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Is GEO Working? How to Get Beyond Prompt Tracking
“I’ve had more questions from leadership in the last 6 months than in the previous 10 years” - you’re not alone in having a senior team obsessed with AI discovery.
LinkedIn is answering with a new checklist every day.
Use structured data. Don't use structured data. Chunk your content. Chunking does nothing.
There are plenty of GEO tactics. Many of them contradict themselves. What teams still lack is evidence that any of them will work on their own site.
In this session, SearchPilot CEO Will Critchlow explains how ecommerce teams can test what actually works on their own site instead of relying on opinion. He covers how LLMs find fresh product information, how fan-out queries work, and why product and category pages make a useful testing ground.
He also shares a real experiment where LLM referrals went up while Google organic traffic fell. The AI result looked positive on its own. The business result was not.
That is the bigger risk with guessing what works in GEO: a visible win in one channel can hide a bigger loss elsewhere.
From this session, you will learn how to write stronger GEO hypotheses, how to measure AI and Google performance together, and how to give leadership answers backed by evidence rather than another dashboard of mentions and “visibility”.
WEBINAR
Free · 45 min · Replay included
Wednesday 12th August • 5 pm BST / 12 pm ET / 9 am PT
Register Now
How AI product discovery works
LLMs have knowledge from their training, but ecommerce recommendations need fresh information. Will explains how retrieval-augmented generation and fan-out queries bring in current prices, stock levels, reviews, offers and product details.
How to write a GEO hypothesis
A good test needs more than "this might help AI visibility." You will learn how a change could target new fan-out queries, improve existing visibility, influence the summary returned by an LLM, or make a page easier for the model to recommend.
Where GEO testing happens
For large ecommerce sites, product and category templates provide a practical testing ground. The mechanics are similar to SEO A/B testing, but the test reaches further into a buyer journey that often happens out of sight inside an AI conversation.
Why GEO and SEO can disagree
Many GEO changes could plausibly help SEO too. That does not mean they always will.
Will shares a real test that improved LLM referrals while hurting Google organic performance. Without measuring both, the team could have rolled out a net-negative change.
What prompt tracking can actually tell you
Prompt tracking can help with diagnosis and early warning signs. It is much less useful as proof of business impact.
Prompts are personal, often unique, and shaped by previous conversations. A dashboard can only show a small part of what is happening.
How to answer the questions coming from leadership
Executives are already asking:
"Are we ready?"
"Are we doing the right things?"
"How do we go faster?"
You will see why the best answer is not another list of GEO tactics. It is a repeatable testing programme that helps your team learn faster without gambling with existing performance.