From SEO to GEO: Make Your Brand the Answer in AI Search

Matter Communications' 2025 AI Summit helps PR, marketing, and SEO teams get seen in AI search and zero-click answers. Join the live virtual panel Nov 5, 1-2 PM ET.

Categorized in: AI News PR and Communications

Published on: Nov 05, 2025

Matter Communications Hosts 2025 AI Summit: "How to Be Visible in an AI World"

AI is changing how people find and consume information. Matter Communications is bringing PR, marketing, SEO and content leaders together for a virtual summit focused on getting your brand seen inside AI-powered search and zero-click answers.

Join the live panel on Wednesday, November 5, 2025, 1:00-2:00 PM ET. Register here.

Why it matters for PR and Communications

"AI is changing both how content is consumed and how it is discovered," said Mandy Mladenoff, President of Matter. "It's increasingly important for organizations to understand how to stand out and be noticed at a time when 80% of consumers rely on 'zero click' results from AI-generated search summaries."

Visibility now means making your content crawlable, semantically rich and structurally organized so AI tools can parse it for direct answers. Authority signals matter more, too - social proof, third-party reviews, deep analysis and earned media help ensure your voice shows up when AI overviews aggregate sources.

Event details

What: Virtual panel - "How to Be Visible in an AI World"
When: Wednesday, November 5, 2025 | 1:00-2:00 PM ET
Where: Virtual (via Wistia) - Save your spot
Who:
Moderator: Tim Donovan, Founder & Principal, AI consultancy, Seek Argus
Panelists: Nic Azad, Senior Content Lead, Parsec Automation; Loren Guertin, Vice President and AI Council Lead, Matter; Ethan Lyons, Search Marketing Manager, Matter; Shane Carley, Senior Content Writer, Cyber Editorial Lead, Matter; Wyatt Craig, Director of Strategy, Demand Gen & Social Media, Matter

What you'll learn (practical takeaways)

GEO vs. SEO: How Generative Engine Optimization differs from classic SEO and where it overlaps.
Structure for AI crawlers: Use schema, entities and clean information architecture to feed semantic search and AI overviews.
Build brand authority: Earned media, expert bylines, third-party reviews and consistent author identity to boost citations.
AI use guidelines: Policies that reduce risk and protect originality, sources and disclosure.
Influence generative outputs: Leverage thought leadership, digital PR and social proof so models have credible material to reference.

Quick FAQs

Q: What is Generative Engine Optimization (GEO)?
A: GEO focuses on optimizing content for AI-powered search engines and LLMs. It goes beyond keywords to emphasize semantic clarity and structured data.

Q: How does AI impact traditional PR and marketing?
A: Discovery is shifting from clicks to direct answers. Teams must format content for AI citation and strengthen authority signals, not just chase traffic.

Q: Who should attend?
A: CMOs, PR leaders, SEOs, content strategists and comms teams who want clear steps to sustain visibility and trust as AI overviews gain share of attention.

Q: What are zero-click results?
A: AI-generated summaries that answer queries without a visit to your site. Your job is to earn inclusion and attribution inside those summaries.

Five actions to start this week

Add structured data for key pages (FAQ, How-To, Products, Reviews). See Schema.org.
Strengthen authority: expert author pages, consistent bios, quality backlinks, and third-party reviews.
Turn high-intent content into Q&A blocks with clear, direct answers and cited sources.
Publish earned media and customer proof on-site with markup and links to original coverage.
Create an AI usage policy covering disclosure, sourcing and fact-checking for all content.