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How to Make Your Brand Discoverable in a Post-SEO World

SEP

17

Wednesday, September 17

9:30 AM - 10:30 AM

Register

The way people search for information is changing rapidly. Instead of using traditional search engines like Google, more users are turning to tools such as ChatGPT, Perplexity, and Gemini to get instant, conversational answers. These tools do not list links or reward keyword rankings. They summarise content and choose what to include based on clarity, structure, and credibility. This shift means that even well-optimised websites may no longer appear where they once did.

 

This session introduces marketers to the concept of Generative Engine Optimisation, or GEO. GEO is a way of improving a brand’s discoverability in AI-generated answers. It is not a replacement for SEO, but rather the next layer of visibility as consumer behaviour evolves. The session explains how AI tools generate answers, how content is selected, and what practical steps marketers can take to ensure their brand is included.

 

Attendees will see real examples showing how brands do or do not appear in AI responses. The session will cover what kind of content AI tools prioritise, how to structure brand information clearly, and how to support discoverability through trusted third-party sources. We will also introduce llms.txt, a new file type that helps businesses signal to AI which content can be used and crawled.

 

This is a practical, forward-looking session for marketers who want to protect and strengthen their brand presence as the digital landscape continues to evolve. Participants will leave with a simple checklist and an opportunity to request a visibility audit to better understand where their brand stands today.

This event is for in-house practitioners only - no agencies or freelancers please.

Speakers

Chris Norton

Chris Norton

Founder and MD

Host of the Embracing Marketing Mistakes Podcast and Founder of Prohibition PR. Former lecturer at Leeds Metropolitan University and social media blogger.

Will Ockenden

Will Ockenden

Director and co-owner

Director /joint owner at Prohibition PR (top 30 UK agency / top 6 Northern agency) and Host of The Embracing Marketing Mistakes Podcast.

SEP

17

Wednesday, September 17

9:30 AM - 10:30 AM

Register