As AI transforms search, what questions should marketers ask and what strategies should they formulate?
Last September 16th, The Ahrefs Seoul Meetupwas held. True to the global meetup series following New York, Barcelona, and Tokyo, the atmosphere was incredible with over 130 domestic marketers in attendance.
In Part 1, Erik Sarissky, Global Head of Marketing at Ahrefs (hereinafter Erik), delivered in-depth insights on global search trends and how to measure GEO trends and performance in the AI era, and in Part 2, Yeji Kim, CEO of Elifunt , shared GEO content strategies tailored to the domestic market situation and practical application tips.
We also gave out special merchandise to commemorate the Ahrefs meetup
If you are wondering how your brand can succeed on GEO in the era of AI search, please read this meetup review to the end. It includes vivid lecture insights and strategies that can be immediately applied in practice.
The Era of AI Search Engines: What is the GEO (Generative Engine Optimization) Strategy?
Ahrefs, From SEO Tool to AI Marketing Platform!
In the first session, Eric Sarrisky, Global Marketing Director at Ahrefs, introduced the importance of GEO strategies and methods for measuring performance in the era of AI search. Ahrefs a backlink analysis toolAt a time when most competitors updated their data once a month, Ahrefs garnered industry attention by incorporating new data every 15 minutes.
We have now grown beyond SEO analysis into a global data company operating our own data centers in the UK, Singapore, and the US, crawling the global web at Googlebot-level speeds, and possessing over 30 billion keyword indexes. Thanks to this, marketers are able to identify market trends and formulate strategies in near real-time.
Ahrefs is said to be evolving beyond SEO solutions Search Everywhere Optimization . Having led change by closely observing trends from the SEO era to the GEO era, what are the AEO and GEO strategies proposed by Erik, the Head of Marketing at Ahrefs?
Is AEO an extension of SEO, or a new beginning?
How is AEO (AI Overview Optimization) different from SEO? Various terms such as AEO, GEO, LLMO, and AIO are emerging.
What is AEO (Answer Engine Optimization)?
AEO stands for Answer Engine Optimization, which refers to exposure in the responses displayed by AI chatbots.
It is a strategy to optimize so that our content is included in the first responses shown by search engines or AI chatbots when a search user asks a question.
What is GEO (Generative Engine Optimization)?
GEO stands for optimizing so that our content is reflected when generative AI generates information. It is a strategy
to optimize the process so that our brand or content is incorporated into the information generated by generative AIs such as ChatGPT and Perplexity.
However, due to the nature of marketing content, it is meaningless if it does not reach the customer, no matter what kind of content is created. While SEO in the past focused on "ranking high in search results," the key now whether the content is cited within AI responses. That is why Ahrefs emphasized Search Everywhere Optimization.
However, this does not mean that traditional SEO has become obsolete. On the contrary, technical SEO and structured data such as Schema Markupremain important even in the era of AI search. This is because a solid foundation is necessary for AI to trust content and include it in its responses. Ultimately, AEO can be viewed not as an entirely new concept, but as a process of applying existing SEO with greater sophistication and extension.
In the era of AI search, fixed rankings have disappeared
In the SEO era, performance could be judged based on fixed rankings such as 1st, 2nd, and 3rd place. However, AI search is different. Since responses change probabilistically , it is impossible to continuously maintain a specific position. It is an environment where a brand might appear in the first answer today, but drop to third or fourth place tomorrow.
Therefore, when establishing a GEO strategy, it has become more important to consistently secure brand mentions and establish ourselves as a credible source rather than simply boosting search rankings. This is because doing so increases the likelihood that the AI will cite our brand when generating responses.
The stage for search has expanded, so strategies must change
Search in the AI era is no longer limited to traditional search engines like Google or Naver. YouTube, TikTok, Pinterest, and Reddit are also becoming key exploration paths for customers. From YouTube, where information is found through videos, to TikTok, where products are examined via short-form content, to image-based Pinterest, and Reddit, where answers are found through community conversations, the customer journey has become much more diverse.
As a result, marketing strategies are bound to change as well. Optimizing text alone is no longer sufficient. You must showcase your brand across various formats, including text, video, and images, and be able to answer customer questions across multiple channels.
Ultimately, what matters is the customer, not the platform. The priority is to understand what questions customers ask and how they intend to find answers. AEO and GEO strategies demonstrate their greatest power when designing content to align with the customer journey in this way.
New KPIs must be set as entities rather than keywords
When AI generates responses, it references brands and entities,.' Therefore, we need to check how often and in what contexts our brand is mentioned online. The more frequent these mentions are, the higher the likelihood that the AI will recognize them as reliable information.
👉 What are entities, and why are they necessary for GEO?
Furthermore, entity research must also be conducted. Customers do not always enter brand names accurately. Content must be designed by considering various variations in advance so that the AI can recognize the same brand even if abbreviations or misspellings are used.
Of course, there may be a temptation to 'find ways to trick AI.' In fact, there was an experiment conducted overseas where a fake brand of 'Matcha Cookies' was spread online to see if the AI would recognize it as a real brand. Initially, the AI responded as if it were the real brand, but it soon updated and clearly revealed that it was not. This case demonstrated that while shortcuts might work for a short time, they do not last long.
Ultimately, the core of the GEO era authentic experience and high-quality content. Consistently increasing brand mentions and establishing yourself as a trusted source leads to much greater results in the long run!
Localization is not translation, but 'idea localization'!
AI still relies heavily on English data. In fact, according to an analysis by Ahrefs, the citation rate for Korean content is less than 50%. This means that even if you write excellent content in Korean, English pages are more likely to be cited first.
Therefore, a localization strategy should not stop at simply translating pages. The idea itself must be designed to suit the Korean market . You must include questions that local customers are actually curious about and use expressions commonly used in Korea so that AI can recognize it as a reliable source.
As you can see on the screen, there are also features to help with idea localization. By utilizing Ahrefs’ AI Content Helper , you can structure your content and identify strengths and weaknesses compared to competitors. Ultimately, in the GEO era, what matters is not simply high exposure, but building a foundation of reliable, localized ideas
💡 Checklist for GEO Exposure Strategies for Marketers
Check Google Search Console (GSC) to see if there are any pages with your content that have been automatically translated
– Use Ahrefs to monitor brand mentions and AI citations
– For pages with declining traffic, review and improve content quality and localization
Schema Markup to key pages to help AI understand them better.
Want More Brand Exposure to AI? : The Era of Brand Visibility Tracking
In the era of AI search, checking traffic alone is insufficient. This is because we have entered the zero-click era. Now, how often AI cites our brand. Currently, there are three main known AI exposure logics: brand mentions, search result impressions, and AI share of voice.
To easily measure AI exposure performance, Ahrefs offers features such as Brand Radar and Run Tracker . Using these tools, you can monitor how often your brand appears in major AI chatbots like ChatGPT and Google AI Overview, as well as the contexts in which it is mentioned.
In other words, to properly execute a GEO strategy, it is necessary to go beyond simple exposure metrics and comprehensively track search demand, webpage impressions, and AI citation rates. By consistently analyzing this data, you can verify how trusted your brand is in the AI environment and refine your future strategies much more precisely.
There is specific content that is easily detected by AI
Many marketers are most curious about what kind of content AI prefers. Looking at Ahrefs' internal data, there were several commonalities among the types of content frequently cited by AI chatbots.
- Top List Content: e.g.) “Top 7 Digital Marketing Trends to Watch in 2025”
- Comparison Content: e.g., “A vs B, Which Tool Is More Suitable?”
- How-to Guide: e.g., “Learning GEO Content Strategy in 5 Steps”
It is said that because information in this format is well-structured, there is a high probability that AI will be included in the response. Furthermore, utilizing Ahrefs’ AI Content Helper makes competitor analysis and idea generation much easier
Ultimately, what Eric emphasized in this sessionwas "creating content that AI wants to use as its answer." The point was that content that answers the questions customers are truly curious about and is backed by reliable data and case studies will be the core competitive advantage in the era of AI search. In other words, rather than trying to beat AI, leading AI with human-like contentcan be considered the correct approach for the GEO era.
💫 Break Time:
We livened up the atmosphere with a lucky draw event during the break.
GEO Content Strategies Domestic Marketers Should Prepare for in the AI Era
Following Eric's first session, Part 2 focused on domestic case studies to what content strategies brands should establish in the GEO era . The presentation was led by CEO Kim Ye-ji of Elifunt. She shared how Elifunt produces and implements content aligned with GEO strategies, tailored to the Korean environment. The session was packed with practical tips that can be immediately applied in the workplace. You can also rewatch Elifunt session on their YouTube channel!
If GEO has felt difficult to understand until now, use this presentation as a basis to organize implementation strategies tailored to your brand, one by one! 👇
7 Changes in the Search Environment Becoming Important in the AI Era
Is there anyone here who hasn't had a single conversation with ChatGPT today? For most of you, conversing with AI at least once a day has likely become a daily routine. As such, the search environment has completely transformed in the AI era. Significant changes are also taking place in the marketing sector. So, shall we take a closer look at exactly how things are changing?
💡 7 Changes in the Search Environment at a Glance in the AI Era
1. Shift in Information Search Methods
2. Increased Impressions, Decrease in Clicks (Zero Clicks)
3. Convertible 'Quality' Over Click Count Is Key
4. Need to Manage External Channels Beyond the Website
5. Tracking the Customer Journey Is Becoming Increasingly Difficult
6. The Importance of Managing Brand Name Search Results
7. Consistent Brand Definition and Content Strategy Are Essential
First, the information search paradigm has changed.
In the past, people would enter keywords into a search bar and click through multiple pages to find information, but now, it is becoming common practice to use AI search tools like ChatGPT or Perplexity to ask questions and immediately check summarized answers. It is almost like having a personal shopper called AI.
Second, the zero-click phenomenon has become more pronounced.
In the image, the blue graph represents clicks, and the purple graph represents impressions. As you can see, search result impressions have increased, but clicks are decreasing. In particular, the click-through rate has dropped significantly since the introduction of the Google AI Overview. It is said that this zero-click phenomenon is a change occurring in most brands.
Third, the 'quality' of clicks has become more important than the 'quantity'.
📊 “User conversion rate via AI search is 23 times higher!”
Users arriving via AI search already have a clear context and intent, making them much more likely to convert. According to Elifunt's data, while traffic from AI search accounted for only 0.5% of total traffic, the conversion rate for these users reached 12.1%. In terms of ratio alone, this is more than 23 times higher than traditional search
Fourth, beyond on-site strategies, off-site strategies are also necessary.
AI constructs responses by referencing not only websites but also social channels, communities, and external mentions. In addition, structured databases such as Google Knowledge Graphplay a crucial role. Therefore, managing the consistent exposure of brand information across external channels has become a key task of GEO strategy.
Fifth, measuring user behavior has become more difficult.
Particularly in the B2B industry, the customer journey is complex, and AI search often involves consuming only the answer without clicking. As a result, no trace is left, making it difficult to track performance using traditional methods. In such cases, it is necessary to utilize solutions like Ahrefs to complement the changing search environment.
Sixth, brand keyword search results have become more important.
AI connects information centered around brand entities. Since customers also encounter brand names through AI, it is essential to manage how the brand appears in search results. Basic channel settings, such as Google Profile and Bing Profile, can be considered mandatory.
Finally, what runs through everything is ultimately content strategy.
AI relationships between entities and reliable sources. Therefore, maintaining a consistent brand definition and including structured data along with reliable statistics and case studies increases the likelihood that AI will cite your content. So, what implementation strategies should domestic marketers develop to respond to GEO?
👉 Check out the GEO self-assessment checklist and action guide published by the Elifunt Team
Don't Want to Fall Behind in the GEO Era? 4 Essential Strategies for Responding to GEO
As the GEO search environment changes rapidly, it is difficult for brands to clearly determine how to prepare. Elifunt four core GEO strategiesand is applying them to practice.
Now, let's look at the four strategies one by one.
💡 4 Key Strategies for GEO Response
1. Brand Entity Consistency
2. Website Structuring (On-Site)
3. Knowledge Graph Creation & Scaling (Off-Site)
4. Content Strategy (On-Page)
First, define the brand entity in detail.
AI search does not stop at simply reading text; the relationship between brands and topics. Therefore, the first thing you must do is clearly define your brand as a single entity. As Google recognizes brands as entities, you must build a consistent brand image across all online channels, including not only websites but also social media and reviews.
brand attribution consistentlyas well. If it is written slightly differently on press releases, partner websites, or social media, AI may not recognize it as the same brand. Consistently ensuring that the brand appears as an 'official source' both inside and outside the site can be considered the most fundamental starting point of the GEO strategy.
Second, optimize the website structure.
AI search does not simply read text; it the structure and context of the page. Elements such as title tags, metadata, FAQs, tables, and lists all serve as clues for the AI to grasp the page.
Therefore, web pages must be designed structurally. For example, for posts like "How to File Inheritance Tax," FAQ markup in a Q&A formatmakes it much easier for AI to use as an answer. Organizing data into tables or lists and adding Alt text to images are also fundamental. Doing so allows LLM to recognize the page better and increases the likelihood of selecting it as a source for answers.
Elifunt views websites by dividing them into four main pillars (Main, Product, Solution, and Resource). As shown below, if each page performs its own function, it becomes easier for LLM to find answers on the page.
- Main: A space that displays the brand's identity and core message at a glance.
- Product: A page that specifically presents functions and benefits to lead to the consideration stage.
- Solution: The stage where the value proposition is explained in the customer's language to build persuasion and trust.
- Resource: A content hub that aids in in-depth exploration, including blogs, guides, and case studies.
👉 Check Google Search Structuring Guide
Third, utilize the knowledge graph.
AI does not merely analyze the content of individual pages; it first seeks to understand the relationship between the brand and the topic . Therefore, it is crucial to monitor how our brand is exposed on off-site channels such as Google Knowledge Graph or Wikidata . Basic information, including the company name, logo, founding year, CEO, key services, and official website address, must be kept up-to-date and comprehensive.
Fourth, establish a long-term content strategy and structure your content.
Along with establishing a long-term content strategy, it is really important to structure the content format itself
It is not enough to simply write well; you must present content in a way that AI can easily understand. Please use consistent brand definitions, cite reliable sources and statistics, and organize data into tables when necessary. It is essential to structure your content using heading tags and clearly demonstrate which question each section answers.
You must also clearly connect the relationships between entities within the page . Apply structured data such as FAQ markup and schema tags, and place a summary of your conclusions at the beginning or bottom. If you pay meticulous attention to tables, lists, images, and even alt text, LLMs will read your content better and increase the likelihood of citing it in their responses.
Ultimately, the GEO strategy does not stop at writing a lot of good content. Designing the context and structure of the content so that AI search engines can understand and utilize itwill be the key to future competitiveness.
There is specific content that AI cites! Content strategy for AI search engines 'citing'
AI does not select content based solely on keywords. It synthesizes various sources to generate answers and selects the sources to cite from within. Therefore, how you writeis far more important than simply writing a lot.
According to recent research , factors such as citation location, length, frequency, and context have a significant impact on actual AI visibility. In other words, content containing data or examples with clear and reliable sources is more likely to be cited by AI.
Elifunt designs content by dividing it into three main types.
- Cognitive Content: Materials that customers encounter before recognizing a problem, such as trend reports and infographics. The richer the content is in terms of the latest statistics and industry data, the higher the probability that AI will trust it.
- Conversion-oriented content: Product introductions, feature guides, and customer case pages. The key is to provide specific and objective answers by utilizing FAQ markup, tables, lists, and comparison data.
- Core Content: In-depth materials that demonstrate brand expertise, such as white papers, industry reports, and research findings. Structured by citing reliable sources and including graphs, tables, and summaries makes them ideal for AI reference.
Ultimately, the key is content that AI wants to use as its answer. Therefore, brands must produce content that answers the questions customers are genuinely curious about and supports them with data and examples. While storytelling must be solid, the content must include accurate citationsand structured informationfor AI to recognize it as a trustworthy source. Content created in this way ultimately becomes a competitive edge in the era of AI search.
How Will Performance Measurement for Domestic Companies Change in the GEO Era?
In the era of AI search, the metrics we need to focus on have also changed. In the past, checking only organic traffic and keyword rankings was sufficient, but now the "zero-click" phenomenon—is on the rise. Therefore, judging performance based solely on traffic has its limitations.
Elifunt prioritizes two key metrics to measure GEO performance
- AI Citation Rate: Checks how often our website content is cited in ChatGPT, Google AI Overview, and more. Citation frequency and mentions per page can be considered a new form of 'brand share'.
- AI Traffic: We check not only whether there are citations but also whether they lead to actual clicks. For example, in the case of Elifunt website, AI search traffic accounted for 2.7% of total traffic over the past three months. Importantly, the performance of AI search traffic in the last three months has increased by 2.5 times compared to the previous three months. This means it has now become a traffic channel that can no longer be ignored.
We monitor this entire process through Ahrefs . We can see at a glance which pages are cited by AI and how much our brand mentions have increased compared to competitors. In addition, it is important to use GA4 in conjunction to track post-entry behavior.
How to check AI performance with Google Analytics
✅ GA4 > Reports > Traffic Acquisition > Channel/Source Groups
✅ GA4 > Navigation > Page Path & Query String Conditions
GEO Strategy = Creating your own universe in the digital world!
The GEO strategy can be described as creating your own universe in the digital world
AI search is increasingly expanding the touchpoints between brands and customers. We are no longer in an era where we compete with just a few specific keywords; instead, all content related to the brand entity must be organically connected like a single worldview. The more robustly this world is established, the more AI recognizes our brand as a trustworthy source and cites it in its responses.
Ultimately, the GEO strategy goes beyond simply dominating keywords; a process of building a brand's own universe and designing the customer journey within it. It is about preparing so that our brand is naturally included in the AI's response, no matter what question is asked.
As the official Korean partner of Ahrefs, Elifunt has been directly implementing these GEO strategies in the field. We provide personalized 1:1 consulting support ranging from brand entity review and site structuring to content design, as well as AI citation rate and traffic analysis using Ahrefs Brand Radar. Please feel free to contact us anytime if needed.
How Should We Prepare for AI Search? Meetup Pre-Questions Q&A
Q1. Is traditional SEO content still effective?
Yes, of course. SEO is still a valid strategy. 🙂
If you are curious about the key strategies required for AEO/GEO optimization in an AI search environment, please refer to the relevant guide on the Ahrefs blog!
Q2. What marketing KPIs are needed to measure GEO and AEO performance?
First of all, measure brand mentions, citation frequency, Share of Voice (SoV), and conversion metrics along with AI traffic. Make sure to use web analytics tools to measure whether referral traffic generated from Perplexity or ChatGPT is actually contributing to conversions!
If you want to actually track metrics like brand mentions, citation rates, and lead conversions, try the Ahrefs service !
Q3. I want to achieve results with my content. What should the update cycle be?
First of all, it is best to make revisions only when there is a genuine need for updates, rather than forcing results. While it varies by industry, that once a year is generally sufficient.
Q4. I don't have content creation resources. Which content should I produce first?
This depends on the type of business.
- If you are a service company , a case study,
- If you are a company with products, prioritize reviews or detailed guide content
The core strategy for any content is to view it from the 'end consumer's perspective'.
Q5. In the LLM era where AI learns from vast amounts of data, how can small startups or SMEs in the B2B sector compete?
The answer is to focus on a very specific and micro-level niche. For example, instead of targeting a 'general travel agency,' approach it by targeting customers aged 50 and older as a travel agency that supports cryptocurrency payments
Furthermore, by targeting long-tail keywords, even small teams can discover and manage them. While long-tail keywords may generate low immediate traffic, they have the advantage of a high conversion potential.
At Ahrefs, you can evaluate keywords by considering both traffic potential and business potential to develop marketing strategies based on this.
Q6. Is purchasing backlinks still an effective method?
I absolutely do not recommend it! (Please check out Ahrefs' " How to get backlinks " content)
In the AI era, brand mentions are more important than actual links. In this context, you can achieve better results by creating content based on the EEAT principles! (If you need more detailed insights into EEAT, please refer to this.)
In this case, brand comments or community postsare also meaningful for GEO citation.
Q7. How should I respond if inaccurate or negative information appears in AI search results?
First, clearly provide accurate information on our own websiteand request corrections from external sites that have disseminated incorrect information.
Q8. Can GA4 distinguish between AI and LLM traffic?
Personally, I don't use GA often, but it is easily possible with Ahrefs' Web Analytics tool. For reference, by utilizing Ahrefs' MCP feature, you can connect data with AI tools for conversational analysis.
Do you have any more questions about AEO and GEO?
This Ahrefs Seoul Meetup was a time that prompted marketers to deeply consider what questions to ask and what strategies to formulate in the era of AI search. Ultimately, this session culminated in the message that in the age of AI search, brands must become the 'answer'
Just as you reviewed SEO when establishing your GEO strategy, try reviewing it step-by-step. Applying GEO in accordance with the changed methods will by no means be an easy process, but if you make gradual changes, you will be able to keep pace with the changing times. 🚀
If you would like to better leverage Ahrefs for your brand growth, please contact Elifunt at any time. We will support your brand growth with a solid content strategy, even in the GEO era.
If you are curious about the next Ahrefs seminar, get the latest news from the Ahrefs Korea User Group.
