On 14 October 2026, I had the pleasure of delivering my workshop, “Understanding GEO: How to Optimise Content in the New AI Era and Compete Across Google and LLMs,” at the FIPP World Media Congress 2026, held at the RIU Plaza España Hotel in Madrid. The session explored how the evolution from Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO) is reshaping the way publishers attract audiences, build authority and compete for visibility in an increasingly AI-driven search ecosystem.
As Google AI Overviews, AI Mode and large language models (LLMs) such as ChatGPT change how people discover and consume information, publishers face a new reality: being visible in search no longer necessarily means earning a click. The rise of zero-click searches, often referred to as Google zero, is challenging traditional traffic models and forcing media organisations to rethink how they measure visibility, reach and editorial impact.
During the workshop, I explored the key principles and strategies publishers need to navigate this transition, including:
- Google AI Overviews and AI-powered search: Understanding how AI-generated answers select, summarise and reference information, and what publishers can do to improve their chances of being surfaced.
- Google zero and the changing value of traffic: Examining the impact of zero-click searches on referral traffic, audience acquisition and the traditional relationship between search visibility and website visits.
- Authority, expertise and trust: Exploring why strong editorial brands, original reporting, journalistic expertise and reliable sources matter in a landscape where AI systems increasingly mediate access to information.
- Changing user behaviours: Understanding how audiences are moving between traditional search engines, conversational AI tools, social platforms and video to find answers, recommendations and news.
- Content strategies for SEO and GEO: Identifying the signals, formats and optimisation techniques that can help publishers remain discoverable across Google and LLM-based platforms.
- Traffic quality and bot activity: Discussing the importance of distinguishing genuine audience engagement from automated traffic and bots, and the implications for analytics, performance measurement and publishing strategies.
The workshop combined strategic insights with actionable recommendations and a practical exercise to help participants apply GEO principles to their own organisations. We also discussed the growing role of video and social signals, the importance of adapting content to different discovery environments, and the need to move beyond rankings and clicks towards a broader understanding of visibility, citations, authority and audience value.
Presentation and GEO Checklist for Publishers
Below, you can explore the presentation I shared at the FIPP World Media Congress 2026 in Madrid.
At the end of the presentation, you’ll find a GEO Checklist for Publishers that I’m sharing for you to download and use in your own work. It is designed to help editorial, SEO and audience development teams assess their current strategies, identify gaps and turn GEO principles into practical actions.
As search continues to evolve, publishers need to think not only about how to attract clicks, but also about how to become trusted sources that search engines and AI systems recognise, reference and recommend. My goal with this workshop was to provide a practical framework for navigating this shift, protecting the value of quality journalism and helping publishers build sustainable visibility in the new AI era.
Explore the presentation below and download the GEO Checklist for Publishers at the end. Have questions, thoughts or ideas you’d like to discuss further? If you attended the workshop and want to continue the conversation, or if you’re exploring GEO in your own newsroom, feel free to email me. I’d love to hear from you and keep the conversation going!