The WARC Podcast The new rules of search in an AI world
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Oct 30, 2025 Shane O'Leary, Marketing Director at Zoetis, and Gemma Spence, CEO of Marketplaces at VML, dive into the transformative world of generative engine optimization. They define GEO's nuances compared to SEO and discuss the changing landscape of content citation influenced by LLMs. With insights on the importance of earning trust through PR and authentic mentions, they also explore how platforms like Reddit play a pivotal role. Listeners will learn about new KPIs for success and the evolving marketing funnel in an AI-driven ecosystem.
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GEO Is A Brand-First Search Shift
- GEO focuses on how brands appear inside outputs generated by large language models rather than traditional algorithmic SEO mechanics.
- LLMs value brand and content differently, so marketers must rethink visibility for conversational AI environments.
LLMs Prefer Human, Third-Party Content
- LLMs disproportionately cite human, conversational third-party sources like Reddit, Wikipedia, YouTube and review sites over static product pages.
- They also prefer longer-form editorial content such as reviews and guides when generating answers.
Optimize For Category Entry Points
- Identify your category entry points (the contexts and usage occasions) and map the user questions that align with them.
- Build structured, credible content—guides, reviews, testimonials—around those entry points to increase AI visibility.