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Congratulations to our fellow AIMA member The Optimisers, who have been engaged by Vero Insurance to lead its SEO, Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) strategy - a great win for the agency, and a strong signal of what indie specialists can offer in a rapidly shifting search landscape.
So, what made the pitch land? By The Optimisers' own account, it came down to depth over generalism. Founder and CEO Richard Conway has built the agency around a proprietary methodology that maps the entire customer journey - combining GEO, AEO, analytics and conversion rate optimisation to track, optimise and convert leads from AI-powered platforms, not just traditional search. That full-funnel view, rather than a narrow SEO play, is what set the agency apart for a category like insurance, where customers are making high-trust, high-consideration decisions.
Vero clearly recognised the specialism. Campbell Hodgetts, Executive Manager of Corporate Affairs, Marketing and Sustainability at Vero, said the goal was making sure the insurer's content stays "accessible, relevant and easy to find" as customers increasingly turn to platforms like ChatGPT and Google AI Overviews to research and compare providers - exactly the territory The Optimisers has built its practice around. As Conway puts it, the brands that win in this next era of search will be the ones offering "clear, useful, authoritative content" that both customers and AI systems can trust - and Vero clearly backed The Optimisers to help them get there.