October Right Now Report
The Right Now Report gives you the high-level updates and insights you need without the unnecessary clutter. This month, we’re exploring the importance of GEO, the power of knowing your audience’s values and social media updates.
Are You Ready for GEO?
You’ve likely heard of search engine optimization (SEO), but are you ready for generative engine optimization (GEO)? GEO is the practice of optimizing your online presence so it’s discoverable in large language models (LLM) like ChatGPT, Perplexity or Google’s Gemini that generate answers rather than list traditional search results.
The emergence of AI and the need for GEO is one of the biggest changes to digital visibility in decades. Instead of pulling from a list of links, these AI models summarize information from across the web, often referencing just a few sources. That means the number of companies or organizations that “show up” in a generative search is smaller, but their visibility can be exponentially higher.
Optimized SEO doesn’t automatically translate into optimized GEO. Traditional SEO rankings still matter, but they’re only part of the equation. According to a recent study conducted by Chatoptic, companies appearing on the first page of Google were mentioned in ChatGPT results only 62% of the time. That means nearly 40 percent of top-ranked websites are still invisible to AI-generated answers.
The good news is that GEO works whether your site is already optimized for SEO or not. For sites that could use SEO improvements, GEO can often be implemented at the same time. For sites with SEO already in place, GEO builds on that foundation, helping AI-driven search tools understand and feature your content more effectively. Clear structure, accurate metadata and relevant, well-written copy benefit both human visitors and AI engines, giving your organization the best chance to be discovered.
Want your website to be seen? Right Relations can help you get found through SEO and GEO. Contact out today.
The Power of Values-Driven Marketing
New research from WARC and Aletheia shows that campaigns that speak to your audience’s core values perform better across the board. Values-Driven Marketing, or VDM, is all about understanding what motivates people and using that insight to create messaging that truly resonates.
The stronger someone feels about a particular value, the more likely they are to engage with messaging that reflects it. This isn’t just true for big brands or specific industries. It works for everything from everyday products to financial services, with values-aligned campaigns performing up to twice as well as the average.
Values also make targeting smarter. When you combine values with demographic information, your campaigns can reach the right people more efficiently. Ads that reflect what your audience cares about are also rated as more likable and relevant, which builds trust and encourages long-term engagement.
This is why we create personas: fictional depictions of your ideal customers based on market research and customer data. Personas give us a clear picture of who your audience really is, what drives their decisions, and how they see your organization. By including details like their priorities, beliefs, and challenges, we can craft messaging that speaks directly to them. If you’ve worked with Right Relations before, you’ve likely already built personas with us. Coming back to these personas again and again makes sure all your marketing is written with a real person in mind, someone who will notice it, care about it, and take action.
Need help figuring out what matters most to your audience? We’d love to help. Reach out today to get a conversation started.
Social Media Updates
Social media is always evolving, and this month brought some interesting updates across several platforms. Here’s the lowdown on recent updates:
Pinterest now lets users dial back how much AI-generated content shows up in their feeds. The new “tuner” lets you adjust what you see by category so your feed feels more relevant to you.
Instagram fixed a bug that was limiting the reach of Stories when multiple posts were shared in a day, which has been a common frustration for creators. Adam Mosseri, Head of Instagram, confirmed that posting several Stories now won’t hurt their visibility.
Facebook improved its recommendations engine to show fresher, more relevant Reels. These new features include “friend bubbles,” which highlight content your friends like, and AI-powered suggestions that show you similar videos. You now also have more control over your feed with better ways to flag content or save your favorites.
Reach out to us to support your social media efforts and make sure your content stands out.
We’d love to hear from you! If you have questions or want support putting these trends to work, we’re here to help. Our goal is to help you stay on top of marketing updates without the stress.
Reach out today to explore how working with Right Relations can keep you ahead of the curve and get the most out of your marketing efforts.