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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