Articles by Hans Schepers
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The AI Customer Journey: How ChatGPT Navigates Your B2B Brand
ChatGPT actively searches external sources before generating a B2B answer — in 91.7% of all observed cases. The closer a query gets to expert selection or software comparison, the more search steps the model takes (an average of 13.7 extra searches per expert prompt). For B2B marketers, this means: visibility in AI doesn't start with a single piece of content, but with the combination of knowledge articles, recognizable experts, and presence on review and comparison platforms. Get recommended by the market players that matter, and you make it through the selection.
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This Is Why Your B2B Leads Are Getting More Expensive
Google is growing fast. The share going to external publishers has been shrinking for four straight quarters. In B2B Tech, 8 out of 10 search queries now trigger an AI answer — without a click to your site. Getting cited in that AI answer is the new #1 position.
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Why I’m connecting fan-out queries to Google’s E-E-A-T
A good recruiter doesn't decide based on the interview alone. The real selection happens at the reference check: what do external sources say about this person, independent of the story they tell themselves? AI models work the same way. Expert take: do not keep saying how good you are; let others do the praising for you.
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How Fast Can a New Site Become Visible in ChatGPT? My Second Fan-Out Measurement
There are already plenty of tools out there to measure "AI visibility", but to understand the fundamentals I'm starting at the beginning. For me, that means lifting the hood to see what actually happens — from a technical perspective — after you type a question or search query. Expert take: I can only thoroughly explain to others how GEO works when I find this out for myself.
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This Is What Happens Inside Perplexity When You Ask a Question.
SEO was always fundamentally about authenticity and authority. But more and more people and businesses figured out that faking it could get you pretty far too. AI search engines are "intelligent" enough to see through that fairly well. Expert take: the real value is not only the finding itself, but what it says about becoming citeable in AI.
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How Your Brand Earns a Spot in ChatGPT’s Answer
The SEO industry has always tried to understand Google well enough to anticipate its behaviour. The whole game was already pretty complicated, but at least customer journey thinking gave us a framework to visualize this game. The question is how this will play out in an era of hyperpersonalisation. Expert take: the real value is not only the finding itself, but what it says about becoming citeable in AI.
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My AI Knows Everything and Remembers Nothing
It took quite a few months of working daily with Claude, ChatGPT, Gemini and Perplexity before I realised that AI knows everything but understands nothing. Every question gets an average answer — and the less a model "knows" about a topic, the more arbitrary that average becomes. The problem is you never know in advance whether an answer is brilliant or completely absurd, which means your own gut feeling is still the deciding factor. Expert take: this page works best when the takeaway is concrete, testable and easy to cite.
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Everything a B2B Marketer Should Know About GEO in 2026
From customer journey thinking and (trying to) steer organic and paid traffic, we've suddenly landed in. an era of large-scale hyperpersonalisation. Quite a shift — yet another big one. I've already discovered. that this hyperpersonalisation also differs per AI search engine, and I'm hoping to find out which. Expert take: clear authorship is not decoration but a trust signal for readers and AI systems.
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How Important Is Reddit for AI Visibility?
I've had a Reddit profile for many years, but never did much with it. Certainly not professionally, because the number of Dutch-language posts there is still fairly limited. Yet every piece of GEO advice mentions that Reddit visibility matters for authority. Expert take: the real value is not only the finding itself, but what it says about becoming citeable in AI.
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Generic GEO Advice Doesn’t Exist. (Unfortunately.)
Getting converting visitors to your site — that's what online marketing is ultimately about. And now that advertisers are being squeezed more and more, in return for visitors who convert even worse, organic stubbornly remains the smarter bet. I'm going to figure out how B2B marketers can best navigate this without wasting too many expensive euros. Expert take: the real value is not only the finding itself, but what it says about becoming citeable in AI.