From Links to LLMs: The 30‑Year Road to Generative Engine Optimization

One of the things I love about the modern AI engines is their ability to educate. I will often go to the tools – ChatGPT mostly – to answer a question I have. I was inspired to think through the following after listening to Andrea Volpini and Gianluca Fiorelli on The Search Session. They referenced Tim Berners-Lee's publication of "The Semantic Web." and it got me thinking about all the other…

http://willscott.me/2025/05/08/30-year-road-generative-engine-optimization-geo/

What AI Search Sees – and What It Doesn’t: Lessons from Working Genius

Imagine being THE authority on a topic and still losing the AI search. That’s exactly what’s happening to Working Genius. And the problem isn’t content quality. It’s design. A series of UX decisions are making their core message invisible to machines. Angie (my partner in all things) introduced me to the Working Genius model to think about for our team. She shared a handful of podcasts and, of…

http://willscott.me/2025/05/06/what-ai-search-sees/

Although 84% of surveyed higher education marketers view SEO as a core part of their marketing strategy, only 47% have an established SEO strategy.

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#SEO #Marketing #HigherEducation

Question: How to SEO for AI search?

AI search—like Google AI Overviews, ChatGPT, Perplexity, and Copilot—doesn’t just crawl keywords. It retrieves, reasons, and synthesizes answers from sources it trusts.

http://willscott.me/2025/04/23/question-how-to-seo-for-ai-search/

How do I identify the right entities to target for my industry?

Identify entities using trusted sources and AI tools.

Analyze sources like Wikipedia, Wikidata, and industry-specific sites.

Topic clusters strengthen entity relevance and visibility.

https://willscott.me/2025/03/21/ai-seo-expert-qa-content-creation-and-optimization/

In 2020, Two Thirds of Google Searches Ended Without a Click – SparkToro

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#SEO #AI #Search

AI for SEO Insights From Will Scott

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#AIContent #AI #SEO

AI SEO Expert Q&A – Content Creation and Optimization

Discover 15 expert tips on AI search optimization. Learn how to structure content, target entities, and balance AI and traditional SEO to improve search visibility.

http://willscott.me/2025/03/21/ai-seo-expert-qa-content-creation-and-optimization/

As we peer into the future, the trajectory of AI in search becomes even more intriguing.

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#SEO #AI #Search

Resources for GEO (AI SEO) Master Class

During the course of our SMX Master Class on Generative Engine Optimization (GEO, aka AI SEO,) a number of topics came up that didn't have a specific connection to a slide.

http://willscott.me/2025/03/11/resources-for-geo-ai-seo-master-class/

36% of higher ed marketers report continuing and online education unit’s established SEO plan or strategy is mostly driven by the unit with input from the college or university.

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#SEO #Marketing #HigherEducation

The question is no longer whether AI will transform search, but how we will adapt and thrive in this new reality.

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#SEO #AI #Search

Zapier + ChagGPT Automate Your Google Business Profile Updates

Automate your Google Business Profile updates with Zapier, Google Sheets & AI tools. Boost SEO, stay visible, and save time. Watch the video to learn how! #LocalSEO #Automation

http://willscott.me/2025/02/26/zapier-chaggpt-automate-google-business-profile-post/

To Win AI SEO: Become A Discovery Optimization Expert

Google AI Overviews are the Cliff Clavin of search. So sure of themselves. So wrong. Like Cliff from Cheers, Google’s AI doesn’t always know the right answer, but it’s going to give you one anyway — confidently, whether it’s right or not. Bad news if you rely on search for accurate information. But great news if you’re in SEO.

http://willscott.me/2025/02/21/ai-seo-discovery-optimization-expert/

Leading the charge is ChatGPT, which has captured an impressive 59.5% of the AI search market.

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#SEO #AI #Search

92% of higher education marketers who are satisfied with their tracking also express satisfaction with performance of their marketing campaigns.

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#SEO #Marketing #HigherEducation

AI-powered search could capture up to 35% of the market by 2028

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#SEO #AI #Search

As AI reshapes the search landscape, it's crucial to remember that technology is a tool, not a replacement for human insight.

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#SEO #AI #Search

The search landscape is becoming increasingly diverse, with specialized AI tools emerging to cater to specific needs.

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#SEO #AI #Search

When asked about centralization of higher education marketing, 36% report that their unit leads the SEO strategy with some input from the college or university.

Read more 👉 https://lttr.ai/AbI2J

#SEO #Marketing #HigherEducation