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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
2–3
Months before most clients see real movement in AI answers
100%
Focus on AI search — it is the only thing we do
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 nothing else competes for our attention. Focus is the 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 eight workstreams were 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
The Mechanics Don't Change
From local trades to professional services, the inputs that decide an AI recommendation are the same. The sources differ by category, which is why we map yours first rather than reuse someone else's list.
04
Front-Loaded, Then Compounding
Month one is the build, and nothing has moved in AI answers yet. Most clients see real movement in month two or three, and it compounds from there. We say so upfront because the commonest way this fails is someone expecting month five results in month two.
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