Episode
SEO GEO: How eCommerce Brands Can Improve AI Search Visibility On-Site and Off-Site with Emily Richardson, KNWN
- Podcast
- Keep Optimising
- Published
- Mar 4, 2026
- Duration seconds
- 1869
- Processing state
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Summary
Emily Richardson is the founder of KNWN, who offer 2 products for AI, Search KNWN Analytics and Dual Web. Emily’s been deep in marketing, tech, and research since 2019 and via KNWN is now helping over 2,000 brands optimise their websites for AI search results. In this episode, Emily breaks down exactly how eCommerce brands should be thinking about on-site and off-site optimisation for AI search visibility. From quick structural wins you can implement today to longer-term citation and PR strategies, this is a practical guide to showing up in ChatGPT, Gemini, and beyond. Dive in: [04:21] ChatGPT Citations vs. Google SEO [09:00] "Effective Content Structure Tips" [13:30] "Optimize FAQs for AI Search" [15:37] "Optimizing Offsite AI Citations" [19:24] Optimize Content for Reddit & Wikipedia [20:32] Insider Tips from Emily! AI Search Is Fundamentally Different from Traditional SEO—And You Need to Optimise for Both One of the eye-opening takeaways is that generative engine optimization (GEO) and answer engine optimization (AEO) represent a notable evolution from classic SEO. Emily reveals that 90% of ChatGPT citations for the same queries do not overlap with Google’s top results. This happens because AI search engines crawl and prioritise web content differently, focusing less on backlinks and more on structured, clear, and mathematically-optimised content. The lesson: you need to keep doing traditional SEO but also specifically optimise for AI-driven search engines to ensure your brand is discoverable across the next wave of online discovery. On-Site Optimisation: Structure and Unique Content Are Non-Negotiable The episode provides actionable, practical advice for improving your site’s AI visibility—steps you can take immediately. Emily recommends: Starting every page wi…