From SEO to GEO: Winning in the New Era of Search and Discovery

Welcome and Introduction

Host: So with that, I am excited to get into our next session, which is something I'm personally looking forward to.

Host: SEO and Geo.

Host: SEO and Geo is a huge hot topic these days.

Host: And to share with us about what's going on in the space, I'm going to welcome our Chief Customer Officer, Zach.

Host: Take it away, Zach.

Zach Anderson: Thank you, sir.

Zach Anderson: Hello.

Zach Anderson: Hello everybody.

Zach Anderson: Great to see you all.

Zach Anderson: Love the discussion.

Zach Anderson: I don't think there's anything I like more than a roundtable chat.

Zach Anderson: So great to hear from you all and what's going on in your world as you think about Grid.

The Changing SEO Landscape

Zach Anderson: We also wanted to spend some dedicated time on SEO aeo Geo.

Zach Anderson: Raise your hand if this is a topic within your marketing organization.

Zach Anderson: I see two hands over here.

Zach Anderson: We agree this is something that is really changing the dynamics of how customer journeys are going to flow in the future.

Zach Anderson: Really a strategy we all need to be thinking about.

Zach Anderson: So I thought I'd just kick us off with a little bit of what we think is going on.

Zach Anderson: And I've got two amazing friends who are going to come up and get into more detail about how we see the world and also what kind of products and solutions are we putting into market to actually help you all accomplish this goal.

Zach Anderson: So to kick things off, I think most of you have seen some of these stats floating around on the Internet, around what's actually happening, but the transition is pretty profound here.

Zach Anderson: And you're actually starting to see the dominance of Google start to wane for the first time in a really long time in terms of its influence over how traffic gets driven on the Internet.

Zach Anderson: Obviously there's a huge influx of people who are starting to use AI tools to actually do their research, do their, their evaluations for things before they actually enter into a buying cycle.

Zach Anderson: And that's becoming increasingly prominent just across the board when we think about the customer journey.

Zach Anderson: And I think the other part of this is just what that will mean for how we actually operationalize marketing within our organizations.

Zach Anderson: What does it mean in if 50% of the traffic comes from a different source from us?

Zach Anderson: And what does it actually mean when that engagement is actually different than it used to be?

Zach Anderson: You know, it used to be, find the link, get to your website.

Zach Anderson: What happens when all of that ends up as a zero click experience where they get the information that they need, but they never actually visit your website?

Zach Anderson: So there's a part of this which is about how do you make sure you're present.

Zach Anderson: But I think the more important part is actually how does this change the dynamics of how we have to communicate to our customers and prospects that we're trying to drive some awareness around.

Zach Anderson: So it's a big.

Zach Anderson: It's a big opportunity.

Zach Anderson: It's a big challenge.

Zach Anderson: And if the trends continue, we're talking about a complete paradigm shift in how people actually purchase products, find products, find companies, get answers to questions that they have.

Zach Anderson: And this will require us as marketers to be innovators and work on new solutions to actually tackle this opportunity.

Zach Anderson: And I think the other part of this, too, as marketing teams, we really have to think about what does this mean for our organizations.

Zach Anderson: This is also a totally different dynamic, as we've gotten into the details on this, that the velocity here is daily.

Zach Anderson: You know, what worked literally yesterday might not work for today in terms of being sighted, being present.

Zach Anderson: That is changing so frequently.

Zach Anderson: I know I talked to a bunch of the CAB members yesterday who were all talking about kind of measuring the visibility where they are with AEO and geo, and it is literally a daily operation.

Zach Anderson: And so kind of that stability, that durability we may have had with our former SEM SEO strategies, that doesn't exist.

Zach Anderson: I think it will get there, but for right now, it's a little bit of the wild, wild west and requires a bit of different skill set.

Zach Anderson: And that gets to your teams.

Zach Anderson: Are your teams ready and equipped to make this transition?

Zach Anderson: And what does that look like?

Zach Anderson: What are the skills they need in order to really tackle this kind of new paradigm at the end of the day?

Zach Anderson: So with that, I would love to bring up my friend Sarah Mo.

Zach Anderson: She's going to get into a little bit of the details on how we see things, and I'll come back in a bit and wrap us up.

Zach Anderson: Sarah Mo, over to you.

SEO, AEO, and GEO Explained

Sara Mo Vachart: Thanks, Doc.

Sara Mo Vachart: Come on in.

Sara Mo Vachart: Let's go.

Sara Mo Vachart: Okay, are there any other product marketers in the room?

Sara Mo Vachart: All right, that's my friend right there.

Sara Mo Vachart: Everyone has worked with product marketers before, right?

Sara Mo Vachart: Okay, so, you know, what's about to happen is I am really excited to tell you about a worldview that we've built on SEO, AEO and geo.

Sara Mo Vachart: Okay, so first off, search engine optimization is not dead.

Sara Mo Vachart: This is something that we're hearing about a lot lately.

Sara Mo Vachart: Is SEO going away?

Sara Mo Vachart: It is not.

Sara Mo Vachart: It is still essential and foundational.

Sara Mo Vachart: Over 16 billion searches are still executed through Google Daily.

Sara Mo Vachart: But SEO today is a volume game that most teams cannot keep up with manually Answer engine optimization.

Sara Mo Vachart: This is a hot topic with our customers, and I'm sure with a lot of you, I saw all of your hands up earlier.

Sara Mo Vachart: This is something that we are getting asked about all the time.

Sara Mo Vachart: What is AEO exactly?

Sara Mo Vachart: It's about being the answer.

Sara Mo Vachart: It's about ensuring that content is structured, credible and readable by AI overviews with clear FAQs, schema and citations.

Sara Mo Vachart: Generative engine optimization is the next frontier.

Sara Mo Vachart: This is so about optimi.

Sara Mo Vachart: AI, sorry, is about optimizing so that the AI models themselves understand, reference and surface your brand inside their responses.

Sara Mo Vachart: I'm a skier based in Utah and when I'm thinking about what skis I want to be skiing on, that nice, nice powder this season, y', all, I cannot wait.

Sara Mo Vachart: I am going to ChatGPT to do my research to understand what is out there, what those new releases are, and to ultimately make my purchasing decision.

Sara Mo Vachart: If the skis are not showing up in chat, honestly, I'm not even considering buying them.

Sara Mo Vachart: Having your brand surfaced inside of LLM responses is essential to reach your customers.

Content Strategy in the AI Era

Sara Mo Vachart: Content powers this new discovery Flywheel without the right content, SEO, AEO and GEO efforts will Fail Someone recently asked me, are we writing and creating content for humans or for bots?

Sara Mo Vachart: I think this is a really interesting question that we're all thinking a lot about lately, and the truth is, we're doing both.

Sara Mo Vachart: The content that is going to resonate with humans is the same content that is going to increase visibility with the bots and the LLMs.

Sara Mo Vachart: Structured, relevant and expert content is the answer to reaching your audience and increasing visibility with LLMs.

Sara Mo Vachart: So this is the new visibility hierarchy.

Sara Mo Vachart: SEO gets you found, AEO gets you quoted, and GEO gets you remembered.

Sara Mo Vachart: All three are important in this new reality.

Sara Mo Vachart: All right y', all, I've got some good news for you.

Sara Mo Vachart: This disruption creates an enormous amount of opportunity for those who are willing to take advantage of it.

Sara Mo Vachart: In a recent Semrush study, visitors arriving from LLM generated answers converted over four times higher than than those from traditional search.

Sara Mo Vachart: So while total clicks may fall, the quality of these engagements are skyrocketing.

Sara Mo Vachart: If we can show up accurately, consistently and often, we can drive more qualified demand than ever before.

Sara Mo Vachart: In this new landscape, our approach to content needs to fundamentally change.

Sara Mo Vachart: We can't afford manual ad hoc processes when thousands of pages need restructuring for AEO or or refreshing for geo O readiness.

Sara Mo Vachart: Who here is in the midst of thinking about that?

Sara Mo Vachart: Yeah, I see quite a few hands.

Sara Mo Vachart: This is a challenge a lot of us are facing right now.

Introducing the Optimization Agent

Sara Mo Vachart: This whole problem is why I'm excited to announce the launch of our new optimization agent.

Sara Mo Vachart: Brian mentioned this earlier.

Sara Mo Vachart: It is now in GA and available today.

Sara Mo Vachart: The optimization agent Acts as an autonomous AI collaborator, conducting real time research, analyzing keyword data and delivering data backed rewrites for SEO, AEO and geo.

Sara Mo Vachart: And to show us the power of this agent, I'm going to welcome Daniel, our product lead.

Daniel Su: Thank you, Saramo.

Daniel Su: My name is Daniel.

Daniel Su: I lead product here at Jasper for for a lot of the features you'll be seeing today and a lot more special things we're cooking up in the Jasper kitchen I hope to show you one day.

Daniel Su: First things first, I see a lot of familiar faces in the crowd.

Daniel Su: I've seen you on customer calls introducing this.

Daniel Su: I'm probably going to regret this, but I want to say this.

Daniel Su: If anything, we present today is interesting to you.

Daniel Su: My calendar is open.

Daniel Su: I love connecting to customers.

Daniel Su: Learning that feedback is really important.

Daniel Su: I truly believe in product.

Daniel Su: You can't build a good product without talking to marketers.

Daniel Su: I used to be one, so that's super critical for me.

Daniel Su: The second thing I want to say is I'm genuinely excited to be here today to talk about this.

Optimization Agent Demo

Daniel Su: The optimization agent is the powerhouse for everything.

Daniel Su: Aeo, SEO, geo.

Daniel Su: I've done a lot of competitive research and you can trust me, it's part of my job.

Daniel Su: I'm in product, but also a lot of you probably are in the ecosystem trying out new tools.

Daniel Su: There's a lot of them.

Daniel Su: Some are good and some of them are not so good.

Daniel Su: We all know that.

Daniel Su: But I'm truly confident to stand here today and tell you that our optimization agent not only is one of the fastest, but one of the smartest ways that a user can grow and optimize, transforming your content into real, high performing search assets.

Daniel Su: So let's take a look at this together.

Daniel Su: So here we have the optimization agent and right now it has access to a lot of things.

Daniel Su: Real search data, search trends, it has access to competitive research, even your own context from your workspace and iq.

Daniel Su: We're going to give it a really simple prompt.

Daniel Su: Let's find relevant keywords and opportunities for project management immediately.

Daniel Su: Our agent is understanding your prompt, looking through its toolkit of what tools can satisfy this prompt.

Daniel Su: And in just a few seconds we'll see our first research asset, which is a strategy report about this topic.

Daniel Su: This is really important and just one of very few research assets the agent will generate.

Daniel Su: The second thing we'll see is a keyword table.

Daniel Su: You cannot have optimized content and SEO without the research.

Daniel Su: It doesn't make sense if you told me you were generating a piece of optimized content for SEO and it didn't have research.

Daniel Su: I would tell you it's not optimized.

Daniel Su: We're doing topic research, we're doing keyword research.

Daniel Su: And as you look through this keyword table, you realize it picked up on relevant new keywords that we said it's not going to try to find keywords that are saturated or already overused.

Daniel Su: It's going to make sure that it looks for keyword opportunities, what their competitors are doing and things like that.

Daniel Su: We categorize them, we have strategic recommendations and we have primary and secondary keyword suggestions.

Daniel Su: But it's not enough to do research.

Daniel Su: How do you turn this research into execution?

Daniel Su: That's the next step.

Daniel Su: So we're going to use all this research and ask the agent to draft first wave content for IT buyers in the SaaS industry.

Daniel Su: And right away it's going to be like, sure, we know how to do that.

Daniel Su: We're going to have landing page MOFU, BofU guides, we're going to have FAQ blogs.

Daniel Su: We're going to have everything that you need to generate that first wave piece of content.

Daniel Su: In a few seconds, you'll start to see these assets start spinning up.

Daniel Su: And as you start seeing them appear on the screen, I'm going to say a few things.

Daniel Su: Every single asset that's being generated is already optimized for aeo, GEO and SEO.

Daniel Su: We have the research that backed it, we have the topic research, we have the keyword research.

Daniel Su: All of that is being weaved in right away.

Daniel Su: And because we know based on the content and if you say specifically AEO or geo, like Sarah Moe mentioned, you'll have structured FAQ schemas, a list at the bottom with FAQs.

Daniel Su: Each one has meta title and meta description.

Daniel Su: All of that will be automatically included.

Daniel Su: And we're updating them with our marketing best practices so you don't have to stay on top of everything every single day, every second.

Daniel Su: I'm sure all of you have better things to do with your job.

Daniel Su: So as I wrap up this demo, I wanted to just share a few things, few insights that we gleaned from customers in our beta across B2B and B2C marketers.

Daniel Su: B2B marketers used our agent to uncover SEO strategy and specifically where their competitors were playing and they weren't and how to even that playing field.

Daniel Su: The second thing they did was audit their entire site.

Daniel Su: They looked at their entire site and was like, man, some of this content is really old.

Daniel Su: There's a team out there that's slacking.

Daniel Su: How do we optimize at scale.

Daniel Su: Our B2C customers also did some of the same thing, but they might localize content for new regions or they might optimize some product pages for seasonal demand.

Daniel Su: And as Sarah Mo mentioned, AI search visibility very hot right now.

Daniel Su: Both B2B and B2C marketers loved it.

Daniel Su: They could see where their brands were showing up, they could see where their competitors were showing up, and from all that information, start generating content to kind of beat all their competitors in AI overviews.

Daniel Su: That was a lot of content.

Daniel Su: Three minutes.

Daniel Su: I know.

Daniel Su: So I'm going to do the thing where two things if I could just hope all of you remember today is one, the optimization agent can help you literally do everything.

Daniel Su: Research, planning, strategy, execution.

Daniel Su: I'm confident that it can change all your search optimization processes into actual measurable growth.

Daniel Su: And two, it's in ga.

Daniel Su: I'm really excited for all of you to go home, play around with it, try it out and let me know what you think.

Daniel Su: Thanks so much and I'm going to pass it back to Sarah Mo.

Announcing Jasper Grid

Sara Mo Vachart: Okay, thank you, Daniel.

Sara Mo Vachart: We called each other last night to make sure that we were matching so that there wasn't too much visual chaos going on on stage.

Sara Mo Vachart: Okay, that was amazing.

Sara Mo Vachart: I'm really excited for you guys to get your hands on that product.

Sara Mo Vachart: Okay, I have always wanted to say this on stage, y', all, so this is a big moment for me.

Sara Mo Vachart: But wait, there's more.

Sara Mo Vachart: We promised you two demos today and so I'm excited to announce the second one.

Sara Mo Vachart: Just this morning, Forbes broke a story announcing the launch of Jasper Grid, the system bringing structure to chaos.

Sara Mo Vachart: But why should y' all care?

Sara Mo Vachart: Well, if you're still in the world of onesie twosie blog posts and personal productivity, honestly, ChatGPT's got you covered.

Sara Mo Vachart: If you are needing to create, edit, optimize hundreds to thousands of pieces of content at scale, you need a reliable and brand safe system to help you execute that.

Sara Mo Vachart: And that's exactly what we've built for you.

Sara Mo Vachart: Jasper Grid transforms the chaos of content creation into repeatable on brand workflows that enable marketing teams to move faster, stay consistent and launch campaigns across channels, segments and markets better than ever before.

Sara Mo Vachart: I'm going to hand it back over to Daniel to show Jasper Grid for the first time.

Sara Mo Vachart: This is the first demo that that anyone has ever seen.

Sara Mo Vachart: So please get excited.

Sara Mo Vachart: We cannot wait to show you.

Jasper Grid Demo

Daniel Su: Thanks again, Sarah Mo.

Daniel Su: Hello again.

Daniel Su: In the short time I was gone from the stage, I could only hope that the only thing going through everyone's mind was gosh, I can't wait to leave this beautiful venue, these ocean sunsets, and go back to my desk and use the optimization agent.

Daniel Su: But realistically, I know that's not true.

Daniel Su: Being very, very real.

Daniel Su: I think probably what was going through your minds was questions and I think that's good.

Daniel Su: I'm in product.

Daniel Su: I think a healthy level of skepticism is good.

Daniel Su: There's a lot of tools, there's a lot of trends.

Daniel Su: We never know what sticks.

Daniel Su: So what I think is more realistic is that you had questions.

Daniel Su: Agent looks great, what can I do with it?

Daniel Su: Agent looks great.

Daniel Su: What can I unlock with it?

Daniel Su: Agent.

Daniel Su: And if one of your questions was how can I unlock this agent to generate content at scale hundreds of thousands, then I'm here to tell you the answer to that question is Jasper grid.

Daniel Su: So let's go ahead and go through this together.

Daniel Su: If you remember where we left off, the optimization agent generated a bunch of research assets and one of those assets was a keyword table.

Daniel Su: And as we zoom into this keyword table, what you'll remember is that keyword table had keywords, metrics and it was full of insights including content pillars that we generated and just related keywords.

Daniel Su: We're going to go ahead and use this as the foundation for our grid.

Daniel Su: We're going to convert to grid.

Daniel Su: I'm a very spreadsheet person like Brian mentioned.

Daniel Su: I like my spreadsheets clean and focused and I'm only going to select the columns that I need keyword, the content pillar or cluster names we generated and similar keywords.

Daniel Su: And this is going to start our grid.

Daniel Su: We'll go ahead and convert to grid.

Daniel Su: We'll give Jasper a second to initialize that grid and spin things up and we have the great basis for a very, very beautiful grid.

Daniel Su: So now we have all these input fields and you saw the sizzle video and maybe distracted by all the jazzy music, but we had other inputs for text and dropdown.

Daniel Su: But the ones I really want to focus on today are Jasper iq because I want to make sure that if you're worried generating content at scale is super unreliable, you can interface grid with all the IQ you already have in your workspace.

Daniel Su: That includes your brand voice and audience.

Daniel Su: So here we're going to add a brand voice to make sure that it's in our company taskforge's brand voice.

Daniel Su: We're going to add an audience here for our IT buyers.

Daniel Su: But here is where you really get to start to see how grid can be both flexible but also really help you scale content.

Daniel Su: We have a brand Voice, we have an audience and now we can start making sure that all our outputs use that and you can change them across your grid.

Daniel Su: It really doesn't matter.

Daniel Su: After we've added a few inputs and these are all context to help you generate content at scale, we're going to start with outputs.

Daniel Su: Outputs are what you use to generate content.

Daniel Su: If you're familiar with our Jasper app public library, we're going to start with our blog post.

Daniel Su: Because hey, if we have all this information, maybe taskforge wants to start with generating blog posts at scale.

Daniel Su: I can reference all the column inputs of keyword information and make sure that these are optimized already.

Daniel Su: So here I'm generated blog posts and excuse my terrible instructions here.

Daniel Su: I'll probably go back and review those.

Daniel Su: But now I've added a blog post.

Daniel Su: But like Sarah Moe said, wait, there's more.

Daniel Su: I can do a LinkedIn app now because what if I wanted to do a LinkedIn post about all the blog posts that I generated?

Daniel Su: It would require me to reference columns that are outputs, but I can do that in grid.

Daniel Su: So now I'm generating at scale all these LinkedIn posts about the blog posts that I added.

Daniel Su: Everything will be done in generating content one after the other.

Daniel Su: We also have prompt.

Daniel Su: Prompt is super simple but very powerful.

Daniel Su: It's open ended instructions.

Daniel Su: You can literally write anything you want in here.

Daniel Su: We're going to ask this first prompt to extract three key takeaways from our blog post and we're going to reference again that column output and then we're going to have another prompt here for email because hey, let's take those takeaways and write personalized emails using all those takeaways.

Daniel Su: And now we've added inputs.

Daniel Su: We have a blog post, a LinkedIn post, takeaways, an email, four column outputs using all the context from brand, voice, from audience, and all this stuff from the optimization agent.

Daniel Su: We'll run it in test mode.

Daniel Su: That way we can kind of test it out, make sure it looks good, make sure there's nothing broken, fix my really bad instructions and see how things go.

Daniel Su: I don't expect you to review all these outputs, but maybe I'll click around, go into our editor, kind of spot check everything.

Daniel Su: Hey, it looks good.

Daniel Su: I did a pretty good job my first pass.

Daniel Su: I'll click around, maybe do a few edits.

Daniel Su: But the whole spirit of test mode is to really make sure that, hey, I feel good about my grade before.

Daniel Su: I really want to scale and generate hundreds and thousands of.

Daniel Su: The last thing to do really is once you feel confident?

Daniel Su: We're going to toggle off test mode, we're going to run at scale and in a few seconds we'll be able to see the magic of Jasper Grid unfold before our very eyes.

Daniel Su: So as this is going, I want to say that maybe five minutes ago I was telling you how excited I was to be up here.

Daniel Su: And this is the reason why.

Daniel Su: With an assist from the Jasper optimization agent, I was literally able to transform all those insights into a living, breathing content engine.

Daniel Su: My hope here is that Grid will help all customers and companies represented in this room and not in this room, maximize their reach, their visibility, their traffic, and most importantly, revenue.

Daniel Su: Thank you again for your time and I will pass it back to Ceremo.

Closing and Vision

Sara Mo Vachart: Okay.

Sara Mo Vachart: How does it feel to be at the world premiere of Jasper Grid, y'?

Sara Mo Vachart: All?

Audience: Yeah, pretty awesome.

Sara Mo Vachart: If you go to any of our socials today, you will see us talking about this.

Sara Mo Vachart: It's kind of fun to be able to do a launch and an in person event on the same day.

Sara Mo Vachart: So our marketing team's got a lot going on and we appreciate you being here.

Sara Mo Vachart: Okay, what you've just seen between the optimization agent and the world premiere of Jasper Grid is our vision for how modern marketing teams operate.

Sara Mo Vachart: You saw this slide this morning.

Sara Mo Vachart: This was not a mistake.

Sara Mo Vachart: I'm bringing it back to put everything into context.

Sara Mo Vachart: What we've done is we layered on what is already working for your teams between Jasper IQ Studio and Canvas and we've added a layer of automation and scale with agents and Grid.

Sara Mo Vachart: Together, these capabilities close the loop between strategy and execution, turning ideas into action and action into measurable outcomes.

Sara Mo Vachart: But as every marketing leader in this room knows, tools alone don't create transformation.

Sara Mo Vachart: People in process do.