Mike Nuzzo, svp of Hearst Data Solutions, explains how Hearst is measuring its visibility and favorability inside answer engines, restructuring editorial content into formats LLMs can more easily use, and exploring how GEO could become part of its advertising business.

We also discuss the collapse of the traditional marketing funnel, the difference between machine knowledge and human wisdom, and the possibility that publishers will eventually operate separate layers of the internet for humans and robots.

Chapters:

• 00:00 TRB 237 - Mike Nuzzo

• 00:09 Ex.co Spot

• 00:33 Intro

• 02:08 Why LLM Discoverability Matters

• 03:50 Measuring Citation and Favorability

• 05:50 Making Content Robot Friendly

• 08:06 Knowledge vs Wisdom

• 14:18 Monetizing LLM Influence

• 15:28 Robot Internet and Human Internet

• 17:46 LLM Referrals Rising