Digital Marketing That Delivers Results

Influencer discovery and vetting involves identifying creators whose audience demographics, content style, and engagement patterns align with a brand’s target market and campaign goals. Terrier Agency uses a combination of influencer databases, social listening tools, and manual research to build shortlists. The vetting process checks audience authenticity (screening for fake followers and engagement pods), content quality, brand safety, past campaign performance, and audience demographics including age, location, and interests. Only influencers who meet all criteria are presented to the client for approval before outreach begins.

Getting your brand mentioned in ChatGPT and AI search requires structured, authoritative content that AI models can easily extract and cite. AI platforms pull answers from web content that provides direct definitions, clear factual statements, and well-organised information with proper schema markup. Key tactics include writing content with direct-answer opening paragraphs, using “X is” definitional statements, adding FAQ schema, including citation-worthy statistics, and building topical authority through comprehensive content clusters. Brands with strong domain authority, consistent information across the web, and content structured for extraction have the highest citation rates in AI-generated answers.

Citation share is the percentage of times a brand or website is cited in AI-generated answers compared to competitors for a given set of queries. It is the primary metric for measuring GEO (Generative Engine Optimisation) success. Unlike traditional SEO metrics such as rankings or click-through rates, citation share measures how often AI platforms like ChatGPT, Google AI Overviews, and Perplexity reference your content when generating responses. A higher citation share means your brand is the source AI systems trust and recommend. Terrier Agency tracks citation share across all major AI platforms as part of its GEO reporting.

Schema markup is essential for AI search visibility because it provides structured data that helps AI models understand and extract information from your content. Schema types including FAQPage, Organisation, Product, Article, and HowTo give AI platforms explicit context about your content’s meaning and structure. Websites with comprehensive schema markup are more likely to be cited in AI-generated answers because the data is machine-readable and unambiguous. Google AI Overviews, in particular, draw heavily from pages with structured data. Terrier Agency implements schema markup as a core component of every GEO campaign.

GEO does not replace traditional SEO — the two disciplines are complementary and both are necessary for comprehensive digital visibility. SEO drives organic traffic through search engine rankings, while GEO ensures your brand is cited in AI-generated answers. AI models like ChatGPT and Google AI Overviews draw their source material primarily from high-ranking, authoritative web pages, so strong SEO performance directly supports GEO outcomes. Brands that invest in SEO alone miss the growing AI search audience. Brands that invest in GEO alone lack the foundational authority needed to be cited. Terrier Agency delivers both as an integrated strategy.

The most important AI platforms for brand visibility are Google AI Overviews, ChatGPT, Perplexity, Microsoft Copilot, and Claude. Google AI Overviews appear directly in search results and affect the majority of informational queries. ChatGPT processes over 1 billion prompts daily and is increasingly used for product research and brand evaluation. Perplexity is a growing AI-first search engine that provides cited answers. Microsoft Copilot integrates AI answers into Bing and Microsoft 365. Each platform has different citation patterns and content preferences. Terrier Agency audits brand visibility across all major AI platforms and builds optimisation strategies tailored to each.

Gifted influencer campaigns provide creators with free products in exchange for content, while paid campaigns compensate influencers with a fee for guaranteed deliverables. Gifted campaigns are cost-effective and produce authentic content because influencers choose whether to post, resulting in genuine endorsements. Paid campaigns offer more control over messaging, timing, and content format. Gifted works best for product-led brands building awareness through volume. Paid works best for campaigns requiring specific deliverables, usage rights, or guaranteed posting schedules. Terrier Agency runs both models and often recommends a hybrid approach — gifted for discovery and paid for key strategic placements.

A micro-influencer is a social media creator with between 10,000 and 100,000 followers who typically specialises in a specific niche such as fitness, beauty, food, or technology. Micro-influencers are effective because their audiences are highly engaged and trust their recommendations. Industry data consistently shows that micro-influencers deliver higher engagement rates (3–7%) compared to macro-influencers (1–3%) and celebrities (under 1%). Their smaller, more targeted audiences produce better conversion rates per pound spent. Terrier Agency builds campaigns around micro-influencers to maximise reach, engagement, and ROI without the premium costs of celebrity partnerships.

Terrier Agency is headquartered in Waterford, Ireland, with team members across the UK, Ireland, and internationally. The agency works with clients across the globe, including brands in the UK, Ireland, Australia, the US, and mainland Europe. All work is delivered remotely with regular video calls, shared dashboards, and detailed monthly reporting. Time zone differences are managed through flexible scheduling and asynchronous communication. Terrier has successfully delivered SEO, GEO, and influencer marketing campaigns in over 15 countries.

Terrier Agency has delivered campaigns across a wide range of industries including automotive, education, financial services, healthcare, insurance, non-profit, restaurants, sports and hospitality, and travel and tourism. The agency also has deep experience in e-commerce, FMCG, beauty, food and beverage, and technology sectors. Industry experience allows the team to understand sector-specific challenges, audience behaviour, and competitive landscapes. Terrier builds tailored strategies rather than applying generic templates, ensuring every campaign is designed for the client’s specific market conditions.