A Wagtail Editor's Guide to GEO (aka really good SEO)
Web publishers are losing website traffic to AI chatbots, and there are now more bots crawling the web than humans. In this new normal, people are looking for ways to make their content more discoverable to these bots. Generative engine optimization (GEO) has emerged as a new way for describing how content creators could target chatbots but the definition of GEO is still unclear.
In this talk, we'll go over why we believe GEO is actually still really good SEO. We'll go over why high-quality SEO practices are still relevant in a world where more bots surf the web than humans. We'll go over a few approaches you can use to continue improving the discoverability of your content and share our recommendations for adapting to this shift on the web.
About Emma Bennett Gigg
Emma leads the Digital Marketing team at Torchbox, which supports charities and nonprofits across organic search, paid media, Google Ad Grants, social media, and beyond. With over ten years of experience working both agency-side and in-house across sectors like Tech B2B, SaaS, and e-commerce, her core expertise lies in organic search for the charity sector—including quick-response humanitarian appeals and health sector consulting. She holds international SEO experience across eight languages and values search data for its unique ability to offer real-world insights into human behavior.
About Beth Parnell
Beth helps clients at Torchbox grow their organic visibility through targeted strategies, technical improvements, and content that’s genuinely useful. She focuses on understanding the intent behind keywords and creating content that answers real questions, while guiding users toward their next step. With over seven years of experience in SEO across health, travel, finance, and e-commerce, she has worked both agency-side and in-house with brands ranging from small niche businesses to well-known household names.
Beth is particularly passionate about using data visualization to gain actionable insights that shape better content and overall performance. Outside of her professional work, she enjoys live music, festivals, and playing Dungeons & Dragons in her spare time. A lifelong fan of 00s pop-punk, she affectionately embraces never having grown out of her emo phase.
