Personalized GEO: How Content Strategy Should Shift for AI Search

AI search doesn't work like Google and your content strategy probably hasn't caught up.When someone searches Google, they type a broad keyword and filter through the results themselves. When someone searches ChatGPT or Claude, the LLM already knows who they are, what their business looks like, and what problems they're trying to solve. It's not returning a list of options. It's making a recommendation. That changes how you need to approach what content to create.In this episode, we break down why GEO is fundamentally a strategy shift, not a set of on-page tactics. We walk through a real client example where ChatGPT recommended us as the #1 agency for a prospect, but when we tried to reproduce that result in an incognito window, we didn't appear at all. Same prompt structure, different user context, completely different output.AI search is personalized. The LLM is running a matching algorithm between the user's specific situation and whatever it can find about your brand. If your content only speaks in broad category terms, you're invisible to the people who are your best customers.We cover what this means for content strategy, why most of what people are calling "GEO/AEO tactics" misses the point, and how we're shifting our own client work to account for this.