Andrea Viggiano

Generative Engine Optimization is the set of practices that make content citable and visible in answers generated by artificial-intelligence-based engines. While classic SEO keeps covering the blue-link results, a growing share of informational searches is shifting toward answers synthesized by language models, which aggregate sources and return a single text. In this hybrid space competition [...]

The brands cited by ChatGPT are a small minority: only a small share of companies appear in generated answers, while the majority remain invisible. This fact, observable in any test session with the main language models, is changing how companies need to think about their digital presence. It is no longer just about ranking on [...]

E-E-A-T is the framework with which Google evaluates the experience, expertise, authoritativeness and trustworthiness of those who publish content, and in the era of generative AI it has become the real battleground of visibility. If until yesterday authority was built mostly to convince a human reader, today that reader is more and more often a [...]

The concept of search everywhere means that users today look for information across a plurality of surfaces — search engines, conversational assistants, social media, marketplaces, messaging apps — and no longer only on Google. For those working in digital marketing this change in habits has a direct consequence: visibility is no longer built on a [...]

Zero-click search is search that ends directly on the results page, without the user clicking any link. A phenomenon that didn’t begin with artificial intelligence, but that AI Overviews have made far more visible and, for many publishers, far more problematic. In recent years the SERP has turned into a kind of self-sufficient answer: snippets, [...]

The SEO GEO AEO difference concerns three distinct but complementary disciplines: SEO optimizes ranking on traditional search engines, GEO works to be cited and synthesized by generative engines, AEO builds direct, structured answers for answer engines. Anyone working in digital visibility today faces an ecosystem in which Google remains central but is no longer the [...]

Local review management is the set of activities with which a business monitors, solicits and responds to customers’ opinions on review platforms, turning them into an asset of visibility and trust. It isn’t an operational detail to delegate at the end of the day: it is the point where reputation, buying behavior and local ranking [...]

Local SEO photos are authentic images, taken in the territory where a business operates, optimized for local and geographic search. It isn’t an aesthetic detail, but a signal that search engines and AI-based assistants use to understand where a company really is, what it does and how credible it is. In an ecosystem where answers [...]

The ROI of a marketing agency is not measured on the invoice you pay, but on the incremental value that spend generates over time. It is the calculation almost no company really does, because it requires comparing two scenarios: the one in which you invest in outside expertise and the one in which you try [...]

Digital marketing in 2026 is not a sudden revolution, but the end point of an evolution that began years ago and was accelerated by generative artificial intelligence. Those working online today face an ecosystem in which traditional search engines coexist with conversational assistants, content is evaluated by machines before people, and public trust is built [...]