Generative Engine Optimisation - GEO : How AI Shapes Content, Reputation & Video Strategy

Generative Engine Optimisation (GEO) is quickly becoming the new SEO. As more people turn to AI platforms like ChatGPT, Claude, and Perplexity for answers, businesses need to understand how to make sure their brand shows up in those responses.

In this in-depth session, Stephen Wilson Downey (Speire), Susie Horgan (Springboard Communications), and Judie Russell (The Vidacademy) break down:

✅ What GEO (Generative Engine Optimisation) is and why it matters in 2025, how large language models (LLMs) like ChatGPT process, rank, and surface information, and how to use semantic seeding and E-E-A-T to structure content that AI trusts.

✅ Why reputation management and credibility are critical for GEO, how consistency and narrative discipline matter more than one-off campaigns, and why earned media, directories, reviews, and authority signals are now essential for AI visibility.

✅ Why video transcripts, YouTube uploads, LinkedIn, and owned evergreen content massively improve GEO, how to script videos with natural GEO-friendly mentions, and practical steps to repurpose vertical videos and embed transcripts for long-term discoverability.

Whether you’re in marketing, communications, PR, or business strategy, this talk gives you the tools to start preparing your content for the future of AI-driven search and discovery.

📌 Chapters

00:00:00 – GEO 101 & how LLMs work

00:03:35 – Finding audience questions + E-E-A-T framing

00:07:34 – Semantic seeding & the five pillars

00:10:45 – GEO is reputation - earned is better than paid

00:14:05 – Consistency & narrative discipline

00:16:39 – Owned-content foundations

00:20:24 – Hollywood ratios & measuring success

00:23:15 – Why LinkedIn & YouTube Video is so important

00:26:08 – Script & upload for GEO

🎤 Transcript Highlights

Stephen Wilson Downey – Speire “Generative engine optimisation is essentially about getting mentioned in AI platforms or large language models. They go through data collection, pre-processing (tokens), model training, fine-tuning, and response generation. Today, retrieval augmented generation (RAG) combines pre-trained data with real-time content — reducing hallucinations and keeping results current.”

Susie Horgan – Springboard Communications “Reputation is now more important than ever. GEO is reputation in action. AI doesn’t care about paid content — it cares about what others say about you, and whether those sources are credible. According to Muck Rack’s 2025 survey, 95% of GEO signals come from non-paid sources, and nearly 90% are earned. Consistency and thought leadership matter more than one-off campaigns.”

Judie Russell – The Vidacademy “Lights, camera, crawl. Hollywood spends 40% of its budget on marketing and distribution — businesses rarely do. Authority isn’t built on short-lived Instagram reels; it’s built on LinkedIn, YouTube, and your website. YouTube transcripts alone feed into AI massively. Script videos with natural GEO mentions, repurpose your vertical videos, and embed transcripts into your site for evergreen discoverability.”

Full Transcript

00:00:00:00 - 00:00:00:19

Speaker 2

what is,

00:00:00:19 - 00:00:02:02

Speaker 2

generative engine optimization?

00:00:02:02 - 00:00:10:20

Speaker 2

Essentially, it's getting mentioned in, AI platforms or large language models. And before we delve deeper into the fundamentals of of GEO

00:00:10:20 - 00:00:21:20

Speaker 2

it'd be important to understand how large language models work in general. So taking ChatGPT as an example, there is around five stages. So it goes through the data collection,

00:00:21:20 - 00:00:22:03

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stage.

00:00:22:03 - 00:00:48:17

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So the models have been fed, you know, your books are articles or websites, journals, etc., etc. and then it's entered into a phase of pre-processing. So pre-processing here, if we take a word as an example that's broken down into something very, very small called a token that, a machine can read very, very quickly. And that allows it to deal with deduplication at this stage and deal with bias, before it enters into the model training element.

00:00:48:24 - 00:00:54:06

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And the model training here is where it starts to spot the patterns. So if you think of,

00:00:54:06 - 00:01:06:28

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they call it a neural network, for lack of a better term, it's a, it's a digital brain. But essentially that's where it's finding the patterns of context, fact, subject. And then it's moving into the inference and fine tuning element.

00:01:07:04 - 00:01:10:17

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So those thumbs up, thumbs down, you see on your ChatGPT,

00:01:10:17 - 00:01:31:02

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responses, essentially, you're giving feedback to the model in real time on whether or not it has generated a good response. And then finally, response and content generation. Natural language processing is the technology that's behind ChatGPT and essentially what natural language processing is - It's really, really good at predicting the probability of what's meant to come next.

00:01:31:03 - 00:01:50:14

Speaker 2

So if we take a sentence as an example, all it's doing really is it's predicting the next most likely word, that comes in a sentence. And then the next step above that then is if you're looking at a question, it's predicting the probability of what that answer is going to be for that answer or question. Should I say so?

00:01:50:14 - 00:02:12:08

Speaker 2

There was a problem, that ChatGPT, was experiencing, a couple of years ago, and it had, age and maturity as a, as a key problem. And for a while there, ChatGPT, still thought that the Queen of England was still alive. So they were, well aware of this problem. And while, they were working on this, they were,

00:02:12:08 - 00:02:16:26

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working on the next function where it can now retrieve and synthesize information in real time.

00:02:16:28 - 00:02:24:08

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Essentially what that means is it's pulling from a combination of sources. So it's a blend of its previously fed trained model,

00:02:24:08 - 00:02:26:05

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in unison with its real time

00:02:26:05 - 00:02:34:07

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web content. So this is a called Rag. It's retrieval augmented generation. So retrieves the real time information and it augments pre

00:02:34:07 - 00:02:36:26

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trained data as a result. And that's been done to

00:02:36:26 - 00:02:38:09

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reduce the risk of hallucination.

00:02:38:09 - 00:02:53:02

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And you can see that when it's doing its thinking you can see that it's pulling different sources in. So not only is it pulling in information at to, to form a different answer, it's also updating its own, database internally.

00:02:53:04 - 00:02:55:27

Speaker 2

So where to start with at all really.

00:02:55:27 - 00:03:16:03

Speaker 2

And as good marketers, you’d always start with who? Their target customer segments. And really it's all about figuring out the questions that they're asking. So the best way to do but it is still a little bit of a blind spot seeing, you know, what questions are being asked directly into the AI models but listening tools such as Answer The Public and TalkWalker,

00:03:16:06 - 00:03:18:23

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Answer the public. You know it is lifting real

00:03:18:23 - 00:03:23:11

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time information from Google. More and more people are asking questions directly into Google now.

00:03:23:11 - 00:03:35:15

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TalkWalker is more on the social side. So that would be your listening post for, your meta platforms, etc., etc. and with those two, tools you can get a bit of a context.

00:03:35:18 - 00:03:42:07

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You can also prompt GPT Claude or perplexity directly. I would recommend that you'd use a mix of these platforms,

00:03:42:07 - 00:03:52:29

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ask the common questions. So a really good prompt would be: What are the most common questions people ask you when... And it's really important that you turn off personalization when you're doing this because you want

00:03:52:29 - 00:03:55:11

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to be seeing the generic answers that people are seeing.

00:03:55:14 - 00:03:57:17

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And then finally, you can use the,

00:03:57:17 - 00:04:16:09

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curated data set platforms such as Profound or iPullrank very, very expensive though. So they've done a lot of work, they've done the groundwork up here and they know how to charge for it. So once you've kind of done that exercise, what you tend to do is you cluster the questions around the different elements of your service portfolio.

00:04:16:16 - 00:04:21:01

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And that's where you can start with your your structured content strategy.

00:04:21:01 - 00:04:23:03

Speaker 2

some of you in the room might already be familiar with

00:04:23:03 - 00:04:39:15

Speaker 2

E-E-A-T so it's your Experience, Expertise, Authorativeness and Trustworthiness. The LLMs work pretty much the same way. So what they're doing is they're looking for the first hand experience of the topic that's been written or spoken about - the expertise, the knowledge or skill to talk about the topic.

00:04:39:17 - 00:04:43:18

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And then the authoritveness - is the author a credible source or topic?

00:04:43:18 - 00:04:44:20

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And trustworthiness.

00:04:44:20 - 00:05:06:18

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The source is an accurate, honest, safe and reliable? And that's where your PR will come into the picture. In terms of structuring the content directly. If you're taking your website as an example, use natural language question and answer formatting. So that the content that you're writing on websites needs to become slightly more conversational.

00:05:06:18 - 00:05:11:20

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Integrate your schema markup on your web pages. So that's basically labeling the structure,

00:05:11:20 - 00:05:27:12

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of the web page. So taking, a recipe as an example, you know, on your website, you should have the ability to label the page as such. But then in turn informs, search engine and in this case, a large language model - what the page is about.

00:05:27:12 - 00:05:29:22

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Concise, fact rich content

00:05:29:22 - 00:05:32:27

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AI doesn't read from top to bottom like humans do.

00:05:33:03 - 00:05:46:18

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It sifts and lifts, so it's looking for those tokens from your content. So you need to do a little bit of both and cater for both. So what you're doing is you're optimizing for AI summary readiness. So too long didn't read sections.

00:05:46:18 - 00:05:51:23

Speaker 2

Your bullet point summaries, FAQs as well. You're starting to see more and more of those in use.

00:05:51:25 - 00:06:12:21

Speaker 2

And here then functionally on the other side, linking to other internal pages in the website that are contextually relevant. So if you've any similar topics that you're discussing on your website internally linking to those other pages, is, a really, really good tactic. It helps understand the context that much more. And then finally

00:06:12:21 - 00:06:13:26

Speaker 2

low hanging fruit there.

00:06:13:28 - 00:06:24:15

Speaker 2

Keep your content up to date. So you're going back into your old pages, updating stats with new sources. That's a really, really good low hanging fruit. Takes a lot of work out of the equation.

00:06:24:15 - 00:06:28:14

Speaker 2

I want to talk a little bit about semantic seeding. So this is a term that's been coined

00:06:28:14 - 00:06:39:17

Speaker 2

as the bedrock of GEO and essentially what we're doing here is we're planting terms, concepts, facts, across multiple channels so that they're absorbed into large language models.

00:06:39:19 - 00:07:00:02

Speaker 2

So essentially what you're aiming to do here is you want to resurface as the default in how the machine can see and describe the world. And it's not unbiased. So it does learn directly from what we fed it. So what you really need to cover here is you need to publish on AI crawlable channels, which I'll go through in a couple of seconds.

00:07:00:02 - 00:07:02:23

Speaker 2

As discussed, use your AI friendly formatting

00:07:02:23 - 00:07:18:04

Speaker 2

clarity over call to action. So making sure that your content is really, really structured. That is not to nuanced but also with your call to actions. You do need to to have them placed, to cater for the humans that are still, browsing your page,

00:07:18:04 - 00:07:19:20

Speaker 2

and then finally owning your,

00:07:19:20 - 00:07:20:19

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organic mentions,

00:07:20:19 - 00:07:22:14

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to your PR and social channels,

00:07:22:14 - 00:07:29:16

Speaker 2

for example, transcripts from the video on YouTube, 70% of perplexity citations are, coming from YouTube transcripts.

00:07:29:24 - 00:07:34:16

Speaker 2

So Judie is going to talk to you a little bit about that in a few minutes.

00:07:34:16 - 00:07:38:01

Speaker 2

So when we talk about semantic seeding, you can split it into,

00:07:38:01 - 00:07:41:23

Speaker 2

these five pillars. So with your website, you start with your sitemap.

00:07:41:23 - 00:07:45:29

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And as discussed, your questions wrap your questions around your pages and the content around it.

00:07:46:01 - 00:08:16:08

Speaker 2

Keyword placement is still really important. So SEO is not dead. It is very much alive. It has become much more important, has become a component of this activity. And it's important to consider your metadata placement here as well. So what I mean by metadata placement, it's your alt text on images, things like that. Because that's the information that is also lifting, making sure that your website is fast and clean, high contrast and accessibility friendly.

00:08:16:14 - 00:08:36:24

Speaker 2

That also helps the algorithms lift the information from your web pages. And then of course, your internal and external linkage. So that's your internal linking to other pages, but also backlinks. Very important. Making sure that your, you're posting, your information on forum related content, like for example, your mediums, your Quoras of this world

00:08:36:24 - 00:08:40:01

Speaker 2

for progressing into search sitemap submission as well.

00:08:40:07 - 00:08:49:29

Speaker 2

You can submit your sitemap into Google and Bing and also ends up in Yahoo as Bing owns Yahoo! Wayback Machine is also a source that's being crawled and lifted.

00:08:49:29 - 00:08:53:02

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And then when you're getting into the more localized,

00:08:53:02 - 00:08:55:03

Speaker 2

Yandex, Baidu

00:08:55:03 - 00:09:08:23

Speaker 2

exposure as well are also taking in site maps as well. So if you expand your reach into those, those, those categories, that they are searching Baidu as an example, you know, beast deep seek is searching on Baidu and lifting sources.

00:09:08:28 - 00:09:21:04

Speaker 2

Social and forum then. So you have meta and Reddit that if we take Google AI overviews as an example, they have done a deal with Google where they're hooking into those results. But an interesting,

00:09:21:04 - 00:09:35:04

Speaker 2

fact about Reddit. Yesterday, its stock price has declined for a second day in a row. And the reason being is that it's been noted that ChatGPT has been lifting less and citing less of its content because there's been an increase in AI bot activity.

00:09:35:11 - 00:09:59:18

Speaker 2

So it's important to note that you should never use, a large language model to create content and feed it back into the markets, because what they're looking for here really is originality. Some good low hanging fruit here, your credentials and your locations. So getting your credentials into Maps - Trustpilot, it's, ChatGPT. It's lifting a lot of information, from Trustpilot for its credibility.

00:09:59:20 - 00:10:00:29

Speaker 2

Google my business.

00:10:00:29 - 00:10:06:25

Speaker 2

But I want to turn your particular attention to App of Business Connect and Wiki. A lot of people forget about app Business Connect.

00:10:06:25 - 00:10:10:21

Speaker 2

That's where you're able to get into their suite of services Apple Maps,

00:10:10:21 - 00:10:11:13

Speaker 2

Siri,

00:10:11:13 - 00:10:23:13

Speaker 2

and Wikidata as well owned by, the Wikimedia Foundation as well. You're able to plug your business's content directly into that platform, and this segways very nicely into Susie’s section here.

00:10:23:15 - 00:10:24:27

Speaker 2

Your public relations,

00:10:24:27 - 00:10:28:16

Speaker 2

newspapers, industry magazines, articles, industry journals.

00:10:28:16 - 00:10:44:20

Speaker 2

That's all the information that, the large language models view as very, very credible. So it's important to have a PR strategy. And on that note, I'm going to hand you over to Susie.

00:10:44:23 - 00:10:51:07

Speaker 3

Thanks, Stephen. Hi, all. So I'm going to look at GEO and reputation.

00:10:51:07 - 00:10:57:29

Speaker 3

what I would say to you is reputation is now more important than ever. And AI cares about your reputation.

00:10:57:29 - 00:11:04:27

Speaker 3

as Stephen was saying, you know, SEO does still matter. But all we thought about before was, where do I come up on Google?

00:11:04:27 - 00:11:08:12

Speaker 3

We didn't think about what answers will I get

00:11:08:12 - 00:11:25:03

Speaker 3

on a prompt. So it's about answers. It's zero clicks. What answers are you getting when you prompt the LLMs? And have we checked it? Do we know what answers we're getting and are we doing that consistently? But I'll say more about that. So Geo is reputation in action.

00:11:25:03 - 00:11:26:18

Speaker 3

doesn't care about paid for.

00:11:26:18 - 00:11:33:03

Speaker 3

And I'll get into the data on that. It cares about what others are saying about you and the credibility of those.

00:11:33:03 - 00:11:46:19

Speaker 3

So reputation is reflected back in those answers you get from AI. So the data - so this is Muck Rack. This is a 2025 survey. Basically 95% comes from non-paid

00:11:46:19 - 00:11:52:03

Speaker 3

sources. So your earned and owned. That's where it's at - earned and owned.

00:11:52:05 - 00:11:56:27

Speaker 3

And nearly 90% of that is earned. So journalists trades

00:11:56:27 - 00:11:59:06

Speaker 3

analysts are really important.

00:11:59:06 - 00:12:15:11

Speaker 3

it's time sensitive. So building on what Stephen was saying, we all think that AI or ChatGPT in particular is dated. It hasn't been updated. That's different. It's different now. If you ask a question, it will give you the right answer. Unless it's hallucination, most of the times will give you the right answer.

00:12:15:11 - 00:12:36:09

Speaker 3

And I'll get to why. Some of your content on your prompts can create hallucinations as well. But journalists, they care about yesterday's article. That's really, really important. Now. So that's something to keep in mind as I'm talking through this, because you do need to be always on one big campaign is not going to win the race on AI.

00:12:36:12 - 00:12:57:16

Speaker 3

You have to be consistent. And thought leadership is more important than ever over press releases. So announcing a number of jobs, yes, that'll get your headlines and bump, but it won't get you that consistent authority you need for AI to use you and answers. So that's really, really important. And then just feeding into Stephen's already covered this and you know we all know blah blah blah.

00:12:57:16 - 00:12:58:05

Speaker 3

Reddit

00:12:58:05 - 00:13:19:26

Speaker 3

another buyer beware with Reddit is takes a lot of work to do anything on Reddit. It's a full time job but what I think is interesting and why I think, AI likes it so much, is how it's laid out. Right? So it's laid out in a way that's very scannable for AI. So that's why it pulls from it seems to keep that in mind in your own content.

00:13:19:26 - 00:13:30:17

Speaker 3

And I know Stephen touched on that already. And I'll give you a little bit more on it. But also YouTube is number three. That's how many of us actually spend time on YouTube.

00:13:30:19 - 00:13:32:02

Speaker 1

I hope you do.

00:13:32:04 - 00:13:54:22

Speaker 3

But like people don't race, we don't. We've kind of the forgotten one. It's the last. Unless you're a very video heavy company, but we're creating stuff for Instagram, we're creating stuff for LinkedIn. Are we creating and putting transcribing onto YouTube? We should be for the very purposes of Geo. And I know it's pretty hard to read and I apologize, but all the social channels are here.

00:13:54:24 - 00:14:05:25

Speaker 3

So it is really important to have your own content right on your social channels. So what does that mean? If it's owned and earned? Consistency is key.

00:14:05:25 - 00:14:11:24

Speaker 3

And it's probably the first conversation I had with Stephen when he said, well, we're now talking to robots and humans. So you've got to think of.

00:14:11:24 - 00:14:12:22

Speaker 1

It that way.

00:14:12:24 - 00:14:34:19

Speaker 3

You know, yes, it still needs to be engaging for the humans, but the robots need to be able to understand us. So traditionally, you know, you'd have your big campaign, you'd have a big, you know, firework on something one and done. You need now to develop your narrative consistently. And that narrative development needs to be across all touchpoints.

00:14:34:27 - 00:14:56:21

Speaker 3

It can't just exist on earned media and not on your owns. It needs to be everywhere, and it needs to be consistent. Because if it's not, if it's fragmented, your AI is fragmented. You're not an authority. So narrative discipline is more important than ever. And how do we create that narrative discipline. Well, obviously, you know, use your own platforms.

00:14:56:21 - 00:15:28:10

Speaker 3

But also you've got to think about your reference data. Where is your company referenced? I know I've had many experiences with companies where you go in, they've done a rebrand and you go and look at some directory and they're still named the old company or the old directors or the old website. That happens all the time, right? It's really important to does'nt now Wikipedia's there because like Reedus, everyone's talking about Wikipedia and Reddit, but Wikipedia I have firsthand experience of this is incredibly hard to change.

00:15:28:13 - 00:15:53:20

Speaker 3

So you can't actually you can change this, but it takes time, especially if it's not the original author that's going to them. So Wikipedia, you definitely should have it as brand authority, especially if you've got a situation where you're a brand that could be confused with another brand that maybe isn't all that positive. Wikipedia is incredibly strong because it ranks so well from an SEO and Geo point of view.

00:15:53:22 - 00:16:14:12

Speaker 3

But the really low hanging fruit is industry directories. So what are you members of? What are you associated with? Are they accurate? Is the narrative correct? Is it the consistent narrative that you want to get across? When was the last time you checked them? So that's really, really important. And then Google my business. Apple connects all of us really important reviews.

00:16:14:12 - 00:16:39:09

Speaker 3

Geo like SEO, loves the review. Reviews can be our torment, I know, but they are extremely important now going forwards. So consistency for LMS equals brand recognition. And then going back to the owned content. Where does this fit in? It's the foundation. So when we're doing our own PR pushing out to journalists, analyst trades, they're going to go and look at the websites.

00:16:39:15 - 00:17:07:22

Speaker 3

They're going to go and look and make sure you're credible, authoritative, that it's accurate. So you need to make sure the content you have on your website is really strong. Extra pages or something that that is really being pushed at the moment, not just a short bio but an expert page. So if you're trying to push someone as a thought leader, having an expert page on your website with backlinks to earns media, they've had coverage and can be incredibly strong, not only for those journalists you're trying to push it to, but for our LMS as well.

00:17:07:24 - 00:17:30:06

Speaker 3

So that's something to consider. And where owners can be incredibly strong. They need to work together. There needs to be consistency. And I know Stephen has touched on this, but just to go through this very briefly, accuracy, obviously clear authorship bylines make sure you byline everything. Try and take ownership of your content. Make sure it's published on your own platforms.

00:17:30:09 - 00:17:40:15

Speaker 3

You know, from an earnings point of view, I would always say, don't do this, but the minutes you have pitched us insecure, just get it up on your own platforms, because then the LRM to see you as the authority,

00:17:40:15 - 00:17:52:24

Speaker 3

sentence structure. Think about when you put a question into ChatGPT. For example, the way it gives it back to you, headings, bullet points, loves them, loves noble points, short sentences.

00:17:52:27 - 00:18:11:19

Speaker 3

If you've long, complex sentences and you put them in, they will more. It'll never say to you I don't know. It won't say I don't know, I don't understand, I'll give you some rubbish back. And you're like, why is it giving me this? It hasn't understood your sentence more than likely. Now there's other reasons, but that's a very strong reason why you get hallucinations.

00:18:11:24 - 00:18:18:28

Speaker 3

Gobbledygook back. Keep it short, keep your sentence short. Keep your paragraphs short. 2 to 3 sentences. Max.

00:18:18:28 - 00:18:38:29

Speaker 3

And maintain a logical flow. Right. So think about how you get your information back again the intro, the content, the example, the the conclusion. That is what I like. Have that. Think about your case studies for example. But bullet points in your case studies facts, data back, links to the earned media.

00:18:38:29 - 00:19:02:22

Speaker 3

You may have got all of your ranking and credibility engagement. As Stephen said, fake news factsheets all really important. Deeper understanding. Those case studies I was talking about are if you have, you know, a white paper are more data. So so for example, if you've got earned content on a certain piece of data that there may be more doses to support us, have that on your owned platform.

00:19:02:24 - 00:19:13:27

Speaker 3

I mean, in an ideal world, we all know this. It's the same as SEO. You'd get a backlink to your owned content on the earned content. Not always possible, but again, really, really important.

00:19:13:27 - 00:19:24:25

Speaker 3

Keep it fresh, keep it fresh, keep it fresh. Same as SEO. Exact same. Keep it fresh. Always on. So it matters more than ever.

00:19:25:01 - 00:19:42:16

Speaker 3

The big hit campaigns, the one and done. It won't give you the reward you want if you're not out there consistently pushing your messaging, pushing your narrative, you know, commentary into industry debates, media presence, well, then you're going to be invisible.

00:19:42:16 - 00:19:55:29

Speaker 3

I suppose taking the first steps and I know Steven mentioned those astronomically expensive platforms. And unfortunately there really is nothing else out there that is more affordable at the moment besides a good old Excel spreadsheet with your list of prompts and the responses you get.

00:19:56:01 - 00:20:13:27

Speaker 3

But you've got to start doing that. If you want to see what return you can get. From changing up your narrative and making sure it's consistent and doing all the donkey work of looking through all your data references, making sure it's accurate and up to date, making sure it's got the right backlinks on it. All of that stuff will make a big difference.

00:20:13:29 - 00:20:24:23

Speaker 3

So I'll hand over now to Judy, who's going to bring you through video and the importance of us. Thank you.

00:20:24:25 - 00:20:41:25

Speaker 1

Coolest thing ever Microsoft Clicker pen. It's just I love it. I have to get one. And then I think from this talk I'm like, oh I got it so much to do. Like I have to go back over, firstly transcribe it and then ask AI to create a list of things that I need to do to actually get myself sorted and hold the mic to my mouth as well.

00:20:42:00 - 00:20:45:13

Speaker 1

But lights, camera crawl. So I'm completely embedded in video like

00:20:45:13 - 00:20:58:22

Speaker 1

I spend all day long either producing videos for companies or teaching people how to make videos. But you know, I have to think about Hollywood. And I remember hearing this when I was first starting out from video, and how much time they dedicate to each kind of section.

00:20:58:22 - 00:21:00:00

Speaker 1

So there's pre-production

00:21:00:00 - 00:21:20:27

Speaker 1

writing of the scripts, getting the writers together, all that kind of stuff. And then there's production, which is obviously a huge part, cast and crew, all that kind of thing. Then there is post-production, which is editing, but like, you know, I just wanted to go through and show like 10% goes into pre-production, 35% into production, 15% into editing, and then they keep 40% of the budget for marketing and distribution.

00:21:21:04 - 00:21:21:12

Speaker 1

And

00:21:21:12 - 00:21:22:18

Speaker 1

businesses don't do this

00:21:22:18 - 00:21:45:04

Speaker 1

especially when I first started making our videos, I deliver the content through Wetransfer. The company was downloaders uploaded to their channels. I'd never hear anything about it ever again. So now I'm actually trying to be more involved with asking the client first day, how will you measure success? And then following up with their analytics and sending them a spreadsheet afterwards because instead of making one video now, I'm probably making five.

00:21:45:11 - 00:22:04:05

Speaker 1

So then I'm like, upload to all channels and then I go through, count their views, count their reach, do a sum at the end, and then at the end, like maybe a month after the videos were uploaded, I'm like, here are the actual results. Now we can use these to actually make more videos in the future. So awareness starts on social, but authority is built on your own website.

00:22:04:06 - 00:22:20:18

Speaker 1

I built my own website on Wix about five years ago, and nothing has happened to it until I started creating the slides for this. Right. And I was like, I don't like SEO and I think it's someone else's job. It's someone else's skill. In my mind, it's sorcery. What are they doing with the source code?

00:22:20:18 - 00:22:37:08

Speaker 1

What is all this weird stuff that I don't know anything about? The site map freaked me out. Everything about it freaks me out. It's just not my area. But then when I started looking into Geo, I was like, oh, I'm kind of like, I want activity to list my business and I'm starting to get competitive. And every day I'm like, video training in Ireland.

00:22:37:12 - 00:22:54:09

Speaker 1

And then I'll give it a list and I'm like, why aren't you mentioning the Vid Academy? And I trying to understand its background, but it does go back to SEO. So now I'm like, okay, get involved a bit with SEO, but also I think the thing I didn't like about SEO was the sponsored ads always came first, and I didn't want to pay for advertising.

00:22:54:09 - 00:23:10:24

Speaker 1

As a sole trader, I don't really have to pay for advertising. I hopefully can do enough of a good job. That word of mouth gives me enough of business. But I was like, oh, like, this has been an amazing workshop to prepare for because it really got me thinking about this stuff and seeing as you were saying, the same.

00:23:11:01 - 00:23:15:00

Speaker 1

But most people are uploading to Instagram and TikTok and that's it.

00:23:15:00 - 00:23:27:03

Speaker 1

you're getting two days of visibility, you're getting a dopamine hit because you're like it has it is okay. Someone seeing this, it's great for dopamine. But outside of that, like as my mum would say, if everyone else is doing it, maybe you should be doing something else.

00:23:27:09 - 00:23:44:06

Speaker 1

And I really think the competition is too high and the reach is too short in terms of of days. So I'm like, okay, let's let's go up a visibility LinkedIn professional credible index by Google. And now they're starting to go for vertical video. So you'll notice when you open up LinkedIn showing you a vertical video straight away.

00:23:44:06 - 00:23:49:01

Speaker 1

Then YouTube as Susie was saying, huge search engine evergreen discovery.

00:23:49:01 - 00:24:09:05

Speaker 1

I can't believe that people don't upload to YouTube. Like I see these like slot machines, like I'm uploading to all of them and I'm like, which one is the video going to do well on? And again, I'm obsessed with the analytics now, so I'm constantly going back and reviewing which ones are working and why. And then once it's embedded on YouTube, then you can embed it into your website more easily and now you own it.

00:24:09:05 - 00:24:37:09

Speaker 1

It's fully scrollable and permanent, and your video is now fully visible as opposed to just hidden behind Instagram, which nobody's going on. Instagram searching for video training Ireland. And if they do, there's nothing about video training in Ireland coming up. It's not a good search engine. So then I was like, okay, let's try this. So I was like, Rose, I put the video up on Instagram, I'm going to put it up on YouTube now, and instead of calling us video training at the Glen Community Garden, video training in Ireland.

00:24:37:12 - 00:24:57:29

Speaker 1

And then I'm going to go on to my website. I actually created a really bad page. If anyone is into web development, do not judge me. But I was like what can I do on my own? So I was like, right? So I put the I put video training in Ireland, I put a little blurb at the top a contact us, and then I put three videos with a description, short description of the video, and then a transcript of the video on a collapsible bar.

00:24:58:02 - 00:25:07:20

Speaker 1

So then on Friday, September 26th at one p pm on Google, I'm like video training cork. I was on page two on

00:25:07:20 - 00:25:19:24

Speaker 1

Wednesday. Sorry. Last night I went on and I was like, I'm sorry, I don't know why the I overview didn't come off the first time I did this on Friday. You can contact writers like the video gallery just because I created that webpage.

00:25:19:27 - 00:25:26:20

Speaker 1

So I was like, oh my God, okay, this works and if I can see something working, then I'm fully invested. And look at look, look, look, I've never been

00:25:26:20 - 00:25:37:05

Speaker 1

listed on Google. I'm like super shocked by this. Now I'm still asking ChatGPT why they aren't recognizing me, but maybe is it taking time to like update or

00:25:37:05 - 00:25:37:28

Speaker 1

well.

00:25:38:01 - 00:25:57:23

Speaker 2

You need to be, expanding your content across multiple channels as well, multiple sources. So like if this is a few of those sources there. But if you go back to my patrons, yeah, they're like the amount of platforms, they're like, you want me to be on all of them? So okay, this listing on Trustpilot and there's just too much text as well.

00:25:57:23 - 00:26:07:27

Speaker 2

So just to use this, OpenStreetMap box along with big maps is really, really relying for it to get your own business credentials in there as well.

00:26:07:27 - 00:26:08:14

Speaker 2

Brilliant. Okay.

00:26:08:15 - 00:26:25:19

Speaker 1

So like again, I'm going to ask you how to do that. Like I get it's no more achievable than it was in the past. It's more a list. So what I'm going to say is when you're scripting the videos, script them with geo in mind. So build in your brand mentions. So video training in Cork, Ireland these become the keywords.

00:26:25:19 - 00:26:46:03

Speaker 1

But make sure to frame geo mentions as natural storytelling details. So you know I don't know sometimes when people are scripting their videos, they're taking the content from their website and seeing it like we specialize in the most valuable ways of like, you'd never say that if you were talking to your friend like you'd say, I'm really good at making videos, so you should, you know, have a chat with me about how to plan, film and edit.

00:26:46:04 - 00:27:07:15

Speaker 1

You know, it's a lot more simple, dialog friendly. And then instead of like, we run training sessions to vague no information, no why it matters. We run a video training workshop in Cork with Springboard Communications, where participants learn how to plan, film and edit videos. Feel human, feels conversational, but also drops in location and a partner that I can understand then when it comes.

00:27:07:19 - 00:27:13:24

Speaker 1

When it comes to uploads. We both talked about this. Humans and I need to be able to scan it,

00:27:13:24 - 00:27:21:12

Speaker 1

I uploaded to save the video at the start as the Glenn Workshop, who understands that the people who are at the workshop are someone who lives near the glen,

00:27:21:12 - 00:27:25:12

Speaker 1

the garden and placement students came together to. No one is searching for any of this.

00:27:25:16 - 00:27:40:17

Speaker 1

Instead, how video training can boost visibility in 2025. In this video, Judi Russell from the Vid Academy shows our video training workshops with Irish businesses won't run and blah blah blah. So starts with how common search intent and uses keywords people are actually

00:27:40:17 - 00:27:49:23

Speaker 1

typing in. So now it's on YouTube. It's more searchable. But also the benefit of YouTube is that YouTube after, say, ten minutes after you upload, will provide a transcript.

00:27:49:23 - 00:27:53:07

Speaker 1

It will come up on the top right bar like this. And then you click on this little

00:27:53:07 - 00:27:53:15

Speaker 1

three

00:27:53:15 - 00:27:59:20

Speaker 1

dots here and say toggle timestamps. It will turn off the timestamps. And then you can copy the whole thing. Put it into ChatGPT.

00:27:59:27 - 00:28:06:28

Speaker 1

So this is the transcript from my video. Don't change the words. Just update the grammar so that it's romantically correct kind of thing.

00:28:06:28 - 00:28:11:03

Speaker 1

And then it will remove the filler words sticks and stay add punctuation.

00:28:11:03 - 00:28:29:17

Speaker 1

This is a bit of a workaround because these are the shorts. So you know on Instagram like the vertical videos like longer videos are probably easier in landscape to embed in your site and then, you know, provide the transcript and stuff. But when we're talking repurposing short vertical videos like the ones in Instagram, we're uploading them and they're becoming YouTube shorts.

00:28:29:20 - 00:28:44:04

Speaker 1

So with the shorts you don't get an embed cause you have to go an extra step to get the embed code and the transcript out of them. Because like if you go into your your video, you'll be like, where's the the transcript? So what you have to do is just change the,

00:28:44:04 - 00:28:49:01

Speaker 1

you URL from video ID or whatever it is to what question mark.

00:28:49:01 - 00:29:08:17

Speaker 1

For now, I'll just leave that there. But like, it's easy to do. It's just a little bit of a brain melt when you're first doing this and you're like, why is this so hard to do? I'm sure it's something that will actually get really easy, but right now this is a little bit of wrangling with us. And then you can get the embed code, embed the video into your site, ask strategy b t to create a kind of friendly blurb.

00:29:08:17 - 00:29:21:19

Speaker 1

But you were saying it's probably better to racist yourself and make it more original. I was being lazy, but then I have the video transcript in there on a collapsible bar and I was reading the chat. You can read the collapsible stuff so you can get away with like, it doesn't have to be the whole thing. They're great.

00:29:21:21 - 00:29:27:12

Speaker 1

And then you have a geo friendly summary, you've got a new web page and then Google recognizes you. So

00:29:27:12 - 00:29:40:25

Speaker 1

start asking questions. You guys both said this, can I find you? Like, what are you putting into AI? What are you asking a AI to try and get found and see if it's working? Can they find your business and then go through your last ten vertical videos on Instagram?

00:29:41:02 - 00:29:58:29

Speaker 1

See if there are categories in there. So one of my categories was just workshops with three videos on the workshops. And I was like, this can be its own page. So then I was like, okay, no, do they have transcripts? And then I was able to go and create that page. So then it's not just Instagram videos. Now they're all findable online.

00:29:59:02 - 00:30:01:17

Speaker 1

And that is this from me. We're going for questions. Are we.