25.2.2026 WFA: SEO + Generative Engine Optimisation (GEO) 101

We all know that AI has changed how we think about search marketing, but what actually influences whether AI surfaces your brand, and how can you improve your odds without chasing hype?

This session is a clear, jargon-free introduction to the fundamentals of SEO and GEO, how they overlap, and where they diverge. We’ll cover the signals that tend to matter, plus practical steps you can apply straight away. This is very much a ”zero to hero” level webinar, so expect to walk away with a new take on how to succeed in 2026 and beyond.

You’ll learn:

• The core concepts of GEO and how it connects to SEO fundamentals
• Core technical website considerations that ensure a solid foundation
• How to structure content so it’s easier for machines (and humans) to understand and reuse
• The role that Digital PR plays in driving visibility

Who this module is aimed at: Marketing, media, and procurement professionals from the WFA membership. Duration: 60 minutes, including Q&A. Presenter: Matt Beswick, Strategy Director and Co-Founder, Blush

THE WEBINAR IS OPEN TO MARKETING FINLAND BRAND MEMBERS