In this episode of Local Marketing Beat, Christian Hustle sits down with Luma Ghazaleh, Technical Product Manager at Uberall, to unpack how AI search is transforming SEO into Generative Engine Optimization (GEO).

Luma explains why AI now acts as a librarian — summarizing, recommending, and citing content — and what this shift means for multi-location brands. They dive into the role of local pages, schema markup, digital footprints and share a real-world case study where GEO optimization delivered double-digit growth in calls and engagement within just 45 days.

🔑 Key Takeaways:

- GEO is the new frontier for AI-driven visibility

- SEO remains foundational but must evolve

- Local pages and schema markup are essential for multi-location brands

- High-quality, descriptive content trains AI to recommend your brand

- The future of search will prioritize authority and helpfulness

📍 Chapters:

00:00 Introduction to AI Search and GEO

01:29 Transition from SEO to GEO

05:58 Understanding GEO vs SEO

09:05 Common Misconceptions in AI and GEO

11:00 The Importance of Content in AI Search

13:33 Key Platforms for Local Business Optimization

15:32 Role of Locator and Local Pages

17:24 Technical Aspects of Multi-Location Brands

20:22 Case Study: GEO Optimization Success

24:00 Tracking AI Impact on Business

26:03 Recommendations for Multi-Location Brands

28:12 Future of AI Search and Marketing Strategies

💡 Learn more:

Get LPO Certified at Uberall Academy: https://academy.uberall.com/

Discover Location Performance Optimization: https://get.uberall.com/location-performance-optimization/

Luma's latest articles:

Why E-E-A-T Is Going to Become More Powerful in AI Search: https://uberall.com/en-us/resources/blog/why-e-e-a-t-is-critical

Can You Influence How Your Business Gets Found in ChatGPT and Other LLMs?

https://uberall.com/en-us/resources/blog/how-to-leverage-chatgpt-to-improve-your-visibility

Connect with Luma on LinkedIn:

https://www.linkedin.com/in/luma-abu-ghazaleh-147a8a8/