01 · Generative Engine Optimization

GEO Is the New Ranking: What AI Engines Actually Cite

Generative Engine Optimization (GEO) adds a citation layer to search strategy. This keynote helps marketing leaders choose where to focus first: entity clarity, evidence, structure, or distribution, while keeping established SEO foundations in place.

B2B CMOs, VPs of Marketing, content leaders, and senior search teams30 to 45 minute keynoteEnglish or Spanish

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Funded, not free. Semrush funds Fernando's research and stage time, so there is no fee to the event. Engagements are selected on audience fit rather than budget. Travel and logistics are discussed once an event is confirmed.

Business decisionChoose which visibility layer to rebuild first
Audience outcomeA framework for choosing a 90-day citation-readiness priority
Research baseThe original GEO study by Aggarwal et al.
AdaptationExamples matched to the room's market and maturity
Outcomes

What changes after the session

01

Separate search ranking from citation readiness without abandoning SEO.

02

Diagnose gaps across entity, evidence, structure, and distribution.

03

Choose one 90-day priority that the team can defend.

Take it back to work

A framework the room can use

Valuable for

B2B CMOs, VPs of Marketing, content leaders, and senior search teams.

Framework

Entity, evidence, structure, and distribution.

Use this after the keynote to

audit the weakest layer and choose the first 90-day priority.

The room leaves with

A shared prioritization model and a defensible reason for rebuilding one layer first.

Inside the keynote

Three decisions, shown clearly

Three illustrative slides showing the visual direction for this keynote. The final deck is developed and adapted to your event.

Representative sample
Boundary: GEO adds a citation layer. It does not replace SEO.Read the source
Context and methodology
SEO earns the click. GEO earns the citation.SEO foundations help content become discoverable. GEO asks whether an answer engine can understand, trust, and cite that source.Scope: Conceptual distinction used in the keynote; no quantitative claim.
Representative sample
Boundary: Source visibility in a controlled evaluation, not a universal citation, traffic, or current-platform lift.Read the source
Context and methodology
Up to 40% in a controlled evaluationAggarwal et al. reported source-visibility gains of up to 40% in the original controlled evaluation.Scope: GEO: Generative Engine Optimization · Aggarwal et al. · 2023 · GEO-Bench · roughly 10,000 queries · Market: not market-specific · Time window: not applicable
Representative sample
Boundary: The framework prioritizes work. It does not promise citations.Read the source
Context and methodology
Four layers. One first priority.Entity, evidence, structure, and distribution create a diagnostic sequence.Scope: Fernando's practitioner prioritization framework; no empirical weighting or score.
Narrative

How the argument develops

  1. Define the changed unit of visibility.
  2. Inspect the controlled study and its limits.
  3. Apply a four-layer diagnostic to one business priority.
Research foundation

GEO: Generative Engine Optimization

Scope: GEO-Bench, roughly 10,000 queries, controlled generative-engine evaluation. The evaluation is not market-specific; a commercial market and observation time window do not apply. The paper was submitted in 2023.

Evidence boundary: This is a source-visibility result, not a universal citation, traffic, or current-platform lift. Aggarwal et al. introduced GEO. Fernando did not coin the term.

Source

Review the original study and its methodology to assess how the findings apply to your audience.

Read the primary source
Audience and scope

Who this keynote is for

A good fit for

Marketing leaders deciding how their SEO and content teams should respond to AI-generated answers.

What it does not cover

A technical implementation workshop. The session does not promise rankings, citations, or traffic.

Delivery proof

Research built for a live room

Fernando Angulo presenting on stage to a conference audience
Fernando presenting on a conference stage. Photo: Fernando Angulo archive. This image demonstrates delivery experience and does not claim to document this exact keynote.
Speaker

Fernando Angulo

I research how people, and increasingly AI systems, discover, evaluate, and choose brands, then turn that evidence into decisions marketing leaders can defend.

Senior Market Research Manager at Semrush, an Adobe company

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Organizer resources

No email is required. The PDF is approximately 2.0 MB and includes approved bios, keynote topics, audience fit, formats and languages, selected appearances, contact details, and press-photo access.

Download speaker kit (PDF, 2.0 MB)
Open press photos
Organizer FAQ

Questions before you shortlist the talk

Does this keynote replace an SEO session?

No. It shows how citation readiness extends established SEO foundations and helps leaders decide where additional work belongs.

How is the session adapted for an event?

The decision, examples, audience seniority, market context, and evidence boundaries are reviewed before delivery. The core research claims remain sourced.

Related talks
Invite Fernando

Help your audience choose its first GEO priority.

Share your audience, event date, and the decision you want the session to help them make.

Invite me to speak

Or review the speaker kit (PDF, 2.0 MB)

Open representative slide: SEO earns the click. GEO earns the citation.
REPRESENTATIVE SAMPLE · THESISSEO earns the click. GEO earns the citation.SEO foundations help content become discoverable. GEO asks whether an answer engine can understand, trust, and cite that source.Framework context · Market: not market-specific · Time window: not applicable
Open representative slide: Up to 40% in a controlled evaluation
REPRESENTATIVE SAMPLE · EVIDENCEUp to 40% in a controlled evaluationAggarwal et al. reported source-visibility gains of up to 40% in the original controlled evaluation.Aggarwal et al. · GEO: Generative Engine Optimization · 2023 · Market: Not market-specific · Time window: Not applicable · Sample: roughly 10,000 queries
Open representative slide: Four layers. One first priority.
REPRESENTATIVE SAMPLE · DECISIONFour layers. One first priority.Entity, evidence, structure, and distribution create a diagnostic sequence.Practitioner framework · Market: not market-specific · Time window: not applicable