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London SEO Consultant Integrates AI Search Into Standard Services, Warns Ecommerce Brands Against Standalone GEO Agencies
London, England, Sept. 25, 2026 (GLOBE NEWSWIRE) — Charles Travers: SEO Consultant, an SEO agency led by consultant Charles Travers, has made AI Search monitoring and optimization a standard inclusion across all service tiers for ecommerce clients, while issuing a direct warning to online retailers against shifting budgets away from Google Search toward newly formed agencies selling Generative Engine Optimization (GEO) as a standalone discipline.
The move comes as a growing number of agencies, many formed within the last eighteen months, market AI Search optimization as a separate specialism at premium rates. Charles Travers, an independent SEO consultant based in London who specializes in search engine optimization for high-SKU Shopify stores, argues that much of the work being repackaged under the GEO label is traditional SEO performed by practitioners with limited organic search track records.
“Every few years the SEO industry invents an acronym and sells it back to brands. This time it is GEO, Generative Engine Optimization. Take the label off and most of it is search engine optimization, done by people who were not doing SEO last year,” said Charles Travers, Ecommerce SEO Consultant. “Across the ecommerce stores I work with, Google Search still drives the largest share of organic traffic and revenue. Optimizing for AI tools matters and they’re growing, but it is still a small slice of the pie. Brands are being sold ChatGPT optimization while Google, the channel actually producing their revenue, gets less attention.”
The integration of AI Search monitoring into his standard service tiers reflects a specific position on how ecommerce brands should approach the changing search landscape.
AI Search Treated as an Evolution, Not a Separate Discipline
For ecommerce stores with large product catalogs, Travers maintains that the work required to earn visibility in AI Search tools overlaps heavily with the work that earns rankings in Google.
A Framework for Evaluating GEO Agency Claims
The announcement provides ecommerce store owners with a practical reference point when evaluating agencies pitching AI Search services. Travers’s position that GEO is largely SEO gives retailers a basis for questioning whether an agency’s offering represents genuinely new expertise or repackaged search optimization from practitioners who lack established track records in organic search.
