Everyone's selling GEO like it's a brand-new discipline. It's not.

After 3+ years of R&D and live testing, here's the uncomfortable truth: 95% of "Generative Engine Optimization" is exactly what great SEOs have been doing for 15 years: content, credibility, metadata, schema, technical foundations.

But there's a 5% that genuinely changes the game: a short list of things you need to reprioritize, and one conversation you need to have with your brand team so LLMs actually understand who you are and recommend you correctly.

Nicolas will show you exactly where that 5% lives, so you stop chasing hype and start moving the needle in AI search.