Overrated GEO Tactics at brightonSEO

Overrated and underrated GEO tactics, according to 29 practitioners interviewed at brightonSEO on October 9, 2026. In this special compilation of 26 interviews, Paris Childress asks exhibitors and speakers from agencies and tool vendors what to call GEO, which tactic is overrated and which is underrated, and finds that listicles and Reddit draw the most skepticism while off-site PR draws the most praise.

Luke Allen, GEOforge

I'm here with Luke Allen, who's the head of revenue at GEOforge, and the, one of the masterminds behind my Information Gain talk. And Luke, I've got three questions for you. First is the other label or GEO? GEO. Good answer. Kinda I was expecting that being that you're GEOforge. The second question I have is what is the most overrated GEO

tactic right now, in your opinion? Probably taking the same content we've seen all over the web and reutilizing it to produce derivative content, and trading away, say, quality for volume. And what is the most underrated tactic that you think people are sleeping on right now in GEO? There's a whole lot of data out in organizations that's not being leveraged proprietary data that can be utilized to make quality content. Great. Thanks a lot, Luke.

Dre, brightonSEO exhibition organizer

We ready? Yeah. Hi, everybody. I am here with Dre, who is the mastermind organizing all the exhibits here at brightonSEO. How are you doing today? Very well, thank you. It's a good day two. Yeah, this is day two. And Dre, tell us, how many companies are exhibiting here today at Brighton? Yeah, we've got over 60 companies exhibiting, so it's very busy.

Everyone seems very happy. And probably a little bit tireder on day two than they were on day one, but yeah, still going strong. Great. What is the general composition of the exhibitors? Because I know that years ago these were mostly SEO-focused. Seems like now the shift is more towards GEO. Yeah, absolutely. And there's a lot, there's a lot of providers of tools and

new innovations here. But what How has that changed in the last couple of years at Brighton? Yeah, it's it's definitely, it's predominantly tool providers, definitely. As you can see from the agenda and everything and what everyone's talking about, a big shift from technical SEO to AI and GEO. That seems to be top of everybody's agenda, and lots of

new companies coming into the market. It's exciting times. Yeah. I have to ask this question. Has there been any discussion around changing the name of brightonSEO to Brighton GEO, perhaps? Yes. Yeah, we get that a lot. Yeah, I don't think we'll be changing the name, but yeah, we're definitely more than just pure SEO, for sure. Keep it brightonSEO.

That's the brand. Keep it brightonSEO. Stay real. Exactly. It's definitely a brand. And it's not just Brighton, 'cause obviously we're brightonSEO San Diego, so it's not just about the location, it is, who we are. Thanks so much for the talk, Dre. No problem at all. Thanks. Bye.

Jose Nicolai, PromptWatch

Nicolai? Nicolai, yeah. Okay. Just give us the go here. Hi, we're here with Jose Nicolai from PromptWatch. How are you doing today, Jose? I'm doing great. It's a lovely, well, cloudy day, but yeah, overall doing great. I've got a few questions for you, and we'll start with an easy one. Yeah. The other label or GEO? GEO. GEO for sure.

Great. What do you think is the most overrated tactic that you see right now in GEO? I think a lot of people are doing Reddit marketing, but some LLMs, they change their algorithm and then Reddit is not relevant anymore. So I think you need to do a more holistic approach. You need to attack different angles. Interesting. Okay.

I agree with you there. What do you think is the most underrated tactic that people are sleeping on in GEO? Okay, that's that's an important one. So I think a lot of companies, they are still creating content as usual for SEO without analyzing citations. So what you usually want to do is you want to get and track prompts, get the

responses, get the citations that those LLMs use to generate those responses, understand the type of content those citations are, and based on those results, you adapt your content. It could be listicles, it could be FAQs, it could be articles, landing pages. So depending on the industry you are, you will have to create a different type of content.

Great. Great. Last bonus question for you. What makes PromptWatch different than all of the other hundreds of exhibitors here at brightonSEO? Oh, that's a, a, a good question. I think eventually we use more inputs to give you a better action to perform in order to control the narrative of your brand. A lot of them, they only do prompt tracking.

We also connect to your search console. We use Bing data, we use Scroller log data, we use real human clicks as well. So if you combine everything, you can also find gaps, you can track the correct prompts and eventually get a, a better visibility, a better control of your AI narrative. Great. Thanks so much, Jose. Yeah, thank you. It's great chatting. Yeah. Thank you. Bye.

Daegan Price, IDHL

Okay, go. Hey, everybody. I'm here with Daegan Price from IDHL. Yeah. And we're at brightonSEO, and got a few questions for you, Daegan. Yeah, sure. First up, the other label or GEO? I think it's GEO. I sit very firmly on the GEO fence. It's all GEO for me. I'm with you on that. So what is the most overrated tactic right now in GEO?

I think it's things that we're doing to our own websites, in a way. So I think llms.txt is very overrated. I think there's a lot of evidence that LLMs don't actually look at the llms.txt, and I think the schema mark on the website as well. I think it's a good idea, but I don't think it's very effective

when ranking in LLMs and GEO now. I completely agree with you on that. What do you think is the most underrated tactic that people are sleeping on in GEO? I don't necessarily know if people are sleeping on it, but I do think the importance of being on other websites is really important. So what other people are saying about your brand, I think is really important.

A lot of PR work, off-site work, getting yourselves on listicles and affiliate websites, especially things like Reddit and social media. I think anywhere that people are talking about your brand is far more important than anything you can say about yourself. Yeah. So as an agency, and we're experiencing this as well, you've got SEO clients that are asking about GEO and you're trying to navigate some

kind of a transition, I presume. Absolutely, yeah. Tell me more about that. How are you navigating that? I think fundamentally the foundations of SEO stay the same, and a lot of things apply to GEO as well, but I do think the importance of the off-site piece, so PR becomes a very important element for us, and that's a lever

that we can pull to really increase visibility on third-party websites to get the GEO right up there as well. And I think the other side of it is a lot of tracking and the data. So you need to know where you are, you need to know what the data is, and need, you need to know what to track, and then we can start activating the tactics to get you more visible on other websites as well. Excellent. Thanks so much, Daegan. Thank you very much. Cheers.

Alex, Connective3

Hi, I'm with Alex from Connective3 at brightonSEO. And how do how are you doing today, Alex? Fantastic. Yeah, it's the second day. We've been here yesterday and today. It's been really busy. Yeah, we're having a great time. Okay, Alex, sorry, the other label or GEO? GEO. I like that answer. What do you think is the most overrated tactic that you see right now in GEO?

I don't know if it's necessarily, overrated's the right word, but I think just relying on old tactics. I think you've really got to Approach GEO separately to SEO. There's naturally gonna be a little bit of crossover, but I think overlooking the specific tactics that will rely on earning visibility within AI platforms. Okay. And what do you think is the most underrated tactic

that people are sleeping on? I think it's treating GEO as one channel. I think you've got GEO, but within that you've got ChatGPT, you've got AI Overviews, you've got AI Mode, you've got Gemini. Each of them will be citing information from different places relying on different sources for information. So I think overrated is potentially trying to just lump it all into one service.

Yeah, great answer. I see the same thing, that the methods of retrieval, the approach to citations and mentions are so different between primarily we're tracking ChatGPT and Google's properties like AI Overviews. One, one example is YouTube is all over AI Overviews, and you almost never see it on ChatGPT as a citation. Absolutely. Yeah, so as we've seen I believe ChatGPT is citing Reddit a lot less

now whereas AI Mode and AI Overviews are citing Reddit quite consistently as well. So it might be that on for one platform you need to be looking at Reddit. What is the sentiment around your brand? How can you improve sentiment to improve brand mentions within those platforms? For the likes of ChatGPT, it might be relying on third-party signals.

So what can you do from a digital PR perspective to earn citations, brand mentions within publications that are getting cited within that platform? Great. Last question for you, Alex. As a, one of the leading agencies for SEO, I presume a lot of your clients are asking a lot about how are we making the transition into GEO. How are you helping your clients navigate the transition from a

SEO-centric to now probably a GEO-centric structure and Yeah strategy? So I think the main thing is educating and making it clear that these places and these platforms do source information from different places. SEO and Google the ranking algorithm is extremely mature and we've got a good idea of maybe what to do from that traditional perspective. But navigating that to a GEO perspective and trying to get citations in ChatGPT,

AI Mode, et cetera, it's identifying and educating that it maybe is different signals, and you maybe need to get visibility elsewhere to earn that positive sentiment that then gets your brand pulled into these platforms. Yeah. I do have one bonus question that I wanna build on from your last answer. Do you feel that clients are really ready to invest in GEO as a channel,

at least to the same extent that they have been investing in SEO, or is it still early and needing more education before they, and proof of ROI before they really start investing? There's definitely appetite. There's a lot of appetite from clients. brightonSEO this year And 90% of talks have been about GEO. I think you can see that there's a lot of interest, and that isn't just at agency level, that is at client level. Great. Thanks so much, Alex. Yeah. Enjoyed it. Lovely to talk to you. Thanks.

Steve, Majestic

Hi, we're here with Steve from Majestic at brightonSEO. How are you doing today, Steve? Not too bad, Paris. Thank you. Great. First question for you, the other label or GEO? I think it's not really up to us. At the end of the day, the trade that we do is defined by our customers, and I think there's too many practitioners are too fast to try to christen a term

themselves, when really are our customers calling it anything other than SEO? Interesting answer. Yeah. I've done some analysis that shows that GEO has way more search volume than the other label, but SEO is still by far way out in front, but it'll be interesting to see how these terms evolve. Next question, Steve. In your opinion, what is the most overrated tactic right now in the other label or GEO?

And I think there's an awful lot of blindly just trying to chase and follow and insert and doing all the little tricks that might have worked 15 years ago in SEO. I think really what you need to have is a strategic vision, a long-term vision of where you're gonna go in two years, in five years, rather than trying to

chase where you are in three months. Because what works today may not well work tomorrow. Great. Great. What do you think is one of the most underrated tactics that people are sleeping on in general? I think there's an old school deep down digital PR approach of connecting with people, of trying to deliver benefits either through information or potentially transactional.

And I think really that's the tried and tested thing that may not be fashionable at the moment, but over the next couple of years is gonna be a real sort of foundation strength in which to build your future strategy. Wonderful. I completely agree there. I've been hearing that a lot at the conference, which is a return to a

a more fundamental, even classic PR style approaching and trying to give benefits and in making those connections. And last question. Majestic SEO's been around for ages. I've been using you guys for a long time. One of the top link analysis tools for a better part of two decades. How are you guys now making a transition from what was a

predominantly link-building in the SEO first type of world to a broader maybe brand mention strategy? How are you adapting to that? So we're keeping an eye on these things. We're about to roll out an MCP. We're also looking at our product differently. There's both the strategic level of information that we provide and a tactical level. I think for far too long, people have been looking at a tactical level of backlinks.

Where do I get my next backlink from? Where can I get 20 backlinks from? How many competitors Backlinks do my competitors get? What we're really looking for is deep insight. Where what sort of journals is my competitors being published in? And rather than trying to get the same footing in the same journals, trying to find equivalent publications, new sources, and trying to use the

information to create a long-term strategic view of really where am I in the digital PR landscape? How visible is my brand? Because those are the signals that in this brave new world of GEO are really gonna matter. Great. Thank you very much, Steve. I enjoyed it. Thank you. Good luck. Cheers.

Ryan Law, Ahrefs

I'm here at brightonSEO with Ryan Law from Ahrefs. How you doing? Yeah, doing very good. Lovely to see you. I've got a few questions for you, and let's start with the easy one. The other label or GEO? I was a LMO guy in the past, but I'm maybe gonna go the other label these days. I think it's edged it for me.

There's too many other acronyms that clash with GEO, all right. Let's stick with the other label. So what do you think is the most overrated tactic right now in the other label? It's gotta be listicles, I think, right? Competitor listicles. I've seen every company racing to cram their product into as many comparison listicles as possible. They're not good for users.

They're overplayed. I don't think they perform very well. Google seems to be trying to ditch them from all of their AI responses. I think they're a bit played out already. Yeah, those damn listicles. When are they gonna finally die? Especially the self-serving ones. So what do you think is one of the most underrated tactics that people are sleeping on in the other label?

So I really love this idea of entity gap analysis. If you look through a massive index of prompts like, our product, for example you can see basically topics where other brands, your competitors, are highly visible, and you're not even mentioned. And usually that's because there is no content on the internet that suggests that entity relationship with your brand.

So sometimes finding those gaps, creating a page on your website, finding another page on the competitor's website that you can get featured in, you can immediately plug that gap and massively boost your visibility for those topics. I love that answer. Tell me how Brand Radar is going. Do you How many active users? Are you seeing that your customer base is making a good transition from the

classic product features into Brand Radar? Yeah, I think so. We're this is something we use every day. Like, when I do my keyword research and my content research, I increasingly turn to Brand Radar because there are more opportunities in AI search than I think there are in traditional search in some cases. So yeah, lots of people using the custom prompt tracking but also using

the database to just search, see how competitors are appearing, what topics they can rank for and appear for. Yeah, it's been really good so far. Great. Thank you so much, Ryan. Oh, pleasure. Thanks for having me. Take care.

Caitlin, Profound

Hi, we're here at brightonSEO with Caitlin from Profound. How are you doing today? I'm great. Caitlin, I got three questions for you. First is the other label or GEO? They're the same thing. All right. Interesting. What do you think is one of the most overrated tactics right now in the other label or GEO? I think relying on just one LLM to get your answers.

If you're just typing into ChatGPT your prompts and seeing what comes up, it's a really It's not gonna give you enough visibility into what all of them are saying. So something like Profound is gonna give you way more visibility across multiple LLMs. Great. And what do you think is one of the most underrated tactics in the other label, GEO

that people are sleeping on now? I think relying solely on prompts. I think you also have to consider things like citations. What are people actually asking about, and how is that influencing how you're showing up in the LLMs? Maybe not just your brand coming up, but what are they actually asking, and how are they Like, how is your brand being talked about?

Great. What the last bonus question, what's the next big thing coming from Profound? What can we expect next? So we're always launching new things. We just launched something called AI Marketer, which is an extension of your team. It's built into Profound. You can ask it questions on your visibility. You can ask it questions on what to do with the data insights that you get, and it can actually be proactive in telling you what to do with the data that we give you. Great. Thanks so much, Caitlin. Yeah. Have a great day.

Kayla, Writesonic

Hi, I'm here with Kayla from Writesonic at brightonSEO. How's the conference going for you, Kayla? It's been really great. I've loved getting to meet everyone. It's been really busy, and I'm really loving the energy here. Okay, first question for you, the other label or GEO? GEO. I like it. So what do you think is one of the most overrated tactics right now in GEO?

I would have to say backlinking would be an under or overrated. Why I think it takes way too long to see the improvement, and people tend to do it incorrectly. So I think it, it's really important to get the right strategy, and it just takes too much. I'm personally ready to see backlinking go, go down this whole economy of selling on the basis of DR, I'm done with it.

Yeah. Okay, so what do you think is one of the most underrated tactics in GEO? I would say implementing the correct schema or adding a key takeaway summary to the top of your content for crawlers to find immediately when they hit your page. Oh, I really like both of those, especially the key takeaways. Yeah. What I've seen is that a lot of the citations that get cited do come

from the top of the page, so crawlers maybe prioritize what they read first. So key takeaways at the top of the page Yep for the win. That's great. Totally. Yeah. So tell me, what's next for Writesonic in the world of GEO? What isn't next for Writesonic? We're always working on updating our technology and making sure that we are being really innovative and listening to our customers, so we always have something new in the pipeline. Great. Thanks so much, Kayla. Thank you. All right.

Christian, GetFluence

Hi, we're here at brightonSEO with Christian from GetFluence. How's the conference going for you, Christian? Oh, it's doing great. It's very, Each time Brighton is fantastic. We're having so much experts around us and client prospects, so always a good time. Okay, I've got a few questions for you. First up, the other label or GEO? Wow. I, I'm not gonna be politically correct, but really I don't care.

I think what's really important is not what you denominate, is how you manage your presence in the LLM, and that's what's important today. Great. What do you think is one of the most overrated tactics happening right now in GEO? I will say schema.org. I'm not even convinced that really works, so I would say that's overrated. I'm also not convinced that it works.

Focus on the content and schema is not a silver bullet. Now, what do you think is one of the most underrated tactics right now in GEO? I will say paid PR and, you know that these two words are not often together, but it's really, what we've been doing at GetFluence, we have excellent results for that. And paid PR works.

You can really identify which media, which could be the actually the evidence getting more tractions on your entity defining your attributes and that's really what you should do, guys. Paid PR activation. I think that the GEO is giving an opportunity for PR to have a reju rejuvenated moment, don't you think? Yeah. Of course, any type of PR will works. It's just that, traditional PR is fastidious. Outreach is complicated, so getting the paid PR is really a, a quick way to make it happen. Great. Thanks very much for the interview, Christian. Thank you so much. Good luck.

Jeremy, GoHighLevel

All right Hey, I'm here with Jeremy from GoHighLevel, and we're at brightonSEO. How are you doing today? I'm doing great. It's been a fun time. All the people in here in the UK have been awesome. So yeah, it's been a good time. I've got a few questions for you, Jeremy. One is the other label or GEO? I'll go with the other label.

The other label for the first one. So yeah. Okay. Next what do you think is one of the most overrated tactics right now in the other label? I'm gonna have to go back to I see a lot of people putting a ton of H1s on their pages. I came across a client that had 16 to 17 across multiple service pages,

product pages, thinking that'll help pick up traction in, the other label, GEO, and all the answer AI overviews. And at the end of the day, it's going back to the basics, making sure all your headers are sequential and follow a certain structure. So that's what I try and preach. Cool. What do you think is one of the most underrated tactics that people

are sleeping on right now in the other label? So I think taking the taking the time to actually blueprint out your website. So making sure every post and page has a specific purpose, and then also they're interlinking with each other. So making sure that your website's architecture is sound and that foundation is set. So don't just rush out and push something out there without understanding that this

post has a purpose, it's gonna link to this page, and then so on and so forth. So get the architecture down and the foundation, and then build upon that. Absolutely. Fundamentals. Yeah. I don't suppose you know a guy named Simon Young? Yeah, Simon, what's going on, man? Shout out to you out there. Yeah, he's a he's a big user. He's a great affiliate. Thanks for the time, Jeremy, and good luck today. Awesome. Thank you. All right.

Ivan, Searchable

Hi, I'm with Ivan here at brightonSEO from Searchable. How are you doing? How's the conference going? It's going very well for us. We have a dog, and we have a lot of prompts to sell to people, so everything works well for us. We've had a great conference so far. Yeah, I think you got the, you've got the only dog in the conference.

I almost tripped over it earlier. Looks really really cute. Chilling. He's our chief barking officer. We have attribution on his QR code. We'll probably do a post of how well the dog actually contribute to sales. So yeah, we're looking forward to crunching that data. That's an interesting study. Okay, let's get right into it, Ivan. The other label or GEO?

The other label, all day, every day. GEO, why would you choose a acronym that is happens to be a huge overlap with something else? The last thing people need to in SEO is a confusing article. People say, "Oh, there's search volume for it" But yeah, 'cause geography and GEO and geolocation and all of these things. So the other label, it's also rolls off the tongue nicely, fair enough.

Okay, so we're gonna go with the other label. What do you think is the most overrated tactic in the other label today? Spamming Reddit with AI-generated answers especially as of last month, because ChatGPT dropped the Reddit citations quite significantly. They recovered a bit, but not to a point that you should really go for it. And we run education cohorts every month, so next one is in November.

We get asked about Reddit all the time, and it's always "Guys, you have so much more other things to do before that on your site in digital PR," and Reddit is its own thing. So yeah it's definitely overrated, and there's actually a few talks of faking it till you make it on Reddit. There are better things to do.

I totally agree. So what do you think is then one of the most underrated tactics in the other label? 100%. So the most underrated one is LLM instructions, so it's brand new. It's llms.txt except it's actually more public, and we see it huge uptick on our own website, on our users' websites. LLMs crawl it, LLM understand it, and it's one page.

It will take you 10 minutes to build with either a searchable agent or any AI of your choice. It takes no time at all, but it's a huge help on indexing and getting seen, thanks very much, Ivan. Enjoyed it. Good luck Hey, thank you. No. Let me give you a card and, Yes. Yeah we can, I, Why don't you connect with me on LinkedIn and, Yes, 100%. I'll ping you when it's, the video's coming out. We can, Awesome we can co-promote it maybe. Yeah. Sounds good. Yeah. Yeah, if

Chris, Searchable

Hi, we're at brightonSEO with the founder of Searchable. Chris, how you doing today? Doing very good, thanks. Thanks for having me. Sure. First question for you, Chris, the other label or GEO? The other label. Okay. The, I think fundamentally the nature of search change and everything is now an answer, and so we will spend the rest of time trying to influence the answer to the

question that people continuously search. Okay. The other label it is. So what do you think is one of the most overrated, overused tactics right now in the other label? I would say there's a lot of companies that are spamming listicles or mass-producing content, and I think those tactics will come a cropper in the future. Yeah. I'm sick of those self-serving listicles.

It's time for them to die. Yeah. Okay. What do you think is one of the most underrated tactics in the other label? I would say i've been doing SEO for 17 years, and I think people forget good digital PR is like creating a great story, creating a great narrative, and then landing it with a, a journalist or an editorial that makes a big difference.

And I think you can use that in conjunction with using going after the sources that matter for the most for matter most for your prompts that you care the most about. Great. What can we expect next from Searchable? Searchable is the youngest in the category, but it's the fastest-growing. And so for us, we think that the biggest miss from our competitors is that all of

their prompts have been synthetic either human-typed or completely synthetic. And I think that what we've done differently is we've used panel data and clickstream data to model where the demand actually preexists within the AI models. Okay. Great. Thanks very much, and good luck. Thanks very much. Thanks, Chris.

Jordy, Yoast

Hi, I'm with Jordy from Yoast at brightonSEO. How's the conference going for you, Jordy? Yeah, it's pretty well. We had a really good day yesterday. Today still some talks going on, but it's Having a good time actually. Yeah. Great. Nice to be here. First question for you, the other label or GEO? The other label, so you, it gives you an answer to your problem, basically.

So I think it defines better what the action the, the, the agent or the LLM is giving to you. All right. What do you think is one of the most overrated tactics right now in the other label? I don't know if it's, if I can call it a tactic, but I would say one of the most or the behavior that we are giving to the LLMs is we trust any response, and

we trust that it's giving you the best solution possible when probably it isn't. Yeah. All right. Overtrusting LLMs. Overtrusting LLMs. Okay. And what do you think is one of the most underrated tactics in the other label today? Yeah, that, that going back to the trust, like believing that it can build you a really good enough SEO optimized o-option without probably having the

enough context on, for example, let's say the schema that it's gonna build for you is good enough to be optimized for SEO. Great. Yeah. All right. Thanks very much, Jordi. That is it. Thank you. That's it. Have a good one. Have a good one.

Ryan, MRS Digital

Hi, I'm here with MRS Digital. Ryan, how you doing today? Oh, really well, thank you. Yeah, really good. Been a good good second day. Great. First question for you, Ryan: the other label or GEO? I think you've got a specific answer for this one. Weirdly enough, it's actually the question that we've been asking everybody that's been coming to brightonSEO.

It's the question that's on everybody's lips at the moment. And yeah, we've been getting mixed answers depending upon which day which day you're thinking of. Lots of people have been saying GEO, the other label. Today, loads of people have been saying SEO. And I think if you That's the nostalgia kicking in on day two maybe. Maybe yeah.

Everyone's been to a couple of talks, maybe had a few beers last night, and they're bit fuzzy in the head. But no, I think from our perspective as an agency we're looking that it's becoming more holistic. It's becoming We were talking about GEO, the other label a year ago, but as we come towards the end of this year, we're talking more about SEO as a whole again.

They're not separate. They work together. Whether you're optimizing for traditional search or you're optimizing for an LLM, you're optimizing for a search engine, right? Yeah. And you can't really do one without the other. Yeah. So that's what we're talking about in the agency, yeah. Okay. Great. So next question for you, Ryan. What do you think is one of the most overrated tactics, overused

tactics right now in the other label, GEO, SEO? Yeah. I think bad content really is content is king. It's something that's been said for a very long time. And I think it's, for a long time it's not been about volume, but I think people are really falling into a trap right now of churning out content using the LLMs, using ChatGPT to produce as much as they possibly

can, as quickly as they possibly can. But that's, it's really not gonna work. It's already not working, and if you're taking that approach into next year, you're really gonna be struggling to get that authority and get that visibility. Yeah, great. So how about on the other side, what do you think is one of the most underrated tactics that people aren't doing enough of today?

So there's one that pops to mind straight away, and we're talking to a lot of our clients about it, and it's really important for SEO, has been for a long time, but super important for LLMs and getting visibility in the likes of ChatGPT, and it's your brand and reputation management. It's what you're doing off of your site to enable you being understood in the

right way by the, the engines, the LLMs. So I feel and even from talking to people over the past couple of days, everybody's thinking about our site, our brand, what goes on in our realm that we can control. Yeah. But we all know that if you ask a question to ChatGPT, it goes off and it crawls the

same, 10 websites every time to get an opinion of what your business is like. Yeah. You need to be on Trustpilot and have good reviews there. You need to be on Reddit in the forums and have people saying good things about you. And I think that's an area that lots of businesses and lots of brands aren't fully aware of.

They're not thinking of properly. They're not harnessing. Yeah. And I think as we come into the new year, as we come into 2027, which is mad That's something that people need to be really aware of. It's not just about what you own on your real estate Yeah but it's about how people are talking about you off of it.

Absolutely. Yeah. And how, what you can say, what you can do to control that narrative and make it positive. Yeah. So your earned media properties are more important than the owned media properties, meaning get away from your own website and get your stuff out there on the web. Yeah, absolutely. Get mentioned, yeah. Yeah. It's a great way to position it, yeah.

Yeah. Yeah. Great. Earned, owned, both important, but earned is more and more important than it ever has been, yeah. Yeah. One of the things I'm seeing a lot with earned is YouTube videos, and especially with Google AI overviews now. I think that's one of the, the lowest hanging fruit tactics right now Yeah is just producing a lot of videos, repurposing content into

videos, because we're seeing practically about 25% of the citations appearing in AI overviews are YouTube videos. Yeah I think it's a great it's a great sleeper. And I think, video content, YouTube, that's one of the forms of content which has got one of the lowest bars to bars to entry thanks to AI now, right? Yeah. AI editing and stuff like that, as long as you're recording good quality video with

an iPhone and a microphone Yeah you can use AI to help you edit it, help you chop it up, get some subtitles on it. Yeah. And you can do that so quickly and so easily Yeah that, yeah, it's absolutely a thing to do. You just described my, my weekend. I thought I did, yeah. I had a guess, yeah.

Yeah. It would've been, it would've been, like, a two-week process, but now I think I'm gonna try to get this out, by Sunday from Yeah from what you Pop open the laptop, stick a prompt in, go make yourself a coffee, and it's all done, right? Yeah. Brilliant. Thanks so much, Ryan. I enjoyed it. Yeah. And good luck with the rest of the day. Thanks.

Josh Bliskul, Profound

Hi, I'm with Josh Bliskul, who's on the co-founding team at Profound. We're at brightonSEO. How's the conference going for you, Josh? It's incredible. This is the best room in search. Seriously. It's amazing. Great. I've got the first question is the other label or GEO? It's gotta be the other label. The other label all the way. The shift is that consumers are now going to machines that provide answers, right?

It's an answer engine. I think the difference between the other label, GEO, I see some, some poor fools on the internet sometimes writing these listicles, differences between the other label, GEO. It is the same practice. It's a marketing term at the end of the day. And I just think the other label is just a better term that describes the real consumer

shift and the way that consumers wanna get answers in the future. So I'm all team other label. All right. So what do you think is one of the most overrated, overused tactics right now in the other label? Yeah, I think the cheap one-hit, two-hit listicle is right now the most overused tactic right now. I think you gotta you've got we have to level it up a little bit.

We're seeing ChatGPT de-weight the listicles. We're seeing, we're seeing Google AI mode, AI overviews starting to look for YouTube videos, multimodal, things like that. MCP is starting to get more important. So yeah, the days of ranking yourself in a top five listicle, it's long past at this point. Yeah, I like that answer, and I've been hearing that a lot today.

Self-serving listicles need to go away. Yes. Yeah. So on the other side of that, what do you think is one of the most underrated tactics that people are sleeping on in the other label? Here's what I think. I think people are not doing enough tests with agents. We've got Muse, we've got Instinct, we've got GrokBot out there.

Have you heard of those, by the way? Yeah, I'm a big GrokBot user right now. Big GrokBot user. But we need to see how these agents actually can use our website or not. We should be doing usability tests, we should you wanna talk about bleeding edge? That's what I'm thinking about bleeding edge. How are agents able to transact, buy, view my website, add to cart,

or actually do things on behalf of users on my actual site experience? Are they able to use the accessibility tree? Are they able to look at the JavaScript? Are they able to look at the HTML and understand how my site decomposes and get around that site? Right now, that's the number one most interesting thing that all the Fortune

500 want from Profound at the moment. We're doing a little bit of those tests. We're testing it out. It's really incredible. Yeah. It's really interesting. Yeah, it's great. Great. Great. So what can we expect next from Profound? Man, we are going all in on marketing agents. We have the first marketing harness in the world. We have a totally new agent product launching soon at Zero

Click 2026, London in two weeks. Check it out, by the way. Get be there, get there. It's gonna be amazing. We are gonna basically revolutionize the way that marketers get work done. We're gonna go from insight to action in a way that no one's ever seen before. I can't say much more than that because Okay it's top secret, but what

I'm gonna say is that our agents are they're incredible at this point. They're able to do things that for marketers at least, no marketer has been able to see or has been able to have enabled by an agent up until now. That's awesome. Congratulations on the success. Thank you. We heard about the Series D, and you guys are on fire. Keep it going. Appreciate it very much. All right. Check it out.

James, Roast

Hi. James, can you introduce yourself? Hi. I'm James. I'm a manager at Roast. Great. So I've got three questions for you, James. First up, the other label or GEO? I'm a GEO man. I don't use the other label just GEO. I'm with you on that. Next question: What do you think is one of the most overrated tactics right now in GEO?

I've never really seen the point of LLMs texts, so maybe that. Got a few questions about it, but I'm not quite sure on the impact really. I'm with you on that as well. I think people, some people see that as a silver bullet, but nah. Yeah. So on the other side, what do you think is one of the most underrated tactics in GEO? I think Schema. Schema's a really good way to help LLM bots or agents understand your website. So I'd say Schema. Cool. Nice. All right. Thank you very much, James. Thank you. It's good Nice to meet you

Sarah and Clara, Roast Agency

Hi, everybody. We're here at brightonSEO with Sarah and Clara from Roast Agency. How are you all doing today? Good. Good. Yeah. Yeah? Yeah. Enjoying the conference? Yeah, it's good. It's fun. It's windy. Yeah. We're sitting by the door getting some really fresh air right from the sea, and it's classic Brighton weather today. So I have a couple of questions to ask you all.

First up, are you all the other label or GEO? GEO. I'm gonna have to go with Sarah on GEO. Okay. We're three for three, 'cause I'm also GEO. Next question: What do you think is one of the most overrated tactics today in GEO? I think that Reddit is a bit overrated. How it shows that now it's ChatGPT and Gemini and all the LLMs aren't

really using Reddit anymore. I also think it can hurt the brand's credibility and trust with the consumer. Yeah. Okay. Clara, how about you? I'm gonna go against James and say schema is overrated. Interesting. So we have some dissension among the ranks. Okay. Let's go to the next question. What do you all think is one of the most underrated tactics right now in GEO?

I think that crawlability and page discovery is underrated, so making sure your page doesn't have an JavaScript and is fully crawlable by the LLMs. Awesome. Claire? I'm gonna say people utilizing their social platforms like LinkedIn, Instagram X, Facebook. Yeah, bringing them all together is underrated. Yeah. Great chatting. Yeah, good to chat. All right.

Patrick, Rankscale

All right, we're here with Patrick from Rankscale. How are you doing today? It's a great exhibition so far. We had a lot of good talks, met customers, clients, partners. It's simply awesome. Great. Let's start with question I'm asking everybody: the other label or GEO or something else? There are a lot of other words for it, but I would prefer GEO, to be honest.

I think in reality it's basically SEO in a different package, but as Google has said, good SEO is GEO, and if you want to call SEO GEO, that's fine and you can do that. Okay. What do you think is one of the most overrated tactics right now in GEO? Optimizing for Reddit or going out there and making dedicated subreddit to try to

position your brand on Reddit in general. We tested this two years ago already with our own brand. We failed with shadow banning. All the others come with that now. That's fine. We learned this early on, and I think it's not worth the time. It's hardly moderated, to be honest. Yeah. Okay. And what do you think are some of the most underrated tactics in GEO?

To be honest, I think entity. It's all about entity and brands. There are different concepts like grounding pages, which is essentially a facts page that gives you key-value pairs to essentially take out all the disambiguity about your entity. So you really explain who you are, when you are founded, just straight facts. And LLMs love to pull the straight facts

because they're looking for consensus. If they find everything on one page, it's, they already assume the answer more or less. Then a facts page is essentially a good source of truth to cite from. Yeah, great. You gave me a, a great nugget earlier about Google Books and getting that as a kind of a shortcut to a knowledge graph, but can you tell

me a little bit more about that? Yeah. So essentially, every brand, every entity probably wants to have a knowledge panel. A shortcut for that is probably to release a Google Book or get into the IBMD database. So release a Google Book or Amazon. It's your shortcut to a knowledge graph, in my opinion. Cool. Great. Tell me what's coming next for Rankscale.

Where are you where are you all taking things? So we're pretty long around already. We are a bootstrap company. We try to compete with all the others. We're working right now with personas. So probably release something in that space to have digital personas where you enhance your prompts. And also the content space the content generation part, we do not have it yet because we make it right from the very beginning, actually, so we do not rush that. Great. Great. Thank you very much and good luck today. Thank you so much. All right

Stuart, Lemonhive

I'm here at brightonSEO with Stuart from Lemonhive. How are you doing today? Very well, thank you. Very well. Tired, but we're doing well. Yeah. All right, first question: the other label or GEO or something else? Yeah, don't have no idea. The other label probably. I'll just pick that one. Okay. But yeah, no, no idea. We'll It'll come out in the wash.

Give it a year, and we'll all be using one. And maybe ASI. Which stands for? Super intelligence now that Trump's renamed it all. That's great. Yeah. All right. That, that's a first so far, ASI. It has a nice ring to it, too. There you go. All right. Next question is what do you think is one of the most overrated

tactics right now in ASI? I still I think you've got to be just very careful with content. It's great to generate a lot of content just to get another search term or term in there. I think you've just got to be careful with quality of content. Just make sure it keeps high quality. Yeah. Okay. And what do you think is one of the most underrated tactics right now in, in ASI?

I I think I do very much believe in foundations for good visibility, and the foundations for me come maybe from things like accessibility, making sure the website's very accessible from all of the WCAG factors. And then actually what you'll find is the crawlers can find the content better. They can navigate your sites better. Technical integrity is better.

So I think something like accessibility, web accessibility, is probably underutilized. Everyone's thinking about what's glossy and shiny, not about what's foundational and what do the crawlers need to be able to navigate the site. Yeah. What would be your advice for people who are now trying to manage what's become a complicated setting in Cloudflare? Because recently Cloudflare has started by default to block certain AI bots in

an effort to protect large publishers. Yeah. But I think it's inadvertently hurt a lot of websites that want to increase their AI visibility and not really keeping on top of these settings. Yeah. What, what thoughts or advice do you have around that? So from my own personal experience of it we obviously, we had it switched on for our website, and then it was half a day of umming and ahhing of, do we want

it, don't we want it, why Cloudflare switched it on, is it a good thing? I think ultimately If you want to be visible, obviously you've gotta have your content in there. I understand for large publishers where it is actually all of the value of their business is in what they're writing. But for the majority of websites I suspect that you need to be visible

in AI, and therefore that setting is relatively dangerous and can have quite a big effect if you If it's on six months later you're trying to work out why you're not visible and it's just that one setting. So I understand that some businesses need protecting, but it could be, yeah, quite significant for businesses who do need to be visible.

Yeah. I wanna pick your brain on one more question and it's about schema. It's one of the most popular tactics. I tend to think that it's not a silver bullet, but what's your opinion about a schema markup as a, a specific tactic to improve crawlability and AI visibility? So direct correlation, I don't think I think you're still safe to say, maybe there's not absolutely without

schema, you're never gonna appear. I just, for me, a lot of it is why not? Like, why not? The tools have been set for people to under or for crawlers to understand things better. Why not use those tools if you can? If you've got the opportunity to use schema markup, I think it's great for greater understanding in areas as well that maybe you haven't even thought about.

So I think going out and going, "We have to have it," no. But if if you think about it they're good signals. So yeah I think it's well worth implementing. Okay. Great. Thanks very much. Thank you. I enjoyed it, and good luck. Great.

Simon, Dragon Metrics

Hi, we're at brightonSEO with Simon from Dragon Metrics, Chief Product Officer. How are you doing today? How's the conference going? It's great. brightonSEO, it's the best one in the world, so love it here. Okay, let's start off with this one. The other label or GEO, or something else? Personally, I don't really care what we call it. Our CEO he calls it the other term, so that's the company line, so that's what we go for.

I've always thought the other term is AI overviews, but that's the company line, so that's what we follow. Fair enough. Okay. What do you think is one of the most overused or overrated tactics that you're seeing in the space right now? Overused tactics. I'm not sure. Being all about the product, I'm always thinking about measurement and things like that.

So Maybe I'll speak about one of the most dangerous ways to look at the other term data is looking at today's data only, right? There's so much in Google, there's so much fluctuation with your ranking, right? That's always been a thing. Yeah. But with with GEO or whatever LMS, every time you ask the question, you get a different response every time.

Yeah. So the sample rate needs to be really high. If you just look at what's going on today or just one prompt, the data's gonna be too noisy. Yeah. So what we really encourage is that you're looking at least 30 days at a time and taking an average of, like, how many times were you present in a that, at that time.

Okay. And I think if you don't do that, you're just not going to understand your real visibility that way. So how many times do you run a prompt over a 30-day period in order to establish that sampling depth and a high confidence interval? Yeah. So right now we just do it daily. I guess we could, or, the more the better, so we could run it more than that, but for

now we're calling it at at daily. And you could select a sample as little as seven days, but we encourage people that the larger the sample, the better you're gonna be. But it, the Our system is very flexible. Okay. But what I encourage people to do when they're looking at their data is 30 days minimum. Okay. How many prompts do you think someone should be tracking in their prompt set?

'Cause it's practically infinite. What's a good sample size? It really depends what kind of business you do. If there's only, If you do something very specific, then you might only need two prompts, or something like that. Yeah. So it's really think of it in terms of keywords that that you're tracking, right? Yeah. It's gonna be related to, analogous to that.

So if you're tracking 100 keywords you might want 400 prompts or something like that. Yeah. But there's no one size fits all every company needs to track this many prompts. Yeah. It's gonna change completely. Yeah. I also tend to like to divide up prompts by the buyer personas, because different buyer personas have different ways of expressing their needs.

And in, it could even be the same prompt, but it's coming from a different persona, which means that it still should be tracked separately. Yeah. Yeah. All right. Simon, thanks very much. Absolutely. Good luck with the rest of the day. Yeah. Thanks so much.

Marcus, Conductor

Here at brightonSEO with Marcus from Conductor. How's the day and the conference going for you, Marcus? Oh, it's a perfect day. We have a lot of people here at the booth, and I learned a couple of new things from the talks, so I'm really into it. Great. Okay, now let's start with this one. The other label or GEO, which side are you on?

It depends what a customer use. Basically, I'm totally open to you call it the other label, GEO, SEO, answer engine optimization, or whatever you want. Okay. So for the sake of the next questions, I'm gonna go with GEO here. Okay. Go ahead. What do you think are What do you think is one of the most overrated, overused tactics today in GEO?

The most overrated stuff is everything that used to work last week and was posted on LinkedIn. So everybody's using listicles, for example. We hopefully know that it's not working anymore. And everything that is grayish, right? So creating content and updating just the publication date, and then hope that it's ranking, which it does unfortunately, right? That's a thing.

The updating the publication date is a controversial one because I've heard that it works, and then I've heard that it doesn't work. But we know that they love fresh content, but it can't be as easy as just changing the date, right? It shouldn't be. It shouldn't be, right? So it should update the content really with a value.

That's the idea. And having But we learned a couple of hours ago that depending on the question, different times are relevant, so the last two days, the last seven days, 30 days, 90 days. Yeah. So getting an idea about what is needed in your industry in terms of new content or updated content. Yeah. Great. So Marcus, now what is one of the most underrated tactics,

in your opinion, in GEO? Most underrated is everything belonging to your internal structure, internal linking, using the same com information on every page that you have, right? Not just posting it on one page, but referring it internally so that all information on your page leads to the same information. Great. Now let's talk about Conductor. You guys are really one of the, the pioneers in enterprise SEO,

been around for 20 years, and now you're making a big pivot. You've just taken the head of the other label product and moved that person into the CEO role. Tell me how is this transition going and how is Conductor gonna be transitioning into this brave new world of GEO? Okay. It's not my role of talking about this, but giving my understanding, CPO Wei is

now our CEO, so she was the one driving the last changes that led to the other label, GEO world, however you wanna call it. And this is really product-led development in the company. So everything that we do is really focused on getting the product to the right people in the right moment for the right needs. That might change next week. We don't know. But having a person like Wei doing this is exactly what we need. Great. Thanks very much, Marcus, and good luck with the rest of the conference. Thank you. All right

Gintare and Dovydas, Trendos

Hi, we're here at brightonSEO with Gintare and Dovydas Yeah did I get that correct? From Trendos. How are you all finding the conference so far? It's been great. Much better than April. Many people who are really interested in GEO practices, so perfect for us, and that's what we can help them with as well. Great. What do you think?

Yeah same thoughts. I feel that, people here are very kind of data-oriented, so they know their stuff. They know SEO, they know GEO. So yeah it's been good talks, good insights. So yeah. Great. So first question is the other label or GEO, or something else? Exactly, something else. What is that something else? I tend to say AI search.

Okay. So but the other label and GEO, they do have differences, generative engine optimization and answer engine optimization, because GEO is more technical and the other label is more like a fanalytics of it. So I tend to say AI search. Good answer. How about you? Yeah I won't repeat Gintare, but I think GEO, the other label is very similar to

SEO in the sense that if you build SEO, before, you have a good good kind of background on that, you'll be, ranked in AI search as well. So those companies that did good, great job with SEO before, they'll be visible. They just need to know which, sources exactly different Chat like different LLM models take and then, just work on those as well.

Okay. So what do you think is the most overrated tactic right now in AI search? I think people tend to focus a lot on only one source. For example, Reddit used to be right, and then people just chase this one source and everybody starts booming and busting this one source. So I feel that people should focus on at least a few, diversify, and I

think maybe track a little bit more. Those people who are mostly focusing on Reddit, usually they read on LinkedIn or somewhere else. So I feel that also they should focus a lot not on what everybody's doing, but on their industry and their topic, because sometimes it's different. Reddit does not appear on financial services that much. So that's something overvalued and people should like not put

all the eggs in one basket, like on Reddit or one specific source. I completely agree. Overvalued tactic, what's yours? Yeah. There are lots of trends in, AI search and the visibility. So what Gintare mentioned also I think ChatGPT, for example, releases, releases quite a lot of new updates for their, models and everything, and it's changing. One, one week Reddit can be the top source for them another

week it can be different one. Reddit is not, source, cited that much anymore. Maybe YouTube is growing now and those kind of things. So I think just just, tracking, knowing where, those sources come from those citations come from, and then seeing if your brand appears there or if you need some work to do. Yeah. All right. And now let's flip that question.

What do you think is one of the most undervalued High-value tactics that maybe not everybody's quite aware of yet. Yeah, I think people and maybe companies talk about this a lot, that citations, third-party citations is the key. It is one of the keys. I think people undervalue fan-out queries and tracking those. It's quite technical way to do it because not many tools are showing this as well.

But optimizing your SEO content on those fan-out queries will help you get in the answer as well. So this is something to track because every single prompt, every single day gives you different fan-out queries. So take a look at those. Focus on optimizing your search, your SEO practices on those fan-out queries and you will make it into those answers.

So that's something that people are not talking enough. That's such a great answer. That's the first time I've heard that all day today. Yeah. Fan-out queries, I think it's a sleeper. Yep. Yeah. What do you think most undervalue tactic? I mentioned YouTube. So I think recently we saw that YouTube is getting bigger as being cited place. And in general, like review sites like Trustpilot, G2-- G4, sorry.

No, G2. Yeah, G2. Yeah. G2. So G2 and those kind of review sites are also getting cited more and more, so having your profiles there, having good reviews there. Updated profiles updated profiles, yeah, like with all the, updated information. So I think those those could be very valuable sources for clients, for brands. Of course, depending on the if it's B2B service or e-commerce and so on. But yeah, so that would be my answer. Okay. All right. Thank you both very much. Thank you. Good luck with Trendos. Enjoy the rest of the conference.

Becky, Reflect Digital

All right. Hi, everybody. We're here at brightonSEO with Becky from Reflect Digital after her big talk. How's the conference going so far? Brilliant, and I loved your session yesterday. Thank you very much, and yours was great, too. So let's kick off with the first question: the other label or GEO? Oh, I try not to say either, actually.

I talk about AI search. I'm like oh, I just hate all the acronyms. There's just so many acronyms. Yeah. Yeah. I like AI search, too. It's very all-encompassing. Yeah. It's a nice, it's a nice bridge. But things are very different now. So what do you think is one of the most overrated tactics right now in AI search?

I think the thing people are getting really hung up on is prompt tracking, and I think it's so tricky because there's so much context behind a prompt that isn't in the prompt. If you're using something like an LLM where you've got history, you've got permissions in there, it's building up information. Like I use an example. I could say to my ChatGPT, "You remember Mexico?

Find me a place like that in Tenerife." No one's tracking that prompt. It doesn't make sense. Yeah. But I think we've gotta have it, but I just think people are getting a bit too hung up on it, and it's almost like for the C-suite, it's like their new data, but I don't think it tells all the story.

Yeah. I tend to think that this is similar to rank tracking in the early days of SEO. It's a prime vanity metric that eventually, as attribution gets better and agents go further down funnel, I think there's gonna be a lot more to measure, and this kind of prompt tracking is gonna start to go away. But that's where we are today, at least.

Yeah, and I think people are spending a lot of money on it, and actually I'm like, oh, some of that money might be better spent on trying to show up more. You might Yeah get more value from that because you're almost kinda getting trapped in numbers that aren't telling us the whole story. So I don't know. Yeah.

Okay. Next question. What do you think is one of the most undervalued tactics in AI search? I think it's the human side of it, which you won't be surprised having just seen my talk. But it's we've gotta get back to actually understanding our audience, understanding what they care about, what motivates them, and using that to build our search strategies, building that to think about what are the big questions

they're asking, and as I just talked about, almost the truffle hunting idea. It's the what are the things you don't even know that they're looking for that are part of making a decision that they can now ask an LLM that they weren't able to before? So back to humans. Yeah. That's great. Thank you so much, Becky, and great to meet you. Thank you. And good luck with the rest of the show. Brilliant. Thank you.

Cecile, AirOps

Hi, I'm with Cecile from AirOps. We're at brightonSEO. How has the show been so far? It's been great. Great conversation, lots of incredible brands coming to our booth and having discussions about the future of the other label, specifically in Europe. Good conference as well. I'm Cecile, I'm in charge of the European expansion at AirOps. Exciting. Yeah. I think you already answered my first question, which is are you the other label or GEO?

But I'll let you answer it here. Yeah, absolutely. I think it's very interesting the difference between the different markets. In the US, the word GEO is really not that common. We really use the other label, answer engine optimization. In Europe, we only use GEO. And I think that's just the difference. For me, it's just the difference of markets.

Yeah. Okay. So in your opinion, what do you think is one of the most overvalued tactics right now in the other label? Yeah. I think the fact of having, Listicles on your website, like comparison of your website, is actually quite overvalued because it has really, actually doesn't have much impact on the AI search results and visibility in general.

It's better to do comparison website, like fresh, new content outside of your site. And that's definitely something that we tend to overvalue compared to the impact that they have on AI search visibility, if that makes sense. Yeah. I feel that listicles is a carryover from SEO Yes that was overused and abused and Exactly let's face it, most of

these listicles are self-serving anyway. Exactly. The brand puts themselves number one. Okay. Another question on the opposite side is what do you think is one of the most undervalued tactics in the other label? I would say refreshing the content is currently undervalued. We did a lot of research with AirOps, and we found out that the refreshed content less than three months had three times more chances to be cited

in LLMs than if they're not refreshed. So refreshing your content, making sure that the website is updated or any content is updated is extremely important, and that we tend to undervalue it. And I would say as well the credibility of your website and just the design of your website, how easy it is for LLMs to actually understand what you're doing.

Yeah. And just the overall website architecture Yeah is important, definitely. Yeah. I love both of those answers, and I'll add something. With there's a concept now coming out about the half-life of a citation, and they're surprisingly short. I think I read something that after about 11 days, the citation peaks Peak and then it starts to decay. Yeah.

Yeah. And that's a signal that it's time to either refresh that page or maybe let it go and replace it. But I think we, we think about the old world of rankings tending to stick for a long time. Absolutely. But that's not happening with citations. They're, it's really a game of freshness. Yeah, absolutely, and that's why we, the, the AI search visibility winning the AI

search visibility is just a, a question of constantly working on it instead of just doing and putting a lot of effort into it and then letting letting it go. I think it's just a, a really it's really important to be consistent in your efforts, in your content creation because it's definitely not the same play than the old world of SEO.

Yeah. I think there's a couple of implications now with content. One is that There's an opportunity to produce content at a higher rate. If you can use AI to assist you in the right ways while keeping the, the quality high. In the old days you would blog once a week, twice a week, but now you can really

go a lot faster without incurring risk. And the second thing, which is really nice for challenger brands, is that because of this emphasis on refresh content, this freshness factor gives a lot of opportunity to new brands that in an SEO world it may take them a year or two to outrank one of these gorillas in the space.

Yeah. But you can leapfrog a competitor with better, fresher content. Even YouTube we've seen this a lot already. Yeah. And Reddit as well. And Reddit as well. Yeah. So I think that actually is good news if you have a, if you have a younger brand, it gives you more ability to compete with the entrenched competitors. Absolutely. And what is really underrated right now I would say as well is the

ability to actually own everything related to offsite content. So everything related to third parties, Reddit, YouTube, LinkedIn communities, forum, social media, et cetera, because we've seen that 85% of your AI visibility come actually from offsite rather than own content, and that's very impactful. Yeah. And that's definitely like the next step in the other label space. Yeah. I've seen that statistic before from you all.

Yeah. The 85%. Yeah. It's striking. It really implies a rebirth of PR in a lot of ways. Absolutely. Yeah. And not PR in the traditional way because it's not the same thing when the high authority websites are not as important as they used to be before. It's not a matter of having the right relationships with the right

journalists from really important and really well-known sites. It's more a matter of actually, like, being as large as possible, as spread out as possible because any single content in any of those content pieces can actually make a huge impact, and that's the great news as well for small brands Yeah who are just try starting in the other label space. PR surface area. Definitely. Yeah. Cecile, thank you so much. This was very Of course informative. Good luck Thank you very much with AirOps. Enjoy the rest of the conference. Thank you so much.

Dixon, WAIKAY

Hi, I'm here with Dixon from WAIKAY at brightonSEO, and I just learned that WAIKAY stands for something. Yeah, so you yeah. WAIKAY, you can't pronounce it, can't spell it, haven't got the .com. So it stands for what AI knows about you, at which point you know everything you need to know about WAIKAY. Cool. Which side of the fence do you fall on?

The other label or GEO, or something else? Yeah, I wanna say [bleep] off. It's semantics, which I'm big on, but they are syn they're synonyms. They're synonyms. So it's You can't be on one side or the other. They're the same thing with a different name. Fair enough. Best answer of the day so far. Now let's get into some of the tactics.

What do you think is one of the most overvalued, overused tactics right now, and [bleep] off? So I think that there is a tendency for people to jump on one idea and take it to an extreme, and I think that's where it becomes very obtuse. So it doesn't really matter which one you choose out of that, if you do it

to an extreme and to the detriment of an overall business model, then you're gonna start tripping up flags, or you're just gonna look weird to your customers. Okay. So what do you think is one of the most undervalued tactics that people aren't quite fully, Well utilizing enough? Okay. Way, way back I wrote this book, Entity SEO, and Entities really

I think is a, a, a big good, a good way to look at the world of SEO, the other label, GEO, whatever it may be. And I we I think entity maps are new. I think that caveat, I was involved in writing entitymap.org, but it's an open pro open standard for anybody to use. And it's has, it's not been used by very many people yet.

It's a new system that I think is a very good methodology to help machines of all ilks, search engines and AI, to connect the dots between different pages on your website. So schema.org will either tell you that this organization is based in Paris, or it'll start telling you about things on a page. What it doesn't do is talk about how the different topics, entities if you like

of your business relate to each other. So let's say you're a, a gym membership, a gym. So your relationship with gym and membership and weights may be very different to a, a different person that's using a different company that's that's not a gym membership, but is using weights in cookery, for example. So the relationship between topics and concepts across your whole

business model can be defined in an entity map in one place. That allows one webpage to go be looked at, and it will cover all the important things which should reduce hallucinations. So it reduce the hallucinations of LLMs getting things wrong. So the example I used yesterday was Mustang. Is Mustang a horse? Is it a car, or is it an airplane?

And until you know the context of everything else, it's not really clear to a machine. So that helps that sort of thing along. And then it will also provide attribution. So if you are the expert on Mustang horses, then, saying that somewhere, and then referring in the entity map back to that citation, the entity map then can tell a machine where the source of knowledge is.

And then it'll also really disambiguate. So disambiguation, define relationships so it'll it'll work across the site level and reducing hallucinations. So I think all of this stuff is going to improve how an LLM can interpret the way in which your, the workings of your business hang together. Does that make sense? It makes a lot of sense. Probably said it better yesterday before I was tired, one of the, one of the

things that you mentioned in your talk yesterday and you actually prompted the audience to do this live Yeah is to go to your website and try to identify I think it was roughly 20 pages. Yeah. And you said that, within these most important 20 pillar pages of your website Yeah probably the you would be able to then formulate all the top entities.

Is that generally, yeah a good, a Yeah. For most businesses, 20 to 30 pages. If you can't yeah, if you can't if 20 to 30 pages don't describe your business fairly well, then good luck in getting a human being to understand it, rather than, a customer to understand it, leave alone a machine. So you should have 20 to 30 pages, should cover your business quite well.

And what you can literally do is go to Claude or Gemini and say, "Please look at the specification at entitymap.org, and then take these 20 pages and build an entity map from it." And it understands everything. It'll create the entity map files and tell you exactly what to do with it. You may wanna check it, make sure it didn't get a horse mustang

instead of airplane Mustang, 'cause, these things make mistakes. But check it and then just put the files up. Okay. And then what do you do with I'm sorry. What do you what do you Okay, yeah, what do you do with these files? Once they're created, how do you feed them to the AI? So you just put the two files, entitymap.html

and entitymap.json, and you put them at the root of your website. And ideally, then you link to them in your footer or somewhere like that, so you've got the information about the so the LLMs so the search engines can get to them. And then it should pick it up. I will also send it to Google Search Console and add it as a page in, in

Bing or IndexNow and stuff as well. But essentially, once it's picked up, it should be picking it up and crawling it and understanding it. Okay. Final question for you, Dixon. There's a related concept that we're working on, which is a knowledge base, which is basically storing a brand's proprietary knowledge in a vector database Yeah which is chunking it's basically taking all the files and

data, chunking it into these embeddings, and then storing it in a way that AI can build semantic relationships across the entire vector space. Yeah. Is that concept similar to what you're describing with entity mapping? Yeah, that's absolutely is, although it's actually similar to InLinks, what InLinks does. So InLinks will take, but only on a public level, so not private

documents or anything, but it will take your entire website, and it will reduce it to those entities. And then it will start to see how you're using those entities on different pages and then, so InLinks is a sort of sister product to WAIKAY. And then it uses that to build schema, but it's also to automate internal links.

So it does all of that. It builds this knowledge graph of your whole website and breaks it down to those those vec those topics. WAIKAY does the same thing, same technology, but ultimately, yeah, absolutely, this is this is the way to go because there's no point anymore in just trying to write more pages and more pages. They know about the world.

What they don't know now is how it connects together in your world, you know Yeah And how you differentiate yourself from everybody else in the world. Yeah. Excellent. Thank you so much, Dixon. Thank you very much, Barry. It's been a pleasure. We met we met almost 20 years ago Yeah, I know. Stunning at SES London Yeah. When you were at Majestic, so it's just great to reconnect with you. No, thank you very much. Thanks very much. Cheers, guys.

Rosa and Charlie, Connective3

Hi, I'm here with Rosa and Charlie from Connective3 at brightonSEO. How is the conference going as we wind down day two? How has it been? It's been really good. We've had some really good conversations. Everyone's been so nice. I've learned a lot. It's been great. Awesome. I'll hand this to you, Charlie. Thank you. It's been fantastic. It's been very busy.

Loads of great brands coming to our exhibition stand. Really been brilliant. All right. So first question for you all: the other label or GEO, or something else? I quite like the term AI search. Okay. I feel like that covers everything. But I use them all interchangeably, really. All right. I'm a GEO girl. I feel like more people have adopted GEO more recently.

So if you want to say it quickly so people understand it, GEO feels safest. Did I mention that my show is called The GEO Show? Oh, I'm sorry. Yeah. I should've said GEO. No, you No, but I'm with you, Charlie. I think GEO is gonna stick, but hasn't shaken out yet. I think a few people who are much more broad marketers don't quite get GEO yet.

I think it's a very SEO-specific term. Yeah. So that's why I like to use AI search because I feel like people understand that straight away. Yeah, I think AI search is a nice bridge from the understanding of search and SEO. Yeah. Okay. So in your opinion, what do you think is maybe the most overvalued, overused tactic right now in AI search?

Maybe I don't wanna say anything to offend anyone. You go for this one. Oh. I think tools and tech are confusing people. So we're obviously at a conference today. There's 70 exhibitors. There are probably 30 different prompt tracker tools on the market today that you could buy. I think the reality is none of them are different or better than others.

They're not gonna necessarily help you implement better strategies. I think you have to pick one, set yourself kind of baseline, and build from there, and that's how your prompt tracking should work. You don't need the most expensive. You don't need the best. You just need a kind of baseline to start from, and I think there's a lot

out there that's confusing people. And once you I'm gonna go in a slightly different direction 'cause I wanna build off of your answer, Charlie. Prompt tracking is the starting point the baseline where you are today. But then how do you start to take action once you figure out that you are behind or there are big gaps in your share of voice?

Or do you wanna answer? I can answer that one. I think a lot of the prompt tracking tools, what they're really useful for is having a look at what competitors are doing and then reverse engineering that. I think a really key one is having a look at the, having a look at the prompts that are most commercially viable looking at what competitors are doing, what the

LLMs what sites the LLMs are pulling from to talk about your competitors, and see maybe through digital PR or or through other avenues if you can reverse engineer that and make that work for you. Excellent. So what do you think are some tactics that are undervalued that maybe people aren't doing enough of that are working well today in AI search?

I think a really big one and something that we're gonna see a lot more of is combining SEO and social media teams, combining that skill set and making people either double up on their skills. So a lot of times SEO people might not necessarily understand social that well, and same as the other way around. I think they go so hand-in-hand when it comes to search now that those

people who have the skills to do traditional SEO and social media as well are gonna be really highly valued. Combining those two at the I think every stage of the consumer journey now is so convoluted, and people are using social media as a search engine, but LLMs are also referencing social media when people are asking questions, that being able to optimize

both social media and being able to do traditional SEO is really valuable key set, and I think we're gonna see more and more of that over the coming months. Yeah. I want to add a quick point to that and we'll let you answer that last question, Charlie. But search and social have had a close relationship for a long time.

There was even a time in SEO, if you all remember, that people used to think even that social media likes and social media engagement signals could influence SEO. There was actually a, a lot of debate around that, and I think that the consensus at the end of the day was, no, it still wasn't as powerful as links and things like that.

But I think it's coming back around now that the, these social signals of a piece of content, a video or a social post that gets a lot of engagement can get more exposure for for LLMs and have a better chance to win a citation. So Charlie I wanna let you answer that last question about what do you think is one of the most undervalued tactics right now in GEO?

It's following on from your point, but LinkedIn, so as an agency we post a lot on LinkedIn, and we tend to find the content that we publish on our website is ranked quite quickly within LLMs. We do very limited link-building for ourselves, and we're also not posting on Reddit. So as far as I can understand, I think LinkedIn and that kind of social voice is

really driving that visibility in LLMs. So it's free. You invest your team's time in, in publishing content on there, but the impact I think is substantial. Yeah. And Charlie, LinkedIn articles, LinkedIn posts? Both? Both. Both, okay. Both. Yeah. We did a study. We have a tool that among other things, is tracking a lot of citations, and we

did published recently some research on about four million citations in B2B, and we wanted to answer the question, is, are LinkedIn posts appearing more or articles? Turns out we thought it was gonna be articles, and it was articles for a period of time up until early August, and then something interesting happened. It was just our dataset, but posts took off for some reason.

And I think something happened then this was mainly driven by ChatGPT and Google AI Overviews. But I think something changed in the way that they could access LinkedIn posts, and maybe it became easier for the AI crawlers to get access to posts without having to log in and have a LinkedIn account. Maybe just a theory of mine, but it was an interesting finding.

Cool. And what, Let's wrap up with this. What are the tools that you all are using now with your clients as we are moving into a, a geo-first strategy world? We have a set of internal tools that our brilliant innovation team have built. One that really stands out is called Arise, and it is a LLM prompt tracker, and it's really

Our clients love it. It's really user-friendly, very useful. We've been using that a lot. Obviously, gonna plug C3 'cause the innovation team's great. Anything you wanna add? We've spoken to every prompt tracking tool here, and I think that, I think the key thing is do your research. I think there are different tools depending on your budget and also

on what you're trying to achieve. So they're all fantastic in different ways. So obviously we have our own internally that works for us, but there's lots of great tools out there. And look at what you already have in your tech stack because you might have a solution for prompt tracking already that you haven't looked at. So we use HubSpot, and they have the other label overview, and that is as,

it basically gives us everything that we need without us having to pay for an expensive subscription. Yeah. HubSpot has a really compelling tool in the space, and I think that they have this really competitive and proprietary dataset having their own CRM basically. So you can extract proprietary knowledge and data coming from the CRM that no one else has, so that's a great advantage.

And on the content generation side and on the off-site citation building outreach side, are there any tools that have caught your eye that you're using? So we've got a really big digital PR team, so we do a lot of the kind of content and campaign creation ourselves. We use things like BuzzSumo to support with outreach. We've always used it.

Yeah. It's just a really Classic really good yeah, classic good tool. Yeah. Yeah. Yeah. So that's really good. And then we use Brand Radar as well for a lot of the insight gathering. Features. Yeah. Yeah. Am Yeah, we do, for prompt tracking and yeah. There's another one that we use. Brandwatch? Brandwatch. That's what I meant. We do use Brand Radar as well.

Yeah. Who's behind Brandwatch? I don't know. It's a social sentiment tool. Yeah, it's a sentiment tool. Sentiment. Yeah, so it really helps with digital PR campaigns. Yeah. Yeah. Yeah, I think what's interesting what's interesting now that has extended beyond the boundaries of SEO is after you get mentioned, after you have visibility, what is AI actually saying about you?

Positive, negative, neutral? How is it recommending you? And then even what comes downstream from that as we're moving into a world of agent-led agent-led actions being taken with things like Instinct popping up, Meta Muse, GrokBot. Yeah. Now Dots that have just been launched from ChatGPT. I think more and more of the conversions are gonna be happening by agents going

on behalf of users, and that's gonna give us the ability to track much further downstream from just being visible, but being visible to then being recommended or not with some sort of a sentiment, and then to some action that will be taken even within the LLM environment where people may actually complete a purchase inside of ChatGPT, let's say, I think that's coming,

or if they get referred to a website and the agent goes out and converts. Yeah. So I think that there's a, a much greater opportunity to track that whole life cycle, and that's interesting coming up. All right. I think that's it. We can wrap up. Thank you so much, Rosa and Charlie. Thank you. And hope you enjoy the two days. It's been an action-packed- Thank you.

Two Dozen BrightonSEO Pros Name GEO's Most Overrated Tactics

Key takeaways

Which GEO tactics did pros call overrated?

What did pros call the most underrated GEO tactic?

Does refreshing content change AI citations?

What is an entity map, and can it reduce AI hallucinations?

Should you test AI agents on your own website?

So what should the industry call GEO?

Notable moments

Full transcript