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GEO is the new SEO and if you're not
learning GEO, you're falling behind. So,
what is generative engine optimization?
Well, instead of giving you some, you
know, abstract broad definition, we're
going to jump in and actually measure
and benchmark how often the engines like
chat, GPT, Gemini, Google, and other AI
modes are showing your brand. We can do
this directly with a tool called LLM
refs. This is how often the LLMs or the
AIs are mentioning your brand. So if we
jump in here, they have a beautiful
website and we can start off with some
examples. So say we want to learn the
AI-generated overview
Patrick Rice introduces LLM Refs as the primary tool for measuring brand visibility across AI engines, tracking how often ChatGPT, Gemini, and Google AI modes mention brands in response to queries like "best lawyer in Atlanta" or "best GPS tracker." He explains becoming a verified entity with a machine ID is the foundational step—brands must claim and sync all normal internet profiles (Google Business, Bing Places, Apple Maps, Wikipedia) using tools like Yext to distribute across hundreds of citation platforms including Yellow Pages and BBB. Feeding AI structured data via schema.org code is critical, citing Cochran Firm's basic organization schema that still achieves top visibility. Rice emphasizes the "be everywhere" principle: syndicate content across multiple formats (blog posts → audio → podcasts on Spotify/iTunes, images on Pinterest/Medium/LinkedIn Pulse) because AI crawls community-based platforms heavily, especially Reddit, Medium, and LinkedIn. Old-school SEO tactics like press releases and backlinks are making a major comeback since AI tools cite URLs from Google/Bing search results. Guest posts and press releases distributed via Google News build brand-term associations across hundreds of websites. The video positions viewers as "early" adopters with opportunity to scale leads and revenue in 2025 and beyond by injecting brands into AI results.
LLM Refs tool measures brand mention frequency and ranking position across AI engines by searching hundreds of times to determine share of voice, similar to traditional SEO ranking positions but for generative AI responses.
Becoming a verified entity requires claiming and syncing all internet profiles (Google Business, Bing Places, Apple Maps, Wikipedia, social media, BBB, Yellow Pages) with consistent NAP (name, address, phone) data so AI models create consistent entity recognition.
Tools like Yext can distribute brand information across hundreds of citation platforms simultaneously, building the foundational entity presence needed before advanced GEO tactics become effective.
Schema.org structured data feeds AI engines directly—Cochran Firm's basic organization schema (type, name, URL, description) achieves top Atlanta lawyer visibility despite being very basic, proving even minimal schema implementation provides major advantages.