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🚀 Generative Search Optimization GEO: The Future of SEO by 2028

Todd Paris, CEO of IQ Rush and former Microsoft executive, reveals why generative search will overtake traditional search by 2028-2029 and what marketers must do NOW to stay visible. Learn the data science behind GEO optimization and the 108 ranking factors that matter across ChatGPT, Perplexity, and Gemini.

⏱️ TIMESTAMPS:
0:00 - Introduction
1:05 - Todd's 25+ Years in Ad Tech
3:21 - Generative Search Defined
4:43 - 2028 Projection: Generative Overtakes Traditional Search
8:00 - Citation Count & Mentions Explained
9:24 - Stability & Statistical Validity
14:11 - How IQ Rush Works
19:07 - Technical vs Content Recommendations
21:24 - 108 Proprietary Ranking Factors
25:52 - Experimentation Platform Demo
28:13 - Authority Matters 26% Less Now
29:17 - Similarity: The Top Ranking Factor
30:37 - SEO vs GEO: What You Need to Know

🎯 WHAT YOU'LL LEARN:

The Generative Search Revolution:
Projections show generative search overtaking traditional search by 2028-2029
Traffic shifting by hundreds of percent monthly
Why brands must act NOW before getting closed out
Multiple search engines (ChatGPT, Gemini, Perplexity) vs one dominant engine

Critical Metrics That Matter:
Citation count and quality (hyperlinks at end of AI responses)
Mentions (brand appearing inside AI answers)
Stability (why most metrics are unreliable without statistical sampling)
Confidence intervals (the metric most solutions ignore)
Why 250 queries per topic is the minimum for valid testing

The Data Science Foundation:
Why data science, not traditional marketing, drives GEO success
Understanding mathematicians better than traditional marketers
Free training resources: Coursera, GPT-based programs
How to build statistically sound optimization strategies

IQ Rush's Complete Process:
1. Query generation (250+ per topic minimum)
2. Competitor URL analysis
3. Submit to multiple LLMs (1,000 queries = 3,000+ responses)
4. HTML crawling (30,000+ links analyzed)
5. Sentence-level scoring
6. Precise, actionable recommendations

108 Ranking Factors Across Models:
Each LLM uses factors differently
Factors vary by country (Slovenia uses Mistral, France different models)
Shapley values determine factor importance
Real-time tracking separates noise from signal

Top Ranking Factor Insights:
Authority matters 26% LESS than traditional SEO
Perplexity values authority less than ChatGPT
NEW brands: Target Perplexity first
ChatGPT focuses on trusted brands and entity recognition
Similarity (lexical + semantic) is now the #1 factor
Hybrid similarity combines word choice + sentence intent

Optimization Best Practices:
Technical factors: H1s, metadata, tags (machine-readable)
Content factors: word choice, order, logical grouping (human-readable)
Sentence-level optimization (not just page-level)
Two-week tracking cycles after implementation
92% accuracy in visibility prediction

The Experimentation Advantage:
Test content BEFORE publishing
Load web pages or blogs into testing platform
Score across 108 factors (20 most important shown)
See before/after scores in real-time
3-5 minute cycles vs months waiting for SEO results
No more "publish and pray" approach

💡 KEY INSIGHTS FROM TODD PARIS:

"By 2028-2029, generative search will overtake traditional search. Brands need to get active before they start to get closed out of being visible."

"With the right optimizations, you can move the needle pretty quickly. We've seen clients within two weeks start to be more visible."

"Authority matters roughly 26% less than it was in SEO. Each model values it differently."

"Similarity becomes very important. It's one of the top ranking factors—hybrid similarity combining lexical and semantic matching."

"SEO is not dead. It's still an index that matters to the machine. But GEO becomes the most important factor as we head into 2028."

🎓 ABOUT THE GUEST:
Todd Paris has 25+ years in ad tech, including leading product planning for Microsoft's entire ad tech stack. He worked in GTM at Microsoft, sold advertising to CMOs and agencies, and ran Microsoft's Asia-Pacific operations. His co-founders include Azure's first data scientist and Dentsu's former head of global analytics.

🎙️ ABOUT GO TO MARKET FRIDAY:
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