and the company began adding ads to AI Overviews in 2024 as it pushed the format deeper into commercial search. (support.google.com) (blog.google) SEO.co is betting agencies will pay for a white-label shortcut as that search behavior spreads. The pitch is less about replacing search engine optimization than about selling clients a way to show up inside the answer itself. (markets.businessinsider.com)
