Day 9: The Deciding Factor for Obtaining a Recommendation

Welcome to Day 9 of the GEO Journey.

Yesterday, I gave you the key to making AEO and GEO work (those exact 3 elements).

You also saw the predictions for modern marketing in 2027 and every single item that will need to be in place for getting recommendations going.

You know pretty well by now what kind of entities you can describe on web pages, new blog posts and new social media messages.

I gave you the minimum interval for repeating entity information.

Information will keep being repeated multiple times over multiple channels.

That’s the rule for the entity information you’ll keep publishing about.

I’ll continue with a very clear example from one of our own mistakes, so that you can understand the material in Days 8 and 9.

In AEO and GEO mixing up entities and causing confusions is no joke. We made a mistake on one of our brands. Make sure you read the examples about Variant A and Variant B to understand why causing confusion is wrong. Just keep following along, because it will all make sense.

Re-branding from Squirrly to AISQ has been a very complex decision, given our big portfolio of products.

Email Hero was known as Email Hero by Squirrly. Now it’s going to be Email Hero by AISQ.

However, these changes have caused confusions related to the entities.

We now need to start publishing new content in multiple places to start correcting this mistake.

For this fix to actually work: we’ll need to keep saying Email Hero by AISQ everywhere. If we define it as an “email marketing platform”, we’ll need to mention this everywhere.

The names on all our social media profiles will have to be the same name. And the descriptions should contain the entity about the type of platform.

Once you have clear definitions, you need to make sure you repeat them exactly the same on all platforms.

Failure to do this, will lead to confusion. Read the next few lines, but then pay close attention to what I prepared for you in Variant A and then Variant B. I think that will properly showcase the problem.

If you cause confusions, AI systems will never recommend you. You will never win AI search without the elements from the Key I gave you yesterday.

ChatGPT doesn’t personally know who you are and what your business is about.

It can only extract data from the web and try to reach a conclusion.

If you don’t use these 3 elements from the Key I gave you, ChatGPT will never be able to trust you. It will never be able to trust the information it reads about your brand.

The conclusion it reaches is mostly about : how confident am I in making this recommendation?

Variant A:
– I know the brand is related to all these other things I know about and heard of and could find information about.
– I see that they keep talking about this on and on, so it must STILL be relevant. They don’t seem to talk about a type of event they are no longer organizing.
– I see that on their pages, their latest blog posts and their social media accounts they keep saying the exact same thing.

This means, I must be right to recommend the Brand for what my user is currently asking for.

Variant B:
– I know that the brand has a certain name… but is it a children’s playground? Is it an event space? Is it a space for talks and public debate?
– I see they haven’t written anything about children playing there lately, so probably they moved on to organizing concerts for more mature audiences.
– I see they mention camping on-site on social media, but there is no blog post announcing this and no mention on the services and location pages. Is that really still a thing? Or did their social media manager mess something up?

Do you see the difference between Variant A and variant B?

In which case do you think ChatGPT would recommend the brand?

Does this make sense now?

Now, let’s do something practical during Day 9:

– go and have a look at your services pages, each social media profile you have (you need at least 3; you’ll see why tomorrow), each new blog post.
– based on what we’ve discussed on Day 8 and Day 9, try to see how many of those things you really find in your digital presence.

If you can’t see it… if you can’t find it… ChatGPT can’t either. And it won’t recommend anything.

But you have the key and the new information from today, so get started. You’ll know what to focus on next.