Fresh from the Lab

The Thought Leadership Playbook for B2B Marketing Teams

A 5-step framework for using LinkedIn thought leadership to build awareness and visibility on the platform and in AI search. I'll discuss how to rank for your target keywords in AI search, build generative engine optimization (GEO) and AI search visibility, and run the kind of Thought Leader Ads that put your brand in front of buyers who can't ignore it.

How to Use AI in B2B Marketing: A 2026 Guide for B2B Teams

AI in B2B marketing has gone from a talking point to something teams are actually building workflows around. At Obility, we've spent the past year doing exactly that, and we've learned a lot about where AI saves real time and where it still needs a human to catch what it misses. This post covers the workflows we've built, the tools we're using, and the line we draw before anything touches a live account.

Module 2: SEO vs GEO – Similarities and Differences

Generative Engine Optimization (GEO) builds on SEO’s foundation, keeping content visible in AI-driven search. but while SEO focuses on ranking in search results, GEO ensures content is structured for AI-driven responses. Understanding their differences is crucial for ranking in an AI-powered world.

Module 4: Applying Generative Engine Optimization Best Practices

AI-enhanced search is already the first port-of-call for one in 10 Americans looking for information online, and nearly 80% of are expected to embrace these tools by the end of 2025. This upheaval is increasingly hurting organic traffic numbers and leaving businesses wondering how to avoid getting left behind. The solution is to leverage Generative Engine Optimization (GEO), a new strategy for boosting digital visibility.

Module 3: AI-Powered Search Engines: What Are They and How They Work

By understanding the capabilities of AI search engines and how they present information, experts can better optimize their content and capitalize on these tools to stay ahead of the competition.

Module 1: What is Generative Engine Optimization (GEO) and How Does it Work?

Remember when Google was the only game in town for finding anything online? The tech giant dominated search for years and businesses leveraged Search Engine Optimization (SEO) to stay on its radar. But an unprecedented revolution in digital marketing is underway — AI search is changing everything.

How Reddit Captures Bottom‑of‑Funnel Searches (and What Brands Can Actually Control)

Google search results, AI Overviews, ChatGPT, and Perplexity surface Reddit threads alongside, and often above, traditional product pages. When someone searches “[Brand] pricing” they’re just as likely to see a Reddit discussion as your own pricing page. Here's how to optimize your content to influence BOFU searches.

Module 5: What GEO KPIs Should You Focus On to Measure GEO Success?

Traditional SEO metrics still matter, but GEO requires keeping many KPIs in mind. This blog covers the essential KPIs that marketers, SEO professionals, and B2B businesses should track to optimize for AI-driven search.

Expedition Guide to B2B GEO: Take Your GEO Strategy to New Heights

In this GEO expedition guide, we'll help you map your ascent, gather the right resources, and ascend to the top of AI-driven search results.

Top Generative Engine Optimization (GEO) Agencies for B2B Marketing for 2025 and Beyond

Compare the best Generative Engine Optimization (GEO) agencies for B2B brands. Expert analysis of 9 top agencies with results, pricing, specializations, and what to look for when choosing a GEO partner.

AI Overviews, Answer Search Referrals, and User Experience: the KPIs Obility Tracks to Measure SEO and GEO Performance

Why is Organic Traffic Decreasing and How is Obility Addressing It

Preparing for Generative AI & Answer Search: A Guide from Obility's SEO Team

The growth of AI-powered search engines has led many to examine their SEO practice and test out new strategies. In this guide, Obility will walk you through the four specific areas we are focusing on to be compliant with generative AI and answer search best practices.

Generative AI in B2B SEO: The Impact & Tips for Success

Learn how the latest AI tools are impacting SEO in the B2B industry, and get tips for future-proofing your SEO strategy in the age of AI search.

Google SGE for B2B: The Next Phase of AI in Search

Learn about Google's latest AI experiment, and how it could impact organic search for B2B organizations in the future.

How to Choose Between Google Tag Manager and Global Site Tag

Global Site Tag (gtag.js) is a new tracking tag created by Google and designed to gather all your Google tracking tags in one place. But should you choose Global Site Tag over Google Tag Manager? Learn more.

Four Screaming Frog Features for SEO

Screaming Frog is every SEO’s best friend. It’s very user-friendly but we can sometimes miss the deeper features that can make our life so much easier. Here are four Screaming Frog features that will help you make the most of our this great tool.

How to Write a Link Building Outreach Email

Link building outreach can be intimidating, but it doesn't have to be. Learn how to write the perfect link building outreach email and subject line.