# AI Search & GEO: It's Just Good SEO (with Matt Kenyon)

> In this Surfer-sponsored explainer, growth partner Matt Kenyon demystifies AI-driven search and 'generative engine optimization' (GEO). His core thesis: ranking in AI tools like ChatGPT and Google's AI Overviews isn't a mysterious new discipline, but rather an additional layer on top of solid, traditional SEO. He walks through writing content AI loves (natural-language question headings, EEAT, semantic richness, lists, tables, FAQs), technical crawlability considerations (robots.txt, GPTBot, Bingbot, HTML over JavaScript), the role of schema markup, and building authority and trust signals through backlinks, directory presence, and topical authority. He also introduces Surfer's AI Tracker for measuring brand mentions across LLMs.

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Profile page: https://yespress.io/yespress/ai-search-geo-is-just-good-seo
Published by YesPress — https://yespress.io
Last updated: 2026-07-06