Welcome to today's webinar. We are going to speak about is your content ready for GEO. And, you know, we had basically the highest number of registrants ever, by far. So we really struck a chord here. And I'm pretty sure that I know already why quite a few of you guys are here today. I guess quite a few of you just noticed that there is kind of a big deal. measurable drop in the actual traffic that you see, at least for most that will be the case. And the reason for that, it's obviously that the digital world as we know it is just changing in real time based on all this new agents that are basically launched now by Google and the other ones. And that is really shaping the game. And we are going to discuss today in detail, basically how you can reap the benefits, how you can make sure that your content and your offering is fully prepared for Gio. For the ones that don't know me yet, my name is Jan Schulte. I'm head of consulting with Magnolia since 12 or 13 years, quite a while. I describe myself as a Swiss army life of the company. So I'm pretty active in all sorts of domains still from development to project onboardings for like today running this webinar, or a little bit of pitching. What we are going to do today is going to be a pretty new format. We're really going to have a live Q&A format. That means we're going to have an expert in stage. We're going to have Razvan. He is 25 years in the industry, a true analytical mind. So it's not just fluff. He really cares about the numbers. He really goes deep if it comes into SEO and geo optimization. So probably the best partner that he could really have in the this open discussion that he's got to do this open discussion that we're going to run. Since it's going to be a complete open format, let's speak a little bit about how we're going to do this. For that, on the upper right-hand side, we have this Q&A tab. And there you can basically drop all your questions that you have. And we are going to discuss all those questions then basically in real time. Or we're just going to take as many questions as possible. Big promise. The questions that we don't can tackle if we run out of time, we're going to answer those later on in our mail. And we're going to go ahead and mail just for you. So yeah, please be active. And we also have the docs tab. Absolutely check the docs tab. Because we have quite a few goodies for you prepared. Especially we have a SEO checklist. This is really pure gold. This is what you basically, that really tells you everything that you have to do to basically check your website, your content, and so on. Plus, we also have a previous webinar that helps you quite a bit to make sure that you also learn about how you can reap the benefits of AI to run your translation processes and so on. For the ones that don't know Magnolia yet, and for those that really want to see how Magnolia works in action to basically run geo-optimization, there's this small button at the top. So geo-zero product tour. Maybe you just open it in a new tab. So you can then just later out really see live how that all works in Magnolia, how we can basically with a single click already do a lot of the housekeeping. That would be otherwise pretty labor-intensive. Whoa. And we have a lot of people. Let's see. Okay. So we have Zurich in the house. We have the US, Romania is here. Sydney. Awesome. Well, this is really, already now, an incredible large crowd. Awesome. Really, really good. Also, a little bit of housekeeping. So this webinar is going to be completely recorded. So within a few days, you will basically have the recording. So you can basically read of this webinar with us again, if you want to, or if you also want to, because it's a really important topic, you can then obviously also share this with your colleagues. Okay. As I said, we are going to have this as a complete open format. Everything can happen. So therefore, just a small reminder, check out this Q&A tab and really drop your questions so we can basically then discuss your topics live. We also have a few pre-submitted questions that we're also going to mix in. So let's really see how it goes, what kind of questions we will pick. Before we just jump in. So also to help us a little bit to get an idea where you are actually with your endeavors if it comes to SEO, geo, and so on. Let's run a quick poll so you can basically indicate on what kind of level you are. So that is going to help us quite a bit to basically also guide them or our answers. Okay. And that being said, it's time to invite the one and only Russ one on stage. And here he is. Hi there. Thank you for the kind introduction. So let's dive in so we can take as many questions as possible. My name is Resvan Antonescu. I've been doing SEO for the past 25 years. I was there when Google was launched. I am here when AI is taking over in people's interest. I've been working with Magnolia for roughly eight years, I think. And helping Magnolia and other clients increase their visibility and their product visibility and services. So this would be roughly about me. Let's see what are the questions and how we can shed the light on this ambiguity. Absolutely. Before we just jump in, maybe let's take the time and let's really just define what Jiro and Jiro really is for newcomers. Well, Jiro started as a differentiator from SEO, but in reality, it's just SEO evolved. In the past, we had different content, off-site technical tricks that manipulated the software pages. And now Jiro, it's an evolution towards quality. It's about meaning. It's about significance. It boosts the content in the first place and the expertise of site owners of companies. So in short, SEO is just SEO evolved, more strengthened, and is going to provide a lot of benefits for the end users. Yep. Maybe let's take the chance and let's have a quick look on the results of our poll. Let's see where we are. Okay. So 23% are new. Some have some understanding. And we have even a few experts in there that use this. As it already happens in their content strategy. But no experts yet. Well, we are going to actively work on changing this in this very webinar. Okay. Before we really jump in, why does it really matter right now? I think at the beginning, I was also kind of slightly hinting that there's a fundamental shift. So let's discuss a little bit why it really matters right now so much. As I said, SEO, it's evolving. And this means that answer engines are an evolution of such engines. And geo, it's important right now because it makes it easier for website owners, for the companies to understand what's needed in order to be relevant in the years that are going to come. So learning about geo, learning what's important, learning how to structure your content, what kind of content to produce is becoming important now. Now we are in the early stages. And there's always who is there in the beginning is going to read the benefits going forward. Yes, absolutely. And this is also what I got now out of a lot of discussions when I just really heard, you know, our numbers, they are dropping. And yet somehow signups and so on stay the same. And yeah, basically, what's happening is really that. So a lot of the actual questions that are really answered by users, they are not necessarily directly answered on this website. They are directly answered by especially Google Gemini, which is a genetic search. And that really explains why really this shift starts to become, yeah, starts to become pretty real at a pretty high speed. Okay, good. I think that's a perfect segue to really jump into the questions that we have. Okay, let me hit this. Okay, the first one is from Jonas sent in. So fundamental shift, what marketers must understand for AI-driven search? What marketers need to understand is that one segment that I would say it's dying, if not already dead, it's content outsourcing. Content outsourcing toward third-party agencies without knowledge of your experience, without knowledge on how your product works, on how your services work. And now marketeers have to turn in-house to talk with experts. That until now they didn't have a voice. And extract content relevant for the users from their experience and deliver it on the website. So the beneficiaries of those companies can find it in AI and turn back to companies in order to buy products or to acquire services. So the websites that are going to be impacted are those that are ad-based, that drive the revenue from operations. Those are going to be heavily impacted. But real businesses that have real products, real services are going to be served better. And they are going to see an increase in demand because the users are going to become more and more specialized. Yeah, absolutely. Okay, the next one is from Hamish. So which GEO best practices are theory versus which are backed by data or case studies? Well, the data, it's pretty scarce until now. And it's a good question because there was an evolution a few hours ago. So after ChatGPT and Gemini appeared, a lot of Vibe-coded tools appeared that were promising to deliver AI visibility tracking. But what they did, they did artificial prompts and tried to measure if a brand appears or not. Now, in Bing Webmaster Tools for free, we have for the first time real data from the users. We see what pages get selected. We see some ground inquiries. So I think that going first there, you are going to see what kind of content it's selected. What kind of content from your website is getting visibility. Yep. And I would bet definitely a kickoff beer that we are going to see in the upcoming weeks the very same thing from Google. I would be really surprised. Definitely. How ChatGPT pushed them to release Gemini. This push from Bing is going to push them to release their own tools. And then we are going to have plenty of data to help us in our SEO geo strategies going forward. The next one is from Elizabeth. How important is a brand's visibility and other channels for the AI search result? Brand, it's one of the three or four pillars of GEO. A brand, it's basically a vote of trust from the users. A brand, it's constructed for search engines and the answer engines by user input. That means the more users are looking for your brand in search, the more that brand is considered to be trustful. So brand, it's one important pillar that should be in the focus of marketers. That means that classic PR exposing yourself at events, doing webinars like we are doing now, getting present in front of the users as an expert delivering quality services, products, and so forth. It's one of the important pillars of SEO. Yep. Yep. Absolutely. Let's see. Hamish is pretty active. I think implicitly it's already answered, but is there measurable evidence that specific geotactics, for example, LLMS, TXT, materially impact? As I said, the tools that are right now on the market, they do some promises, but I think that they fail to deliver. What you can do is to make changes based on what you are seeing in search results in answers. So look at the pages that are being quoted in general and try to make changes from there. And the metrics you should look as feedback are no longer clicks, are no longer positions. You should be looking for more brand impressions in search. So once a brand is exposed in an answer engine, then the user starts to look forward for that brand and look for conversions. So this is the only way in which you can apply a strategy and try to see if it's working for you. Yep. Absolutely agree. Here's one that I cannot be heard. I hope this is only true for this one person here. Okay. Let's see. Does Magnolia have plans to add native GEO capabilities in the product? Yes. I mean, for this one, we have this lovely button on top. Don't jump right now and try out this interactive product demo. So just do it after this webinar. But yeah, of course, we're going to ship some features pretty soon with the product. Okay. Good. The next one is from Roman. It's about content formats. Most cited, recommended, for example, case studies, ecosystem maps, reports, and so on. What about those different content formats and how do they impact results? It looks like I'm going to circle back and answer the same point from multiple angles. And this is important. It's not redundant because you have to understand the importance of expertise going forward. Generic content is dead. If you are putting on your website something that can be found in other places, you are just voting for those other places as being correct in their answer. What you can do on your website in order to increase your visibility, in order to increase your brand demand, is to include experience. And that means case studies. That means interviews. That means unique information that cannot be found in other places because every company's experience is unique. And the better expert you are in your field, the more conversion and demand you are going to drive. Absolutely. Couldn't agree more. Yeah. Yeah. The next one, it's also going to go in the very same direction. How to write content. LLM use is exactly what you already said. So we can already hook this one off the list. Fulvio just wrote. Ah, this is a pretty interesting one because this is also how we started in our very first few steps, like a couple of years ago. So, hey, what about the product catalog optimization for AI? What I mentioned so far, it was mostly on the content side. So for companies that are having services and presenting their expertise and the data. For e-commerce, Jio is a totally different beast. And in there, the brand and technical part are playing a major role, quite technical. It's important that your website is fast, it's light. So you are not being a problem for crawlers in terms of energy consumption. Your content gets indexed fast and periodically. This is important for e-commerce because prices can change every hour, for example, or daily. So having your entire catalog being crawled in as much as possible and as fast as possible, it's important. Then for catalogs, it's important to use structured data to clearly identify and present your product feature specifications. So the information is properly ingested and delivered to the users. So in short, technical is more important in commerce, in product catalogs. And I think that we haven't seen yet the impact of AI answers for e-commerce. But I think that we are going to see it this summer. Google just released their specifications for agentic shopping. And the companies in the United States can already test it. I think that we are going to see it somewhere in summer in Europe and the rest of the world. I am really interested to see how that plays out for the big giants like Amazon and so on. Because obviously, this is just this big centralized marketplace where I have to go to this very one platform. Well, if those agents go on the hunt, that could eventually start to change the game. Let's see. Gosh, you guys are going to probably create a lot of homework for us. Oh, okay. Let's see which one I'm going to pick next. Those are a lot of questions. Okay. This one is a quick one. I can answer this directly from Derim. What would be the current state of the art to include JSON-LD and hence schema task 4? And then it's cut off. But for various components in Magnolia. Okay, cool. If you just hit the product tour, you basically get the answer. We're going to pretty soon basically ship this automated JSON-LD generator that will just bring the JSON-LD straight into your metadata, where it will be then automatically consumed based on the best practices that you'll find in the market. Let's see. Oh, man, so many questions. Okay, Andre. AI crawlers ignore robots.txt and specific files and using huge amounts of server traffic. Are there any solutions to limit this without blocking them completely? Sorry, it was an interruption. Can you repeat the question? Yes. So AI crawlers ignore robots.txt and similar files and use huge amounts of server traffic. Are there any solutions to limit this without blocking them completely? Well, I think that I'm quite familiar with this issue. It's popping up in the past days. I think that the question is a little bit wrong when you put all the AI crawlers in the same bucket. We have legitimate crawlers coming from Google, from OpenAI, from Perplexity, that are respecting the robots.txt and you can rely on them, respecting them. But lately I'm seeing a lot of rogue agents coming especially from Asia or South America because proxies in there are pretty cheap, so they are using that. So unfortunately, the two solutions that I have seen so far is blocking entire regions that are not relevant for your business or introducing captchas for different kind of behaviors that are not typically human. For example, if you have a website that has an average of 10 pages per session, everything that goes above 20 or 30 pages per session should receive a captcha and should be seen more and more often. This is also the strategy that Google that is heavily being impacted by having their services scraped deploys. They're using captchas. Each time I'm turning on my VPN, they detect that I'm jumping way too fast for a plane to travel. So I get the captcha. Yep, noted. Paula, is LinkedIn content being considered into GEO? Definitely. Definitely. That's a very good question. And from what I have seen, it's an interesting aspect. So if you try to see LinkedIn content unlocked, you cannot do it. Even if you change your user agent to a Google bot, so impersonating a crawler. But it looks like content from LinkedIn, Twitter, Reddit, it's fed in YouTube also. It's fed directly into the major AIs through the API. That's not crawling. That's direct feeding. And definitely those channels should be part of your GEO strategy. Okay. Yeah. Okay. The rapid fire continues. Paula. Okay. How does the LLM calculate trust? So the classical EIT. As I understand, trust is one of the most important factors to be cited or linked. What is your take on this? Trust is calculated by using triangulation from multiple points. I think that you have two major points. You have the brand, which I have discussed before. The more users are looking for a brand. Be, let's say, a recognized expert. And the recognized expert has a digital footprint. It has a LinkedIn profile. It has an X profile. It participates in discussions. It shares knowledge. So it's not enough. I have seen that. I have tested it. It's not working. You cannot create fake personas and just create fake LinkedIn profiles. It's harder and harder to do it. But the longer the digital footprint of an author is there, the more trustful the content is. So again, pay very much attention to your experts within your company because they are the most important assets that you have. Yep. I mean, I like this from many, many different angles. To be honest. Okay, cool. The next one is from Quang. Are there structural website elements that generative engines seem to favor? No. The answer is, in short, is no. We have that geo checklist that you should use. That makes it easier for your quality content to be more visible. But there are no technical hacks that are going to increase your visibility. That was specifically true, mostly in the SEO era in the beginning where you could do some technical hacks and ignore the quality or the sources of the content. But right now, technical aspects just facilitate the indexation of the content. And the content is going to stand by itself and by its author. And there are... Let's clarify it a little bit because tips and tricks and magic tricks are popping out all over. Some are working. Some are not working. But those that are working are working for just a very limited period of time. I've seen a hack that allowed the brands to have more visibility. And it worked for one to two months. And the websites that have deployed it now are obliterated. So think very well before going for the shortcuts. Yo, I mean, it really feels like... It's just a typical cycle. I mean, also in the Google days when you have started... But it's much faster. Exactly. Now the wheel is really spinning on high speed. But yeah, I can absolutely recall when certain websites just had a lot of hacks and they were doing really, really well. And then from one day to another one, almost just wiped off from Google. So yeah, the next one comes from Stanislav. That's good. We also just... At least some parts we touched already. So what are the tools that allow you to analyze which parts of the page are used for responses? I think you just touched it already a little bit with Bing. But yeah, maybe let's reiterate on that. So we can see in Bing which pages are being quoted in a copilot. So that is just a small fragment. But what part of the page, what part of the content is being taken into consideration, that obviously depends on how the content is structured, how useful it is. Because if you have a classic marketing says nothing content, okay, it's going to be a phrase from that part. But if you want a concrete answer that you should use, place the most important part of the information in the beginning. And that's the reverse of what marketing has done to the web content in the past 20 years, where they had storytelling and they kept you engaged. So you can find maybe an answer at the end of the page. Answer as fast as possible. And then explain it or argue for it later on in the article. Okay. Then, Loris in the house. Okay. So how can we enforce structured data consistency across large Magnolia projects with dozens of templates? Would you recommend schema generation via template scripts, Java models, or centralized schema services? I think this one is for me. Yes. So, again, I would like to hint to this very nice button on the top. You can definitely just generate the matching JSON-LD schemata for each and every single template. So you will always get the very same results everywhere. And, yeah, in the end, you're just going to embed this into your schema scripts, and you would not need Java models, basically, for this. Centralized schema services? Yeah. I mean, technically possible, but I would even here just pass it from the technical view to the expert's view from Razvan. What's basically your take on a centralized schema service? I mean, technically absolutely possible, but do you really think that this will move the needle? Consistency and validity move the needle, and it's much easier to have a centralized system that is being particularized rather than managing individual templates. Because if you are optimizing a template, maybe you discover something that can be done to help you, and you forget about the other templates. So centralization and standardization, I think, are the ways going forward. Perfect. The next one, this can be answered with one word. So Dustin is asking, hey, can you determine when you will ship the new GEO features, for example, generational structure data, and will they be compatible with Magnolia 6.3? Okay, two words. 6.3, yes, absolutely. When will they be shipped? Towards the end of the month, you will have some ready to go. So, Hamish, how should businesses rethink return of invest on zero-click environment? As I said, if you are not a business or a website relying on traffic for advertising, zero-clicks are not a problem. A problem is starting to be visible when your brand impressions are decreasing, when people are not looking for you. And this correlates also with the decrease in sales. So for businesses with real products, real services, zero-clicks is not a problem. It's like for those commerce companies that were brick and mortar and then online appear. And food traffic decreased, but their revenue increased. We are in the same place of history. We have a new change. But now it's not the visitors not entering your shop. It's the visitors not entering your website, but still consuming from you. Exactly. And also here, too, it takes us maybe from another angle. Hey, would I even need a DXP platform if there is no human traffic on the platform? Well, obviously, because you absolutely need all the functionality, all the content to have those agents to basically work with your offerings. It's really the foundation for everything. Yes, the website is becoming more important than in the past. In the past, a website was usually ignored. It was just a marketing flyer, but now the website is the most important piece of marketing that you can have because it's the platform where you publish and expose and validate your experience. And the next one is coming from Cosmin. What tool is recommended for GEO-tracking, ChatGPT-AI overview, AI mode with localization and language? As I said, we have this new tool, which is just in the beginnings. Regarding other tools, I wouldn't go for LLM tracking. I would go for the tools that measure AIO's visibility because that is exact what's happening. You have the keywords and you can see the answers. But even there, there is a problem because those tools are not looking for the brand. Specifically, most of them, they are looking for the URL and your brand can be mentioned unlinked. So take it with a grain of salt. Look at the Bing Webmaster tools and wait for Google to catch up in the following weeks. This is the most reliable data. Yeah. Yeah. I think also the last part, probably it cannot be completely answered. Language. Is language really mattering for an agent nowadays since LLM in general can just translate? Surprisingly. Yeah. Surprisingly, yes. Because this was my estimation. Also, you can put in the questions in whatever language you have. The agent responds in one universal language and then translate it. But it looks like, and this is important for marketers creating localized content. It's also important. Use translations features from YouTube to have closed captions in other languages because it makes it easier for LLMs to understand particular language elements and to deliver it to the users in those areas. But for LLM tracking, no, localization, it doesn't matter. But what matters and is going to be very, very harmful is the personalization of the answer. We have personal intelligence coming from Google right now in private beta. And this is an important piece of information for marketers. You have to think of creating a piece of content, not only from experience, but for multiple types of personas that might be interested in your product. So you are there for the right person. Yep. That brings us to hyperpersonization. But before we go into hyperpersonization, I really see that the amount of questions, as I said, we're going to have quite a lot of homework. But yeah, I think we're just going to overrun the webinar for like five minutes or so to at least capture a few more questions. And as I said, I promise the rest will be answered after this. Okay. So personalization, you spoke about this one. Also here, we've been cooking quite actively. And we are also with Magnolia, we're going to enter an age of hyperpersonization, basically based completely on the intent. So you can really just not only take the persona, but also just take directly the intent and then make sure that you're going to deliver the matching content for the intent that the user really currently has. So we can really just deliver the best experience possible. I mean, this, however, from a technical standpoint, raises a pretty interesting question. I mean, because if an agent is going to a crawl website and suddenly he gets super personalized teasers and banners and so on, well, that probably doesn't mix too well. And since we don't want to confuse all those agents, and I think this is also going to be pretty much in line with one of those questions that I don't find of those questions about, hey, what about pre-rendered content? Or what about content that is completely dynamically written with JavaScript? So what are we going to do for those agents to make sure that they can really consume the content? What's your take on dynamic content that is completely JavaScript generated on the fly or completely CDN? Dynamic content, it's 99% invisible for any AI agent. That means that pre-rendering is the most important thing. You can use strategies like big companies are using. So you have a website for the crawlers and another for the users. And for example, you can look at Netflix and Spotify that have landing pages for movies, albums, artists that are not directly aimed at users. And users see the whole dynamic JavaScript interface with buttons. So delivering, as I said in the beginning, fast and light content is the key to success. But what we are delivering has to be also quality, because otherwise you are going to feed low quality content and lose the trust of agents. Yep, absolutely. And this also answers basically the question how to deal with personalization. So it's probably best practice to have basically for the agents, everything just pre-cached, pre-cooked without personalized content in that. Slowly but surely, I think we have to come to the end. But before we do so, as I said, the number of attendees, it's really unseen. We have virtually no drop-offs at all, which is probably a pretty good sign that we didn't do too bad today. So let's keep up the energy. Basically, we are also going to run another webinar pretty soon. And it's going to have also a pretty new format. Basically, it will be a live cook-off. So what you can do is you can really submit basically your URLs. And there will be really geo-audits performed live on your website to basically discuss how you can be better, what to optimize. So I think it will be really a perfect learning experience to go deeper into geo-optimization. So if you are interested in being part also of our webinar, then yeah, please hit yes, count me in. And then we're just going to send you a gentle reminder so you can basically sign up and see live how you can really use state-of-the-art tools for geo-checks if it comes to structure and basically all the things that we have discussed in detail. Okay. Since we are really over and there has no chance at all to basically capture the rest of the questions, as I said, we're going to have a little bit of homework to do. So that being said, this recording will come in a few days. So you can then basically re-watch it with us. I would really say a big thank you for all the experts and attendees that we have here. Especially a very big thank you to you, Razvan. That was a pretty intense session. Rapid fire. Again, a reminder so you don't miss out. Hit that docs tab. Really get the cookbook out. It's really what you need in the current situation to get going. And I absolutely hope that you leave basically this webinar with fresh ideas for your AI strategy. And with that, I would already sign off. Wish you a wonderful day. And hope to see you all soon. Thank you. Bye-bye.