There has been a lot of discussion recently about how AI is changing the way people search for information, and it’s easy to see why. 

The digital landscape is constantly evolving, and we are noticing more people are turning to tools like OpenAI’s ChatGPT to ask questions directly for more personalised and specific responses. Additionally, many people are reading Google’s Gemini AI-generated overviews instead of clicking through multiple websites to find answers to their questions.

This is where terms like SEO, AEO and GEO come in. So what do these terms mean, and what does this actually mean for your digital strategies?

What is the difference between SEO, AEO and GEO?

SEO (search engine optimisation) is about helping your website appear in traditional Google search results through things like keywords, website optimisation, blogs and local search visibility.

AEO (answer engine optimisation) focuses more on answering user questions clearly and directly, helping your content appear in featured snippets and AI-generated summaries.

GEO (generative engine optimisation) is centred around AI platforms like ChatGPT and Gemini, helping your business and content become part of AI-generated responses and recommendations.

The reality is, they’re all connected, and strong websites, useful content and clear, easy to understand messaging help across all three, which is why a good content strategy matters more than ever.

How do SEO, AEO and GEO work in practice?

Here are some examples of how an Agricultural Machinery Dealership could create content to make sure they rank on search engines and in AI-generated responses.

SEO

For SEO, the focus is on helping the website rank in traditional Google searches. Blogs and landing pages should have well-structured content for keyword optimisation, utilising proper header tags, titles and body text.

Content could target searches such as:

“Used slurry equipment for sale UK”

“Case IH dealer Lancashire”

“Agricultural Machinery servicing near me”

The aim here is to bring customers onto the website through search engines using keywords and location-based searches.

AEO

For AEO, the dealership would create content that answers specific questions clearly and simply, whether it be through blog content or an FAQs page.

For example:

“How often should a crop sprayer be serviced?”

“How can I increase crop yield?”

“What tractor brands offer the longest warranty on a new machine?”

The key here is to think about what kind of questions your customers would be searching for the answers to, and answer those in a short, clear and easy-to-understand way, so Google can pull your content into featured snippets and AI summaries.

GEO

For GEO, the brand needs to think about how to build authority and give AI tools enough context to understand their business and their expertise.

That could include sharing content such as:

• Seasonal machinery advice
• Operator tips
• Videos of demos
• Customer case studies
• Sharing news about new releases in the industry
• Event content from shows like LAMMA or Cereals
• Manufacturer partnerships and insights

These pieces of content help the AI platforms to recognise the dealership as a knowledgeable source within the agricultural machinery industry, so if someone were to ask ChatGPT, “Where can I buy sheep handling equipment in the UK?” there’s more useful information for the AI tools to reference and understand.

To summarise…

Generally, content that performs well across SEO, AEO, and GEO tends to be helpful, easy to understand, well structured and based on authentic and useful expertise. Content such as FAQs, how-to guides, seasonal blogs, case studies, local content and industry insights are all really helpful for businesses to position themselves as experts with authority in their areas and build visibility across different types of search.

Things like clear page structure, natural keywords, regular updates, strong local SEO, PR coverage, case studies and consistent messaging across your website and social platforms all help search engines and AI tools better understand your business and what you offer.

Where we can help

We help create content across agriculture, rural businesses, food & drink, construction, fashion, exhibitions and more to develop content to ensure they are visible wherever people are searching.

This could include SEO friendly blogs, website optimisation, FAQ content, social media content, PR and storytelling, local SEO and ongoing website management.

Shows are a big investment, and often one of the biggest events in a business’s marketing calendar.

Whether it’s an agricultural event or a trade show, you’re there for a reason: to be seen, increase brand awareness, build relationships and ideally, to sell products/services.

And while every show is slightly different, the way you prepare for them is similar. The businesses that get the most out of shows are the ones that plan properly, and start early.

Start much earlier than you think

With shows being such a big investment, it’s important to get as much out of your time there as possible. If people don’t know you’re going, you’re relying on the footfall alone. We would recommend thinking about announcing that you’re exhibiting at the show; sharing what you’ll be showcasing; inviting customers and suppliers to come and see you, and posting on socials regularly and tagging the show organisers in the lead-up to the event. It may even be beneficial to run a social media ad campaign to gain more exposure to new audiences.

This may help to pique the interest of people in your audience who are familiar with your brand, but haven’t interacted/bought from you before, and encourage them to pay a visit if they are attending the show (or encourage them to visit to see you!)

Get your messaging right

When someone walks past your stand, you’ve got a few seconds to grab their attention. What do you want them to know? This is where simple, strong messaging makes a big difference – on your signage, throughout your marketing collateral, and in the communications leading up to the event.

Stand design

You don’t need the biggest, most extravagant stand at the show, but you do need one that feels inviting. Not everyone is comfortable walking up and starting a conversation, so considering your stand layout and design is important.

Think about:

• Ensuring it is open and easy to approach

• Messaging is visually clear and not overcrowded with information

• Consistent with your brand – easily recognisable

• Having a clear welcome point/something to look at or interact with

• Simple conversation starters that don’t feel too salesy

• Even offering a brew or something to sample

It helps to take the pressure off and make people feel more comfortable, and hopefully more likely to engage!

Consider your printed materials

Brochures, leaflets, banners, business cards, branded items – they still matter to help remind your potential customers of the conversations you’ve had and the products/services you have to offer. Plus, who doesn’t love a freebie?

We can help you to produce printed materials and merchandise that’s on brand, easy to read, clearly explains what you do, and gives people something to take away and remember you by.

Think about what happens after

Don’t miss the opportunity of having a strong follow-up plan after the show! You’ve had conversations, met new potential customers, now what do you do? We recommend trying to collect some information from people you chat with to build a database, and following up while the conversations are still fresh: sending emails after the event, connecting on LinkedIn, sending further relevant information, and adding new contacts to your mailing lists.

Where we can help

We support clients with:

• Campaign planning in the lead-up to shows

• Designing stands, banners and printed materials (check out the work we produced for TeeJet and Bowland Lakes Leisure Village)

• Email campaigns to invite people along

• Social Media content before, during and after the event

Get in touch today if you would like to discuss your show campaign plan!

There’s nothing we love more than a good farm shop; we always end up popping into our local ones for a couple of things, and leaving with a basket full!

More and more consumers are starting to place value in knowing where their food comes from, supporting local businesses, and buying produce that feels like a bit of a treat rather than just the regular weekly shop.

A 2022 study found that British farm shops generate a huge £1.4billion in sales a year, and most farm shops have see growth over the past few years (Farm Retail). And research fromSpeciality Food Magazine found that over half of consumers are actively trying to eat more healthily (Speciality Food Magazine) – which places even more emphasis on the popularity of local, fresh, traceable food.

But, at the same time, there are growing number of farm shops, so many customers are expecting more than just good produce. The question isn’t really “are farm shops in demand?” it’s how do you stand out, and how do you keep customers coming back?

Find your gap

A lot of farm shops can look quite similar on the surface: local produce, a butcher’s counter, maybe some baked goods. The ones that do well usually offer something slightly different too.

Research from Savills highlights there are some simple opportunities being missed, for example, a very small number of farm shops stay open past 6pm, despite this perhaps being a more convenient time for many people to visit.

It might be opening later a couple of evenings a week, or hosting events, tastings, or seasonal experiences. It doesn’t have to be complicated – just something memorable and considered.

More than just a shop

How about making your shop more than a shop, make it an experience, and have it aesthetically appealing: somewhere that people will want to share all over their socials that they have been, and do your promotion for you.

Think about your family offering – can you provide more of an experience/day out than just shopping?

It could be…

• A cafe or tea room to get people to stay longer and sample some of your food to encourage them to buy

• Animals for children to see (and ask their parents to go back to visit regularly!)

• Seasonal pick-your-own – flowers, berries, pumpkins

• Events, workshops or tastings

If people treat it as a destination rather than a quick stop, they will hopefully spend more and come back more often.

Make it easy to buy

This sounds obvious, but it’s often overlooked. If you’re posting a recipe on your blog or socials, can people easily find and pick up all of the ingredients they need when they come in? How about grouping them together on a promo stand so they can just grab and go?

Clear signage is also always helpful and removes obstacles for shoppers. If everything is easy to find and clearly priced, it eliminates the need for customers to think, or have to ask for assistance, making them far more likely to buy.

Use social media properly

Farm shops have a big advantage here: they’ve got endless genuinely good content. Showing fresh products, the process of making the goods on the bakery counter, insights into seasonal produce, recipes and ideas, the content is very shareable and tends to get good engagement from audiences.

Lay your marketing foundations

Before anything else, make sure the fundamentals are covered:

• Consistent, strong branding across everything

• A clear, up to date website, with product listings, opening times, about information and good local SEO so people can find you

• A well managed Google Business profile (helps with SEO and is great for customer reviews)

• Clear, on brand signage from the role

And make sure you are telling your story! Your customers value the story behind your shop: the farm, the family, the produce, so clearly tell them who you are, what you do, and why it’s different.

Keep customers coming back

Getting someone through the door is one thing, the next and most important part is to get them coming back regularly! Simple things make a big difference, for example getting them to sign up for email newsletters which can provide special offers, product announcements and recipes. Or even introducing loyalty cards and offers for returning customers, always goes down well in showing your appreciation for their custom!

Of course, there isn’t a one-size-fits-all approach, but the farm shops that are doing well in 2026 are the ones that are clear about what they offer and why it’s different to everyone else, build strong relationships with their customers, and are a little more thoughtful about the experience they create.

If you’re looking for marketing support for your farm shop, get in touch – we’d love to discuss some ideas!!

Rural diversification has become one of the biggest talking points in the UK, as more and more farmers explore different ways to diversify to help them build resilience for their businesses.

Of course, diversification isn’t exactly a new idea; farmers have always adapted. But over the past few years, we have seen a real shift, with DEFRA calculating 72% of farming businesses in England having some diversified activity in 2024/25 (DEFRA).

When you look at the bigger picture, it’s easy to see why so many farmers are looking at new revenue streams to futureproof their businesses. Diversifying is a great way to reduce vulnerability to challenges beyond their control, such as unstable markets, rising costs, changing subsidy structures and unpredictable weather. Annual Farm Accounts from DEFRA’s Farm Business Survey show that in 2024/25, income from diversified activities rose by 21% to £22,400 (DEFRA).

It’s no surprise that more farms are looking at what they already have: land, buildings, location, and thinking, “what else could this do?”

What Does Rural Diversification Actually Look Like?

One of the biggest misconceptions is that diversification means doing something new and completely unrelated to farming, and that it needs a massive budget to start.

In reality, many successful projects are usually built around what’s already there – your land, your buildings, your location and your story. Across the UK, some of the most common diversification routes are across lettings & commercial use; renewable energy; tourism & accommodation; food, drink & retail; experiences and events (DEFRA).

Rural Businesses We’ve Helped to Grow

The best way to see the potential of diversification is to see it in action!

Over the years, we have worked with a wide range of rural diversification businesses, helping them to bring their ideas to life and create brands that work well to tell their story and reach the right audiences.

George & Clemmie’s Farm – Ice Cream Parlour & Pick-Your-Own Sunflower Field

This was such an exciting project – a mix of retail and seasonal experience, the perfect place for family days out. We helped to create branding for the diversification of this business after some expansion of the farm.

Wild Fox Distillery – Rural Gin Brand

Moving into food and drink production, this project shows how farms can add value by producing their own products. Not only do Wild Fox distil their own farm-to-bottle gin from their orchards full of fruit and wild botanicals found in the hedgerows on the farm, they also offer gin tastings, events and relaxed evenings at their family run distillery on their Lancashire farm.

Moore & Co Butchers

An example of staying close to the core agricultural roots while building a strong retail presence. We helped to create clear branding for the only traditional butcher in the whole of Bowness-on-Windermere.

The Importance of Getting Your Marketing Right

Having a good idea is the start, but making it work commercially is another. That’s where good marketing comes in!

Your name, branding, website, social media, and print all play a part in how your diversification business is perceived, and it is so important to get them right.

We’ve worked with plenty of businesses at the early stage, helping them to shape their idea and get everything in place before launch.

Getting Started with Rural Diversification

If you’ve been sitting on an idea for a while, you’re definitely not alone. Diversification can feel like a big step – especially alongside the day-to-day running of a farm – but it’s an exciting and often very rewarding investment.

With an ADHB study finding consumer trust and interest in British agriculture and farmers at a record high (ADHB), now could be the perfect time to branch out!

The good news is… you don’t have to figure it all out alone. We’re always happy to have a chat, talk through ideas and help you work out what might be possible.

Get in touch today for a brew and a chat!

Spring always brings a welcome shift: lighter evenings, new beginnings, lambs and blooms in the fields, fresh stock, bank holidays on the horizon, and audiences who are ready for something different.

The new season is a great opportunity to create with fresh content, whether it be just on social media or also on your website in the form of blogs to help support your SEO strategy.

Here are some ideas to help you create exciting, fresh spring content!

Content Ideas for Agriculture Businesses

1. Lambing season diaries – share a week in the life during lambing. Sunrise check ins, night shifts, first steps!
2. Spring reset – showcase what spring actually looks like on a farm. People underestimate how much hard work goes into the planning and preparation for the year ahead: explain what’s happening now and why.
3. Myth busting spring farming – focus on addressing common misconceptions about lambing, calving, crop spraying, animal welfare etc.

Content Ideas for Rural & Farm Diversification Businesses

1. Reopening for the season – for example, for travel and hospitality diversifications: new play areas, glamping units, new arrivals at petting farms, updated menus
2. Spring on the Farm Tour – a fun walkthrough reel, showing lambs, blossom trees, cafe specials, gift shop highlights, and help customers to plan their spring visit to your business!
3. Behind the scenes of diversification – spring is the season for new beginnings, so what better time to showcase the story of how you’ve evolved, from traditional farming to a new business, whether it be a petting farm, a food and beverage manufacturer or farm shop!

Content Ideas for Garden Centres

1. What to plant in April/May – provide planting and garden preparation tips for summer – the perfect way to aid your SEO for people googling ‘What to plant in April UK’ for example.
2. Plant and Plate pairings – pairing seasonal plants with cafe menu specials: for example… ‘you can buy the herb planters that provided the basil for this tomato and basil soup’!
3. Spring colour trends in gardens – just like with interior design and fashion, what tones are trending in planting this year?

Content Ideas for Farm Food & Drink Brands

1. Spring Flavour Drop – whether it be a limited edition rhubarb gin or a hot cross bun ice cream, create a sense of urgency and tease before their launch to get your customers excited!
2. How to host a spring gathering – provide recipe ideas, whether it be using produce from your farm shop, or cocktail recipes with your signature gin, drink pairings and BBQ prep guides!
3. Spring gifting guide – Easter hampers, Mother’s Day gift ideas, making life easier for your customers when they’re searching for the perfect present!

Hopefully, this has sparked a few ideas you can run with over the coming months. The key with your content is ensuring it’s strategic – think about what your audience is searching for, what they’re planning, and what problems you can help them solve.

If you’d like help turning ideas into a proper content plan, or actually creating the content, that’s exactly what we do. Get in touch – we’d love to help!