I was having coffee with Dennis Mensink recently, discussing a trend that’s too big to ignore: Generative Engine Optimization, or GEO. Because let’s be honest, SEO as we knew it simply doesn’t work anymore.
Where we used to optimize content to rank higher in Google, systems like ChatGPT, Bing and Gemini are now rewriting the rules. These generative engines are increasingly pulling answers from external, authoritative sources like trade publications, newspapers or niche blogs. Not from your perfectly optimized landing page.
This means one thing: PR matters more than ever. But not as a factory for press releases. As a strategic tool to tell real, valuable stories that build authority and get picked up by GEO.
Then there’s LinkedIn. And no, it’s no longer a nice to have. It’s the only platform where you actually own your audience. No algorithm reducing your reach. No paywall between you and your network. What you build here stays yours.
The new strategy? Let go of old-school SEO. Invest in meaningful PR. Build your own stage on LinkedIn. And make your content good enough to be chosen as a source.
SEO becomes GEO, and that shift is already well underway.
Targets and KPIs! Even kids today are brainwashed by them. Is it driving us mad, or could it actually be a good thing?
How is your team handling it?
Keep tracking. Analyze which publications get picked up by generative systems. Measure engagement on LinkedIn. Optimize for visibility in AI-driven environments.
GEO isn’t a trend. It’s the new reality. Adapt or fade out.
