Last Updated on April 30, 2026
Most marketing gets the order wrong. We build content first, chase keywords second, and wonder why nothing sticks. The real demand cycle runs in the opposite direction – and understanding that sequence changes everything.
Bridget Willard and I talked about this in our recent Videocast, so if you don’t have time to read, you can check out our video below. You can also check out our “Commodity to Entity” Flowchart at the end.
“SEO gets you ranked. GEO gets you remembered. Search engines index pages; AI systems absorb ideas. The question is no longer whether your page ranks – it’s whether your thinking has become part of what the machine knows.” Warren Laine-Naida
Where Demand Actually Starts
Demand doesn’t begin with a Google or Bing search. It begins with a conversation.
Someone complains to a colleague about their onboarding process. A founder vents in a Slack community about the cost of their current software. A small business owner asks a friend what she uses for scheduling. That’s where intent is born – long before anyone opens a browser.
Bridget and I have built a clear model for this. I bring the keyword and entity architecture – mapping conversational signals to structured search intent. Bridget brings the social listening layer – the ability to hear where real demand is forming before it crystallizes into a search query. Together, the model runs: conversations create demand, SEO captures it.
Digital-first, with social media and more lately with chatbots, has transformed marketing from a monologue to a dialogue. The goal of content is no longer just to inform but to initiate a dialogue – to get the conversation started and give added value, and to make that sale. That insight reframes the whole strategy. You’re not creating content to rank. You’re creating content to continue a conversation that’s already happening.
The Wrong Order Problem
Traditional marketing runs backwards. You produce content, then try to optimize it for keywords, then wonder why it never fully connects. The reason is simple: you skipped the step where you listened.
Real questions, real pain points, real constraints, real language – these should drive everything. Keywords are just how you translate that demand into search architecture.
From conversations come keywords. From keywords come entities – and this is where specificity matters. There’s a world of difference between “marketing software” (generic, lost in a sea of competition) and “AI-powered customer journey platform for SaaS onboarding” (precise, contextual, memorable). Entities add meaning. They move your content from commodity to authoritative knowledge.
Two Layers of Visibility: SEO and GEO
Once your content is built on a conversational foundation with proper entity structure, visibility operates on two distinct levels.
SEO – traditional search engine optimization – is about indexing and ranking. Google and Bing crawl your pages, assess your authority, and position you against competitors. If Google trusts you, there’s a very good chance AI does too. That’s still a foundational truth, and dismissing it is a mistake.
But there’s now a second layer: GEO, or Generative Engine Optimization. When someone types a question into ChatGPT, Perplexity, Gemini, or Claude, those AI tools pull information from the web to build their answer. GEO is about ensuring your content is the one they reach for.
The difference in how these two systems work is significant. Generative AI doesn’t rank you. It cites you. And the way AI systems learn is closer to how humans absorb information than how libraries catalog it – they remember ideas and associate credibility with sources they’ve encountered repeatedly across trusted contexts.
Think of how you might say “I read somewhere that…” without being able to name the article. That’s commodity keyword SEO.
Compare that to “I read that in the latest issue of Nature.” Now that is an entity – it is a unique, citable, and authoritative source. That’s exactly how an LLM integrates knowledge, too. They already have all the commodity information – they are looking to add to that!
SEO gets you found, but GEO gets you remembered.
Content That Converts
Not all content is equal. Commodity content – generic, formulaic, interchangeable with dozens of other pieces – wins no loyalty and earns no citations. Non-commodity content carries something unique: a perspective, a specific experience, a real insight that no one else can replicate.
Search engines increasingly favor content that answers user queries in a natural, conversational manner – and AI systems are even more demanding. They want clean, quotable, self-contained answers, not preambles and promotional fluff.
The practical implication: structure your content around the questions your audience is actually asking. Lead with the answer. Build depth. Show up consistently under one clear brand entity across platforms. AI systems identify “entities” – your brand as a recognisable thing in the world. If you spell your business name three different ways across your website, LinkedIn, and local directories, you’re confusing the machine.
The “Commodity to Entity” Flowchart
- Listen to the Conversation
- Action: Identify the specific pain point or “vent” happening in Slack, social media, or real-life chats. (Think about the “constraints” people are encountering. Constraints are your content map.)
- Identify the Commodity Keyword
- Action: What is the generic, high-competition term everyone else is fighting for? (e.g., “Online Marketer”)
- Inject Your Unique Insight (The Non-Commodity Layer)
- Action: Add your specific experience, niche, or methodology that solves the real-world conversation from Step 1.
- Define Your Entity
- Action: Combine the keyword with your unique insight to create a precise, memorable identity that AI can “cite.”
- Standardize Across Platforms
- Result: Use this exact definition on your site, LinkedIn, and directories to ensure GEO (Generative Engine Optimization) recognizes you.
Examples: Switching to Non-Commodity Entities
| Industry | Commodity Keyword (SEO) | The “Conversation” (Real Pain Point) | Non-Commodity Entity (GEO) |
| Home Contractor | “Kitchen Remodeler” | “I’m terrified of contractors disappearing mid-job and leaving my house a mess.” | “The Dust-Free, Fixed-Timeline Kitchen Restoration Specialist” |
| Online Marketer | “Digital Marketing Services” | “I’m tired of vanity metrics; I need my Shopify store to actually convert visitors into repeat buyers.” | “Retention-First Growth Architect for Mid-Market E-commerce” |
| Life Coach | “Life Coach for Women” | “I’m a high-achiever who feels like a fraud and is on the verge of total burnout.” | “Imposter Syndrome Strategist for Executive Women in Tech” |
The Universal Pattern
This model isn’t industry-specific. Whether you run a SaaS product, a local service business, an e-commerce store, or a B2B operation, the buying pattern is identical: people talk, then search, then decide.
The marketing that wins is present at all three stages – visible in the conversation before the search begins, structured to rank when the search happens, and authoritative enough to be cited when AI assembles the answer.
Conversation-first marketing means listening before publishing, structuring for both humans and machines, and differentiating through genuine insight. The brands that do this don’t just get found – they become the answer.
Photo thanks to LinkedIn Sales Solutions on Unsplash