AI-Powered SEO and Generative Engine Optimization

• What “SEO for AI / GEO” actually means and how it differs from traditional SEO (keywords + links) by emphasizing entity understanding and trust signals. 
• The modern foundation of visibility: Page Authority and Entity Authority, plus how E‑E‑A‑T connects to trust and credibility signals.
• A clear working model: the Three Pillars approach
  • On-Page Visibility: Technical SEO + Content + Style/Formatting
  • Off-Page Trust & Authority: Backlinks + PR + Wikipedia/Wikidata + Knowledge Graph + Directories
  • Monitoring: LLM visibility tracking + Search Console + supporting tools 
• Technical SEO priorities for AI-era discovery: crawling, structured data/schema validation, rich results testing, mobile/performance basics, and ensuring content is accessible in HTML (not blocked behind paywalls).
• Content and topical authority tactics: content audits (gaps/duplicates/outdated pages), “last updated” conventions, topic pillar/cluster models, and FAQ schema to reinforce coverage and comprehension. 
• Content style/formatting practices that help both humans and machines: keyword placement in titles/meta, clean H1/H2/H3 structure, image alt text, concise writing and scannability, and “quick facts” formatting patterns. 
• Off-page trust-building in practice:
  • Backlinks (and the difference between natural vs. engineered link patterns)
  • PR strategies for placements on frequently crawled sites and using unique data/case studies
  • Why Wikipedia/Wikidata and knowledge panels matter in an AI world
  • Why directory/profile consistency (NAP: name/address/phone) and review/community platforms can reinforce entity trust 
• How to measure progress: using Search Console, analytics platforms, backlink tools, and LLM visibility tools to understand “how LLMs see your brand,” plus the importance of robots.txt as an AI access gatekeeper. 

• A repeatable GEO framework you can apply immediately: On‑Page Visibility + Off‑Page Trust & Authority + Monitoring. 
• Practical checklists and workflows for:
  • Quick technical audits (crawl errors, schema checks, rich results checks, speed/mobile baselines)
  • Content audits and refresh planning (“review and refresh top pages every quarter”)
  • Topical authority build-out (pillar/cluster + FAQs + engagement measurement) 
• A clearer, more integrated approach to SEO + PR + entity signals—so you’re not relying on paid media alone to drive visibility. 
• Guidance on how to influence knowledge panels / knowledge graph signals and strengthen your brand’s “core knowledge” footprint through consistent profiles, authoritative mentions, and structured data. 
• A measurement plan that goes beyond rankings: combining Search Console + analytics + backlink intelligence + LLM visibility monitoring to track what’s working.

• SEO and content marketers (novice to intermediate) who need a practical roadmap for AI-era search and GEO. 
• Brand, PR, and communications professionals who want their thought leadership, mentions, and placements to translate into AI discoverability and trust. 
• Web and digital teams responsible for site performance, technical health, structured data, and content governance (especially those planning redesigns or major content migrations). 
• B2B marketers focused on authority-building and competitive differentiation who want to understand how entity trust signals (Wikipedia/knowledge panels/directories) intersect with SEO outcomes. 

Dave Burnett speaks from experience.  After founding 4 businesses (one of which recently went on to be sold for 110 million dollars US) he authored an introduction to digital marketing: 'From Bricks to Clicks' in 2015.  

A regular columnist with The National Post with over 40 columns on subjects ranging from Personal Branding to utilizing AI in our quickly changing landscape, he loves simplifying our complex world. 

Today he enjoys spending his time on both sides of the border helping the teams behind the brands understand how marketing, and technology, must work together to win. 

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*Substitutions refer to the transfer of a registration from one individual to a colleague