Expert Take: The SEO industry learned to game algorithms — in the era of hyperpersonalisation, we need to reinvent that game. Last updated: April 2026 What do AI search engines actually do when someone asks a question? Say a potential customer asks ChatGPT: “What’s the best contract management solution for mid-sized companies?” You might expect … Read more
Expert Take: Adapting to hyperpersonalisation is the biggest strategic challenge for B2B marketers right now — though most of them haven’t realised it yet, I think. What Is GEO — and Why Should B2B Marketers Care? GEO stands for Generative Engine Optimization. The term comes from a 2024 study by Princeton University and Georgia Tech, … Read more
Expert Take — Hans Schepers As long as advertisers pay more for worse converting visitors, organic wins — even though that game has become more complicated than ever. Last updated: April 2026 Why “optimise for AI” is too vague I see it in nearly every GEO article: “Make sure you’re visible to AI platforms.” Fine … Read more
