Content Marketing Lead at Semrush, AI Search Solutions | Product Marketing Strategist | B2B SaaS Writer
Here’s a recap of the super insightful GEO/SEO session we hosted with Emilia Möller. ➡️ (When over 2K people register for a webinar, you realize the topic is indeed hot. 😏) Most marketers are still thinking in SEO. But AI search doesn’t play by the same rules. 𝟭. 𝗦𝗘𝗢 𝗶𝘀𝗻’𝘁 𝗱𝗲𝗮𝗱, 𝗯𝘂𝘁 𝗚𝗘𝗢 𝗶𝘀 𝗮 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗴𝗮𝗺𝗲. Google still drives the volume, but LLMs drive new types of queries. Some tools, like Perplexity and Gemini, rely on live web content. ChatGPT? It might cite a deindexed blog post if it’s clear, structured, and useful. → Rank still helps, but brand strength, clarity, and context are often more important. 𝟮. 𝗟𝗟𝗠𝘀 𝘀𝘂𝗿𝗳𝗮𝗰𝗲 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗮𝗻𝘀𝘄𝗲𝗿𝘀 𝗻𝘂𝗮𝗻𝗰𝗲𝗱, 𝗺𝘂𝗹𝘁𝗶-𝗹𝗮𝘆𝗲𝗿𝗲𝗱 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗵𝗶𝗴𝗵-𝘃𝗼𝗹𝘂𝗺𝗲 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀. GEO focuses on thought paths. For example: → “I’m launching a luxury pet food brand — what kind of TikTok content would resonate with Gen Z pet owners?” → “Compare Shopify vs. WooCommerce for a one-person outdoor gear shop focused on rentals.” → “What’s a good rebranding strategy after a pricing controversy in fintech?” 𝟯. 𝗔𝗘𝗢 (𝗔𝗻𝘀𝘄𝗲𝗿 𝗘𝗻𝗴𝗶𝗻𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻) 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗻𝗲𝘄 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸. You don’t need to rank first. You need to be understood. That means: ✅ Headings phrased as questions ✅ Schema markup (FAQ, HowTo, Product) ✅ Modular answers ✅ Quotes, stats, lists — anything skimmable and factual 𝟰. 𝗟𝗟𝗠 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝗺𝗲𝗮𝗻 𝗰𝗹𝗶𝗰𝗸𝘀, 𝗯𝘂𝘁 𝗶𝘁 𝗮𝗯𝘀𝗼𝗹𝘂𝘁𝗲𝗹𝘆 𝗱𝗿𝗶𝘃𝗲𝘀 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀. Users might not visit your site immediately, but if your brand keeps showing up in AI chats, they’ll remember it. → Track spikes in branded search and direct traffic → Talk to your sales team — they’ll tell you what content closed the deal 𝟱. 𝗬𝗼𝘂 𝗰𝗮𝗻 𝗻𝗼𝘄 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝘆𝗼𝘂𝗿 “𝗔𝗜 𝘀𝗵𝗮𝗿𝗲 𝗼𝗳 𝘃𝗼𝗶𝗰𝗲.” The Semrush AI Toolkit shows: ✅ Where your brand shows up in ChatGPT, Gemini, and Perplexity ✅ How you compare to competitors ✅ Which topics and questions you're being cited for ✅ Whether the sentiment is helping or hurting your brand What other GEO trends are you seeing these days? P.S. The webinar recording is already available — link in the comments. 😛
It was an insightful session!
Dan Shepherd
6mo
Very helpful! Thanks for sharing Margarita. Looking forward to trying the AI Toolkit!
Ranking doesn't matter, value does? Explain
Klaus Tarrach
6mo
Cannot find the replay link, very much interested Margarita Loktionova can you please help? Thank u, Klaus
Gemma Smith
6mo
I swear I must be psychic and knew this was going to happen- every point you mention is what I do as standard and have always done 💪
Ritu Patel
6mo
Interesting take! Ever thought about how GEO could redefine content personalization for niche markets? Let's chat!
Disha Jariwala
6mo
So this means writing extremely specific content like 'How to find and correct SEO mistakes to rank' has higher chances of getting cited in LLMs ? Simply put: it needs more context, right?
Thanks for sharing, Margarita. Really Insightful!
AI Growth Strategist | Building the Future of Discoverability
6moLoved being part of this! So fun getting to know you too! You summed it up perfectly 👏 Wishing you a lovely Thursday! 🤍