From SEO to GEO: Winning digital visibility in the AI-first era

Shownotes

Digital visibility is no longer just about ranking on Google. In this episode of the OnBase podcast, Chris Moody sits down with Andreea Westenberg to unpack how AI, large language models, and zero-click experiences are fundamentally reshaping how B2B buyers discover, trust, and choose brands.

Drawing on nearly two decades in B2B marketing and search, Andreea explains why “content is still king,” but only when it delivers real value for both humans and machines. They explore the shift from traditional SEO to generative engine optimization, the growing importance of trust and schema markup, and why metrics like time on page and scroll depth now matter more than raw traffic.

This conversation is a practical guide for marketing and revenue leaders who want to future-proof their visibility strategy, adapt to AI-powered discovery, and turn conversations into measurable pipeline impact.

Key insights from this episode

• Content still matters, but value now outweighs volume in an AI-driven content ecosystem.
• Generative AI cannot replace strategy, but it can accelerate execution and iteration.
• Zero-click experiences are forcing teams to rethink what success looks like on the website.
• Trust is becoming a major conversion driver as buyers rely more on LLM recommendations.
• Schema markup and machine-readable content are foundational for future visibility.
• Time on page and scroll depth are stronger indicators of value than clicks alone.
• LLM-driven referrals already show higher conversion rates than traditional organic traffic.
• Scalable, repeatable results matter more than chasing every new AI trend.

Quotes

“Content is still king, but now it’s about value, not volume.”

“AI can create scale, but it cannot replace strategy.”

Tech recommendations

• Looker Studio

Resource recommendations

Newsletter:

• SEOFOMO Aleyda Solis’s newsletter
• Elena’s Growth Scoop by Elena Verna

Shout-outs

• Aleyda Solis, International SEO Consultant & Founder at Orainti
• Elena Verna, Growth Leader at Lovable

About the Guest

Andreea Westenberg is a data-driven B2B marketing leader with 14+ years of experience in demand generation, digital strategy, and growth across startups, scale-ups, and IPO-stage companies. With an MBA and a background in SEO, SEM, and performance marketing, she focuses on deploying AI tools and optimizing digital visibility for generative search and large language models in the AI-first era.

Connect with Andreea.