Cathay renews SEO & GEO agency partnership with First Page

Cathay has renewed its search engine optimisation (SEO) and generative engine optimisation (GEO) agency partnership with First Page, extending a seven-year partnership.

The new agreement will run for two years, and reflects Cathay’s evolving requirements as the customer journey continues to change. As travellers increasingly turn to AI assistants and large language model (LLM) interfaces to research destinations, compare options and plan trips, the answers they receive can shape their decisions before they reach the airline’s website. Ensuring customers see accurate, relevant information about Cathay’s products and services at the right moment on these platforms is a key strategic objective, alongside traditional search visibility.

First Page was reappointed for its innovative approach to AI visibility, multilingual search expertise and track record with Cathay. Under the renewal agreement, First Page will continue to provide SEO, GEO, and content services across Cathay’s travel and lifestyle businesses, supporting greater consistency and visibility of the brand’s information across both search engines and AI-powered platforms.

Edward Bell, general manager, brand, insights and marketing communications, Cathay, said: "The way customers discover and research travel is changing, with more people now turning to AI as part of their journey planning. Ensuring they can find trusted and relevant information about Cathay is an important part of delivering the experience they expect from us.

“First Page has been a valued partner in helping us adapt to these changes. We are pleased to continue our partnership as we work together to make it easier for customers to find the information they need, wherever they choose to start their journey,” Bell added.

Yoyo Ng, managing director, Greater China, First Page, said: “A seven-year partnership doesn't happen by accident. It comes from evolving alongside the client, their customers and the industry. When we first partnered with Cathay, search visibility was largely about keywords, rankings and traffic.”

“The shift to GEO has expanded our work from helping Cathay rank to shaping how the brand is understood, represented and recommended across the wider digital ecosystem,” Ng added.

This article is sponsored by First Page.