Knowledge session GEO

We can safely say that online search behavior has undergone a massive shift in 2025. Google is still the market leader, but AI models are rapidly catching up. More and more people are asking their questions to ChatGPT, Perplexity, or Gemini, or finding their answers in Google AI Overviews. The big question is: how do you ensure that your website is used as a source and that your brand appears in these AI-generated answers? We explored this in detail during our knowledge session GEO on November 25.

Background

The rise of AI search is changing the way consumers search and make decisions. They ask questions, stay within a single search screen, and compare options within the AI-generated answer itself. As a result, decisions are often made before someone even visits a website. This development has major consequences for your online visibility and your marketing strategy.

GEO

Whereas you could previously secure much of your visibility in search engines with SEO (Search Engine Optimization) and SEA (Search Engine Advertising), this landscape is now shifting towards GEO (Generative Engine Optimization). This focuses on improving your discoverability in AI-generated search engines and summaries. GEO is not a replacement, but an extension of traditional search engine optimization. The goal: to ensure your brand is included in AI-generated answers.

Practical tips and examples

During the knowledge session, we delved deeper into:

• Why GEO is especially important right now; 
• The differences between SEO, SEA, and GEO;
• How you can combine these tools;
• Practical steps to get started with GEO.

With clear examples and concrete tips, they gave our clients a clear picture of how to apply GEO in practice.

Collaboration with iClicks

We organized this knowledge session together with online marketing agency iClicks from Lelystad. Danny van der Ven (Head of Customer Success) and Thomas Zwaneveld (Head of SEO) gave the presentation together with Evert. That is one of the advantages of our affiliation with Eager earlier this year. As part of this group of fast-growing digital agencies, we can make use of specialized expertise, without you having to approach different parties.

Questions from our clients

Of course, there was time at the end of the session to ask questions and present your own challenges. And that conversation continued in a pleasant and substantive way during the drinks afterwards. Thanks to Thomas and Danny from iClicks for helping make this knowledge session possible!