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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.

Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.
Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

Marketing teams today cover a wide span of responsibilities and skillsets. So you need to make sure your reporting covers all the important marketing metrics you need to to track your campaigns, partnerships, and overall marketing efforts success. 

We've outlined some of the must-have marketing KPIs and metrics you and your team need to achieve and measure success:

Must-Have Marketing KPIs and How to Measure Them

Due to the diversity of roles in marketing we’ve grouped them into three broadly defined job functions:

Tip: Learn more about the differences between marketing and PR and explore PR metrics 

What's the difference between a metric and a KPI?

While these terms are often used interchangeably, they have different meanings. 

Metric: A metric tracks activity and actions over a period of time. For example "100 likes on Instagram posts in one week". 

KPI: KPI stands for key performance indicator. This is a measurement tied to a business goal. For example, you determine success on Instagram as "150 likes on Instagram per week", and your weekly metrics show how you're pacing against that goal.

Tip: Learn more about campaign measurement in general.

This area includes roles like content, PR, and social. Goals for these roles frequently center around eyeballs. 👀

Here are the marketing KPIs that let communications folks know whether they are reaching their audience effectively and what they should focus on to increase engagement.

Unique visitors to blog: the number of people who visited content you’ve posted in a given time period

Social shares of blog content: number of times content was shared on Facebook, Twitter, LinkedIn, etc.

Average time-on-page for blog posts: this metric tracks the amount of time visitors spends on a page. The average time metric is a crucial part of determining a person’s engagement and interest in an article.

Average Page Scroll: page scroll tracking is also critical when calculating engagement. Speed of scroll as well as the time spent on page combined are valuable quantitative metrics. Don't assume that because someone scrolled 75 percent of the page they were engaged. How fast did they scroll through 75 percent of the page? Could they have read and/or viewed the content in that time?

Blog traffic as a percentage of site traffic: the percentage of people who visit the website who land on a blog page

Returning visitors to blog: people coming to the blog who have previously been tagged as having been on the site

Tip: Learn more about the content marketing metrics you need to measure.

What metrics should a PR specialist track?

Active coverage: coverage secured by the PR team

Share of voice: percentage of coverage compared to competitors

Potential reach: sum of viewership for publications and websites your coverage is featured in

Advertising value equivalency: how much it would cost to generate the same number of impressions through ads

What are some key social media marketer KPIs?

Managed audience size: number of followers, both per channel and overall

Total engagement: shares, comments, likes, retweets, replies, direct messages, etc.

Engagement rate: number of people who actively engaged with your posts (shares, likes, etc) divided by your total number of followers per channel

Sentiment: tone of articles published and social media posts

Average engagement per post: the number of times a random post will be shared, on average

Tip: Take a look at the most important social media metrics and learn how to measure social media campaign success.

These marketing team members, including marketing ops, search engine optimizers (SEOs), conversion rate optimizers (or sometimes acquisition managers), and others are likely more data-focused. 📈

Tracking the number of bookings attributable to digital marketing is their ultimate goal.

Reading Tip: How To Measure the Effectiveness of a Digital Marketing Campaign

What are some KPIs for marketing ops managers?

Raw inquiries: these equate to someone raising their hand saying they’re interested in what you do — blog subscription, e-book download, webinar registration, etc.

Marketing qualified leads (MQLs): these are leads fit to be sent to the sales team

Sales accepted leads (SALs): leads accepted by the sales team as ready to be followed up on

Sales qualified leads (SQLs): leads that are recognized as actual opportunities, moving them from the top of the waterfall into the sales cycle

Conversion rate between stages: percentage of the people in each stage above who move on to the next stage, including SALs to bookings

What metrics should a web marketer track?

Overall visits: total number of visits to the site during a certain time period; if one person visits twice, it counts as two

Unique visitors: total number of people who visited the site during a certain time period; if one person visits twice, it counts as one

Visits per channel: the number of visits from specific channels, like referral, paid search (PPC), social, email, etc.

Website conversions: number of raw inquiries coming from the website during a certain time period, broken out by acquisition channel

Cost per conversion: a PPC metric that tracks the average amount you pay to receive one conversion over a certain period of time

Engagement: Every article on a website should be assigned an engagement score that is calculated in a transparent manner. Content owners need to understand how it was calculated just as much as advertisers do. Ideally, engagement will be calculated using three core metrics: average time, average page scroll, and CTR. These are the best indicators of a visitors engagement on your site. 

What are important KPIs for SEO specialists?

Traffic from organic search: number of visits over a certain period of time that reached the website from a search engine, such as Google

Page Rank: a Google metric that uses an algorithm to determine the importance of any given webpage, based on the quantity and quality of inbound links pointing at that page

Domain authority: a metric created by SEO software company Moz to predict how well a website will rank on search engines, using a logarithmic, 100-point scale

Rank increase to target keywords: improvement in search engine result page rank, over time, for specific search queries that were determined in advance

Conversions from organic search: sophisticated setups can track leads from their source all the way through the marketing funnel — this tracks those who converted via organic search

Reading Tips: How to Write SEO Optimized Content, YouTube SEO Tips: How to Optimize Your Videos for Search, SEO Mistakes That Kill Content Marketing

What metrics are important for acquisition managers?

Number of A/B tests run: to incentivize continuous improvement, set a benchmark for the number of tests run during the quarter

Test success rate: the percentage of tests that led to a positive result — an increase in whichever metric you were tracking

Traffic increase from testing: the amount of traffic gained in the month following a test, compared to the same period before the test was run

Conversion increase from testing: since tests are designed to improve conversions, track the increase in conversions from the winning variation

Bookings increase from testing: tracking bookings in a similar way will show that you’re not only increasing lead quantity, but lead quality as well 

This group might have the most interesting marketing KPIs of all. The customer marketing team normally has a singular focus on growth within the existing customer base. 🤝

Along with the KPIs listed below, the customer marketer might also want to add case studies and customer quotes, brand advocates, or average customer lifetime value to the goals they measured on.

What are key metrics for customer marketing managers?

Net promoter score:  a metric built from survey responses, where a ten-point scale is used to determine the likelihood of a customer referring business to you:
0–6 = Detractor
7–8 = Neutral
9–10 = Promoter
Subtract the percentage of detractors from the percentage of promoters to arrive at the net promoter score.

Up-sell: when a customer who has a license to product A buys additional features of that product

Cross-sell: when a customer who has a license to product A buys a license to product B

Gross churn: there are a few ways to calculate this. The first is to take the percentage of customers up for renewal who do not renew. The second is to take the money brought in from renewals and divide by the total amount of money that renewals could generate in the month (renewal base).

Net churn: this represents the gross churn number, except net of up-sells, which brings the number down significantly, sometimes into the negative

The Best Tools for Measuring Marketing Metrics & KPIs

There are dozens upon dozens of ways that marketing teams can choose to measure and report on their metrics, but not all are created equal.

We have listed the best marketing campaign measurement tools on the market for you.

Using a full service suite like Meltwater is ensures accuracy and saves you time when it comes to gathering all of this quantitative information into a shareable and digestible reports.

Request a demo by filling out the form below to get started!

Bloggers bring influencer marketing to new heights. Here's how to conduct a blogger outreach campaign and how to find great bloggers to promote your products.

Introduction: The Power of Celebrity Advertising and Influencer Marketing

Blogging Influencers: A New Era of Online Marketing

Blogger Outreach Campaign: Digital Word of Mouth

Why Blogger Outreach is Essential for Influencer Marketing

How To Design a Blogger Outreach Campaign for Your Brand

How to Find Relevant Influential Bloggers for Your Campaign

Meltwater Offers An Easy Approach to Finding Influential Bloggers

How to Approach Bloggers in Your Industry

Nurturing the Relationship: The Key to Successful Blogger Outreach Campaigns

Conclusion: The Endless Potential of a Blogger Outreach Campaign

It seems everywhere you turn these days, people are bombarded with celebrity advertising. On TV, you often see an influential actor or athlete promoting a product to improve brand awareness and increase sales.

Remember Michael Jackson’s Pepsi commercial? Or how about, more recently, Britney Spears’ 2002 commercial, also for Pepsi?

Pepsi Co. has done a remarkable job at using influential entertainers to help them promote their brand as “cool” and hip to target a new generation of Pepsi drinkers.

Whether most people hear the phrase “influencer marketing,” they think social media platforms. But it may be time to broaden your thinking — blogger outreach campaigns can be an equally effective way to get your message out.

Tip: Learn how to scale your influencer outreach and how to approach influencers through emails.

Online businesses are looking toward bloggers more now than ever before to help them increase their brand awareness in social media. If you don’t already know, having a blog is a valuable tool for your content marketing strategy. If you want traffic, social media shares and ultimately, customers to sell to, a blog can do just that.

Finding bloggers to promote your products can expose your content to a larger audience, thereby increasing your brand’s exposure. 

While we’re sure having the endorsement of actors and celebrities will provide your brand global recognition, this isn’t always feasible, appropriate, or even attainable.

Online businesses can benefit greatly from a digital word-of-mouth approach to their marketing campaigns. Social media influencers in your vertical are great allies to have because, unlike traditional marketing strategies, influential bloggers are often more personable, relatable, and trustworthy to your target demographic.

More notably, consumers are looking toward blogs for resources when considering the purchase of a product or service.

We define blogger outreach campaigns as the intentional act of finding and reaching out to bloggers to make connections. These outreach campaigns serve as the starting point for blogger influencer marketing. 

Once you make successful influencer connections, you can start collaborating with bloggers who fit your needs. Bloggers can promote your products and brand in a number of ways, for example, linking to your website, offering discounts on purchases, doing product reviews or unboxings, or doing giveaways.

So, let’s break this down. Why should part of your influencer marketing efforts rely on a blogger outreach campaign?

Online shoppers trust bloggers’ product and service research. What do most consumers do before buying a product or service? Many do their research online. According to a study by Research Now (now called Dynata), 46% of online shoppers consult blogs to research a product, and 84% have purchased products based on descriptions they read in a blog.

Blog posts serve as a catalyst for online purchase decisions. According to Moz, 70% of consumers online read blog posts, not ads, to learn about companies. Moreover, 65% are heavily influenced by brand mentions in blog posts.

What does this mean for online businesses? It means your audience trusts what influential bloggers say about products — and other information on their blogs — to decide whether or not to purchase a product or service.

By recruiting influencers in your industry to promote or mention your brand, your efforts will result in more social media attention and traffic, leading to more sales. An influencer loyalty program based on your customers could be helpful for you!

Before embarking on a blogger outreach campaign, it’s critical to consider the following:

It’s a long process. Campaigning for influential bloggers takes a lot of time, work and practice. Expect failures along the way.

When setting up a blogger outreach campaign, plan it out. At Klear, we offer an organizational method using our lists. Based on the categories you set, you can effortlessly add every blogger you uncover to your list and organize them in an uncomplicated viewing layout.

Set goals. Stay true to your marketing goals. Do you want to use bloggers to increase sales, broaden brand recognition, attract prospects, or drive more traffic to your site?

Develop relationships with influential bloggers. It’s essential to treat bloggers as people and approach them that way. Your success depends on how you approach bloggers. Sending spammy emails and broadcasting your blogger outreach campaign isn’t going to attract the quality bloggers you’re looking for.

Once you’ve decided on an influential blogging marketing campaign, it’s imperative to identify relevant bloggers to help you. While it’s tempting to contact the most popular influencers in social media who have the most influence with their audience, this doesn’t always work out. Certainly, a travel blogger will not be interested in makeup products, so approaching them is wasted effort.

Here are three ways to find the right bloggers to elevate your brand. Also, learn how to find influencers to partner with your brand.

Google search. A quick Google search can be surprisingly beneficial for small-niche industries like ecotourism. Simply type in “niche + blog” to get a list of top bloggers in your vertical. Depending on your niche, though, this won’t always yield the information you need — and it can be time-consuming.

Social media platforms. Using specific hashtags on Twitter or searching directly on Facebook or LinkedIn can provide a list of top influential blogs. But it requires plenty of legwork on your part, and you may not find influencers who meet your needs, especially if they don’t use the keywords you’re searching for in their bios.

Marketing

Must-Have Marketing KPIs and How to Measure Them

How To Amplify Your Brand With a Blogger Outreach Campaign

Marketing Tools and Software: How to Choose the Best One for You

The Stanley Cup Craze — a Social Listening Analysis

How to Create a Successful Marketing Strategy in 2025

How Will Leading Agencies Use Meltwater In 2024?

The Best eCommerce Podcasts to Listen to in 2025

The 8 Slack Communities Every Marketer Must Join

The 20 Best Finance Podcasts 2025

How To Hire A Marketing Firm: 7 Tips

Millennial Cringe: What it is, who's talking about it, and what it tells marketers

What is the Difference Between Marketing and PR?

Marketing

Must-Have Marketing KPIs and How to Measure Them

How To Amplify Your Brand With a Blogger Outreach Campaign

Marketing Tools and Software: How to Choose the Best One for You

The Stanley Cup Craze — a Social Listening Analysis

How to Create a Successful Marketing Strategy in 2025

How Will Leading Agencies Use Meltwater In 2024?

The Best eCommerce Podcasts to Listen to in 2025

The 8 Slack Communities Every Marketer Must Join

The 20 Best Finance Podcasts 2025

How To Hire A Marketing Firm: 7 Tips

Millennial Cringe: What it is, who's talking about it, and what it tells marketers

What is the Difference Between Marketing and PR?

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