As AI-powered search engines continue to disrupt digital discovery, Globital Pty Ltd, a global leader in white-label digital marketing, is leading this transformation, championing Generative Engine Optimisation (GEO) and redefining how agencies support their clients’ online presence and rankings on Google.

With two existing agency partners already leveraging GEO for real-world projects, and a third preparing to launch, demand for Globital’s AI expertise is accelerating. Unsurprisingly, new clients are now discovering Globital through ChatGPT-powered search, emphasising the immediate commercial value of generative AI visibility.

Globital’s pioneering efforts in this space began in October 2023, with the introduction of a dedicated AI business function – an early move to ensure its clients retain a competitive advantage in a constantly evolving market. This strategic investment also saw the appointment of Hugo Silva Pereira as Globital’s Chief AI Officer.

This has since led to development and refinement of Globital’s AI and GEO-specific strategies, such as localisation testing for large language models (LLMs), Google Business Profile optimisation for generative platforms, and AI-powered referral traffic analytics.

“Our mission is to keep our agency partners ahead of change, not scrambling to catch up,” says Damian Papworth, CEO of Globital. “We saw the shift coming early and invested in R&D that’s already delivering results. This isn’t just SEO evolution – it’s a total reinvention of how online visibility works.”

One of Globital’s early adopters, Vanilla Zulu Culinary Adventures, has experienced a significant surge in website traffic since deploying GEO-informed content strategies, while other agency partners are actively incorporating GEO into long-term planning and client solutions.

“We’re seeing more website traffic, more targeted enquiries, and a real shift in how people are finding us online”, said Caralyn Pearce, Vanilla Zulu’s Business Manager.

A significant shift in SEO

Traditional SEO, built on keywords and backlinks, is being eclipsed by AI-powered search models like Google’s Search Generative Experience (SGE), ChatGPT, and Bing AI. These platforms prioritise context, conversation, and user intent – delivering content directly within search interfaces rather than directing users to links.

As of September 2024, over 1 in 4 search results featured an AI Overview, a number set to rise exponentially. Forecasts suggest that organic traffic from traditional search could fall by 50% or more by 2028, as users embrace this new model of discovery.

In alignment with Google’s March 2023 Core Update, Globital’s GEO methodology blends AI-generated content with E-E-A-T principles (Experience, Expertise, Authoritativeness, Trust), ensuring that quality and credibility are never sacrificed in the pursuit of innovation.

Why agencies must act now

• 86% of SEO professionals have already integrated AI into their strategies.
• Backlinks alone are no longer a competitive differentiator.
• Generative AI tools demand hyper-contextual content tailored to location, behaviour, and intent.
• AI is not just a tool, it’s restructuring the entire buyer journey.

A word of caution is agencies need to plan for the long game. Due to the complexity of AI-driven engines and evolving localisation algorithms, meaningful GEO results may take up to five months to materialise.

Globital’s practical AI training series, webinars and latest e-book aim to guide agencies through every step of this transformation, from content creation and GEO strategy to internal process automation.

It will also continue its GEO rollout throughout 2025, with a focus on data-driven refinement, case study development, and ongoing AI innovation. “The aim is to build an ecosystem where every agency can implement GEO strategies confidently, track their results, and grow sustainably in the era of AI search”, said Damian.

About Globital Pty Ltd

Globital is an Australian-owned, global white-label digital marketing powerhouse supporting thousands of agencies worldwide. With operational teams across Australia, Pakistan, South Africa, and Canada, Globital provides SEO, paid advertising, social media, web development, and AI-led services that enable agencies to scale sustainably and serve their clients better.