Hi, I’m Luciane, SEO Lead here at Williams Commerce. I look after our SEO clients and lead the team making sure their websites aren’t just ticking the basics but actually driving growth.
SEO in 2025 is a different beast compared to even two years ago. It’s no longer just about getting a page-one ranking on Google. Today, the real question is: does your brand show up in AI answers, recommendations, and conversations where customers are actually making buying decisions?
If you’re an eCommerce retailer in the UK, this shift is massive. And it’s why we’ve evolved how we deliver digital marketing at Williams Commerce , so you’re not just “there” in search, you’re present in the right place, at the right moment, with the right message.
Classic SEO , Still Essential, But Evolving
SEO hasn’t disappeared. It’s still the foundation, solid technical set-up, content that’s worth reading, links from trusted sources. But today, success isn’t just about appearing on page one of Google.
Example: Let’s say you’re a UK trainer brand selling eco-friendly sneakers. You’ll still need to rank for “sustainable trainers UK.” But today, success means going further: structured product data (size, reviews, stock), lightning-fast pages, and trust signals like certifications. Do it right, and you’re not only in the organic results but also featured in Google Shopping and even pulled into Google’s new AI Overview snippets as a recommended option. That’s triple visibility from one piece of work.
Generative Engine Optimisation (GEO) , Becoming the Source
Generative Engine Optimisation (GEO): Becoming the Source
AI search tools like Google’s AI Overviews and Microsoft Copilot don’t just throw up a list of links anymore, they summarise the answer for the user. That means the game has changed: instead of aiming just for page one rankings, you now need to position your brand as a trusted source worth citing inside those AI summaries.
That’s what Generative Engine Optimisation (GEO) is all about. It’s the practice of optimising your content, structure, and authority signals so that generative AI systems pull your brand into their responses. In other words, it’s not enough to be discoverable anymore, you need to be quotable.
The business impact is huge:
- If you’re cited, you gain visibility, authority, and trust at the exact moment your customer is searching.
- If you’re left out, your competitors own that space and you risk losing traffic and conversions, even if your traditional rankings look strong.
Example: Imagine a shopper types “Best running shoes for flat feet 2025 UK.” Instead of a list of links, they now see an AI-generated summary with recommended products. If your site has a well-structured blog comparing cushioning types, backed by expert insights and schema markup, the AI may cite your brand directly. Even if the shopper doesn’t click straight away, you’ve been positioned as the trusted expert and that credibility pays off when they’re ready to buy.
Beyond GEO: Other emerging Terms You’ll Hear in the SEO Conversation
Whilst GEO (Generative Engine Optimisation) is emerging as the front-runner and catch-all term for optimising visibility in AI-driven search, it isn’t the only phrase you’ll come across. The industry is moving fast, and there are other angles and tactics emerging to be aware of
The terminology may differ, but the direction of travel is the same: brands need to prepare for a world where AI and search are converging, and where visibility will increasingly depend on structured, high-quality, and contextually relevant content.
AI Optimisation (AIO) , Scaling Your Visibility
We’re in a world where customers don’t always browse. Instead, they ask AI assistants to shortlist their options. To make the cut, your product data needs to be machine-readable, detailed, and accurate.
Example: Picture someone asking Amazon UK’s AI assistant: “Show me vegan leather boots under £100 with good reviews.” Only the brands with properly optimised feeds , pricing, material info, sustainability tags, verified reviews, make it into the shortlist. We’ve seen retailers who keep their Merchant Centre and Amazon feeds clean and consistent get recommended over and over again. And the best part? It scales reach without extra PPC spend.
Answer Engine Optimisation (AEO) , Being the First Response
With voice assistants and AI Q&A tools, the winner is the brand that answers first and clearly.
Example: Someone asks Alexa: “What’s the difference between running shoes and cross-trainers?” Alexa doesn’t read out 10 blue links. It pulls a clear, one-paragraph answer , ideally from your FAQ. And if your brand is linked to that answer, Alexa can also recommend a product available for next-day delivery. That’s awareness and conversion, without the shopper ever scrolling a results page.
Search Experience Optimisation (SXO) , Winning the Choice
Being found is one thing. Being chosen is another. This is where search meets user experience.
Example: A shopper clicks through to your site from an AI Overview. If your homepage is slow, clunky, or generic, they’ll bounce. But if they land on a personalised page showing recommended trainers, can test a virtual try-on tool, and see “Order by 9pm for next-day UK delivery” clearly, you’ve reduced friction. Add Apple Pay or Klarna one-click checkout and authentic UK customer photos, and you’ve tipped the balance , the customer buys from you instead of your competitor.
Why This All Matters
For eCommerce retail brands, it’s not just about SEO anymore. It’s about:
- Being found in both traditional and AI-driven search.
- Being cited as the trusted source in AI-generated answers.
- Being recommended consistently across retail platforms and assistants.
- Being chosen because your site experience is better than the rest.
At Williams Commerce, we are continuing to adapt our services in 2025 around exactly this, there’s no doubt, it’s a moving feast with AI developing at pace and these new SEO themes continuing to emerge. My team and I spend every day making sure our clients aren’t just visible online but positioned as the authority customers want to trust and buy from.
But What If You’re Doing All This… and Still Not Getting Found?
This is the part no one likes to admit, but it’s real: even if your ecommerce brand is nailing the basics, strong SEO, structured data, great content, fast site, trustworthy reviews, you might still not be showing up in AI answers or recommendation engines. Why? Because the landscape is shifting, and AI doesn’t treat all brands equally.
Here are some of the most common blockers we see:
1. The competition is overwhelming.
Big names like Nike, ASOS, and John Lewis often get picked up first because AI trusts their authority. That doesn’t mean you can’t win , but it means finding niche angles like “wide-fit trainers for women” or “vegan leather boots under £100” where you can dominate.
2. AI doesn’t recognise your brand as an ‘entity’.
AI engines map brands, products, and people as “entities.” If your business isn’t defined in knowledge graphs or consistently represented online, AI may literally not “see” you. Schema, Google Business Profile, and consistent listings help fix this.
3. Your content blends in.
If your buying guides and blogs look like everyone else’s, AI has no reason to cite you. What works is unique content: original product tests, expert interviews, or customer insights that competitors can’t copy.
4. Weak external signals.
AI checks what the wider web says about you. If you’re not being mentioned in lifestyle blogs, review sites, or even customer TikToks, your authority signal is too weak. Building partnerships and generating UGC gives you the edge.
5. AI bias is real.
Right now, AI systems are conservative. They’d rather cite a big, “safe” brand than risk a smaller retailer. That doesn’t mean it’s game over, it means doubling down on clarity, trust, and relevance, while experimenting in spaces like Amazon AI shopping, Klarna, and social commerce where adoption is newer and competition is thinner.
The point is: if you’re doing everything “right” but still invisible, the answer usually lies in signal strength and uniqueness. It’s not about just keeping up anymore , it’s about standing out.
Ready to See Where You Stand?
The reality is, even if you’re ticking some boxes already, it’s hard to know where the gaps are. That’s why as part of our onboarding due diligence, we run a comprehensive SEO and GEO audit designed for ecommerce businesses. We don’t just check the basics, we dig into how visible you are in search, whether your site is technically ready for AI-driven search and merchandising, and how your on-site experience stacks up against competitors. The result is a clear, practical roadmap: where you’re strong, where you’re falling short, and what steps will get your brand noticed, trusted, and chosen online.
If you want to know how ready your business is for this new era of search and AI, get in touch today and book your survey. Let’s make sure your brand isn’t just found but converting more customers in 2025.
Amanda: I think we’ll see more AI-driven apps, whether for merchandising, personalisation, or content generation. Merchants want smarter automation and deeper customer insights, and AI can deliver that. At the same time, cost-effectiveness will matter. Businesses don’t want to pay thousands for apps that don’t scale with them. The beauty of Shopify’s ecosystem is that you can start with free or low-cost apps and grow from there.
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