A Conversation with a Cutting-Edge GEO/AIO Professional

Welcome to Citate conversations. I’m Ed Sussman, CEO and co-founder of Citate. Today we are talking with “SemanticEntity”. SemanticEntity is a world-class search engineer and developer with more than a decade of enterprise SEO experience. He has worked to innovate the use of generative AI in large programmatic search marketing strategies since 2019 and was the first person to start using Citate’s evidence-based analytics for AI optimization / GEO starting in 2023. Join us as SemanticEntity shares his thoughts on search, AI and the future of AI optimization.

Ed:

How big a deal are GenAIs going to be when people are looking for information?

SemanticEntity:

AI is already a game-changer. Think about the complexity of recreating every variation of the world in AI models. AI and machine learning will make optimization more complex but also more precise and tailored. They can analyze massive amounts of data far quicker than humans can. AI tools can identify trends, patterns, and insights that might be overlooked otherwise. Imagine using AI to continuously test and tweak your optimization strategy in real-time, allowing for rapid optimization.

Moreover, AI-driven content generation is becoming more sophisticated, allowing marketers to produce high-quality content at scale. However, human oversight remains crucial to ensure that content remains authentic and engaging.

Do you think ChatGPT will be a major competitor to Google search?

Yes, particularly for younger users and the most tech-savvy at first. Expect mayhem with OpenAI’s iPhone partnership coinciding with Google monopoly penalties launching around the same time.

Google’s been the go-to for years, but ChatGPT offers a more conversational, AI-driven experience. It’s like chatting with someone who really gets what you’re looking for, rather than just getting a list of links. While Google is still a giant, ChatGPT appeals to people who want a more personalized and intuitive search experience.

Where is ChatGPT stronger or weaker than Google search with AI Overview?

Google has a major advantage with its comprehensive web indexing, but Google AI Overviews are a bit messy due to the chaotic nature of the web itself.

ChatGPT’s strength lies in its conversational style. Unlike Google’s more traditional search, which still relies a lot on keywords, ChatGPT feels like a real interaction—it understands context better and provides more relevant answers. But where Google shines is in its vast database and ability to deliver highly optimized results quickly. So, while ChatGPT is strong in making the experience feel more natural, Google’s sheer power and breadth of information is highly compelling.

Do you have any ideas yet, how optimizing  for ChatGPT might be different from traditional optimization?

Optimizing for ChatGPT is going to be a whole new ball game. Traditional SEO focuses on keywords and backlinks, but with LLMs, it’s more about understanding and responding to user intent. Content needs to be more engaging and conversational because that’s how AI interacts with users. It’s about shifting from keyword-heavy strategies to creating content that actually answers questions in a human-like way.

Are you excited about the next generation of Siri that’s adopting ChatGPT? Do you think people will start to use Siri powered by ChatGPT significantly more than Siri now? Any ideas yet on how you might optimize for a talking phone? 

Apple has always faced criticism for its lack of focus on Siri. They are a hardware company first and this partnership makes a lot of sense for them. They could risk iPhone falling behind Android if they didn’t figure something out soon, especially in light of the Google monopoly case, and the fact they will not be allowed to accept huge sums of money from Google in order to just use their offerings and give them preferential treatment.

Google search has changed a lot this past six months.  For example, what’s the difference between a keyword and topical authority? What about heartfelt topical authority? How does that work?

There was a time when any site could rank for almost any keyword if they put in the effort, but that’s no longer the case. Google now classifies sites in various ways, granting them topical authority that determines what they can or cannot rank for. This involves an intricate combination of signals, making it harder to game the system and theoretically providing better search results than relying solely on backlinks.

The shift to AI-driven search implies a need for deeper engagement with content semantics and relevance rather than traditional keyword stuffing or backlink strategies alone.

This involves an intricate combination of signals, making it harder to game the system and theoretically providing better search results than relying solely on backlinks.

What do you think of the Citate Content Brief tool, which ranks topics based on hundreds or thousands of prompt responses over the many days, instead of just analyzing one or two responses at a time, then builds recommended content from there?

It’s a great tool. Due to the nature of generative AI, any query can be an open-ended question with a potentially different output every single time it’s run. This variability necessitates a broader analysis to capture the full scope of possible responses.

By analyzing hundreds or thousands of responses, you get a much richer understanding of the AI answers and how it’s being discussed. This approach gives a more accurate picture, so I can create content that’s more aligned with what people are really looking for.

What do you think of other GEO/AI optimization tools you’ve seen?

Most smaller tools act as lead generators for agencies. Many people build tools primarily to attract clients for full services, but the aim with the Citate tools is to foster self-reliance.

There’s a lot being published about GEO/AI optimization in search engine publications. And we’ve seen someone even release a commercial tool recommending links for AI optimization. Are these other tools evidence based, like Citate?

The existing ways of measuring, monitoring, and especially trying to influence presence and ranking are not adequate, and the GEO tools I’ve seen in use are incorrectly implemented. The underlying data is questionable.

Do you think ChatGPT, Gemini, Google AI Overview and other search LLMs will all have the same fundamentals for optimization? Or is it possible they’ll diverge significantly? What then?

They will likely diverge significantly. I have a nightmare vision of a future where we see a return to the “best viewed on XYZ browser” days, but this time with crawlbots being tailored to specific AI platforms.

They might share some core fundamentals, like understanding user intent and delivering relevant information, but I think they’ll also diverge based on their unique strengths. Siri with ChatGPT might focus more on quick, voice-driven answers, Meta could lean into social context, and ChatGPT might specialize in deep, conversational responses. If they diverge too much, it could mean users will choose different tools based on what they need at the moment—kind of like picking the right tool for the job.

Do you hope search and reputation professionals will use testing their success with Citate analytics to come up with their own tactics and tools?

Yes, I see a lot of potential in tools that focus on doing one thing well, without being weighed down by unnecessary features. Many tools have too much fluff. The focus should be on quality.

Absolutely. One of the key advantages of Citate analytics is that it empowers professionals to experiment and innovate. Our goal is to provide a robust set of tools that offer deep insights, but we would also encourage users to take those insights and run with them. By testing different approaches and analyzing the results through our platform, professionals can develop unique strategies that are tailored to their specific needs and industries. It’s all about quality support from Citate and enabling users to build their own best practices

With so much focus on metrics, does authenticity sometimes get lost?

Exactly. Metrics are important, but they should serve the content, not overshadow it. With content strategies, focus on telling genuine stories, and then use the metrics to test it. It’s about balance. Long-term success comes from building trust and providing real value.

What’s the difference between the tools available for Citate Professional Services clients and on the Citate platform?

The Citate platform is designed for monitoring and gaining insights. And it provides some critical AI optimization tools such as Content Briefs, Links and Topic Ranking. If you encounter a tough problem that you don’t know how to solve, Citate remediation services are available for select clients.

The main difference lies in customization and depth. Our experts work directly with clients to address specific challenges and create bespoke solutions. It’s like a dedicated team that understands the nuances of your business. On the other hand, the Citate platform is designed to be more accessible, providing a wide range of powerful tools that users can leverage on their own. The platform is designed for monitoring and gaining insights. If you encounter a problem that you don’t know how to solve, remediation services are available to provide targeted solutions. It’s about giving users the flexibility to choose the level of support and complexity they need, whether they’re looking for a self-driven approach or a more hands-on partnership.

Could you share a bit more about your philosophy behind optimization and content creation?

Certainly. The foundation is authenticity. Content should resonate with readers. Another key aspect is consistency. You can’t just produce one piece of quality content and expect it to perform miracles. It’s about maintaining a steady stream of valuable content. Regular updates keep your audience engaged and signal to web crawlers that your site is active and relevant.

It’s also important to understand the technical side of optimization. While content is king, ensuring that your site is technically sound is crucial too. This includes things like site speed, mobile-friendliness, and the correct use of schema markup. A technically sound site combined with high-quality content is a powerful combination.

What roles do you think AI will play in understanding/predicting consumer/user intent? 

AI is becoming increasingly crucial in understanding and predicting user intent. AI’s ability to analyze vast amounts of data means it can identify patterns that humans might miss. This allows for more accurate predictions about what consumers are looking for and how they’re likely to behave. Whether it’s through analyzing search queries, browsing habits, or social media interactions, AI can provide deeper insights into user intent, helping businesses tailor their strategies to meet those needs more effectively.

What might be the role of AI in competitive research?

AI can automate the process of gathering and analyzing competitor data, including content strategies, search rankings, and social media presence. This allows for more dynamic and real-time competitive analysis, helping businesses stay ahead.

AI can take competitive research to the next level by processing and analyzing data at a speed and scale that’s impossible for humans. It can monitor competitors’ activities, identify emerging trends, and even predict their next moves based on historical data. This allows businesses to stay one step ahead, adapting their strategies in real-time to maintain a competitive edge. AI doesn’t just collect data—it makes sense of it, providing actionable insights that can be used to inform everything from marketing campaigns to product development.

How are AIs like ChatGPT altering the way consumers interact with information compared to Google?

Consumers are spending more time interacting with content without clicking through to websites. Zero click search. Chat interfaces can provide immediate, concise answers, reducing the need for users to visit multiple sites to gather information. There will be a shift toward AI-driven conversational interfaces that streamline information consumption, reducing web traffic for traditional sites but improving user satisfaction and engagement.

AIs like ChatGPT are fundamentally changing the way consumers interact with information by making it more conversational and accessible. Unlike traditional search engines like Google, which rely on users to input specific queries, AI-driven platforms can engage in a dialogue, understanding context and intent more deeply. This leads to more personalized and relevant responses, making the information-seeking process feel more natural. This shift means that users are no longer just searching—they’re having conversations, which can lead to more meaningful and efficient interactions with the information they’re looking for; potentially reducing web traffic for traditional sites but improving user satisfaction and engagement.