Agency: GxE (Gorm Envision), a Danish full-service agency of about 90 people
Working on GEO since: 2024 (first GEO morning seminar in September 2025)
3RD partner since: spring 2026
With: Kristoffer Uldall Holm, Senior Online Marketing Specialist
It started with a reputation problem
GxE was relaunching the online auction house Lauritz.com under new owners. The old Lauritz.com had a bad reputation, and searches for it were full of negative articles. GxE answered with PR.
“It was an eye-opener for me, how you could suddenly use PR to do something on Google. All the new PR stories pushed the bad messages down, and the same thing happened in the LLMs.”
Kristoffer Uldall Holm, GxE
After that, Kristoffer started looking up other clients in the AI models. One of them, The Union by PFA, wasn't known at all. The models confused it with the restaurant chain The Union Kitchen.
The clients didn't ask for it
GxE held a morning seminar on GEO in September 2025 and a webinar in December 2025. Kristoffer and a PR colleague even gave the discipline a name of their own: PRISM, short for PR and Intelligent Search Marketing.
“It wasn't the clients asking for it. It was more me pushing it on them.”
Kristoffer Uldall Holm, GxE
It was early, and it was hard going. People found it hard to understand, it was hard to explain, and the effect was hard to show.
PR + SEO became brand + SEO
In September 2025, GxE's seminar slide said PR + SEO = GEO. Today Kristoffer would write brand + SEO = GEO. PR still matters, but being named in AI answers now depends on the whole brand: showing up in many places, being clear about your position, and describing the brand the same way everywhere.
“You lose control in the LLMs, so you have to be as clear in your communication as possible.”
Kristoffer Uldall Holm, GxE
A service that fits the whole house
GxE has never set out to be a search specialist. GEO plays to a different strength: the work behind it is work GxE's other teams already do.
“It's not just me as an SEO specialist who can drive this. We have copywriters, creatives, strategists, developers, UX’ers and PR people. The service just fits the house we are really well. It's the whole house.”
Kristoffer Uldall Holm, GxE
GxE's first GEO client showed which work counts. It was OVL Container, a Finnish container company that AI models didn't know: its name pointed to an unrelated company, and Google Maps listed it as a second-hand shop. GxE fixed the basics, from old company names in page titles to the map listing, and ran PR. Four months later, Kristoffer says, the AI models named OVL when asked who is strong in one-way container leasing. The source they cited was a small trade site with about 10,000 monthly visitors.
“We got articles in some big magazines, but it was actually the small, niche ones that made us rank.”
Kristoffer Uldall Holm, GxE
Why GxE chose 3RD
Before 3RD, Kristoffer measured by hand: a clean browser profile, a prompt, and notes on how the answers changed. GxE tested a few tools without settling on one. Then 3RD presented its Playbooks, which turn what the platform finds into a plan of tasks.
“What we really liked, and thought was exciting, were the playbooks.”
Kristoffer Uldall Holm, GxE
Being close to the product team mattered too.
“If I tell Nikolaj and Niels something, they can take it to the developers and make sure it gets done. And there's really good sparring on how to use it.”
Kristoffer Uldall Holm, GxE
The biggest change is in the client meeting. GxE can show the development in a dashboard instead of describing results Kristoffer had checked by hand, and that makes GEO far easier to explain and sell.
The objection: price
“It's a relatively expensive tool compared with other SaaS tools. A lot of people balked at it in the beginning.”
Kristoffer Uldall Holm, GxE
GxE's answer was to stop selling the tool on its own. 3RD is now part of GxE's retainers, and the objection has more or less gone away.
From the coffee machine to the pitch
When Kristoffer joined GxE, a colleague with decades in brand marketing told him at the coffee machine: "So you're the one ruining my work." His point was that search sent people straight to a product, and they never learned which brand they had bought from.
“Now we go to meetings together and pitch together. It has become an integrated part of the business.”
Kristoffer Uldall Holm, GxE
Advice for other agencies
“Just get started and try. Don't see GEO as a new channel. It's an integrated part of the business. Understand your clients' needs, understand your clients' clients' needs, and make something that speaks to the real need.”
Kristoffer Uldall Holm, GxE
What the numbers don't show yet
GxE doesn't have a before-and-after figure to share yet. Selling GEO took time, and the earliest projects ran without a measured baseline. With 3RD, the next clients start with one.