Recently, I visited Hemink Group in Holten to give an introductionsession on Generative Engine Optimization (GEO). This session was built on the mindset shift that started it all, mapping the core transition from traditional SEO to GEO. For a team currently preparing a new website, the timing was perfect. They wanted to understand what an AI marketing training could do for their team. 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 strategy to stay ahead.
It was great to see what happens when you dive deep with a team. You see the exact moment the penny drops: if AI doesn’t use you as a source, you become invisible to a large group of potential customers. This realization is precisely why Hemink Group acted now, knowing that delaying their AI transition would create an insurmountable GEO early mover credibility gap.
The Shift: The answer is already on the screen
During the workshop, I explained that the era of ‘clicking blue links’ is ending. Hemink’s clients who often have complex questions about property maintenance and sustainability are now getting their answers directly from systems like ChatGPT or Google AI Overviews.
The major eye-opener for the team was that the customer often doesn’t even visit your website to find the answer anymore. This means your marketing strategy has to change. It’s no longer just about your website being ‘found’; it’s about being the authority the AI relies on for its information. This immediate competitive threat and strategic opportunity is exactly why HeminkGenerative Engine Optimization: Why being an early mover creates a ‘credibility gap’ Group acted now to avoid a widening GEO early mover credibility gap.
“We need to include this in the new website immediately”
Debora Citgez, director of customer and market at Hemink, summed up the core of the workshop perfectly. She realized that this new way of searching affects everything: from how you write copy to how you set up the technical side of your website. “We need to take this into account during the build; this is going to work completely differently,” was her immediate reaction.
During the session, we looked at practical steps a team can take right away to build their GEO authority:
- Structured data: Ensuring AI understands the context of your expertise.
- Brand citations: Linking your brand name to your specialty in the right places.
- Complete answers: Making information so factual that AI cannot ignore you.
From inspiration to a concrete plan
What made this day successful for me was the team’s enthusiasm and eagerness to learn. An introductory lesson is a great start, but the real value lies in the application. That’s why we’re not stopping at this one session.
We are now going to do a series of follow-up workshops to get Hemink’s entire marketing strategy ready for the world of AI. It’s fantastic to see a team switch from ‘waiting and seeing’ to ‘leading the way’ in a single afternoon.
Are you considering a incompany workshop as well? We offer free one hour introduction sessions about GEO and AI for marketing. Marielle Alferink will explain in one hour the difference between SEO and GEO and how to leverage AI in marketing for your company. At the end of the session you know exactly if your company needs incompany workshops about AI in marketing.
Conclusion
Ultimately, AI search is not just a shift in tools; it is a permanent shift in how authority is built. The teams that choose to adapt today are the ones securing their visibility for tomorrow. Hemink Group’s proactive approach serves as a perfect blueprint for what staying relevant looks like in practice.
Are you considering an incompany workshop as well? To explore how we can help your organization pivot, see our full incompany offering and learn how we tailor AI marketing for teams.
We offer free one-hour introduction sessions about GEO and AI for marketing. Marielle Alferink will explain in one hour the difference between SEO and GEO and how to leverage AI in marketing for your company. At the end of the session you know exactly if your company needs incompany workshops about AI in marketing.
