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GSC Adds Social Platforms, GPT-Live Is Here, and GEO Isn't an SEO Job · Found in AI: AI Search Visibility, SEO, & GEO

• 0:41
  SPEAKER_00: Hey, welcome back to Found in AI.
• 0:43
  SPEAKER_00: I'm Cassie Clark, an AI search visibility consultant and fractional content strategist, and today is Thursday, July 9th.
• 0:50
  SPEAKER_00: We have three stories this week.
• 0:52
  SPEAKER_00: One is about infrastructure, another one is a signal that we should probably pay attention to.
• 0:56
  SPEAKER_00: And the last thing is something that was reported on the Search Engine Journal, and it's something that I've been talking about for months, and I just kind of want to call it out.
• 1:03
  SPEAKER_00: Okay, let's get into it.
• 1:13
  SPEAKER_00: Okay, our first story.
• 1:15
  SPEAKER_00: If you have been on LinkedIn Any, you've probably already seen something about this.
• 1:19
  SPEAKER_00: Google Search Console is now tracking your Instagram, TikTok, X, and YouTube directly in the dashboard.
• 1:26
  SPEAKER_00: This one dropped on Tuesday, and it is a real change, a helpful change.
• 1:29
  SPEAKER_00: Google has launched what it's calling platform properties.
• 1:32
  SPEAKER_00: It's a new Search Console property type that lets creators and site owners see how their social video content performs in Google Search and Discover.
• 1:40
  SPEAKER_00: Again, that's Instagram, TikTok, X, and YouTube.
• 1:43
  SPEAKER_00: You can now see which search terms led people to your posts on those platforms and how your audience is actually interacting with them directly inside Search Console.
• 1:52
  SPEAKER_00: To use it, you go into Search Console, add a property, select your platform, and verify ownership.
• 1:57
  SPEAKER_00: If you were doing this early in the morning pre-coffee, like I did, click over on your website and then click down, that's where you're gonna find at a property.
• 2:04
  SPEAKER_00: Took me a hot minute.
• 2:06
  SPEAKER_00: Here's why this matters, and then it goes beyond the oh, it's call more data reaction that I've been seeing quite a bit of on LinkedIn.
• 2:13
  SPEAKER_00: Google is formally acknowledging that your brand's presence does not live only on your website.
• 2:17
  SPEAKER_00: I think we all do this.
• 2:19
  SPEAKER_00: Google has known this, but now they're putting it in a dashboard so that you can see it.
• 2:23
  SPEAKER_00: The entity that represents your brand in search and in AI answers is distributed across platforms.
• 2:29
  SPEAKER_00: Google is now just measuring that distribution.
• 2:32
  SPEAKER_00: This is actually really super relevant for GEO because AI engines learn what your brand stands for by reading across surfaces.
• 2:40
  SPEAKER_00: If your YouTube content, your Instagram presence, and your website are all saying the same thing, using that same descriptor, the same expertise signals, the same consistent positioning, that's your entity authority compounding.
• 2:53
  SPEAKER_00: If they're fragmented though, AI engines get a fragmented picture of who you are, and it's gonna just confuse the engines and ultimately your potential buyers.
• 3:02
  SPEAKER_00: So the move here is to connect those platform properties, look at which grounding queries your social content is being retrieved for, and then compare those to your website.
• 3:10
  SPEAKER_00: If there's a gap, so if your social content is being associated with different topics in your website, that is a signal that's worth addressing here.
• 3:18
  SPEAKER_00: This also raises the floor for what having a content strategy actually means.
• 3:23
  SPEAKER_00: Your TikTok account or your Instagram is no longer just a social play.
• 3:27
  SPEAKER_00: It's a service that Google is actively tracking for search and discovery signals, so we need to really start treating it like one.
• 3:34
  SPEAKER_00: So the second story is that OpenAI launched GPT Live this week.
• 3:38
  SPEAKER_00: It's a new generation of voice models built on full duplex architecture, and that's just fancy, fancy words, meaning that it can listen and speak at the same time.
• 3:46
  SPEAKER_00: It's rolling out to chat GPT users globally, with GPT Live 1 becoming the default for Plus and Pro users, and GPT Live Mini 1 for free users.
• 3:57
  SPEAKER_00: The demo audio on the announcement about this is different than what voice AI sounded like even six months ago.
• 4:04
  SPEAKER_00: In the demo, it is taking turns, but in the announcement, it says that the voice AI can interject, acknowledge, and carry on a conversation while also doing a web search in the background.
• 4:14
  SPEAKER_00: Now, I am flagging this one not so much as a marketing story, I mean it kind of is, but more as like a directional signal.
• 4:22
  SPEAKER_00: Because if there is a signal like this, then marketing implications will eventually follow.
• 4:26
  SPEAKER_00: Now, here's what I mean here.
• 4:28
  SPEAKER_00: When someone uses voice search, whether that's on Siri, Google Assistant, or now Chat GPT Voice, they are definitely not clicking through to a blog post.
• 4:38
  SPEAKER_00: Most of the time they are multitasking, maybe doing laundry, maybe even they're driving, they're doing something else.
• 4:44
  SPEAKER_00: So they use voice search to get an answer.
• 4:46
  SPEAKER_00: So that means your content either gets cited in that spoken answer or it doesn't, and it definitely doesn't get visited by the person asking the question.
• 4:54
  SPEAKER_00: GPT Live can delegate to the latest frontier models for questions requiring web search, deep reasoning, or more complex work, and then it brings the result back into the conversation.
• 5:05
  SPEAKER_00: So in practice, this looks like someone speaks a voice query, the AL model goes and looks for something, then it comes back with a spoken answer.
• 5:13
  SPEAKER_00: It's exactly what your entity signals need to support.
• 5:16
  SPEAKER_00: Voice search has been a topic of conversation for years.
• 5:19
  SPEAKER_00: Like this is not something super, super new, but most of that conversation just kind of went nowhere because the interfaces were not really that good.
• 5:27
  SPEAKER_00: Chat GPT Live though is the version of voice search that actually changes behavior just because, again, of that interjection, it feels like having a real conversation with someone else.
• 5:38
  SPEAKER_00: When people get used to talking to ChatGPT this way, they'll use it to look things up, they'll use it to research vendors and compare solutions.
• 5:46
  SPEAKER_00: If your brand isn't being cited in those answers when those models return something, you are invisible at the moment that's becoming habit forming.
• 5:54
  SPEAKER_00: That's a little bit different than what we've been talking about.
• 5:56
  SPEAKER_00: Now we're talking about habits and behaviors.
• 5:59
  SPEAKER_00: If ChatGPT's voice search is any good at all, I would almost bet my favorite catfill of the orange one that kind of shows up sometimes in the recordings.
• 6:07
  SPEAKER_00: I would almost bet him that the other AI companies, so anthropic or you know, even Gemini, that they're gonna follow and they're gonna do something similar.
• 6:17
  SPEAKER_00: So if that happens, your structured content, your clear entity signals, consistent descriptors across those platforms, that's what's gonna help you get into that spoken answer.
• 6:26
  SPEAKER_00: Again, this is not a new strategy, it's pretty much the same one, but the stakes just went up higher, and it's something that's keep in the back of your mind for if and when.
• 6:35
  SPEAKER_00: Let's get into the final thing that I think is kind of relevant for this week.
• 6:38
  SPEAKER_00: It's not really a news update, but more so like an opinion piece on the Search Engine Journal.
• 6:43
  SPEAKER_00: And I think this one is really important because it kind of highlights what I've been saying on this podcast and on LinkedIn and on my website for months now.
• 6:50
  SPEAKER_00: Search Engine Journal published a piece yesterday covering an interview with Tom Critchlow, who is a longtime search marketer.
• 6:57
  SPEAKER_00: The headline is AI Search is exposing SEO's risk of losing GEO outcomes.
• 7:01
  SPEAKER_00: Critchlow's argument, which he acknowledges is contrarian, is that GEO and AI Search are much more like brand marketing than SEO, and that the people who drive those outcomes in most organizations are brand, product, PR, and editorial teams, not so much the SEO team.
• 7:19
  SPEAKER_00: His framing is that the SEO is the foundation, but it's not the full picture.
• 7:24
  SPEAKER_00: And in the GEO world, what gets built on top of that foundation, so your brand presence, the earned mentions, the consistent position across those surfaces, is owned by teams that SEO doesn't control.
• 7:35
  SPEAKER_00: He calls this a career risk.
• 7:37
  SPEAKER_00: SEO has long advocated for things like strong branded search, mentions across platforms, and positive reputation.
• 7:43
  SPEAKER_00: But in most organizations, those outcomes are owned by other teams entirely.
• 7:47
  SPEAKER_00: I wanted to add something to this because I think Chris Love's right, and it's worth being really specific about why he's right here.
• 7:54
  SPEAKER_00: GEO is not a task.
• 7:55
  SPEAKER_00: It's not a technical setting or a content template you hand off to your SEO team and say, here, here, do this.
• 8:01
  SPEAKER_00: What makes the brand visible and AI generated answers is that distributed signal picture of that brand across the open web.
• 8:08
  SPEAKER_00: That requires PR.
• 8:10
  SPEAKER_00: It requires editorial relationships, it requires podcast appearances, third-party mentions, guest contributions, consistent positioning in every piece of content that goes out, whether it's a product brief, a LinkedIn post, or a quote note industry newsletter.
• 8:25
  SPEAKER_00: The organizations that are doing really well in AI Search aren't doing it because someone updated their schema markup.
• 8:30
  SPEAKER_00: Like I hate to say that, but it's true.
• 8:32
  SPEAKER_00: Schema is important, but it is not the entire thing that makes this work.
• 8:36
  SPEAKER_00: They're doing really well in AI Search because they are being consistent across building that entity authority on various surfaces, even when they're not calling it entity authority building.
• 8:48
  SPEAKER_00: It's also exactly why GEO alignment has to start at the strategy level, usually at the top, working its way down.
• 8:55
  SPEAKER_00: You need someone who has visibility across content, brand, and authority building all at once and not just on the website.
• 9:03
  SPEAKER_00: That is the thing that I keep circling around, and it's good to see it getting more airtime over on Search Engine Journal where they have millions and millions of readers.
• 9:11
  SPEAKER_00: Alright, that's it for this week's news update.
• 9:14
  SPEAKER_00: If you want to go any deeper on any of these topics, whether that's entity authority, what AI Search actually retrieves, or how to start auditing your brand's visibility across AI engines, head over to CassieClarkmarketing.com.
• 9:26
  SPEAKER_00: You can find the link in the show notes.
• 9:27
  SPEAKER_00: I am Cassie Clark, an AI Search visibility consultant.
• 9:30
  SPEAKER_00: Yes, I am saying it one more time just to have the extra mention in the transcript since the AI engines really, really love transcripts, which just PSA might be a reason for you to start your own podcast.
• 9:42
  SPEAKER_00: I will see you on Tuesday.
• 9:43
  SPEAKER_00: Until then, stay visible.