GEO Is Just Like SEO — Except When It Isn’t

Top 12 GEO Conference takeaways:
1. Human in the loop is the winning AI approach. Full AI content is losing.
2. Content is being made for AI agents over humans. LLM is the audience.
3. Share of traffic from LLMs is still tiny. It will overtake traditional search though – it’s just a matter of when.
4. LLM analytics is just best guess and will be until LLMs themselves release their equivalent of Google Search Console. Much of the data shared conflicted with other reported findings, i.e. one reputable study found that brand websites are cited >30%, whereas another put it at 2%.
5. Nearly everyone is losing (human) traffic.
6. Data freshness is important. Forward thinkers  are creating auto-updating content.
7. Structured data is important
8. Press release have been very effective
9. Listicles (best of lists) have been very effective
10. Domain authority is a factor.
11. LLMs.txt is being used by LLMs. Whether it’s used more than any other file or page is unclear—and it likely won’t remain in its current form.
12. Original insights are winning. Best understood with reviews – a company can have 99 good reviews and 1 bad one— that single review gets disproportionate exposure (and vice versa). Be an outlier.