Anti-recommendation in AI search: why visibility KPIs fail in the GEO era
lilyraynyc · x · 2026-10-03
Wil Reynolds of Seer Interactive argues SEO KPIs break down in a GEO world, with Query Fan Out changing what to measure.
- In Google's era, ranking implied the algorithm deemed you good, credible, recommended; in AI search, brands can be visible yet explicitly anti-recommended
- Example: ChatGPT told a user to look beyond Airbnb and VRBO — both visible in the answer, both advised against
- A client's push: "I don't want a visibility report, I want a recommended report" — visibility must be paired with credibility to be profitable
- The article proposes 5 new KPIs for GEO and notes marketing analytics keeps getting blacker
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