DR. BRÖDEL & DR. ULRICHMarketing Strategy & Content (SEO/GEO)
Establish a young dental practice as a distinctive brand and reach the right target audiences
View case studyContent, SEO
& GEO
Strategic content that is found, understood and cited – in search engines and in AI-generated answers.
Who needs content, SEO and GEO?
For companies with products and services that require explanation – and for anyone who wants to be easier to find online. Today, it is no longer only about Google rankings, but also whether AI systems such as ChatGPT, Perplexity or Google’s AI Overviews understand your content and use it as a source.
Complex offers
Prospective customers need to understand what you offer before they enquire.
Professional firms and practices
Build visibility – even within the constraints of professional regulations.
B2B companies
Decision-makers research extensively before making contact. Your content should support that journey.
A website without impact
Your website exists, but hardly anyone finds it? Content and structure make the difference.
Services at a glance
Not interchangeable copy, but content with a strategic foundation: built on your positioning and designed to achieve a clear objective.
Content Strategy
Define topics, formats and objectives that fit your positioning and target audiences
SEO
Structure content and pages so that search engines can find and correctly interpret them
GEO & AI Search Visibility
Create content that AI systems can understand and use as a source
Website Content
Website copy that clearly explains your offer and encourages enquiries
Landing Pages
Focused pages for specific services, campaigns or target audiences
Expert & Blog Articles
Substantive articles that answer specific questions from your target audience
Case Studies
Present projects clearly as evidence of your expertise
Thought Leadership
Make your perspective on industry topics visible and quotable
Editorial Planning
Plan topics, responsibilities and deadlines reliably
What is GEO – and how does it differ from SEO?
SHORT ANSWER
GEO stands for Generative Engine Optimization. It means optimising content so that AI-powered search and answer systems can find it, understand it correctly and cite it as a source. GEO complements SEO rather than replacing it: both depend on well-structured, authoritative, high-quality content.
Key Facts
- SEO aims for strong positions in traditional search-engine results.
- GEO aims to make content eligible to be considered and cited in AI-generated answers.
- The foundation for both: clear structure, unambiguous statements and demonstrable expertise.
- There are no credible “GEO hacks” – quality and clarity matter.
SEO and GEO compared
| SEO | GEO | |
|---|---|---|
| Goal | Strong positions in traditional search results | Inclusion in AI-generated answers |
| Outcome | A click through to your website | A mention or citation of your content |
| Important factors | Search intent, technical implementation, internal linking | Clear statements, structure, visible expertise and sources |
| Shared foundation | High-quality, well-structured content | High-quality, well-structured content |
What companies can do in practice
- Answer your target audience’s key questions directly and precisely
- Structure content with subheadings, lists and key facts
- Make expertise visible through author information, sources and references
- Implement the technical foundations properly: semantic HTML, structured data and fast loading times
How we work
From analysis to continuous optimisation: five steps to content that performs.
- 01
Analyse
Evaluate existing content, visibility and the search queries used by your target audiences.
- 02
Define topics
Identify topic clusters that fit your expertise and objectives.
- 03
Plan the structure
Align page architecture, internal linking and formats.
- 04
Create content
Develop copy that convinces people and can be understood by machines.
- 05
Measure and optimise
Monitor visibility and enquiries and improve content in a targeted way.
“I worked with Julien Bobineau on my positioning and the copy to support it. He knows his craft and quickly identifies what matters. He asks the right questions and genuinely listens.”
Frequently asked questions about content, SEO and GEO
SEO optimises content for traditional search results; GEO for AI-generated answers. Both benefit from clearly structured, authoritative content, which is why I consider them together from the outset.
Strong rankings are an important foundation. As more people ask questions directly in AI systems, it is worth checking whether your content is also understandable and citable there.
A topic cluster links a central page on a broad subject with several in-depth pieces that are connected to one another. This helps search engines and AI systems recognise your expertise on that topic.
Yes – for example website copy, landing pages or expert articles. They are always developed on the basis of your positioning and objectives so they fit the wider picture. In most cases, it is still worth reviewing the overarching communications architecture.
Search engines and AI systems need time to discover and interpret new content. Content, SEO and GEO are therefore medium- to long-term investments. In my experience, meaningful results usually become visible after four to six months.
Dr. Julien BobineauCommunications ConsultantGet in touch with no obligation
In 30 minutes, we can clarify whether and how I can support you effectively.
- Free introductory call
- Personal consultation