Guest Lecture on Marketing: SEO and GEO in the Age of AI

Online marketing expert Julia Sturm visited the Kufstein University of Applied Sciences in Tyrol on March 13, 2026, and gave students a glimpse into the future of digital search. Her presentation focused on a profound shift: moving away from traditional search engine optimization toward new strategies for generative AI systems. Using concrete examples, she demonstrated how companies can sustainably boost their visibility through high-quality content and a networked approach.
 
As the owner of the Digital You agency, Sturm brought not only up-to-date expertise but also valuable practical insights. Students in the bachelor's degree program in Marketing & Communication Management at Kufstein University of Applied Sciences in Tyrol thus received tangible inspiration for their own professional development. 
 
The lecture by Stephanie Kogler, PhD, was organized as part of the Online Marketing course. One thing became particularly clear: Generative AI is already changing the rules of the game when it comes to digital visibility and calls for a shift in thinking that goes far beyond traditional Google searches.

THE TRANSITION FROM A SEARCH ENGINE TO AN ANSWER ENGINE

For a long time, search engine optimization (SEO) focused almost exclusively on the market leader, Google. However, AI chatbots such as ChatGPT, Perplexity, and Gemini are now gaining increasing relevance. This development is fundamentally changing search behavior, emphasizes expert Julia Sturm. Today, users are asking more complex questions or increasingly using voice search, particularly through AI chatbots. Consequently, Generative Engine Optimization (GEO) is establishing itself as a new core area in marketing. This approach specifically optimizes web content for the responses of generative AI systems.

QUALITY THROUGH THE EEAT PRINCIPLE

AI models and search engines assess the quality and trustworthiness of content according to the EEAT principle. This principle encompasses the criteria of experience, expertise, authoritativeness, and trustworthiness. Content must be based on practical experience and clearly demonstrate subject matter expertise. “You have to clearly demonstrate that you are the expert on your topic. The content must be relevant,” emphasizes Julia Sturm. The success of digital strategies depends largely on understanding search intent. Only solutions that precisely match users’ intentions are included in AI source references.

COMPREHENSIVE VISIBILITY IN 2026

According to expert Julia Sturm, digital visibility today requires a holistic approach. A presence on all relevant platforms is essential for businesses. SEO and GEO form a unified whole, encompassing not only search engines but also social networks such as TikTok and LinkedIn. High-quality and unique content remains the key to success. Continuous adaptation to technological innovations ensures long-term competitiveness in digital markets. This strategic foresight prepares aspiring marketing experts for the complex requirements of the future media landscape.

Links:

• Digital You | Website
• Marketing & Communication Management | ft