Emerce Digital Marketing Live Event

Stijn Bergmans, Head of AI Search at Follo

What if Google, as we know it, no longer exists? Ten blue links and clicking through a results page are becoming a thing of the past. We search more than ever, but no longer do it ourselves. AI agents in ChatGPT, Gemini, Google’s AI Mode, and Copilot will soon search, compare, and decide on behalf of your customer. Buying a product, choosing a service, or contacting a company, without ever visiting your website.

Traditional search results are being replaced by AI-generated answers. The click disappears, but the decision is made before the click ever happens. The question is not whether this impacts your brand, but whether your brand is the one AI recommends when it matters.

Everyone is talking about AI Visibility, the latest buzzword. But what does it actually mean? And how do you measure real business impact? If no one clicks anymore, how do you know where your conversions come from? How do you justify your SEO and content budget when traditional attribution models no longer work? And how do you convince stakeholders of a channel where revenue barely shows up in Google Analytics?

In this session, Stijn Bergmans shares lessons from three years of experimenting with and delivering results through SEO & GEO for AI-driven search. No theory, but real-world examples of what actually works to get included in AI answers, and what you should stop doing immediately. From content strategies and tactics to the KPIs that truly matter. You’ll learn how to monitor visibility in LLMs, build authority, rethink attribution for a world without clicks, and position your brand as the preferred choice in a world where AI agents search, compare, and decide without anyone ever clicking your link.

What you’ll learn:

• What GEO is, how it differs from SEO, and why it’s urgent now
• Which content strategies and tactics actually work to appear in AI answers
• How to measure and monitor AI Visibility across ChatGPT, Gemini, AI Mode, and more
• How to set up attribution when clicks disappear and still convince stakeholders
• The KPIs that truly matter to measure and justify success

Kayn Wolfswinkel, Head of SEO at Follo

Search used to be a channel. Today, it’s everywhere. Your audience swipes on TikTok, asks ChatGPT, researches on Reddit, searches on Google, discovers in TikTok Shop, and compares on marketplaces, often within the same session, often before they ever land on your website. Yet marketing budgets are still allocated as if Google (paid) is the only search engine.

The result is a growing mismatch between where your audience searches and where you invest. SEO teams optimize for rankings that matter less and less. Social teams measure engagement without understanding their Share of Views. AI Search and commerce platforms remain unmanaged, even though together they account for half of modern search behavior. Four disciplines, four silos, zero integration. And your market share pays the price.

In this session, Kayn Wolfswinkel shows how brands, from retailers to D2C scale-ups to global enterprises, transform that fragmentation into one integrated strategy. The Follo playbook brings together Google, TikTok (Shop), AI Search, and commerce platforms into a single holistic approach, measured by market share, not rankings.

What you’ll learn:

• The Follo playbook: four search disciplines, one integrated strategy
• How to use topic modeling across Google, TikTok, AI, and commerce to understand where your audience actually swipes, searches, and buys
• Why Share of Search, Share of Views, and Share of Citations are your new KPIs and how to apply them
• How to integrate TikTok Shop and marketplaces into your search strategy instead of managing them as separate channels
• Why 80% of “search everywhere” advice backfires and which framework actually drives market share
• Real-life cases from the Follo portfolio with concrete growth results

An honest look at what actually works in a rapidly changing search landscape, and how to start shifting from rankings to market share today.

View the full program on the Emerce Digital Marketing Live website