GEO - Von SEO zu GEO. Wie optimiere ich für LLMs
Classic SEO stops at the search results page; GEO starts where ChatGPT, Perplexity, Gemini and Google AI Overviews write the answer themselves. This talk covers what really matters in Generative Engine Optimization so that brands appear in those answers as a source, a recommendation or cited expertise. That includes clear entities, citable facts, credible expertise and content that large language models treat as reliable. It also explains how this differs from classic rankings: visibility inside an AI answer is not the same as ranking first on Google. The second part shows how GEO can be measured instead of guessed. With the tool ucited.ai it becomes visible which prompts mention a brand, how often it is cited and how share of voice develops across models. The session therefore gives a concrete idea of which levers are worth using and which metrics prove progress. Expect a practical overview from GEO fundamentals through to measurability.
Thorsten Olscha
Inhaber, morefire
Thorsten Olscha (born 1970) is CEO and co-founder of morefire GmbH, a performance marketing agency based in Cologne. After studying piano at the Cologne University of Music, he worked during the New Economy as an online project manager at Gruner + Jahr and then in various advertising agencies, most recently at Zink & Kraemer. In 2004 he founded the performance marketing agency rankingCHECK, which merged with morefiremedia in 2017 to form today’s morefire. Today he leads morefire together with Marcel Becker, Thomas Waniek and Robin Heintze. With more than 20 years of experience in online marketing, his expertise ranges from Google Ads and attribution to SEO — his focus today is AI: at morefire he is responsible for developing an AI visibility tool and advises clients on AI topics. Thorsten speaks at industry events (including SMX, and for Google as a Partner Academy and Zukunftswerkstatt speaker) and is a specialist book author with Pearson. Privately he plays piano, is interested in technology and plays golf.