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We wanted to get to know Jeanne Grunert (NAIWE’s Branding and Marketing Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

How do you define “generative search” and “GEO” in a practical way for freelancers?

Generative search is a new way of searching online that uses artificial intelligence to give you direct, conversational answers instead of just a list of links.

For example, if you ask, “What’s a good laptop for college students?” a traditional search engine might show you ten websites. A generative search engine, on the other hand, reads through those websites and gives you a summarized answer like a helpful friend who already did the research for you.

It’s like talking to someone who’s read everything and can explain it clearly in one go.

Now the new term is “GEO” or generative AI search engine optimization. It’s similar to SEO (Search Engine Optimization), but instead of helping websites rank higher on Google, GEO helps businesses make sure their content is included in AI-generated answers.

In traditional SEO, companies try to get their websites to appear at the top of search results. In GEO, they want their brand or product to be mentioned when an AI gives an answer to a user’s question. People are asking longer, more complex questions. AI is becoming the main way people get answers. Freelancers need to adapt so they stay visible in this new kind of search

When someone searches “Who’s a good freelance writer for tech blogs?” generative AI tools like ChatGPT or Perplexity don’t just list websites—they summarize answers. That means your name or site might not appear at all unless the AI sees you as a trusted source. Zero-click searches are rising—users often read the AI’s summary and never visit any links. Authority and clarity matter more than keywords—AI wants to quote reliable, well-structured content.

So instead of just optimizing for Google rankings, you now need to optimize for AI-generated answers.

AI models prefer content that sounds natural and easy to understand. Avoid jargon and write like you’re explaining things to a smart friend.

 

In your work with B2B tech and SaaS companies, what specific challenges and opportunities does generative search present?

Because so few companies are prepared to optimize their websites for GEO/gen AI search (many are taking a ‘wait and see’ approach), there are enormous opportunities now to improve rankings. The trick is to focus on brand-aligned, unique topics that are difficult for AI to summarize quickly. The challenge for most companies is to pivot and scale quickly. Few companies are ready for this massive shift in how to optimize for AI. And it changes so quickly – that adds to the challenge!

 

How will generative search and AI-generated answers affect local businesses?

Generative search and AI-generated answers are changing how people find local businesses by shifting from short keyword searches to longer, conversational queries. Instead of showing a list of websites, AI tools often provide direct summaries, which can reduce clicks to individual business sites. This means local businesses need to adapt by creating clear, helpful content that answers common questions, maintaining strong local SEO through platforms like Google Business Profile, encouraging detailed reviews, and using structured data to help AI understand their services. While AI is becoming a major source of information, traditional local search tools still play a key role, especially for location-specific needs. Local businesses should continue using traditional SEO resources but add conversational, helpful, unique content, too.

 

BONUS TIP

Check “under the hood” of your website – your technical SEO. Make sure your site is responsive, fast to load, and has few, if any, errors. Google now simply skims or skips sites with a lot of technical errors, broken links, and problems. Don’t forget to resubmit your site map to the major search engines (Google, Bing) after making updates, too. Every little bit counts!

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Generative AI is reshaping how people discover content online—and traditional SEO tactics alone won’t cut it. In this webinar, we’ll explore how AI-powered search is changing the digital landscape and what that means for your website. Learn how to optimize for AI-driven engines, adapt your web strategy, and stay ahead of the curve in a world where search is smarter, faster, and more conversational than ever. For independent writers, editors, and others, this is a must-attend webinar to learn the latest best practices for building your personal brand and attracting web searchers to your virtual doorstep.

You can join in this conversation on October 23 at 2:00 pm eastern, when NAIWE will host a discussion on AI and generative searching capabilities. The cost for NAIWE members is only $10! Nonmembers can join for $30. Register today!

 

Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.

We wanted to get to know Jake Poinier (NAIWE’s Freelance Expert) better, so last month we sat down with him. Here are some thoughts he shared with us.

How did you get started in ghostwriting, and how did your previous experience in editing inform your approach?

My first ghostwritten book opportunity happened out of the blue. I’d interviewed someone for a magazine feature, and when I asked him if he’d ever written a book, he responded, “No, but I’ve got a great idea for one. Can you help me write it?” I’d already been writing and editing for a long time, so the main challenge was working in a much longer format and structuring my time over an extended period. Having been a managing editor of a magazine was helpful in that respect: You need to drive the project, because the client is looking to you for guidance.

 

For writers just starting out, what would you say to them about building a reputation as a ghostwriter when they can’t publicly claim their work?

This is a tricky one if you have a nondisclosure agreement. On my website and LinkedIn, I list “ghostwriting” as a service. My portfolio simply says what type of book or client it was, without giving details, and I will say the same thing verbally if I am talking to a potential client. My business has always been word of mouth, and that’s a good way of getting these types of projects: Let everyone know that it’s something you offer, whether it’s existing clients or new prospects. You might not be able to jump right into books without a background, but smaller steps like blogging or speechwriting can be a stepping stone.

 

How do you adapt your voice to match that of a client? What is your process for learning their communication style?

Nothing can replace spending an ample amount of time talking with someone, preferably in person but over the phone or video can work too. I record every conversation, which allows me to pay full attention to their speaking style without taking notes. I run the conversations through Otter.ai for transcription, and listen to the whole thing again. From there, it’s a matter of mimicking word choice and cadence, hearing how they convey themselves, and areas where they feel passionate or put emphasis on.

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Not everyone has the time or talent to write for themselves — but that can spell opportunity for freelancers. In this webinar, Jake “Dr. Freelance” Poinier discusses how ghostwriting can open up new business avenues for you by crafting content in a client’s voice and style, in whatever platform they need: books, speeches, articles, blogs, and videos.

You can join in this conversation on September 24 at 2:00 pm eastern, when NAIWE will host a discussion on working with agents. The cost for NAIWE members is only $10! Nonmembers can join for $30. Register today!

 

Jake Poinier made the leap into freelance writing and editing in 1999 after a decade of positions in the publishing industry, giving him key insights from both sides of the desk. As the founder and owner of Boomvang Creative Group, he has worked with a diverse array of Fortune 500 and small businesses, consumer and trade magazines, and independent authors. Jake is committed to helping freelancers improve their businesses and shares his knowledge and experiences frequently as a speaker at industry conferences, through webinars, and on his blog.