SEO.co Launches White-Label GEO Service for AI Search Visibility

SEO agencies are being pushed to sell visibility inside AI answers, not just rankings, and SEO.co is trying to turn that pressure into a white-label line item. On April 23, the company announced Generative Engine Optimization as a managed service for agencies and enterprise partners trying to stay visible as Google AI Overviews and conversational search keep changing how users find information.

That shift is not abstract. Google began rolling out AI Overviews to everyone in the United States on May 14, 2024, then expanded the feature to more than 200 countries and territories and more than 40 languages by May 20, 2025. Google has also said AI Overviews are used by more than a billion people. Search Central now has dedicated guidance for AI features, including how AI Overviews and AI Mode work, how to appear in AI features, and the technical requirements for doing so. It also warns that using generative AI to produce many pages without adding value may violate its spam policy on scaled content abuse.

SEO.co’s pitch is built around that new reality. The company said its GEO service includes content structured for summarization and citation, entity-based optimization to strengthen topical authority, structured data to improve machine readability, and digital PR plus high-authority link acquisition to reinforce trust signals. Timothy Carter, the company’s chief revenue officer, framed the change as a break from a ranking-centric model, while Samuel Edwards, chief marketing officer, tied the launch to how AI is changing the way content is evaluated. The selling point for agencies is blunt: they can offer GEO under their own brand while SEO.co handles the execution behind the scenes.

That matters because the economics of search have already shifted. SparkToro’s 2024 zero-click study estimated that only 360 of every 1,000 Google searches in the United States send a click to the open web, while nearly 60% end without any click at all. In that environment, GEO is not just a technical service; it is a way to defend retainers, create premium upsells, and keep clients paying for visibility even as traffic becomes harder to capture directly.

The terminology is not new, either. A paper titled GEO: Generative Engine Optimization was submitted on November 16, 2023, and last revised on June 28, 2024. The authors argued that generative engines synthesize information from multiple sources and summarize it with large language models, creating a new optimization problem for publishers. SEO.co had already signaled where it was headed on January 23, 2026, when it expanded white-label services to include LLM SEO and GEO. The April 23 launch looks less like a one-off product announcement than a sign that GEO is becoming a standard agency service category, and the real test is whether it delivers measurable visibility or simply repackages SEO for an AI-shaped search market.