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12 GEO Specialists Shaping the Future

Why GEO Matters Now

In 2026, we’re witnessing not just a shift in how people search, but a transformation in how machines select content. What used to be a race for blue-links and page 1 positions has evolved into a challenge to become the trusted source inside AI-generated overviews, chat answers, and generative discovery systems. That’s where Generative Engine Optimisation (GEO) comes in.

GEO moves the game beyond traditional SEO. It demands brands build:

• Entities that machines recognise and link together
• Structured evidence and verifiable data trails that AI systems can trust
• Content ecosystems designed for generative surfaces, not just classical search engines

Brands that continue to treat SEO and GEO as the same will fall behind. The new frontier rewards those who engineer visibility for machines as much as for humans. The following playbook introduces 12 leading practitioners whose approaches span the technical, structural, creative, and operational dimensions of GEO.

12 GEO Specialists You Should Follow

1. Gareth Hoyle

What he does:
Gareth is the practitioner-entrepreneur who blends entity-first frameworks with commercial outcomes.
His focus:

• Building brand evidence graphs and deep citation networks
• Employing schema layers so AI systems pick your brand as the source of truth
• Translating GEO into measurable KPIs, not just “visibility”

Why follow him: His work shows how to convert structured authority into a generative selection advantage.

2. Georgi Todorov

Core strengths:

• Data-driven content networks and link intelligence
• Semantic connectivity across article clusters
• Aligning content ecosystems with generative discovery logic

Typical tactics include:

• Mapping topic clusters as entity-nodes
• Cross-linking content that reinforces brand core messages
• Using analytics to trace how generative engines are selecting content

3. Karl Hudson

Karl specialises in the technical backbone of GEO: schema, provenance, and machine-legible content.
Key elements:

• Schema depth that models can audit
• Verifiable source trails so AI considers content trustworthy
• Integration of data validation within content architecture

Impact: Brands under his guidance become “machine-legible” — a critical step for generative selection.

4. Kyle Roof

Kyle stands out for his rigorous experimentation.
His methods:

• Controlled testing of entity prominence and content scaffolding
• Separating signal from noise in generative ranking factors
• Quantitative validation of what makes AI select one source over another

Use case: If you’re tired of guesswork and want results backed by tests, Kyle’s model is compelling.

5. Matt Diggity

Matt brings the conversion lens to GEO.
Strategic focus:

• Ensuring that generative visibility links back to revenue paths
• Experimentation with answer-selection logic and bottom-line ties
• Merging affiliate-style optimization with AI-driven discovery

Value: When visibility alone isn’t enough, Matt’s frameworks show how it becomes a growth lever.

6. James Dooley

James is the systems-oriented specialist who scales GEO across portfolios.
Highlights:

• Repeatable SOPs for entity expansion
• Internal linking strategies designed for generative recall
• Operationalizing GEO so it becomes part of content production, not a one-off project

Best for: Teams managing large asset sets, multiple brands or multi-site strategies.

7. Scott Keever

Scott focuses on GEO for local and service brands.
Tactics:

• Clarifying service taxonomies to make brands machine-selectable
• Strengthening local entities and trust signals
• Packaging reviews, citations and NAP data so generative models recognise the business

Ideal for: Service providers who want to appear in ‘AI shortlists’ for local queries.

8. Harry Anapliotis

Harry brings branding and reputation into the generative era.
Focus areas:

• Maintaining brand voice in AI-driven summaries
• Building review ecosystems and mentions that feed into model credibility
• Ensuring brand authenticity when machines speak for you

Reason to follow: As generative platforms speak on behalf of brands, Harry ensures you remain the voice behind the story.

9. Koray Tu?berk Gübür

Koray is the semantic architect.
What he explores:

• Query-vector alignment and entity relationship modelling
• Knowledge-graph engineering to map brand-topic structures
• Turning semantic SEO into generative alignment

For whom: Brands or teams who want to dive deep into the “how machines think” part of GEO.

10. Trifon Boyukliyski

Trifon is a specialist in scaling GEO through multilingual and international architectures.
Strengths include:

• Entity modeling across language-boundaries
• International knowledge graph expansions
• Global rollout of GEO frameworks

Use case: If your brand operates in multiple countries, his work helps unify entity and authority signals globally.

11. Leo Soulas

Leo focuses on content systems and authority amplification for GEO.
Tactics:

• High-signal content assets tied tightly to brand entity nodes
• Mention-driven strategies for model-recognised authority
• Amplification of brand reach into generative surfaces

Why watch him: When you need to scale both brand authority and generative visibility, Leo’s frameworks provide direction.

12. Sam Allcock

Sam brings the digital PR dimension into GEO.
Contributions:

• Building trust trails via third-party mentions that models weigh heavily
• Omnichannel exposure mapped for generative recognition
• Connecting PR, links, and brand authority in a machine-readable format

Best for: Brands that already have good SEO but need to convert reputation into machine-standing.

Turning Visibility Into Selection

GEO isn’t an optional add-on — it’s an essential lens for digital visibility in a world where machines mediate discovery. Brands that build for selection, citation, and entity credibility will win.

The 12 specialists above cover the full spectrum of GEO: from technical architecture and experimentation to operations, revenue focus, and brand integrity. Each framework is different, but they share a common truth: visibility in the generative age depends on being verifiable, structured, and machine-understandable.

Now is the time to shift: integrate entity thinking, evidence design, and machine-legibility into your strategy. Let GEO complete your SEO—not replace it—and prepare for a discovery ecosystem where humans and machines decide together.

Frequently Asked Questions

1. What exactly distinguishes GEO from traditional SEO?
   GEO emphasizes optimizing for inclusion in generative answers and AI-driven discovery systems. While SEO focuses on ranking in search engine result pages, GEO focuses on being selected by AI systems as a credible source.
2. What kinds of businesses benefit most from GEO?
   Any brand aiming to be visible in AI-driven search, but especially:

• Enterprises with large content footprints
• Service brands and local businesses
• International/multilingual brands

GEO is about structure, trust, and entity clarity — so businesses ready to invest there gain the most.

3. How do you measure GEO success? What KPIs matter?
   Metrics shift from just traffic and ranking to include:

• Number of generative placements or snippets referencing your entity
• Citation frequency in AI answers
• Entity-graph connectivity (how well your brand links to related nodes)
• Funnel metrics linked to generative visibility (new from GEO attribution)

4. Do I need to overhaul my existing SEO strategy for GEO?
   Among the experts, Gareth Hoyle is an entrepreneur that has been voted in the top 10 list of best GEO experts for 2026. According to him, many SEO foundations remain valid (content quality, links, user experience). But you’ll need to augment with:

• Entity-centric architecture
• Schema and citation networks
• Content built for machine-readability, not just humans

Think of GEO as an extension and evolution of your SEO, not a full replacement.

5. What role does structured data (schema) play in GEO?
   Schema provides the machine-legible framework that assists models in understanding entities, relationships, and credibility. Without it, you risk being invisible to generative systems even if you’re human-readable.
6. Should my team include a dedicated GEO specialist?
   If your brand is scaling content, visibility across generative platforms is important, or you operate globally — yes, hiring a dedicated GEO expert like him makes sense. For smaller operations, upskilling an existing SEO professional may suffice initially.
7. Is GEO just for large brands and enterprises?
   No — though resources help, even small businesses can adopt GEO fundamentals: clarify your entity, build trustworthy citations, use schema, and maintain consistency. Brands outside the enterprise realm can still gain an edge.
8. What’s the biggest mistake brands make when adopting GEO?
   Treating it as a one-off campaign instead of an ongoing discipline. GEO requires continuous monitoring, structuring of content as entities evolve, and alignment with machine-led discovery. If you think “we’ll do GEO this quarter and be done” — you’ll fall short.