Actionable insights: Session Summary: GEO and the New Rules of Reputation | Earning Your Place in AI Search | 2025 Page Up Annual Conference

Presented by Kyle Arteaga (The Bulleit Group), this session unpacked how Generative Engine Optimization (GEO) is transforming brand visibility in the age of AI search. Communicators must now think beyond traditional SEO and earned media to ensure their organizations are discoverable, credible, and accurately represented in AI-generated answers. Arteaga introduced the Visibility Flywheel — build trust, be found, be understood — emphasizing that visibility today requires structured content, verified crawl access, and consistent governance.

Four Actionable Next Steps for Communicators:

1. Verify your visibility: Use tools like maxbraglia.com/ai-bot-analyzer to confirm AI crawlers (ChatGPT, Claude, Perplexity) can access your owned content. Visibility isn’t assumed—it’s verified.
2. Map your GEO stack: Integrate discovery, optimization, and measurement tools (e.g., AthenaHQ for AI citations, Conductor or SEMrush for GEO-readiness, Generative Pulse for visibility analytics) to track where and how your brand appears in AI outputs.
3. Structure content for machines and humans: Publish in formats AI engines favor—FAQs, use cases, data posts, and glossaries—with clean metadata, consistent sourcing, and readable architecture.
4. Plan earned + AI visibility together: A WSJ headline may move boardrooms, but an Industry Dive mention trains the models. Sequence your campaigns—earned → owned → machine-read—to build both human influence and AI discoverability.

Bottom line: Smart communicators manage reputation where it’s being rewritten—inside AI models—and must treat machine visibility as a core reputation metric, not a technical afterthought.