https://testandlearn.community/blog daily 0.75 2026-01-01 https://testandlearn.community/blog/mapping-geo-ross-simmonds monthly 0.5 2026-01-01 https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/1767143551511-YE1PLAOOZD0HY2QQWTWJ/Ross.jpg Blog - Mapping GEO: Why Discovery Is Still Human - Ross Simmonds Jono Alderson, Award-winning technical SEO consultant https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/8a65ff82-6907-4533-94ec-a14a9d04f2ea/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - The more I learn, the more I realize how much I didn’t understand. Not in a dramatic, “everything I knew was wrong” way. More in a steady stream of small realizations that quietly say, Um, actually… followed by another lightbulb turning on. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/d3918208-8bb5-4b90-890a-317090e424b7/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human Rinse and repeat until you either make a decision or forget what you were trying to figure out in the first place. (Please tell me that’s not just me.) https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/275476ee-d479-4878-8d27-00833e264b53/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out It’s Always Sunny in Philadelphia https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/19801bf9-3674-4502-b10c-b6979da4f6b8/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/5ab50b64-35bf-4cdb-84c6-62a207e63c95/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - And once you start looking at discovery that way, the next question becomes obvious. Credit: Giphy - Schitts Creek https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/baa3d6b5-1aa8-4839-a8c1-58e5a539e314/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/ad9a0a7b-7a7c-4b7c-8747-819b828aee38/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - These aren’t curiosity questions. They’re commitment questions [13, 32, 33, 34]. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/1394080f-2d28-4e71-991c-159d2a185edf/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - The promise was simple. Create enough content, use the right keywords, and the audience would eventually show up. For a while, that even worked. Platforms rewarded volume. Algorithms amplified frequency. Publishing itself became the goal. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/946dd9a7-1252-4413-9ce3-3bae751a9c20/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - The Marketer’s Dilemma Credit: Giphy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/c0f37707-0f83-4118-b37b-2ef8d3edf016/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/27eaf48f-1e8f-4b30-a141-5a06181e053f/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/8f7c08b9-80b8-4968-8e4f-7b9da4b16176/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out credit: Giphy. Clueless cheetah? Or invisible data? https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/544e1234-d0ae-4dee-a873-07d64fb925ea/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Credit: Giphy, La La Land, dancing in LA traffic, as one does https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/fc17aa5b-83ff-4629-824b-24187966fa51/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Credit: Giphy, Floppy disk https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/f148679c-c081-49b8-9a14-dda5e9b4ad60/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Credit: Giphy, https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/33044661-f4dc-4ee3-9bcf-129a9403812a/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Credit: Giphy, Jurassic Park, baby dinosaurs https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/2f1a4b47-9249-4a28-ac62-d041d19c1349/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/117e206c-de5d-4c6f-bd68-d3f1139ed543/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/96f87cc3-858f-4d0f-8ed6-26cab3d4aa14/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - If you want people to find what you create, you have to think about how it travels. So the question isn’t just “What should we publish next?” It’s “How will anyone actually discover it?” https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/8e0683b3-5fc6-4174-a6b7-f283fbc7bafb/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/afe49bb2-06de-4747-b961-84cb5cddbebd/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/fc54c2a8-d3dc-45bc-950f-5611567c1c60/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - And that’s the whole point. AI might decide whether humans show up. But humans decide whether you matter. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/7b5636cb-13c2-45e8-8cf2-bf64bcdf5e8d/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/bff83882-616d-466a-8655-75074defed35/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human Of course, this is the era I decided to start learning about search like a serious person. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/9e2eb8d5-101e-440d-9e96-77b088b7012e/PXL_20251231_182816345.PORTRAIT.jpg Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Me - Confidently Uncertain (as always) https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/50c847f3-acf9-46fe-b97f-e2afff485853/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/ff5341d1-6094-452a-ab46-b2b997b1f390/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/a806686a-c2fa-40a2-a21e-201d018bf8dc/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/fd6454f6-8907-4f87-923e-315e5f15dda2/giphy.gif Blog - Mapping GEO: Why Discovery Is Still Human Credit: Giphy, Jurassic Park https://testandlearn.community/blog/mapping-geo-nick-haigler monthly 0.5 2026-01-01 https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/f2a8e7b3-7515-4e0d-86fe-53d192b731c7/nick+haigler+pic+2.jpg Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - Nick Haigler, R&D Lead, AI & Innovation at Seer Interactive Jono Alderson, Award-winning technical SEO consultant https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/f12e129b-76ba-4a5e-9bf6-e1ac262c31b8/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO credit: Giphy, confused puppy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/cbd05428-4a7b-497f-b31e-2b969603d1e3/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - That was it. No fanfare. No foreboding music. Just that. Meanwhile, inside my head, a tiny version of me began thinking, “This is the darkest timeline.” Credit: Giphy - Schitts Creek https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/6c749a0b-92db-4ecd-a7df-9e621ba62b1a/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO And because these models blend all of that together, they sometimes surface versions of your brand that feel… off. Or at least slightly outdated. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/d8946e89-b227-4dd9-8bbf-de76e77ca1ac/jurassic-park-opening-the-door.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - “AI is taking over the top of the funnel.” He said it casually. I heard it like the moment when someone realizes the velociraptors have learned how to open doors. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/080851b9-f7bf-406d-af04-6615f4a37816/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - The Marketer’s Dilemma Credit: Giphy, Jurassic Park. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/75e2d70b-4bf5-425f-b8b8-7b46c3f885bb/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO Credit: Giphy, Jurassic Park, Jeff Goldblum https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/87af5a3e-a9ba-421c-afe2-939682c6f656/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - Make it stand out credit: Giphy. Clueless cheetah? Or invisible data? https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/747b9ad8-7aa2-4e34-a920-24f45014f5b7/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - Make it stand out Credit: Giphy, La La Land, dancing in LA traffic, as one does https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/096f1ea7-ad5c-40dc-8973-bc03e0987c47/200.webp Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - Make it stand out Credit: Giphy, Floppy disk https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/00d28d06-04cf-489d-9471-798109bf0212/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - Make it stand out Credit: Giphy, https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/2e577bc3-34aa-4fc5-bf09-f89db9d4a674/giphy.gif Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO - Make it stand out Credit: Giphy, Jurassic Park, baby dinosaurs https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/9be17165-8aec-45b5-9c68-7433a30d99a3/giphy.webp Blog - Finally Standing on (Statistically) Solid Ground: Mapping GEO Credit: Giphy, Safari time https://testandlearn.community/blog/mapping-geo-jono-alderson monthly 0.5 2026-01-01 https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/2a15d930-8087-4dd0-834c-9394c331d11a/1000048265+%281%29.jpg Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - Jono Alderson, Award-winning technical SEO consultant Jono Alderson, Award-winning technical SEO consultant https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/d2d3fc28-52cb-42b8-bdb6-de62a12e10ea/tina-fey-everything-is-fine.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website credit: Giphy, confused puppy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/1f4ac330-293e-4c42-9325-204c4fc9bf4d/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - But according to Jono, that model is starting to dissolve. People aren’t coming to websites anymore. Systems are. Credit: Giphy - Schitts Creek https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/10642910-d537-421d-95b2-ca97f8cb06a3/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website Credit: Giphy, Childish Gambino https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/13cbda3c-571b-429f-9194-2f08a3779da6/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - The Marketer’s Dilemma Credit: Giphy, Brooklyn Nine-Nine. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/e25c787e-00b1-4242-ac05-c984eaaca876/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website Credit: Giphy, Schitts Creek https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/e9ceb440-cabc-43d6-a968-696a0070ca36/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website Credit: Giphy, Schitts Creek https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/3a7cb27d-3da1-44ba-94c4-47fd46bd679f/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - Make it stand out credit: Giphy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/e31b6885-e0b1-408d-8c1a-c2934fd3d948/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - Make it stand out Credit: Giphy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/83d8e4b5-0faf-44bd-beda-f69a294c4cd0/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - Make it stand out Credit: Giphy, Resident Alien https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/82f7c229-0204-48a2-8d44-c22d9f9f1c6e/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - Make it stand out Credit: Giphy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/a51ed6a1-d584-4f79-ba13-a839c3572df0/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website - Make it stand out Credit: Giphy, The Good Place https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/e390adfa-1557-404c-9296-47f8ca83364b/giphy.gif Blog - Mapping GEO: Reputation, Reality, and the End (?) of the Website Credit: Giphy, Muppets https://testandlearn.community/blog/mapping-geo-alisa-scharf monthly 0.5 2025-11-26 https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/da0ff312-7788-48a4-bab6-75aff41dd9a6/Alisa.jpg Blog - Mapping GEO: One Awkward Question at a Time - Make it stand out Alisa Scharf, VP of SEO & Generative AI at Seer https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/9bbc0afe-883f-4dc6-9f7f-eaac059dcead/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time - Spoiler alert: very. credit: Giphy, confused puppy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/3c95f4fb-6473-4e22-a25c-a0741d365334/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time - Make it stand out Credit: Giphy - Tom Hanks, You’ve Got Mail (AOL) https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/a68dcc73-d676-4b10-87da-c5f0ab08d2e7/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time Credit: Giphy, Childish Gambino https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/6e762c90-8502-4430-93ba-531fcb8ddfea/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time - The Marketer’s Dilemma Credit: Giphy, Schitts Creek. https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/bdd4f036-245b-4109-8c44-a11b5c22d006/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time - If impressions in AI overviews don’t connect to clicks and revenue, then marketers need new yardsticks for success. Credit: Giphy https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/baa0b66f-94b6-47e9-b911-411f6cecd890/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time - By the end of our conversation, I realized how much more I have to learn and how far down the rabbit hole GEO goes. Every time I thought I had a handle on one concept (like zero-click searches), Alisa gently reminded me that the landscape is more nuanced, more fragmented, and more dynamic than my tidy questions allowed. (Don’t worry, I’m already scheduling another interview with Alisa and many other folks way smarter than me. More to come!) Credit: Giphy, Jennifer Lawrence, “Everything https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/a45ae674-7f2f-4982-bfc7-6c3de3a32869/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time - Make it stand out credit: Giphy, Kermit looking at map https://images.squarespace-cdn.com/content/v1/6442d9f0caf400761738007f/d12cc3db-11a9-4c2a-b1e9-28ecdc37ee1b/giphy.gif Blog - Mapping GEO: One Awkward Question at a Time - Here’s my reading list for this piece — think of it as a trail you can follow (or wander off from) to keep learning. 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