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The Optimisers partners with Vero Insurance to boost SEO, GEO and AEO
The Optimisers has partnered with Vero Insurance to strengthen its visibility across search and AI-powered discovery.
As part of the engagement, The Optimisers recently delivered a specialist GEO and AEO workshop for Vero’s marketing and communications teams. The session explored how customer discovery is changing as people increasingly turn to platforms such as Google AI Overviews, ChatGPT, Perplexity and other answer engines to research products, compare providers and make decisions.
The ongoing programme will focus on helping Vero improve the way its content is structured, surfaced and understood across search environments. This includes traditional SEO best practice, content strategy, technical foundations and the emerging requirements of AI search systems.
Reflects a fundamental shift
Richard Conway, The Optimisers founder and CEO, says the partnership reflects a fundamental shift in how brands need to approach visibility.
“Search is going through a fundamental and exciting shift. I’ve not seen a change this impactful since I set up my first Google Ads campaign in 2002.
“Customers are changing their search habits. Many are now using AI systems for recommendations, comparisons, explanations and next steps. Brands need to think about whether they are being understood, trusted and referenced accurately by these systems.
“For a category like insurance, this is particularly significant. People are making high trust, high consideration decisions. The brands that will lead in this next era are the ones providing clear, useful, authoritative content that helps customers and can be properly interpreted by AI,” he adds.
“Vero, who offer general insurance through their insurance broker network, are taking a smart and proactive approach. They are investing in understanding the change, building internal capability and making sure their digital presence is ready for where customer behaviour is heading.”
Supports the ambition
Vero says the company is focused on making insurance information clear, useful and accessible for New Zealanders. As search behaviour evolves, working with The Optimisers supports its ambition to strengthen both customer experience and digital visibility.
Campbell Hodgetts, Vero Insurance executive manager, corporate affairs, marketing and sustainability, says: “At Vero, we’re focused on providing clear, useful and trustworthy insurance information that helps our customers and broker partners make informed decisions. As the way people search for, compare and evaluate information continues to evolve, it’s important that we evolve alongside them.
“Working with The Optimisers is helping us better understand the changing search landscape and how emerging AI-powered platforms are influencing customer discovery and decision-making. By strengthening our approach across SEO, GEO and AEO, we’re aiming to ensure our content remains accessible, relevant and easy to find wherever customers are seeking information.
“This is ultimately about improving the customer experience. We want people to be able to access the information they need in the way that best suits them, whether that’s through traditional search engines or newer AI-driven channels,” Hodgetts says.
