How I've approached visibility as search goes AI-first.
As AI platforms like ChatGPT, Google AI Overviews, Claude, and Perplexity reshape how people discover brands, I've developed a repeatable framework for improving AI visibility.
I first began this work at Snap, where I optimized organic content across corporate and B2B channels so information could be more accurately surfaced by AI systems alongside traditional search.
Today, this work complements my social strategy background and reflects how I approach digital marketing: anticipating how discovery is evolving before it becomes standard practice. The result is a repeatable process that helps brands become more accurately understood, cited, and surfaced as AI increasingly becomes the first point of discovery.
How the framework works
1 – Assess
Evaluate current visibility across AI search experiences.
2 – Diagnose
Identify opportunities preventing AI systems from confidently understanding and citing the brand.
3 – Optimize
Improve content architecture, metadata, schema, and answer-first formatting.
4 – Measure
Track AI visibility, citations, competitive performance, and emerging opportunities over time.
Got questions? I prepared answers.
What's the difference between GEO and traditional SEO?
SEO focuses on improving visibility in traditional search engines. GEO focuses on helping AI systems accurately understand, summarize, and cite a brand when generating answers. While they work together, GEO emphasizes answer-first content, entity clarity, and structured information for AI-powered discovery.
What tools do you use?
My work combines platforms like Semrush and Profound with manual evaluations across ChatGPT, Google AI Overviews, Claude, and Perplexity. This allows me to measure not only where brands appear, but how they're summarized, cited, and represented across AI search experiences.
What does a GEO engagement include?
Every engagement begins with understanding how a brand currently appears across AI search experiences. From there, I identify content and entity gaps, recommend optimizations, and provide ongoing reporting to measure improvements in AI visibility and citations over time.
Why does AI visibility matter?
More people are discovering brands through AI-generated answers instead of traditional search results. As these experiences become a larger part of how users research products, services, and destinations, brands need content that's structured to be accurately understood, cited, and recommended.