[IN THE NEWS]
Inside Seer
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JUNE 26, 2026 — EMARKETER released a new CMO guide about GEO that includes insights from Seer Interactive Founder and CEO Wil Reynolds. The report, A CMO Guide to GEO: What Marketers Need to Know, discusses how marketers should approach GEO and defines a new framework for measuring success. Wil also recently spoke at an EMARKETER event for ad strategy.
What Wil's Been Up To With EMARKETER
For EMARKETER's CMO Guide to GEO, Wil shared his thoughts on how marketers can integrate GEO into their marketing plan and some of the GEO pitfalls that teams can experience. Catch more of Wil's insights in the report, or keep reading for some of his top takeaways.
In addition to the report, Wil was also a recent speaker at one of EMARKETER's flagship events for data-driven insights. In May 2026, Wil spoke at Ad Buyer Strategies about how leading brands are building their ad budgets and how to factor in AI.
Wil's Perspective on GEO
Wil is a strong believer in choosing high-quality and trust-building marketing strategies over AI-driven shortcuts (like mass AI-generated content). He advocates for modern marketers to focus on building brands that are seen, believed, and chosen. Some of his top takeaways (several of which you can find in the EMARKETER report) include:
* Build new KPIs that focus on brand authority: As the search landscape continues to shift, brands must also shift how they measure success. Metrics like traffic and CTR alone now fail to show the full picture. Instead, create a new framework that includes KPIs like citation presence, share of voice, and word-of-mouth validation (via referrals from Reddit, LinkedIn, and similar).
* Stand out from AI slop with expert-driven content: When your competitors are producing AI-generated content that lacks real insight, you can differentiate your brand by creating genuine thought leadership from industry experts. You'll build trust with your audience and create stronger signals to help AI platforms see your brand's credibility.
* Avoid shortcuts that create visibility but could hurt your brand long-term: Seer has been tracking tactics that may lead to short-term gains but lack long-term viability. A lot of these quick marketing hacks can influence how users and AI platforms view your brand (and have long-lasting impacts on your level of credibility). For example, Seer's data showed a recent drop in listicle citations across AI platforms.
* Use GEO for testing before building it into your strategy: AI platforms are constantly changing, and results can vary across platforms (or even within the same platform). Conduct extensive testing to understand what levers might work for your brand before making it part of your core strategy or KPIs. Check out Seer's AI studies and experiments for ideas.
Resources
Check out the EMARKETER report: A CMO Guide to GEO: What Marketers Need to Know
Read Wil's latest thoughts: Find all the latest insights from Wil on the Seer blog
Catch Wil's upcoming speaking events: Summer 2026: Catch Seer's Wil Reynolds Live at These Events