Generative Engine Optimization (GEO) is quickly becoming the new buzzword. In this session, we take a step back from the hype.

Drawing on over 15 years of hands-on SEO experience, I’ll separate myth from reality and show what actually changes in the shift from traditional search engines to AI-driven answer engines, and what fundamentally stays the same.

We’ll explore:
- The biggest misconceptions about GEO
- Where AI search truly impacts visibility and traffic
- Why technical foundations and high-quality content matter more than ever
- The significant overlap between SEO and GEO
- Practical adjustments that make sense

Rather than chasing the latest acronym, this talk provides a clear view for navigating AI-powered search with confidence.

Whether you're a marketer, strategist, developer, or product owner, you’ll leave with a grounded understanding of how to evolve your search strategy without overreacting to the noise.

Because in the end, GEO isn’t a replacement for SEO. It’s an evolution.