AI search is opening up another major customer discovery channel, but treating generative engine optimization (GEO) as another siloed search project is what stalls it before it scales.

For CMOs, the bigger question is how to build an operating model around GEO. One that pulls brand, content, SEO, paid, product marketing, digital experience, PR, and demand generation into a single, coordinated program.

Without that structure, GEO becomes one more channel silo; another set of tactics running alongside everything else. What CMOs need is a way to organise it into a system that raises the performance of the wider marketing org, not a program that fragments it further.

In this free live session, Michael King, Founder & CEO at iPullRank breaks down how enterprise marketing leaders can structure, govern, measure, and scale GEO/AEO across the marketing org - including how to define ownership, build the right measurement framework, connect AI visibility to business outcomes, and move from pilot to program.

What you'll take away…

  • A framework for GEO ownership across the marketing org. Who owns what across SEO, content, PR, brand, analytics, and product, so teams stop duplicating work and start operating from a shared structure.
  • A measurement approach that connects AI visibility to revenue. How to build the metrics case that turns GEO from an experimentation line item into a defensible investment.
  • A blueprint for moving from pilots to program. How to sequence what to build first, next, and later, so leadership has a real path from "AI Search matters" to enterprise-scale execution.
  • The content and technical systems shaping search responses. What's actually influencing how AI surfaces your brand, and where to focus effort for the biggest lift.
  • A model for organising marketing around discovery, not channels. How to structure the org for a market where channel boundaries matter less than how customers find you.

Who this is for…

For CMOs and senior marketing leaders whose GEO programs are scattered across half a dozen teams with no shared operating structure. 

If you've watched GEO get treated as another search project, and want a real framework for scaling it as a coordinated enterprise program, this is for you. You'll leave with a blueprint for ownership, measurement, and sequencing that connects AI visibility to actual business outcomes.

Meet your speakers…

Michael King
Founder & CEO at iPullRank

Michael King is an acclaimed international speaker covering GEO, SEO, content strategy, and the creator of Relevance Engineering (r19g). Innovating and elevating as the Founder & CEO of the performance marketing agency iPullRank, Mike consults with companies all over the world, from brands like SAP, American Express, and HSBC to a laundry list of promising eCommerce, consumer product goods, and financial services organizations.

He's the creator of the seminal AI Search conference SEO Week, and he’s about to shatter everything you thought you knew about how modern search engines work with the launch of his debut book, "The Science of SEO."