London, 28 October 2025 – The introduction of AI-generated summaries in search results has resulted in a significant decline in click-through rates on Google, with zero-click searches now accounting for the majority of all queries. This trend has prompted a shift from conventional SEO towards Generative Engine Optimisation (GEO), as businesses seek to adapt to the changing landscape of online discovery.
Recent studies have shown that UK websites have experienced a sharp decrease in traditional search traffic, with a 47% decline in click-through rates reported by the Pew Research Center. In addition, Daily Mail Group has reported declines of up to 89% in key categories. This new reality presents a significant challenge for UK businesses that rely on organic search visibility.
To address this shift, Liplyn IG, a cross-border digital PR and SEO agency, has launched a dedicated GEO service to help businesses optimize their online presence for AI-driven discovery platforms. The agency, which recently opened a new office in Dubai to support its international expansion, offers a unique approach that combines data, AI technology, and targeted content strategies to help brands appear in AI assistant recommendations.
Luke Liplijn, founder and chief executive of Liplyn IG, commented on the changing landscape of online discovery:
“For over 20 years, businesses have relied on Google Search as their primary source of web traffic. However, with the emergence of Generative Engine Optimisation (GEO) as a dominant discovery tool, traditional methods are no longer sufficient. Our agency has been working with companies to address this urgent reality – despite maintaining top Google rankings, many are virtually invisible to AI assistants like ChatGPT. The old SEO thresholds no longer guarantee discovery. What we’re seeing is a fundamental shift, and brands need to proactively use AI-driven content distribution that is designed for today’s AI assistants, not yesterday’s algorithms.”
Tommy Wilson, Liplyn IG’s senior AI search specialist, added:
“A simple example is parents asking an AI assistant, ‘Who is the best paediatric dentist in Willesden?’ As a clinic, you want to be among the top three answers. GEO isn’t just question and answer anymore; it merges a brand’s entire digital footprint before deciding how to use it. Our role is to build the authority and signals that help brands rank and win in this journey. AI assistants are evolving rapidly, with in-chat shopping and agentic commerce growing every day.”
The UK government’s Artificial Intelligence Sector Study 2024 highlights the rapid growth of the sector, reporting £23.9 billion in annual revenue within the UK AI industry. This growth is driven by increasing demand for generative AI solutions and digital transformation initiatives.
Liplyn IG works with clients across the UK, Europe, and the MENAT region, including marketing agencies, health clinics, technology companies, and real estate firms, offering scalable cross-border digital growth solutions.
