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Our Story

We Built The Agency
The AI Era Demands.

Primero exists because we saw the shift before most businesses did — and built the playbook to win it.

How It Started

The Moment We Knew.

In early 2024, we watched something that changed everything. A client of ours — a highly-rated local law firm with years of SEO investment — called us confused. Their Google traffic was stable. Their rankings looked fine. But the phone had gone quiet.

We ran the test. We asked ChatGPT, Gemini, and Perplexity to recommend a local attorney in their city. Their firm wasn't mentioned once. A newer competitor with a fraction of their authority was cited as the definitive answer across every platform.

That was the moment. The game had changed overnight, and nobody had sent the memo. Search wasn't dying — it was migrating. And the rules of the new game were completely different.

We spent the next six months reverse-engineering how AI models make recommendations. We studied the datasets, the citation patterns, the authority signals, the consensus mechanisms. We built a methodology from the ground up. Primero is that methodology, productised.

Today we operate across three continents, helping businesses in every industry claim the AI answer in their market — before their competitors even know the race has started.

2024
Founded — born from a single insight that changed everything
3
Continents served — US, UK, Australia and growing
90
Day average time to measurable AI search dominance
100%
Focus on AI search — this is all we do, and we do it better than anyone
Our Mission
To make every business we work with the AI's first and only answer in their industry — not a footnote, not a list item. The answer.

The AI economy will produce a generation of dominant businesses and a generation of invisible ones. The difference between them won't be quality, price, or effort — it will be who understood the new rules first. We exist to make sure our clients are always on the right side of that line.

What Drives Us

Our Core Values

⚡
Speed Over Perfection
The AI landscape moves fast. We move faster. We bias toward action, test relentlessly, and iterate in real time. Clients who wait for the perfect moment will find the window has closed.
🎯
Singular Focus
We don't do social media, web design, or traditional SEO. We do one thing — AI search optimisation — and we do it better than anyone on the planet. Focus is our competitive advantage.
📊
Results, Not Reports
We don't hide behind vanity metrics. Our clients measure success the way businesses do — in revenue, in leads, in calls. If the numbers aren't moving, we go back to work until they are.
🔒
Radical Transparency
We show our clients exactly what we're doing and why. No black boxes, no smoke and mirrors. If something isn't working, we say so. Trust is the foundation of every engagement.
🌍
Category Ownership
We don't aim to get clients into a list. We aim to own the category. Winner-take-all is not a strategy — it's the only acceptable outcome when you're competing for the AI's recommendation.
🚀
Ahead of the Curve
AI models evolve constantly. We invest heavily in research to stay 6–12 months ahead of where the algorithms are going — so our clients' authority compounds rather than decays.
Why Choose Us

Why Primero

01
We Only Do AIO
Every agency says they offer AI optimisation. It's a checkbox next to their existing services. For Primero, it's the only thing on the list. That focus creates depth that generalist agencies simply can't match.
02
Proprietary Methodology
Our 4-phase method was built from first principles — not adapted from SEO playbooks. We studied how LLMs actually make decisions and engineered a process specifically to influence those decisions.
03
Proven Across Industries
From local trades to enterprise SaaS, from healthcare to legal — our method works across verticals because AI recommendation mechanics are consistent regardless of niche.
04
We Move Fast
Clients see their first AI citations within weeks, not months. We front-load the highest-impact work so you're not waiting 6 months to see if this is working.
Ready to Start?

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