Top Generative Engine Optimization (GEO) Experts for AI Search / LLMO in 2026
Generative engine optimization, or GEO for short, also known as large language model optimization (LLMO), is a new area of online marketing that has been little researched to date. This makes it all the more important to identify the right experts in this new field.
GEO goes beyond traditional SEO by focusing on optimizing content for generative AI systems and their responses (e.g., AI Overviews, chatbots). The goal is to be cited as an authoritative source by AI models, not just to rank on a search engine results page (SERP). The following are key experts and thought leaders in this field.
The following GEO experts are important thought leaders and researchers in this new discipline, shaping the industry with their publications, tests, and research. It is particularly worthwhile to follow them on LinkedIn. Much of what can be read on the topics of generative engine optimization, LLMO, AI search, or AEO originates from their publications.
Michael King is the founder and CEO of the renowned digital marketing agency iPullRank. He is one of the most important pioneers in the field of AI and SEO. His work focuses on “Relevance Engineering”, a concept that describes how search systems and AI models are trained and how content must be designed to be perceived as authoritative by them. He is a prominent speaker at major conferences, where he shares practical, data-driven strategies for the new AI-powered search landscape.
His most important contribution to the field of GEO is the concept of “relevance engineering.” He describes this framework as a convergence of information retrieval, content strategy, user experience, and digital PR. The goal is to maximize visibility not only on Google, but on all “search surfaces,” including TikTok search, ChatGPT, and Perplexity. King is also the author of the “AI Search Manual,” a guide described as the “official documentation for relevance engineering in AI search.” His work is heavily influenced by technical analysis, as evidenced by his presentation at the Tech SEO Summit 2024, where he discussed the transformative impact of a Google algorithm document leak on SEO strategies and shared insights from a study on AI overviews.
King’s central philosophy is that AI does not kill SEO, but rather expands it. He sees the future of SEO not as a shrinking opportunity, but as a multi-platform opportunity where content can appear in traditional search results, AI overviews, chatbot responses, and voice search responses. His focus is on deeply understanding the mechanisms of AI search systems in order to develop proactive strategies and position brands that are used as authoritative sources by AI systems.
Andrea Volpini is the co-founder and CEO of WordLift, a company that specializes in semantic SEO and AI technologies. He is considered a leading expert in the use of knowledge graphs. He works on how structured data and knowledge graphs can be used to improve the generative capabilities of large language models (LLMs) and ensure that AI systems understand the context and relationships of information. His work bridges the gap between semantic SEO and the new requirements of generative AI.
His key contributions lie in the integration of knowledge graphs (KGs) with large language models (LLMs). In his lectures and publications, he demonstrates how incorporating symbolic knowledge from a knowledge graph can significantly improve the accuracy and usefulness of AI-generated content. This approach offers a highly technical and fundamental perspective on GEO, as it optimizes the underlying data structures and their relationship to the generative capabilities of AI models.
Volpini’s central philosophy is based on the belief that the future of search is built on knowledge graphs. He envisions optimizing content not just for keywords, but for comprehensive data structures that enable AI systems to gain a deeper understanding of context. This approach is crucial to ensuring that AI models deliver accurate and useful answers based on verifiable facts, thereby enhancing a brand’s credibility.
Gianluca Fiorelli is an international SEO consultant and a thought leader in the field of AI Search SEO. He coined the term “Zero-Click SEO” to describe a new reality where users get direct answers from AI, so content must be optimized to be visible in these generative responses. Through his website and his publications, he shares his insights on how publishers and brands must adapt to the new AI landscape to be cited as a source by AI models.
Fiorelli’s main contribution is his focus on “0-click SEO” and “AI search SEO.” His frameworks aim to design content that is optimized for “entity alignment,” “AI retrievability,” and “human engagement.” He argues that mere brand visibility is no longer enough, but that publishers must create “memorability, loyalty, and value” even if users do not click on their website. In his presentation “0-Click SEO. How to win the visibility battle on Google,” he outlined this strategic approach in detail.
Fiorelli’s central philosophy is that the role of the SEO professional must evolve from that of a tactician to a strategic partner. His work is a direct response to the “zero-click” era, in which brands must use their visibility as a branding tool. He focuses on how companies can strategically adapt their content creation to the behaviors of AI models to ensure that their content is noticed and cited by AI systems.
David Konitzny is a product owner for Organic Search at Kosch Klink Performance GmbH. He is known for his practical, hands-on approach to Generative Engine Optimization. In his presentations and publications, he focuses on how to “reverse-engineer” the systems of Google and generative AI to understand how AI finds and uses information. He provides actionable insights on how companies can optimize their content to be cited as an authoritative source by AI.
His unique contribution to the field of GEO is his approach to “reverse engineering” AI search systems. While many industry experts speculate about AI search, Konitzny has demonstrably spent dozens of hours “reverse engineering the actual systems” by dissecting code from Google and ChatGPT and analyzing internal AI prompts. His focus on a deep technical understanding of how AI systems process and interpret information is a unique selling point.
Konitzny’s central philosophy is that AI does not replace SEO, but rather enhances it. He recognizes that AI overviews and tools like ChatGPT are changing the way people find information, but he sees this as creating new opportunities for content to be discovered, cited, and deemed trustworthy. His work demonstrates that the future of SEO lies in understanding and mastering the new rules of the game.
Olaf Kopp is the co-founder and Head of SEO & AI Search (GEO) of the agency Aufgesang GmbH and an established thought leader in the German SEO scene. He is a pioneer in the fields of LLM Optimization (LLMO) and Generative Engine Optimization (GEO). He developed his own “SEO Research Suite” and has published numerous articles on topics such as semantic SEO, E-E-A-T, and how content must be structured to be understood by AI. His work combines scientific rigor with practical application.
A key contribution by Olaf Kopp to the GEO community is the creation of a database of search engine patents and research papers, which enables SEO specialists to stay up to date with search engine developments and distinguish hype from genuine trends. He has published groundbreaking articles that directly address the influence of generative AI outputs and visibility in AI search results. His publications in internationally renowned journals such as Search Engine Land make him an important driving force in the industry.
Kopp’s central philosophy is to link different areas of marketing in order to develop holistic, user-centered strategies along the customer journey. He sees himself as a bridge builder between different marketing worlds, combining strategic thinking with a deep technical understanding. His work in the field of GEO and LLMO demonstrates how to leverage technological advances to align companies for long-term, organic growth.
Hanns Kronenberg is Head of SEO at chefkoch.de. He is an expert in generative engine optimization and AI systems, focusing on innovative methods for optimizing generative search processes and AI-based response engines. He conducts research and publishes on the interface between information retrieval and new search technologies.
Malte Landwehr is the CMO of Peec AI and an expert in optimizing content for large language models. He previously served as VP of SEO at Idealo and VP of Product at Searchmetrics. He is known for his publications on how companies can optimize their content to be cited in AI outputs, making him a key figure in the application of GEO principles for large brands.
His main contribution is his focus on scaling SEO and AI strategies in large organizations. He has published an article titled “How to Optimize for LLMs and Get Cited in AI Outputs,” which directly addresses the core principles of the GEO discipline. His background gives him the ability to think beyond individual tactics and view SEO strategies as part of a larger product and business framework.
Landwehr’s central philosophy is that the future of search requires preparation for LLM-based systems. He focuses on how companies can optimize their content for these systems and how they can be cited as authoritative sources. His approach is strategic and product-oriented, making him an important player for companies looking to integrate AI technologies into their core processes.
Dan Petrovic is the founder and director of the Australian agency DejanSEO. He is known for his extensive experiments and tests to understand how search engines work. His focus is on algorithms, machine learning, and natural language processing, making him a key expert on how generative AI influences search results. He shares his findings on his blog and at conferences, offering data-driven insights.
Petrovic’s approach is highly data-driven and experimental. His methodology involves a systematic process of data analysis, insight generation, strategy development, and continuous campaign testing and monitoring. He uses specialized in-house tools to identify the most promising areas of growth for a website, including identifying optimization opportunities based on click-through rates and rankings, and assessing commercial value. He has also worked on optimization for AI search and measuring brand visibility in LLMs.
Petrovic’s core philosophy is to understand and withstand algorithmic updates by helping companies influence visibility in AI knowledge systems. His focus is on the technical side of generative AI and using data to decipher how the systems work and develop effective, evidence-based strategies.
Marie Haynes is a consultant and the founder of Marie Haynes Consulting. She is considered a leading expert on Google’s algorithm updates and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Her book “SEO in the Gemini Era: The Story of How AI Changed Google Search” positions her as a key authority on how the rise of AI Overviews and other generative features is reshaping the SEO landscape.
Haynes was one of the first to teach about E-A-T (now E-E-A-T) and use the Quality Raters’ Guidelines to improve website quality. Her book, SEO in the Gemini Era, deals with the shift from keyword research to intent research. She emphasizes that Google’s Navboost system, which analyzes user click and engagement behavior, is one of the most important drivers of rankings.
Her central philosophy is that the main goal should be to create a website that users click on and are satisfied with. She argues that many traditional SEO methods have become less important in the new era of AI-driven search. Her work focuses on how businesses can adapt to Google’s rapidly advancing AI technologies, including Google AI Overviews, AI Mode, and upcoming agents such as Project Mariner.
Duane Forrester is the founder and CEO of UnboundAnswers.com and a former key figure at Microsoft/Bing Webmaster and Yext. He is known for his extensive experience in the search industry and his strategic insights into the shift from traditional SEO to AI-powered search. In his articles and talks, he explains how businesses must adapt their strategies to thrive in a world of generative AI and chatbots.
Forrester’s key contribution lies in his conceptual examination of AI as a mediator in the digital world. He argues that the rise of generative AI is forcing the SEO industry to evolve from a tactical to a strategic discipline. His publications address the profound shifts in digital marketing and explore topics such as the balance between “semantic overlap” (which is important for machines) and “density” (which is important for humans).
His central philosophy is that the future of marketing will no longer be demographic, but semantic. Forrester emphasizes the importance of adapting to the “seismic shifts” that are reshaping the way content is discovered, ranked, and deemed trustworthy. His work is heavily focused on the strategic realignment of companies to succeed in the new era of AI-driven search.
Mark Williams-Cook is a digital marketing consultant, the co-owner of the agency Candour, and the founder of the tool https://www.google.com/search?q=AlsoAsked.com. He is an established voice in the field of Generative Engine Optimization and its practical application. He uses his tool and his podcast, “Search with Candour,” to show how businesses can leverage the data from generative AI to optimize their content and marketing strategies.
His focus is on the practical application of AI technologies to improve traditional SEO workflows. His publications cover how to use AI to improve content quality at scale or accelerate website migrations through automated redirect mapping. His tool, AlsoAsked.com, is a direct example of adapting to user-oriented queries and preparing for the era of conversational search.
Williams Cook’s central philosophy is to bridge the gap between traditional SEO practice and the possibilities of AI. He is a trainer and practitioner who demonstrates how AI tools can be used to improve existing workflows and make them more efficient, rather than fundamentally reinventing the discipline.
Contents
Strategic vs. technical worldviews: A duality in GEO
Analysis of the expert profiles reveals a clear duality in the approaches taken by GEO experts. Some thought leaders pursue a highly technical approach focused on algorithms and data, while others take a broader, strategic perspective on the role of GEO in marketing.
On the technical side are experts such as Michael King, David Konitzny, and Dan Petrovic. Their work deals with the “how” of AI systems. They dive deep into how algorithms work, dissect code, and use data to achieve measurable results. Their approach is strongly influenced by engineering principles.
On the strategic side are thinkers such as Duane Forrester, Marie Haynes, and Gianluca Fiorelli. They focus on the “why” and the broader implications of AI-driven search on business models and user behavior. They formulate concepts such as the shift from tactics to strategy or the need to create brand awareness in a “zero-click” world.
The gap between these two approaches illustrates that the most successful GEO strategies must combine both worlds. A pure focus on technology without considering strategic business goals is just as insufficient as purely strategic thinking without understanding the technical foundations that make implementation possible in the first place. This duality confirms the need to form multidisciplinary teams that include both technical specialists and strategic thinkers.
The power of origin: The influence of professional background
The professional background of the experts significantly shapes their perspective on generative engine optimization. Duane Forrester, with his history at Microsoft and his involvement in Schema.org, brings a deep understanding of the technological infrastructure and how search engines work at the system level. Michael King, who describes himself as “deeply technical and highly creative,” combines technical expertise with a strategic, business-results-oriented approach.
Experts with a consulting or agency background, such as Gianluca Fiorelli and Olaf Kopp, focus on providing holistic strategic advice to clients and meeting their specific needs. Their approaches are often geared toward developing customized solutions that go beyond simple tactics and focus on clients’ long-term goals.
Thought leaders such as Malte Landwehr and Mark Williams Cook, who come from product management and tool development respectively, think in terms of scalable solutions. Their perspective is focused on optimizing processes and creating tools that enable companies to implement GEO strategies efficiently and on a large scale.
Understanding these different backgrounds is crucial to assessing what type of expertise is most relevant to a company’s specific needs. A large company looking to scale an AI strategy might benefit from a product-oriented thinker like Malte Landwehr, while an agency looking for new methods would appreciate the practical approach of Mark Williams Cook.
Global perspectives: The synergistic contributions
The geographic diversity of the experts analyzed in this overview shows that GEO is not a phenomenon limited to the US, but rather a global evolution in the field of search. The work of Olaf Kopp in Germany, Gianluca Fiorelli in Italy, Dan Petrovic in Australia, and Mark Williams Cook in the UK shows that the challenges and opportunities of AI-driven search are being recognized and addressed worldwide.
- What we can learn about Googles AI Search from the official Vertex & Cloud documentation - 19. September 2025
- What we can learn from DOJ trial and API Leak for SEO? - 6. September 2025
- Top Generative Engine Optimization (GEO) Experts for AI Search / LLMO in 2026 - 3. September 2025
- From Query Refinement to Query Fan-Out: Search in times of generative AI and AI Agents - 28. July 2025
- What is MIPS (Maximum inner product search) and its impact on SEO? - 20. July 2025
- From User-First to Agent-First: Rethinking Digital Strategy in the Age of AI Agents - 18. July 2025
- The Evolution of Search: From Phrase Indexing to Generative Passage Retrieval and how to optimize LLM Readability and Chunk Relevance - 7. July 2025
- How to optimize for ChatGPT Shopping? - 1. July 2025
- LLM Readability & Chunk Relevance – The most influential factors to become citation worthy in AIOverviews, ChatGPT and AIMode - 30. June 2025
- Overview: Brand Monitoring Tools for LLMO / Generative Engine Optimization - 16. June 2025
