Visibility Is the New Currency — And Most Businesses Are Leaving It to Chance
The way people find businesses has fundamentally changed. Google still processes billions of searches daily, but a growing share of discovery now happens through AI systems — ChatGPT, Perplexity, Google AI Overviews, Bing Copilot, Claude. When someone asks an AI assistant to recommend an SEO consultant, a criminal defence solicitor or an MFT solution, the AI doesn’t show ten blue links. It cites specific brands. You’re either the brand being cited, or you’re invisible.
This is the shift from rankings to visibility systems. Rankings still matter — enormously — but they’re now one layer of a multi-platform visibility strategy that encompasses traditional search, AI-generated answers, entity authority and structured data. The businesses that thrive in 2026 and beyond won’t be the ones chasing algorithm updates. They’ll be the ones building systems that make them findable, citable and trustworthy everywhere their customers look.
That’s exactly what we build.
Who We Are
SEO Strategy Ltd is a premium SEO and AI optimisation consultancy led by Sean Mullins — 19+ years in search, deep technical expertise, and a track record of building organic pipelines that generate real commercial results. We work with a small number of clients at any one time, which means every engagement gets senior strategic attention from day one, not a junior account manager learning on your budget.
Our clients include healthcare IT companies, criminal defence solicitors, SaaS platforms and professional services firms. What they have in common: they operate in competitive markets where generic SEO doesn’t cut it, and they need a consultant who understands both the technical depth and the commercial context of their industry.
What We Do: The Full Visibility Stack
We don’t just “do SEO” — we build integrated visibility systems that work across every platform where your customers discover, evaluate and choose businesses. Here’s what that looks like in practice:
Search Engine Optimisation
The foundation. Technical SEO, on-page optimisation, content strategy, authority building — all executed with the precision that 19 years of experience delivers. We’ve resolved 1,100+ duplicate URL issues in a single engagement, built content ecosystems that dominate competitive verticals, and generated 200+ enterprise leads through organic channels for a single client. This is not theory — it’s proven, repeatable methodology.
LLM Optimisation — AIO, AEO & GEO
The fastest-growing discipline in digital marketing. We optimise your brand’s presence across AI platforms so that when ChatGPT, Perplexity or Google AI Overviews generate answers in your space, your brand is the one being cited. This includes entity authority building, content structuring for AI citability, structured data implementation (FAQPage, HowTo, Organisation, Speakable schema) and multi-platform citation monitoring. GEO search volume is growing over 1,300% year-on-year — the businesses that move first build compounding advantages.
Entity SEO & Structured Data
AI models make citation decisions based on entity recognition — how clearly they understand that your brand is a specific, authoritative entity with defined expertise. We build the structured data foundation, knowledge panel signals and topical authority architecture that makes your brand unambiguous and trustworthy to both Google’s algorithms and large language models.
Technical Excellence
Unlike consultancies that produce strategy documents and hand them to your dev team, we implement what we recommend. Custom WordPress development, schema markup, site architecture, Core Web Vitals optimisation, interactive tools and calculators — all built in-house using our AI-assisted development approach that delivers enterprise-quality outputs at consultancy speed.
Why Visibility Systems, Not Just SEO?
Traditional SEO treats search as a single channel with a clear input (keywords) and output (rankings). That model is becoming dangerously incomplete. In 2026, your customers discover you through a complex ecosystem: Google organic results, AI Overviews at the top of the SERP, ChatGPT recommendations, Perplexity citations, voice assistant responses, YouTube, Google Business Profile, and increasingly, AI agents acting on behalf of users.
A visibility system ensures consistency and authority across all of these touchpoints. When your entity signals are clear, your content is structured for both human readers and AI extraction, and your authority is validated across trusted sources — you don’t just rank well on Google. You become the default answer everywhere. That’s the difference between optimising a channel and building a system.
As Search Engine Land’s Kristina Bergwall recently articulated: SEO is moving from channel optimisation into organisational design. Visibility now depends on how information is structured, validated and aligned across the business. We couldn’t agree more — and it’s exactly the framework we apply to every client engagement.
The AI-Assisted Development Advantage
We practice what we preach. This entire website — the theme, the interactive tools, the schema architecture, the content systems — was built using our “vibe coding” methodology: AI-assisted development with rigorous human oversight on strategy, quality and creative direction. This approach lets us build custom solutions at a speed and cost that traditional development can’t match, while maintaining the quality standards that enterprise clients require. It’s the same methodology we bring to client projects — calculators, tools, plugins and technical implementations that would normally require a full development team.
Results That Speak
We believe in specificity over superlatives. Here are some concrete outcomes from recent engagements: 200+ enterprise leads generated through organic channels for a healthcare IT client, contributing to £2M+ in pipeline. Over 1,100 duplicate URL issues resolved in a single technical SEO engagement, eliminating content cannibalisation across 146 blog posts. Interactive ROI calculators and solution finders built and deployed that became clients’ highest-converting organic assets. Complete WordPress plugin ecosystems developed for law firm clients, improving site performance while adding functionality. Content strategies that positioned niche B2B companies as authoritative sources in AI-generated answers.
Who We Work With
We specialise in three sectors where we’ve built genuine depth of expertise: healthcare IT (HIPAA compliance, Oracle Health integrations, managed file transfer, enterprise software marketing), law firms (criminal defence, family law, regulatory compliance, legal content strategy and YouTube SEO), and SaaS and technology companies (product-led growth, technical documentation SEO, comparison content and AI visibility). We also work with professional services, e-commerce and businesses in other sectors where our technical depth and strategic rigour add clear value.
Ready to Build Your Visibility System?
Every engagement starts with a conversation — no hard sell, no generic proposals. Book a free 30-minute consultation and we’ll discuss your current visibility, the opportunities available to you, and whether we’re the right fit. We’re selective about who we work with because every client gets direct senior attention, so we’ll be honest about whether we can add value to your specific situation.