If you feel like SEO has rebranded five times this year, you’re not alone.

Everywhere I look, there’s a new acronym: GEO, AEO, LLMO, and SXO, each supposedly signaling the “death” of traditional SEO. 

We hear all about it from the media. Every client has a ton of questions. Your CMO is asking why you’re not doing more with AI, and you’re confused about which new shiny thing to spend time learning.

I know it feels like everything's changing fast. But here’s the truth: SEO isn’t dead; it’s evolving like it always has.

At MozCon, I’ll explain what’s changed, what hasn’t, and how we can move forward without losing our minds. I’ll debunk the myths around AI search and show you why SEO professionals are already more equipped than anyone to thrive in this AI era.

Every few years, a shiny new acronym takes over the SEO industry. This time, it's Generative Engine Optimization (GEO), and everyone’s talking about it like it’s the future of search.

But let’s take a breath.

The truth is, many of these “new” concepts related to GEO aren’t actually new. They’re evolutions reframing what good SEOs have done for years: 

• Creating helpful content
• Optimizing for intent
• Anticipating the user’s next question
• Improving technical performance
• Staying adaptable as search changes

What’s different is the surface-level behavior. While generative search is changing how and where people search and find information, it doesn’t mean the core principles of SEO are obsolete.

The problem is, very few folks are making that distinction clearly. 

One headline says SEO is dead, and another says GEO is the only thing that matters. Meanwhile, you’re stuck in the middle, wondering what to focus on, how to report results to stakeholders, and whether you need to start from scratch.

GEO, AEO, LLMO… What do they mean?

Once you understand the similarities, you’ll realize you don’t need to reinvent your strategy,  just evolve it. I’ll explain what these acronyms represent, how they differ from traditional SEO, and where they share similarities. 

The myths you need to stop believing

Let’s clear the air. 

I’ll unpack the biggest myths causing confusion right now, like “SEO is dead” or “GEO replaces everything.” I’ll also clarify what SEOs need to focus on right now.

How to optimize for AI search without starting from scratch

Generative search is changing the landscape, but that doesn’t mean throwing out your playbook. I’ll walk you through the core tactics that still drive results, and how to adapt them for AI-search features. I’ll also discuss how my team and I are approaching improving AI search visibility for our clients.

This talk is for SEOs, content strategists, digital marketers, and anyone overwhelmed by the constant wave of AI search updates.

If you’ve been wondering:

• What do all these new terms mean?
• Is traditional SEO still relevant, or should I shift to GEO and LLMs?
• How do I prove the value of SEO to my stakeholders?

If you're tasked with navigating the future of search and feeling the pressure to pivot fast, this talk is for you.

🎟 Don’t miss it

Join me at MozCon New York to cut through the myths and learn how to future-proof your SEO strategy.