Devstars
Services
Devstars is a digital marketing agency based in Jersey. We help startups and SMBs get found on Google, and by the AI tools like ChatGPT and Perplexity that your customers are increasingly using before they ever visit a website. Proper SEO, updated for 2026.
If you last thought about SEO a few years ago, the rules have quietly changed.
Two things have happened in the last 18 months that have rewritten the playbook:
Traditional SEO still matters. It’s the foundation AI search pulls from. But the game has shifted. Research queries increasingly get answered inside AI tools before anyone clicks a link, and purchase-intent queries are starting to follow.
Call it GEO, call it AI SEO, call it search for 2026. It’s what proper SEO actually looks like today.
Four things, done together. They only work as a system.
Glossary
You’ll see a few acronyms flying around. Here’s what they mean.
SEO — Search Engine Optimisation
Getting ranked on Google. Still matters.
GEO — Generative Engine Optimisation
Getting cited by AI tools like ChatGPT and Perplexity. The newer discipline.
AEO — Answer Engine Optimisation
Same job as GEO. Different acronym. Think how you use Google Home or Alexa.
E-E-A-T — Experience, Expertise, Authoritativeness, Trust
The trust signals Google and AI use: named authors, credentials, cited sources.
You can’t improve what you don’t measure. Our reporting tracks performance across both traditional search engines and AI tools.
Brand mention frequency in ChatGPT, Claude, and Google AI Overviews
We track the Jaw Effect pattern in your own data, watching the divergence between impressions and clicks, so we can adjust strategy as search behaviour shifts.
Digital Marketing
Jersey’s market is unique. Small island, high competition, discerning customers who expect quality. Generic digital marketing playbooks designed for mainland markets don’t account for how people search, buy, and make decisions here.
Jersey businesses are competing online against UK companies with bigger budgets and bigger teams. The smart move isn’t to outspend them. It’s to out-think them.
We’re based on the island, at Digital Jersey’s hub in St Helier. We understand the local market. But the majority of our clients are UK-based and international, which means you get mainland-grade strategy with genuine local knowledge.
Devstars (Jersey) Limited doesn’t charge VAT to UK clients, which gives you a concrete commercial advantage on every engagement.
Headmasters — 56 UK salon locations
8 years, dominant local search and AI citations, supports £6.7M turnover
South Coast Powersports
100+ keywords ranking in 6 months via schema mastery.
Investors in Property
9 years, Web Excellence Award, multilingual international expansion.
I’m Stuart Watkins, founder of Devstars. I’ve spent 35 years in marketing, from working with Radiohead and Coldplay to building platforms for Heathrow and the Ministry of Defence.
These days, I’m focused on helping ambitious businesses navigate the shift to AI-powered search.
If your website isn’t generating the enquiries it should, or you’re not sure whether your current digital strategy is actually working, let’s have a conversation.
No obligation. No hard sell. Just 15 minutes to figure out if we can help.
GEO (Generative Engine Optimisation) combines traditional SEO with optimisation for AI-powered search tools like ChatGPT, Google AI Overviews, and Perplexity.
Traditional SEO gets you ranked in Google results. GEO gets you recommended and cited by AI tools, which is where an increasing number of purchasing decisions start.
With 59% of searches now ending without a click, users are completing their research within AI tools before visiting websites.
Traditional SEO alone misses where your customers are increasingly making decisions. GEO ensures visibility across both traditional and AI-powered search.
We optimise content structure for AI citation, implement enhanced E-E-A-T signals, create AI-friendly content formats, and build authority signals that AI tools trust when making recommendations.
This includes structured data, expert attribution, and content architecture designed for extraction.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust. AI tools prioritise content demonstrating these qualities when making citations and recommendations.
Practically, this means named authors, verifiable credentials, real case studies, and consistent information across platforms.
We track brand mention frequency in AI tools, citation analysis across platforms, traditional search metrics, brand search volume growth, multi-platform visibility, and conversion quality.
The metric that matters most is whether your digital presence is generating more qualified enquiries.
No. GEO optimisations enhance rather than replace traditional SEO. The strategies that work for AI search, clear structure, authoritative content, comprehensive schema, also improve traditional search performance.
Brand recognition improvements typically appear within 4–6 weeks, with significant AI visibility gains within 3–4 months. Traditional search benefits often improve simultaneously. We won’t promise page one in a week. Anyone who does is either lying or cutting corners.
Not at all. The majority of our clients are UK-based. But we live and work in Jersey, we understand the local market, and we’re keen to help more island businesses compete effectively online.
Devstars (Jersey) Limited doesn’t charge VAT to UK clients, which is a genuine commercial advantage.
Ignoring AI search entirely and focusing only on traditional SEO whilst competitors build advantages in AI visibility.
The first-mover window for GEO is roughly 12–18 months before larger agencies catch up. Businesses that move now will have a head start that’s difficult to close.
It depends on what you need. Digital marketing retainers start at £10k per year. GEO audit and strategy projects start at £8k. We’ll scope the work properly before quoting, so you know exactly what you’re getting. No hidden fees, no lock-in contracts.
Read more on our GEO work for clients and best practices for the AI-powered search era
Tech startups and established companies who’ve future-proofed their search presence with our Technical GEO expertise.
Tell me what you’re trying to fix. Half an hour, no pitch, no slide deck.
If we’re the right fit we’ll talk about what’s next. If we’re not, I’ll point you to someone who is.
