ABOUT KENT LUNDIN
Helping experienced marketers navigate the shift from SEO to AI-powered search
I’m a marketing professor at BYU–Idaho, a longtime teacher of digital marketing and SEO, and the creator of KentLundin.com. My current work focuses on one practical question: How should experienced SEO marketers adapt as search becomes increasingly AI-powered?
I approach that question by combining established search principles with current platform evidence, observable AI outputs, careful testing, and a healthy skepticism about claims that cannot be verified.
Why I’m focused on GEO now
For years, search marketers could focus primarily on rankings, clicks, and conversions from traditional search. Those outcomes still matter. But AI-powered search adds a new layer: systems may retrieve sources, synthesize answers, cite pages, mention brands, and recommend options before a user ever reaches a traditional results page.
My goal is not to replace SEO with a new acronym. It is to identify what experienced marketers should keep, what they should add, and what they should measure differently.
HOW I APPROACH GEO
Observe first. Infer carefully. Apply what survives scrutiny.
AI search systems are powerful, proprietary, and constantly changing. That makes disciplined observation more valuable than confident speculation.
Observe
What do the systems actually return?
Test
Can a change be evaluated repeatedly?
Compare
What changes across prompts, systems, and sources?
Infer carefully
Separate evidence from assumptions.
Apply
Turn findings into practical marketing decisions.
My professional foundation
Teaching
I have taught digital marketing at BYU–Idaho for more than two decades, with courses and projects spanning SEO, analytics, marketing strategy, web business creation, consumer behavior, and AI-driven marketing.
Business
My professional background also includes work with technology companies. I helped HotDocs grow before its acquisition by LexisNexis and served on the board of PolicyTech International before its acquisition by NAVEX Global.
Current work
Today I am developing a full GEO course and open textbook focused on how marketers can improve visibility, understanding, retrieval, trust, citation, and recommendation in AI-powered search.
What I’m building and teaching
KentLundin.com is where I organize the frameworks, lessons, diagrams, experiments, and teaching materials I am developing around Generative Engine Optimization.
Free GEO Textbook
A practical, project-based sequence for learning how AI-powered search changes discovery, retrieval, understanding, authority, content design, and measurement.
GEO Framework
A structured way to think about the parts of AI search visibility that marketers can actually influence and evaluate.
Selected professional links
If you already know SEO, start here
The homepage explains what experienced SEO marketers should keep, change, and add as search shifts toward AI-powered answers. The textbook turns that strategy into a step-by-step learning path.
