WFA: SEO + Generative Engine Optimisation (GEO) 101 (25.2.2026)

We all know that AI has changed how we think about search marketing, but what actually influences whether AI surfaces your brand, and how can you improve your odds without chasing hype?

This session is a clear, jargon-free introduction to the fundamentals of SEO and GEO, how they overlap, and where they diverge. We’ll cover the signals that tend to matter, plus practical steps you can apply straight away. This is very much a "zero to hero" level webinar, so expect to walk away with a new take on how to succeed in 2026 and beyond.

Presenter: Matt Beswick, Strategy Director and Co-Founder, Blush