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what was one 2025 search trend you think was total BS
and what should we be paying attention to
instead of that BS hype?
I think it's been fascinating, if anything,
to watch, number one, an influx of new people
entering the space, claiming that they've discovered
the secret sauce for appearing in ChatGPT
and then when you read the actual secret sauce,
it's like, optimized headlines, using keywords in the URL,
having a good title, you know,
having a title that represents the way people search.
I'm like, wow, guys, this is genius,
who would have thought of that before?
So there's a lot of that happening and I agree with Mark,
like a lot of the vocabulary being thrown around
AI-generated overview
SEO expert analyzes 2025 GEO (Generative Engine Optimization) trends, arguing that many promoted tactics are repackaged basic SEO practices. The expert identifies an influx of newcomers claiming to have discovered secrets for appearing in ChatGPT, when their advice consists of fundamental practices like optimized headlines and keyword-rich URLs. The speaker specifically criticizes listicle tactics where companies rank themselves as number one among competitors, calling this approach spam and black hat SEO despite current effectiveness in LLMs. While these manipulative tactics may work temporarily, the expert warns they risk future penalties as AI systems mature and develop spam detection capabilities similar to Google's 25-year history of policy development. The core recommendation emphasizes that traditional SEO best practices naturally result in visibility across different LLMs without requiring specialized GEO tactics or risky techniques like white text prompt injections.
Many self-proclaimed GEO experts are repackaging fundamental SEO practices like optimized headlines, keyword-rich URLs, and representative titles as novel discoveries for appearing in ChatGPT and other LLMs.
Content created using traditional SEO best practices naturally appears in multiple LLMs for months without requiring specialized GEO tactics or modifications.
Listicle tactics where companies rank themselves as number one among competitors are currently effective in LLMs but constitute spam and black hat SEO that erodes user trust.
LLMs are currently too new to detect highly manipulated content like self-promotional rankings, but this vulnerability is temporary as systems mature.
Confused about which GEO tactics are real or fake? Lily Ray calls out some of the most overhyped GEO tactics like listicle spam and explains why sticking to proven SEO fundamentals still gets results 👍 Subscribe for more SEO tips 🔔 Read about it on the Moz Blog: https://mz.cm/AMA-with-Lily-Ray-2026 Check out Lily Ray’s full webinar: https://mz.cm/future-of-search-2026 👩💼 ABOUT LILY RAY: Lily Ray is the VP of SEO Strategy at Amsive, overseeing a team of 35+ SEO professionals. With 14+ years of experience, she's renowned for her expertise in analyzing Google algorithm updates and helping businesses recover from various search impacts. 🔗 CONNECT WITH LILY: Twitter: @lilyraynyc *************************************** ADDITIONAL MOZ RESOURCES: 30-day Moz Pro Free Trial ► https://mz.cm/3jZq3p3 Check out Moz Local ► https://mz.cm/36Pbz7h Learn about STAT ► https://mz.cm/2IiqTzf Watch Moz Webinar ► https://mz.cm/3TgJgGK *************************************** STAY IN TOUCH