WEBVTT 00:00:00.000 --> 00:00:01.700 Imagine this. You've finally done it. You're 00:00:01.700 --> 00:00:05.200 ranking number one on Google, top spot. But somehow, 00:00:05.459 --> 00:00:08.279 you're still invisible. The game has fundamentally 00:00:08.279 --> 00:00:13.619 changed. Beat. Welcome to the deep dive. Today, 00:00:13.900 --> 00:00:16.120 we're really going to immerse ourselves in this, 00:00:16.120 --> 00:00:18.219 well, this quiet revolution happening inside 00:00:18.219 --> 00:00:20.739 Google. See, it's not just about listing links 00:00:20.739 --> 00:00:23.899 anymore. It's becoming, well, a curated answer 00:00:23.899 --> 00:00:26.940 engine. And this shift, it opens up a whole new 00:00:26.940 --> 00:00:29.780 field, generative engine optimization, or GEO. 00:00:30.120 --> 00:00:32.659 Basically, it's about teaching Google's AI to 00:00:32.659 --> 00:00:35.799 actually cite your brand, to see you as a trusted 00:00:35.799 --> 00:00:38.759 source. So today, our journey is going to unpack 00:00:38.759 --> 00:00:40.579 some common misunderstandings, we'll explore 00:00:40.579 --> 00:00:43.439 new features like AI mode, really get into why 00:00:43.439 --> 00:00:46.420 citation is the new brand building, and crucially, 00:00:46.579 --> 00:00:48.719 give you a practical step -by -step guide, how 00:00:48.719 --> 00:00:51.329 to make this AI work for you. Let's dig in. Yeah, 00:00:51.469 --> 00:00:52.810 you know, a lot of folks, when they first hear 00:00:52.810 --> 00:00:55.649 Google AI, they immediately think, oh no, SEO's 00:00:55.649 --> 00:00:57.829 dead. My traffic's going to tank. But honestly, 00:00:58.049 --> 00:01:00.049 the data just doesn't back that up. Not at all. 00:01:00.350 --> 00:01:03.140 Daily Google searches actually jumped. Big time, 00:01:03.240 --> 00:01:07.159 from about 8 .5 billion up to like 13 .7 billion. 00:01:07.599 --> 00:01:10.340 People are searching more, not less. That's fascinating. 00:01:10.439 --> 00:01:13.099 And what's really interesting to me is how Google 00:01:13.099 --> 00:01:16.140 itself is becoming so much more conversational. 00:01:16.239 --> 00:01:18.519 Exactly. We've seen question -based searches 00:01:18.519 --> 00:01:22.099 just explode, right? Yeah. From, what, 38 % up 00:01:22.099 --> 00:01:25.180 to 87 % in just eight months? Yeah, it's wild. 00:01:25.319 --> 00:01:28.200 That huge jump just shows how much people value 00:01:28.200 --> 00:01:31.599 getting full answers directly from the AI. And 00:01:31.599 --> 00:01:33.599 it's really useful to look at where these AI 00:01:33.599 --> 00:01:35.659 overviews actually show up. They're very common 00:01:35.659 --> 00:01:38.640 for informational searches when people are learning 00:01:38.640 --> 00:01:41.420 about something, almost half the time. And pretty 00:01:41.420 --> 00:01:43.140 often for commercial searches too, like when 00:01:43.140 --> 00:01:45.280 you're comparing products or services. But for 00:01:45.280 --> 00:01:46.980 navigational searches, like you already know 00:01:46.980 --> 00:01:48.859 you want to go to Wikipedia or transactional 00:01:48.859 --> 00:01:52.219 ones, buy shoes now, they show up way less. The 00:01:52.219 --> 00:01:54.180 point isn't the exact number, but that the AI 00:01:54.180 --> 00:01:56.579 is jumping in right when users are doing their 00:01:56.579 --> 00:01:59.060 research comparing options, those high intent 00:01:59.060 --> 00:02:02.219 moments before a decision. So it's not less search, 00:02:02.420 --> 00:02:06.620 it's just different search. What's the core takeaway 00:02:06.620 --> 00:02:10.620 here for businesses, then? Simple, really. Businesses 00:02:10.620 --> 00:02:13.759 gotta adapt. Showing up in these new AI formats 00:02:13.759 --> 00:02:16.539 is critical for those high -intent moments. Okay, 00:02:16.639 --> 00:02:20.020 so if AI overviews are kind of the appetizer... 00:02:20.039 --> 00:02:23.919 then Google's AI mode feels like the main course 00:02:23.919 --> 00:02:26.520 to me. Good analogy. When you go into AI mode, 00:02:26.699 --> 00:02:28.860 it basically replaces the whole standard search 00:02:28.860 --> 00:02:31.900 results page. It becomes this full -on AI conversation. 00:02:32.159 --> 00:02:34.319 And that really changes things, doesn't it? AI 00:02:34.319 --> 00:02:36.580 mode isn't just for simple questions. It can 00:02:36.580 --> 00:02:39.319 handle really complex, multi -part stuff almost 00:02:39.319 --> 00:02:42.229 instantly. And what's interesting is it pulls 00:02:42.229 --> 00:02:44.870 info from sources you often can't even see easily. 00:02:45.229 --> 00:02:47.189 And a lot of the time, it doesn't even link back 00:02:47.189 --> 00:02:49.530 to the original article or page. It's acting 00:02:49.530 --> 00:02:51.449 much more like your personal research assistant, 00:02:51.469 --> 00:02:53.490 not just a list of links. Which brings us to 00:02:53.490 --> 00:02:55.770 this really interesting idea, the hidden query 00:02:55.770 --> 00:02:58.289 fan out. You type in what seems like one question, 00:02:58.870 --> 00:03:01.129 but behind the curtain, Google's AI might be 00:03:01.129 --> 00:03:04.990 firing off 10, 20, maybe even 30 or more little 00:03:04.990 --> 00:03:08.389 micro searches, like stacking Lego blocks of 00:03:08.389 --> 00:03:11.319 data to build the final answer. Exactly. It's 00:03:11.319 --> 00:03:14.039 like, take that example. Plan the launch of a 00:03:14.039 --> 00:03:16.259 new cold brew coffee line in Ho Chi Minh City 00:03:16.259 --> 00:03:18.599 for office workers. That's one question for you. 00:03:18.599 --> 00:03:21.319 Right. But for the AI, it's triggering dozens 00:03:21.319 --> 00:03:24.699 of hidden searches. Coffee trends, HCMC 2025, 00:03:26.219 --> 00:03:29.219 best coffee bean suppliers Vietnam, food safety 00:03:29.219 --> 00:03:31.659 rules for bottled drinks, which districts have 00:03:31.659 --> 00:03:34.539 the most offices in HCMC and on and on. Wow. 00:03:34.759 --> 00:03:36.479 And the challenge for marketers is you can't 00:03:36.479 --> 00:03:39.379 see those hidden searches. So our old ways of 00:03:39.379 --> 00:03:42.219 tracking and keyword rankings pretty much useless 00:03:42.219 --> 00:03:44.379 for this. Which is why we talk about semantic 00:03:44.379 --> 00:03:47.199 positioning. Essentially training the AI to see 00:03:47.199 --> 00:03:49.840 your brand as the go -to source for whole topics, 00:03:50.039 --> 00:03:51.539 whole ways of thinking, not just single keywords. 00:03:52.180 --> 00:03:54.759 So given this invisible query fan out, how does 00:03:54.759 --> 00:03:57.259 a business even start to aim its content? You've 00:03:57.259 --> 00:03:59.180 got to focus on broad topic authority. Forget 00:03:59.180 --> 00:04:02.060 chasing single keywords. You know, the data on 00:04:02.060 --> 00:04:04.840 how people find brands is pretty revealing. Something 00:04:04.840 --> 00:04:08.439 like 90 % first discover a company through organic 00:04:08.439 --> 00:04:10.500 Google searches. Right, that initial discovery. 00:04:10.740 --> 00:04:12.699 And here's the thing, only about 5 % actually 00:04:12.699 --> 00:04:15.229 buy right then and there. The vast majority, 00:04:15.349 --> 00:04:18.069 the other 95%, they come back later. Yeah. Which 00:04:18.069 --> 00:04:21.189 makes modern SEO function a lot more like, say, 00:04:21.649 --> 00:04:24.230 a billboard on the freeway. OK. Or, you know, 00:04:24.269 --> 00:04:26.430 like the sponsor logos you see all over a Formula 00:04:26.430 --> 00:04:29.170 One car. It's about recognition. It's about memory. 00:04:29.329 --> 00:04:32.389 Oh, right. People see your brand. It sticks somewhere 00:04:32.389 --> 00:04:34.529 in their head. And then when they are ready to 00:04:34.529 --> 00:04:37.810 buy, maybe weeks or months later, boom, your 00:04:37.810 --> 00:04:41.279 brand pops up first. Top of mind. And that perfectly 00:04:41.279 --> 00:04:44.420 leads into this citation effect. When Google's 00:04:44.420 --> 00:04:46.560 AI actually mentions your brand in a summary, 00:04:47.199 --> 00:04:49.819 it's not just a link anymore. It's more like 00:04:49.819 --> 00:04:52.680 a news editor citing a trusted source. Exactly. 00:04:52.740 --> 00:04:55.060 It's an endorsement. You become top of mind even 00:04:55.060 --> 00:04:57.040 if they don't click through right away. And what's 00:04:57.040 --> 00:04:59.100 really cool is the compound effect that happens. 00:04:59.220 --> 00:05:01.500 The more people use Google AI, the more your 00:05:01.500 --> 00:05:03.199 brand gets mentioned, assuming you've done the 00:05:03.199 --> 00:05:06.519 work. And that builds serious trust. And that 00:05:06.519 --> 00:05:09.399 trust It doesn't just stay in Google. It spills 00:05:09.399 --> 00:05:11.180 over. You see it on social media. People talk 00:05:11.180 --> 00:05:13.439 about it. You get more direct searches for your 00:05:13.439 --> 00:05:17.920 brand name. Pause. You know, I still wrestle 00:05:17.920 --> 00:05:20.319 with prompt drift myself sometimes where the 00:05:20.319 --> 00:05:22.399 AI kind of goes off track or its understanding 00:05:22.399 --> 00:05:25.860 shifts. And focusing just on citation, it feels 00:05:25.860 --> 00:05:28.060 like a whole new muscle memory for SEO, honestly. 00:05:28.100 --> 00:05:30.319 It's a different way of thinking. So in this 00:05:30.319 --> 00:05:33.560 new world, it's less about Getting that immediate 00:05:33.560 --> 00:05:36.199 click and much more about building up that future 00:05:36.199 --> 00:05:39.259 brand equity precisely Citation builds trust 00:05:39.259 --> 00:05:42.199 and long -term brand value way beyond just immediate 00:05:42.199 --> 00:05:45.279 traffic sponsor OK, let's shift gears now into 00:05:45.279 --> 00:05:48.339 the practical. How do you actually get your brand 00:05:48.339 --> 00:05:50.959 cited by Google's AI? We're talking about real 00:05:50.959 --> 00:05:53.160 playbook here. Right, the how -to. And it involves 00:05:53.160 --> 00:05:55.639 basically reverse engineering who the AI already 00:05:55.639 --> 00:05:57.879 trusts and then creating something even better 00:05:57.879 --> 00:06:01.279 yourself. Step one is figuring out what content 00:06:01.279 --> 00:06:04.500 the AI already likes. A tool like Ubersuggest 00:06:04.500 --> 00:06:07.360 is great for this. You find a competitor who's 00:06:07.360 --> 00:06:09.579 ranking well for a keyword that matters to you, 00:06:09.800 --> 00:06:13.660 like best project management tools. Plug their 00:06:13.660 --> 00:06:16.420 URL into Ubersuggest. See their traffic, their 00:06:16.420 --> 00:06:18.860 top pages, back links. Got it. But really zoom 00:06:18.860 --> 00:06:20.720 in on their winning pages. Yeah. The stuff the 00:06:20.720 --> 00:06:23.100 AI is clearly referencing already. OK. So find 00:06:23.100 --> 00:06:26.079 the winners. Then step two, find your own gaps. 00:06:26.360 --> 00:06:29.660 Exactly. Use Ubersuggest's similar websites feature. 00:06:30.120 --> 00:06:32.220 Put your own domain in. It'll show you keywords 00:06:32.220 --> 00:06:34.620 your competitors rank for that you don't. Right. 00:06:34.939 --> 00:06:36.779 And then you prioritize the keywords that you 00:06:36.779 --> 00:06:40.439 know are already triggering AI overviews or AI 00:06:40.439 --> 00:06:43.439 mode. Focus your effort there first. Makes sense. 00:06:43.740 --> 00:06:46.199 Then step three, create the actual content. Yeah, 00:06:46.199 --> 00:06:48.800 and this is super important. It's not just about 00:06:48.800 --> 00:06:51.339 blog posts anymore. Not by a long shot. Google's 00:06:51.339 --> 00:06:54.060 AI pulls from all sorts of stuff. Multi -format, 00:06:54.279 --> 00:06:56.819 multi -layered content. Like what? Think videos, 00:06:57.199 --> 00:06:59.639 really good images, unique brand visuals, clear 00:06:59.639 --> 00:07:02.199 explainer graphics, maybe even interactive tools 00:07:02.199 --> 00:07:05.620 or calculators. So be on text. Way beyond text. 00:07:05.699 --> 00:07:09.199 Why? Because people consume visuals faster, right? 00:07:10.360 --> 00:07:13.420 The AI is essentially built to reflect user preference. 00:07:14.199 --> 00:07:16.579 If users like visuals, the AI will learn to like 00:07:16.579 --> 00:07:19.800 visuals. Whoa. Imagine the sheer scale of content 00:07:19.800 --> 00:07:22.160 needed then. Knowing Google's AI wants to pull 00:07:22.160 --> 00:07:25.199 from everything you create, not just text, that's 00:07:25.199 --> 00:07:28.019 huge. It is a shift, which leads straight to 00:07:28.019 --> 00:07:31.470 step four. enrich the whole content experience. 00:07:31.670 --> 00:07:33.990 For every single piece of important content, 00:07:34.069 --> 00:07:36.129 you need to think about adding supporting media. 00:07:36.850 --> 00:07:38.810 Like video summaries, diagrams that simplify 00:07:38.810 --> 00:07:41.410 things, infographers for data, charts, graphs, 00:07:41.889 --> 00:07:43.730 interactive bits, if it makes sense. The formula 00:07:43.730 --> 00:07:47.230 is, find keyword gaps, plus create super comprehensive 00:07:47.230 --> 00:07:49.889 content, plus present it in multiple formats. 00:07:50.250 --> 00:07:52.689 That's how you become that trusted source. So 00:07:52.689 --> 00:07:54.509 are we talking about creating totally new kinds 00:07:54.509 --> 00:07:56.350 of content, or is it more about beefing up what 00:07:56.350 --> 00:07:59.620 we already have? It's both, really. Enhancing 00:07:59.620 --> 00:08:01.639 your existing high -value stuff with diverse 00:08:01.639 --> 00:08:04.019 media, that's a really powerful place to start. 00:08:04.220 --> 00:08:06.279 Right. And in this AI -driven world, it seems 00:08:06.279 --> 00:08:08.420 like Google isn't just rewarding volume anymore. 00:08:08.660 --> 00:08:10.920 It's rewarding clarity, completeness, credibility. 00:08:11.379 --> 00:08:14.439 Absolutely. One really deep comprehensive piece 00:08:14.439 --> 00:08:18.240 will be 10 shallow, quick articles every time 00:08:18.240 --> 00:08:21.300 now. So what does comprehensive really mean in 00:08:21.300 --> 00:08:24.620 this context? It means you answer the main question 00:08:24.620 --> 00:08:27.980 fully. You anticipate and answer related questions. 00:08:28.420 --> 00:08:31.100 You give real examples, maybe case studies. You 00:08:31.100 --> 00:08:34.299 provide actionable steps. You link out to other 00:08:34.299 --> 00:08:36.899 authoritative sources to back things up. And 00:08:36.899 --> 00:08:39.320 crucially, you keep it updated regularly. Got 00:08:39.320 --> 00:08:41.620 it. And that relates to topic clustering, doesn't 00:08:41.620 --> 00:08:43.759 it? Perfectly. Instead of just chasing single 00:08:43.759 --> 00:08:46.360 keywords, you build out these clusters of content 00:08:46.360 --> 00:08:48.700 around a whole topic. That's how you establish 00:08:48.700 --> 00:08:51.080 what we call semantic authority. OK, so give 00:08:51.080 --> 00:08:53.320 me an example. Sure. Let's say email margining 00:08:53.320 --> 00:08:55.600 is your main topic, your pillar page. Then you 00:08:55.600 --> 00:08:58.220 create cluster content around it, like best practices 00:08:58.220 --> 00:09:00.620 for email subject lines, how to set up email 00:09:00.620 --> 00:09:03.179 automation workflows, improving email deliverability, 00:09:03.399 --> 00:09:06.019 and you link them all together tightly. Ah, OK. 00:09:06.440 --> 00:09:09.519 Showing deep expertise across the board. Exactly. 00:09:09.879 --> 00:09:11.860 And don't forget the technical basics still matter. 00:09:12.299 --> 00:09:16.360 Structured data or schema is huge. Fast loading 00:09:16.360 --> 00:09:19.299 speed, mobile -friendly design, clear headings, 00:09:19.440 --> 00:09:22.799 H1s, H2s, H3s, good internal linking, all that 00:09:22.799 --> 00:09:24.899 foundational stuff is still critical. Well, you 00:09:24.899 --> 00:09:26.679 can do all that and still mess it up, right? 00:09:26.679 --> 00:09:29.059 What are the common mistakes that kill your citation 00:09:29.059 --> 00:09:31.799 chances? Oh, yeah. Focusing only on keywords, 00:09:31.980 --> 00:09:33.779 especially stuffing them in, that's a killer. 00:09:34.139 --> 00:09:36.120 Ignoring what the user actually wants to know 00:09:36.120 --> 00:09:39.559 user intent, creating thin content, short, surface 00:09:39.559 --> 00:09:42.480 -level stuff, having zero visual elements. That's 00:09:42.480 --> 00:09:46.840 a big one now. Not updating your content. Stale 00:09:46.840 --> 00:09:49.580 content just doesn't get trusted by the AI. So 00:09:49.580 --> 00:09:52.679 is it fair to say quality massively trumps quantity 00:09:52.679 --> 00:09:54.879 now, and you really have to think like a deep 00:09:54.879 --> 00:09:58.059 topic expert? Absolutely. Depth, authority, and 00:09:58.059 --> 00:10:00.240 multi -format content. That's what the AI trusts 00:10:00.240 --> 00:10:02.340 and rewards. OK, so if we're building this long 00:10:02.340 --> 00:10:05.340 -term authority, how do we measure success? Traditional 00:10:05.340 --> 00:10:08.740 SEO metrics feel incomplete now. They are. You 00:10:08.740 --> 00:10:10.919 absolutely need brand mention tracking now. You've 00:10:10.919 --> 00:10:12.879 got to monitor when your brand name pops up in 00:10:12.879 --> 00:10:15.799 AI overviews, even if they're no link. Track 00:10:15.799 --> 00:10:18.000 your branded search volume. Are more people searching 00:10:18.000 --> 00:10:21.200 directly for your company? And watch for mentions 00:10:21.200 --> 00:10:24.549 within the full AI mode conversations. And then 00:10:24.549 --> 00:10:27.230 there are the indirect signs too, right? Definitely. 00:10:27.429 --> 00:10:29.490 Things like are you getting more email signups 00:10:29.490 --> 00:10:32.169 from organic traffic, more direct visits to your 00:10:32.169 --> 00:10:34.629 site, more social follows maybe that came from 00:10:34.629 --> 00:10:37.009 search. You could even add questions to customer 00:10:37.009 --> 00:10:39.870 surveys. How did you first hear about us? And 00:10:39.870 --> 00:10:42.230 keep an eye on competitors. See who's getting 00:10:42.230 --> 00:10:45.450 cited in your space for what topics. Watch how 00:10:45.450 --> 00:10:48.330 the AI responses change over time. That's valuable 00:10:48.330 --> 00:10:50.830 intel. OK, so for everyone listening, let's talk 00:10:50.830 --> 00:10:53.559 action plan. That four -week blueprint you mentioned. 00:10:53.700 --> 00:10:55.980 Yeah, that's a good starting point. Week one, 00:10:56.139 --> 00:10:59.759 research. Use Ubersuggest. Analyze competitors. 00:11:00.259 --> 00:11:02.759 Find maybe your top 10 keyword gaps where AI 00:11:02.759 --> 00:11:05.159 is active. Note the types of content getting 00:11:05.159 --> 00:11:08.440 cited. Read the reconnaissance. Week two, planning. 00:11:08.759 --> 00:11:11.559 Pick your top, say, three keyword opportunities 00:11:11.559 --> 00:11:14.120 from week one. Plan out really comprehensive 00:11:14.120 --> 00:11:16.600 content. Outline the visuals, the videos, the 00:11:16.600 --> 00:11:18.879 interactive bits. Find those authoritative sources 00:11:18.879 --> 00:11:21.450 you'll link to. Get the blueprint ready. Week 00:11:21.450 --> 00:11:26.009 three, creation. Write that first big comprehensive 00:11:26.009 --> 00:11:28.950 piece. Create the supporting visuals. Get the 00:11:28.950 --> 00:11:31.629 headings right, the internal links. Add examples, 00:11:31.889 --> 00:11:35.049 advice. Build it. Then week four, publish and 00:11:35.049 --> 00:11:37.710 promote. Get it live with all the technical checks 00:11:37.710 --> 00:11:41.210 done. Share it on social, email us. And crucially, 00:11:41.889 --> 00:11:44.350 start monitoring how it performs in the AI results. 00:11:44.629 --> 00:11:46.759 Remember, that's just the start. It's ongoing. 00:11:47.000 --> 00:11:49.340 You track, you update, you create more cluster 00:11:49.340 --> 00:11:51.919 content, analyze what's working, and you iterate. 00:11:52.480 --> 00:11:54.940 Keep refining. This really feels like a fundamental 00:11:54.940 --> 00:11:57.080 shift, doesn't it? From maybe thinking in sprints 00:11:57.080 --> 00:11:59.379 to running a marathon. Definitely. It's about 00:11:59.379 --> 00:12:01.419 consistent, deep authority building over the 00:12:01.419 --> 00:12:03.600 long haul. So the big idea to really wrap this 00:12:03.600 --> 00:12:06.919 up, SEO isn't dead. Not at all. The rules just 00:12:06.919 --> 00:12:09.860 changed. Visibility is being redistributed. It's 00:12:09.860 --> 00:12:12.480 flowing towards those trusted sources that Google's 00:12:12.480 --> 00:12:15.620 AI sees as authoritative. And acting on this 00:12:15.620 --> 00:12:18.100 now, that's a real competitive advantage. Think 00:12:18.100 --> 00:12:20.659 back to that Formula One car analogy. All those 00:12:20.659 --> 00:12:23.299 logos. You might not consciously register every 00:12:23.299 --> 00:12:25.940 single one, but seeing them over and over builds 00:12:25.940 --> 00:12:28.480 that brand memory. That's what showing up consistently 00:12:28.480 --> 00:12:31.340 in AI overviews and AI mode does. It builds that 00:12:31.340 --> 00:12:33.700 mental real estate. So the choice seems clear. 00:12:33.929 --> 00:12:37.769 You adapt, you thrive, or you stick with the 00:12:37.769 --> 00:12:39.909 old ways and, frankly, risk getting left behind. 00:12:40.429 --> 00:12:43.490 Those who start training Google's AI now, they're 00:12:43.490 --> 00:12:45.289 the ones who are going to dominate this new landscape. 00:12:45.830 --> 00:12:47.610 We really encourage you to start with that four 00:12:47.610 --> 00:12:49.590 -week action plan. It makes it tangible, gives 00:12:49.590 --> 00:12:52.809 you a starting point in this new world. And just 00:12:52.809 --> 00:12:55.570 remember this one powerful thought. In the age 00:12:55.570 --> 00:12:58.750 of AI, being sighted is often more valuable than 00:12:58.750 --> 00:13:00.990 being clicked. Thank you so much for joining 00:13:00.990 --> 00:13:03.009 us on this deep dive. OTRO music.