Client Type
Local pharmacy
Location: Crumpsall, Manchester, UK
Objective
Move beyond traditional local rankings and position the business as the default answer across modern search surfaces, including:
- Google Maps
- Google AI Overview
- Generative and ChatGPT-style answers
The goal was not just to increase traffic or rankings, but also to improve selection and recommendations.
The Problem
Most local SEO strategies still focus on:
Blue link rankings and basic Google Business Profile optimisation
But in 2026 and beyond, users increasingly search using:
- “Near me” intent
- Conversational queries
- AI-assisted results that do not always send clicks
The risk for local businesses is simple:
If AI systems do not understand and trust your entity, you disappear, even if you rank.
Our Strategy
We aligned pharmacy SEO, AEO, and GEO into a single execution framework.
Instead of optimising pages in isolation, we focused on:
- Clear entity definition
- Service-level intent matching
- Trust and eligibility signals AI systems rely on
What We Implemented
1. Local Entity and Service Clarity
We ensured Google and AI systems clearly understood:
- Who the business is
- Where it operates
- Which medical and pharmacy services it offers
This included:
- Correct service categorisation
- NHS Pharmacy First eligibility alignment
- Consistent entity signals across local surfaces
2. “Near Me” and Local Intent Optimisation
We optimised the business to match real search behavior, not just keywords.
For example:
- “UTI test near me”
- “UTI testing near me”
- Location-based health queries
This allowed the business to surface naturally in proximity-driven searches.
Screenshot 1: Google Maps result showing the pharmacy appearing prominently for “UTI test near me” searches.
3. AI Overview Eligibility (AEO)
For queries like “UTI testing near me”, Google’s AI Overview highlights pharmacies offering NHS Pharmacy First services.
Because of the way we structured entity and service signals:
The pharmacy is referenced as a relevant option
It aligns with Google’s AI-generated guidance
This is Answer Engine Optimisation in action.
Screenshot 2: Google AI Overview recommending pharmacies, including our client, for UTI-related searches.
4. Generative Search Visibility (GEO)
We tested conversational prompts such as:
“Best UTI pharmacy in Crumpsall, Manchester”
And the result is impressive. The pharmacy appears as the top local recommendation.
At this stage, the brand is no longer just ranking.
It is being used as a source by generative systems.
Screenshot 3: Generative answer listing the pharmacy as the top local option.
Results Summary
The pharmacy now appears across:
- Google Maps for “near me” searches
- Google AI Overviews for service-related queries
- Generative and ChatGPT-style answers for local recommendations
This creates visibility even when:
No website click happens, and the user relies entirely on AI-generated responses.
Why This Worked
This was not the result of short-term tactics, tool-driven automation, and volume-based content.
It worked because we aligned:
- Entity clarity (who, what, where)
- Real local intent and questions
- AEO-friendly content structure
- GEO trust signals, such as reviews, services, and eligibility
In short, Local SEO, AEO, and GEO worked together, not in silos.
Why This Matters for Agencies
Search is no longer just about rankings.
It is about being selected, cited, and recommended.
This is the same execution framework we now run behind the scenes for other SEO agencies, acting as their delivery team for:
Local SEO, AI search visibility, generative engine optimisation (GEO).
