Marielle Alferink

Recently, I visited Hemink Group in Holten to give an introductory lesson on Generative Engine Optimization (GEO). For a team currently preparing a new website, the timing was perfect. The goal of the session? To show that traditional marketing no longer aligns with how their customers find answers today. Businesses need a new AI marketing

For years, marketing followed a familiar logic. If you understood how search engines worked, you could optimize for them.You researched keywords, improved rankings, tracked traffic, and refined conversion paths. That model worked, until it didn’t. Over the past months, something fundamental has changed. Not just in tools or platforms, but in how visibility itself is

The name change from Future Marketing School to Future Marketing Academy better reflects our mission and what we do. The term Academy reflects our ambition to be a place of professionalism and depth where structured and advanced learning is central. Furthermore Academy underscores the importance of our growing community. We are more than just a

In the rapidly evolving landscape of AI-powered search, the old rules of SEO are no longer enough. As generative engines like ChatGPT, Perplexity, and Google’s AI Overviews become the new gatekeepers of information, a new discipline has emerged: Generative Engine Optimization (GEO). At the heart of this new paradigm lies a familiar but now critically

The question is on every marketer’s mind: “Will AI replace me?” The rise of generative AI has brought both excitement and anxiety to our industry. But the fear of being replaced by a machine misses the point. AI is not here to take your job; it’s here to change it. The marketers who thrive in

GEO is a land grab. The time to act is now, because the competitive barrier to entry is rising exponentially as AI trust systems mature. The competitive analogy: The SEO gold rush The current GEO landscape closely mirrors the early SEO “Gold Rush.” Just as early adopters secured high-authority domain names and built initial link

Generative Engine Optimization is about preparing your content to be consumed, summarized, and cited by machines. This requires a specific technical and structural approach. The underutilized schema priority Beyond standard FAQ schema, marketers must prioritize schemas that communicate process and definitive answers: The AI-ready introduction formula AI models use the top of your page for

The rules of online visibility have changed. Your search strategy needs a new blueprint to survive the age of AI. The marketer’s blind spot: Why Q&A isn’t enough Many SEO experts assume they simply need to write content in a Q&A format to appear in AI Overviews. This is the core misconception. Optimizing for direct

Ever asked ChatGPT a question? And it gave you the perfect answer from someone else’s blog? That’s AI search in action and your content can be the one it chooses to quote. In today’s landscape, being found on Google isn’t enough. You need your content to show up in AI-powered answers, whether that’s in Google SGE,