Crafting a winning strategy to dominate AI-powered search (GEO Masterclass)
Search is changing faster than ever and AI is rewriting the rules of the game. If you don’t adapt, your brand could disappear from the map. In this session, we will dive into GEO (Generative Engine Optimization), the art of securing visibility in AI-generated answers, and reveal how to position yourself ahead of the curve. No jargon, no fluff. You will walk away with a clear vision of where search is heading, a sharp understanding of what it means for your sector, and actionable ideas you can apply immediately to future-proof your visibility and outpace your competitors, with strategies and examples tailored to different industries.
Agenda
- Welcome & context
- Quick icebreaker with the audience: “SEO, dead, alive, or evolving?”
- Why this conversation matters now
- The rise of AI-powered search
- What is GEO ?
- How AI is reshaping search behaviors
- Live example: the difference between Google results and AI search answers
- The impact on visibility & competition
- Why traditional SEO tactics are losing ground
- What disappears, and what still works
- How GEO changes the rules of the game
- Building a winning search strategy in the AI-first era
- The pillars of visibility in AI-driven search
- Content, authority, and brand signals simplified
- Group discussion : to be defined
- From guessing to knowing : tracking your visibility in AI search
- Why measuring visibility in AI-driven search is different from classic SEO
- Tools and methods to track performance and identify opportunities
- How monitoring fuels faster strategy adjustments
- Real-world examples & inspiration
- Quick case studies of brands already winning with GEO
- Lessons you can adapt to your industry
- Your Search action plan
- Where to focus now vs. later
- How to start testing without overhauling your entire strategy
- Key mindset shifts to stay ahead
- Interactive Q&A
Speakers
Germain Deflandre
Germain Deflandre is the founder and CEO of Elocos, a specialist agency in SEO and GEO (Generative Engine Optimization) that helps brands turn search into a genuine growth driver by combining technical expertise with a strategic, results-oriented approach. At the forefront of the shift to AI-powered search, he co-founded MentionLab, a platform that gives brands the insights they need to understand how they appear in AI-generated answers and to strengthen their visibility in this new search environment. In short, Germain is passionate about search and innovation, constantly exploring new ways to keep brands visible and competitive as the digital landscape evolves.
Gilles Bindels
Gilles Bindels is Partner & CEO at MentionLab, where he focuses on the intersection of AI, Search, and brand performance. With over 25 years of experience building and scaling digital marketing and advertising businesses, Gilles has established himself as one of Belgium’s leading entrepreneurs. He co-founded Social Lab, growing it from a start-up to a global network of 650 people across nine offices before its acquisition by WPP, where it became a driver of Ogilvy’s digital transformation. Gilles has successfully founded, grown, and exited multiple ventures in media, martech, and digital innovation, including Social Karma and Radionomy, and most recently served as Global Go-to-Market Lead for Commerce Studio at VML/WPP, delivering AI-powered commerce solutions for global brands.
Date
Tuesday, September 30, 2025 from 5.15pm to 8.00pm
Place
Solvay Brussels School, Avenue Franklin Roosevelt, 42 at 1050 Brussels
Price
75 € excl. VAT