SEO and GEO just became the same conversation

For a while now, the high-level advice to optimize for both traditional search and AI discovery has been real and right. It’s also been frustratingly abstract for most content teams.

That gap is starting to close.

Most teams understand that search behavior is shifting. More people are going to ChatGPT and Google AI Overviews for answers instead of clicking through results. The problem is that acting on that shift has required expertise and tooling that sits outside of where most content work actually happens.

SEO lived in one set of tools. AI discoverability was a whole other separate conversation. The people responsible for publishing and managing content were aware of both problems but didn’t have a practical way to address either from inside their daily workflow.

That’s what makes the April 2026 XbyK release worth paying attention to - not as a product announcement, but as a signal.

Kentico's SEO & GEO Specialist

The AIRA SEO & GEO Specialist is built directly into Xperience by Kentico. It analyzes pages for both traditional search performance and AI discoverability in a single pass, from inside the CMS your team already uses. This is one of the first times we’ve seen SEO and AI optimization managed in one platform with no need for third-party tools - just one system to handle it all. That’s a meaningful shift in how the industry is starting to think about this problem.

The way friction gets removed matters as much as the capability itself. Content teams act on recommendations when those recommendations arrive where the work is already happening. When analysis requires leaving the CMS, interpreting a separate dashboard, and bringing findings back into the content interface, it often just doesn’t happen consistently. Moving that analysis into the content tree, at the page level, changes that. (And a tip: start with your highest-traffic pages and the pages you most want appearing in AI-generated answers. Those aren’t always the same list, and running the analysis on both will tell you something useful about where the gaps actually are.) 

We’ve been spending time with clients working through exactly this gap - the distance between content that performs well for human readers and content that AI systems can actually parse and cite. It shows up in ways most analytics don’t surface.

How to use Kentico's new SEO & GEO Specialist

How the Feature Works

The analysis launches directly from any page in the website content area. Here is how to use it:

• Step 1: Navigate to any page in your website content tree in the Xperience admin.

• Step 2: Click “Run SEO/GEO analysis” in the page action menu — or ask AIRA directly in the chat panel.

• Step 3: Provide or confirm the keywords (search phrases) this page should be targeting.

• Step 4: Review the report delivered in the AIRA chat and update your content accordingly.

The Role of Keywords

Keywords are the search phrases you want a page to rank for. The SEO & GEO Specialist uses these as the foundation of its analysis, grounding every recommendation in what the page is actually supposed to accomplish.

You supply them: Type a primary keyword (required) and any secondary keywords (optional) in the AIRA chat when prompted.

AIRA infers them: The agent reads your page content and suggests what it believes the page is targeting. Useful for pages that have never had explicit keyword targeting.

How they are saved: Keywords are automatically saved when a user with Update (edit) permission confirms them. They are reused in every future analysis until changed. Users with Read-only permission can run an analysis but keywords will not persist.

What the Analysis Report Covers

The report is delivered in the AIRA chat, with findings organized by priority:

• SEO signals: Page title, meta description, heading structure (H1/H2s), and internal links

• Content quality: How well the page is written and organized for human readers

• AI readability: How easily an AI system can parse, understand, and cite the content

• Keyword score: An overall rating of how effectively the page targets its selected keywords

• Recommendations: Specific, actionable fixes ranked by priority so your team knows what to tackle first

I want to be honest about what this tool does and doesn’t solve. It handles the discoverability side of the equation - whether your content can be found and surfaced by both search engines and AI. What it doesn’t answer is whether you’re creating the right content in the first place. Whether your most important pages are targeting the right topics, whether there are gaps in your content that no amount of optimization will fix, whether your overall strategy actually maps to what your audience is looking for - those are upstream questions that require a different kind of work. The tool is a starting point, not a substitute for that thinking.

Does your team have a clear sense of where your most important pages stand for both search and AI discoverability? And is there enough friction in your current process that it’s just not getting done consistently?

The SEO and GEO conversation has been stuck in strategy for most teams. It’s starting to become something you can actually do on a Tuesday afternoon.