Search is no longer just about appearing in rankings. It’s about what your content answers. As more people use ChatGPT, Perplexity, and Google’s AI Overviews to get immediate, natural-language summaries of their questions, the world of search and content creation is undergoing a real shift. For marketers, the rise of Large Language Models (LLMs) means new rules, new tools, and a new goal: becoming the source cited in AI-generated answers.
This was the focus of a recent AI Insiders event from AI Marketers Guild, featuring Drew Moffitt, Marketing Leader at Fonzi AI and Operating Partner at Charge Ventures.
Here’s a recap of Moffit’s session, and key takeaways from marketing leaders who attended.
GEO: A New Layer to SEO, Not a Replacement
Despite headlines declaring SEO’s death, Moffitt made it clear that traditional search engine optimization isn’t going away—it’s just evolving.
Stephanie Cowart, Content Manager at Unlock Health put it this way: “GEO isn't just about creating better content. It's about making sure our content shows up in AI-driven results.” She plans to “focus less on ranking and more on being quotable and useful to an AI engine,” and refine her team’s content structure and FAQs accordingly.
Structured Content is Queen
For LLMs to “understand” and reuse content, structure matters more than ever. Clear headings, digestible FAQs, bullet points, and even transcriptions of video content help models parse and reuse information accurately.
Moffitt’s team at Fonzi AI scales this with a mix of part-time editors, and CMS automation—producing more than 120 blog posts per month. “We’ve gone from 0% to 23% GEO visibility in eight weeks,” he said. “That means we’re appearing in answers to nearly a quarter of tracked AI queries.”
Ken Schaefer, Director of SEO and Analytics at Beeby Clark + Meyler, found the technical detail helpful: “We’re helping clients develop content and we’re talking to them about how to make sure their content is LLM-friendly.” He emphasized that the timing of the webinar was “right on target” for his agency’s current work.
Where You Post Matters As Much As What You Say
Moffitt emphasized that AI doesn’t just pull from your website—it gathers data from Reddit threads, Medium articles, FAQs, and social media. “We take some of our blogs, rewrite them using Surfer, and post them on Medium,” he said. “LLMs see Medium as a high-authority domain, so it helps amplify credibility.”
Aileen Cahill, Managing Partner at Customer Ergonomics, sees this as a game-changer: “Social is increasing in importance and is key—as are influencers and media. Where your content appears is almost as important as the content itself.” She added that structured content formats like FAQs and blogs are more essential than ever: “The good news is that a lot of standard SEO practices also work well for GEO.”
Crowd Authority Over Brand Prestige
AI models don’t just reward polished brands—they reward widely cited ones. “It’s not about brand credibility authority, it’s about crowd authority,” said Zachary Rozga, Senior Executive at Twin Galaxies. “The focus on influencers is really interesting to us because that is a part of our core strategy.” His company is now aligning with “prominent voices in our domain… their public statements should trigger a cascade of credibility.”
Moffitt noted that influencer-generated video content drives about 40% of revenue for Kumospace, a sister company to Fonzi AI. Even though LLMs aren’t great at understanding video yet, social proof such as likes and shares signal content quality. “Assume the models will get exponentially better at interpreting all formats,” he said.
Reddit Personas and Repurposed Voices
A standout tactic is Fonzi AI’s use of Reddit personas—different accounts representing different types of users who participate in forums. “You’re not pushing the brand constantly. You’re building karma and adding value. When it’s appropriate, you mention the brand,” Moffitt explained.
Karan Bavandi, Founder and CEO of KChat, was especially drawn to this: “My key takeaway was the strategy required—the multi-pronged strategy of promoting your content for different personas.” He plans to “outsource some of the social media outreach in Reddit” and track how structured content from KChat performs across GEO platforms.
The Magic Is in the Prompt
AI-generated content is only as good as the instructions it’s given. “Prompt engineering is a critical skill,” said Moffitt. “You’re structuring tasks, providing context, and formatting expectations. That’s how you get high-quality meta descriptions, FAQs, and more.”
Cahill agrees: “Using AI to help inspire you in terms of topics and to create first drafts so that you can scale your content quickly is going to be key.”
Video SEO and the Road Ahead
For video-heavy sites, visibility is still tricky—but improving. Moffitt recommended transcriptions, descriptive alt text, and FAQ blocks to help LLMs digest content. “Assume the models are going to get better in the next 6 to 18 months,” he said, cautioning against overinvesting in “magic” tools promising to solve video GEO now.
He also addressed a concern about over-optimizing for bots: “It’s not like 2002 SEO. These systems are smarter. The best practices for AI readability are also good for human readability.”
Not Every Channel Works for Every Business
A final reality check: GEO isn’t a fit for every company. Moffitt shared that ads never worked for Kumospace, but content and influencer strategies did. “As much as I wish every tactic worked for every company, there are just going to be somewhere SEO content may not work—and therefore GEO doesn’t make sense,” he said.
But for many B2B companies, the opportunity is real. “Our typical buyer is a remote team, and influencer marketing on TikTok and Reels works surprisingly well,” Moffitt said. “It’s all about understanding where your customer actually spends their time.”
The Future of Visibility is Hybrid, Human, and AI-Aware
As AI becomes the front door to discovering content, marketers must learn to write not just for people—but for the machines summarizing answers for them. Traditional SEO remains important, but it’s no longer sufficient. The future belongs to brands that balance human insight, structured content, and strategic distribution across the channels AI trusts most.
GEO isn’t about gaming the system—it’s about being the most relevant answer. And in the age of LLMs, the most relevant answer is often the one that’s well-structured, frequently cited, and easy for AI to understand.
Interviews for this blog post were conducted by BrightInterviews.com, a tool from Boundless Markets.