AI SEO Services
Search just got complicated – we make it simple.
We bridge the gap between traditional and evolving organic search optimisation
You know search has changed. AI is rapidly becoming the first place your customers go to research products, compare providers and make confident decisions.
After two years of testing and refining, we’ve developed the P.A.S.S® framework, a proven system that we use to ensure your brand is visible, trusted and recommended by AI platforms.
Our framework works in tandem with an approach for traditional organic visibility that has developed from decades of real-world experience.
- Be the brand AI recommends
- Open a new lead channel
- Dominate the LLM landscape
Here’s what we’ve seen when a client enters the AI search race:
+362%
Increase in YoY conversions via LLMs
16.25x
AI Channel Conversion Rate
+267%
Increase in YoY sessions via LLMs
AI Search Visitors Over Time – Google Analytics Data
SEO or AI SEO?
For organic visibility online, we offer one service – known interchangeably at MRS as SEO or AI SEO.
We balance techniques that will enhance your visibility across Google traditional search results and broader AI answers.
The truth is that a lot of the techniques used for traditional SEO will benefit your visibility in answer engines – if you’re producing insightful content and building your E-E-A-T, then you’re halfway there.
“The shift in search technology provides a huge opportunity for businesses. Category leaders are being formed inside AI-generated responses long before users reach websites.
Buyers are using ChatGPT to find suppliers and build comparison tables. Procurement teams are asking Copilot to shortlist vendors using scoring matrices. Consumers are asking Gemini to recommend the best products and services for them – can your business afford not to be there?”
Adam Blackford-Mills – MRS Digital
Our AI SEO Approach to Getting You Found
Our AI SEO approach is evolving consistently – and it must. AI SEO-specific tools are giving us more and more insight as time goes on, and this opens new avenues for testing.
Currently, our approach considers the following:
Established techniques
+ Technical
- Technical audits and actions covering broad crawlability, indexability and rankability issues.
- Core Web Vitals optimisation
+ Offsite
- Offsite SEO strategies and campaign creation for backlink building on relevant, authoritative websites.
- Journalist outreach with data-led stories
- Unlinked brand mention actions
- Google Business Profile optimisation and NAP audits.
+ Onsite & Content
- Produce consistent, keyword targeted content that provides real value to the user.
- Build relevant content silos that reflect your expertise.
- Add specialist commentary where it counts – AI can’t do this.
- Focus heavily on E-E-A-T signals.
Evolving techniques
+ Technical
- Ensure your content is accessible for AI crawlers specifically.
- Perform in-depth schema reviews and implementation.
- Optimise assets for multi-modal search.
+ Offsite
- Audit cited third parties where competitors are mentioned (specifically Top 10/ Best… articles and review sites).
- Formalise a strategy for approaching offsite sources for mentions.
- Audit your brand’s reputation and sentiment across multiple sources.
- Work with clients on a reputation-focused list of actions.
+ Onsite & Content
- Audit content gaps on your website based on prompt research and citation research.
- Produce content to fill gaps, answer relevant, common prompts and build citations.
- Optimise content for AI Overview citation.
Our SEO Awards
At MRS, our SEO & AI experts pride themselves on delivering quality and effective work to each and every client. But don’t just take our word for it, see what industry judges had to say about our award-winning Search campaigns.
Why AI SEO Matters for Growth
+ Revenue & Pipeline Growth
Appearing in AI-generated answers puts your brand in front of high-intent buyers as they compare options, driving better demand and more qualified opportunities.
+ Higher Conversion Rates Across the Funnel
When prospects encounter your brand in AI answers before ever visiting your site, they arrive with pre-built trust – boosting conversions.
+ Competitive Advantage
Early investment in AI SEO positions you ahead of competitors still focused on rankings alone, giving you a greater share of emerging AI-driven search.
+ Future-Ready Performance
As AI becomes the first place people go for information, a dedicated AI SEO approach keeps your brand discoverable, relevant and resilient as search continues to evolve.
+ Brand Authority & Trust
LLMs reward authoritative brands and effective AI SEO helps build that authority by improving your reach, strengthening trust signals and increasing how often AI systems cite you.
+ Stronger Influence During Selection
AI-driven research is the new RFP stage. Dominating AI answers means shaping how your customers evaluate solutions and justify decisions.
Our P.A.S.S® Framework
The Shift: from Rankings to Representation
Traditional SEO performance is measured in rankings; how high your site appears on search results pages. AI SEO performance, however, is about representation; how your brand is understood, cited and surfaced by large language models (LLMs) and AI-powered search tools.
Success in this new landscape isn’t defined by keyword position, but by how completely and confidently AI systems can talk about you. Businesses investing in AI SEO using our P.A.S.S® framework are already shaping how these systems understand and present their offering.
We don’t just optimise for keywords – we optimise for how AI thinks.
Our proprietary P.A.S.S® framework measures success across four critical dimensions:
01. Presence
Are you there? Does the LLM recognise and include your brand in relevant answers?
02. Accuracy
Are you properly represented? Can the LLM find accurate, complete information about your brand, products and services?
03. Salience
How visible are you within AI responses? When multiple providers are listed, how high does your brand appear?
04. Sentiment
How positively is your brand described and positioned within AI-generated content and responses?
Our Approach
How P.A.S.S® Will Work for You
+ Content Optimised for AI:
We create content that is written for people but structured for machines.
+ Visibility & Reporting:
We give you a clear view of how your brand appears across AI systems
+ LM Optimisation & Entity Authority:
We strengthen the signals AI systems use to understand and trust your business
+ Planning & Strategy:
We develop a clear, adaptable plan for you stay ahead as AI search evolves
Become the brand AI trusts.
Exclusive AI SEO Tools
Developed by MRS
We build tools that help us stay ahead of how AI systems crawl, interpret and validate online content. They support our own research and testing and demonstrate our commitment to leading in AI-powered search.
AI SEO Service FAQs
Still have questions about our AI SEO service? Click below to find out about each essential optimisation element…
AI SEO thoughts from the Blog
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Paying more for the same results: Navigating the impact of AI on CPC inflation
Read more: Paying more for the same results: Navigating the impact of AI on CPC inflation -
AI SEO audit: What it is and how to prepare your site for AI search
Read more: AI SEO audit: What it is and how to prepare your site for AI search -
AI Overviews SEO: How to Rank in Google’s AI Results
Read more: AI Overviews SEO: How to Rank in Google’s AI Results
Get your AI SEO journey started today
Fill out the form and a specialist will get back to you within the next working hour.
You’re going to love our SEO if….
- You’re sick of seeing your competitors in LLM engines
- You want to ensure your brand is one step ahead of the curve
- You can handle the results we’ll deliver
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