Every SEO and GEO strategy is still organized around what a brand sells. Keywords map to products.

Content maps to keywords. But that's not how people use AI search.

When someone asks ChatGPT what beer to bring to a backyard BBQ for 20 people with different tastes, they're not searching for a product.

They're searching for a moment in their life. That's the insight at the center of the work Symphonic Digital is building with Sierra Nevada Brewing Co. and it's changing how we think about SEO and GEO strategy entirely.

This talk introduces the Person + Purpose Framework: a methodology for rebuilding SEO and GEO strategy around who the person is and what's happening in their life when they need your brand.

Using Sierra Nevada as the live case study, attendees will walk through how to map personas as mindsets, occasions as life moments, and the intersection of the two as the seed questions real people ask LLMs and how those seed questions become both a content strategy and a GEO measurement tool.

This is a framework being shared before it's been polished into a case study, built on active work with one of America's most recognized craft beer brands.

Attendees leave with a step-by-step methodology they can apply to any brand or category and a new way of thinking about what it means to show up in AI search.