When search changes, the rules change
For years, SEO, SEM, and content were enough to gain visibility. But something changed.
People started searching through AI systems. And those systems don’t just link—they decide: which sources to use, what answers to give and who to cite.
The challenge is no longer attracting traffic.
It’s being chosen.
WHAT YOU’LL FIND
A practical guide to understanding how to position yourself in the age of AI
This is not a typical marketing book. It brings together what we’ve learned while trying to understand how generative engines work.
SECTIONS
How AI decides who to cite
Why predictability matters more than creativity.
Which signals matter (and which don’t)
Consistency, repetition, and context versus metrics that, at least in our case, have had less impact than we expected.
How to build real authority
Choosing carefully what you want to be known for… and what you don’t, based on what has worked best for us.
Why reputation no longer depends only on you
What others say about you matters more than you might think.
How to create content that actually ranks
Fewer pieces, more intention.
How to apply this without a team or extra time
A realistic approach for small businesses and professionals.
This is not a book about doing more.
It’s about focusing on what matters.
KEY IDEAS FROM THE BOOK
Three ideas that helped us better understand the shift
Authority comes before
visibility
You can be visible without being relevant.
But you can’t rank without being a reliable source.
AI interprets patterns,
not actions
It’s not about how much you do, but what signal you build over time.
SEO and SEM
are no longer the center
They’re still useful, but they come later.
First, you build context.
AUTHORS
Who’s behind this book
Iñaki Nieto
CEO and Co-founder of Kleinson
Focused on strategy, positioning, and decision-making.
He brings the framework: how to think, prioritize, and build consistency in a GEO environment.
Gonzalo Pérez
Head of Strategy, Communication and Marketing at Kleinson
Specialized in SEO and content.
He brings execution: how to apply all this without falling into noise or dispersion.
This book doesn’t come from theory.
It comes from having to adapt in real time.
Contact Us
If you’d like to talk about the book, arrange an interview,
or explore how to apply this approach in your company, feel free to reach out.
Start understanding how to position yourself in the age of AI
If you want to understand how to position yourself in AI-driven search, this book can serve as a starting point.
Start positioning yourself in the age of AI
If you want to understand how to position yourself in the era of AI-driven search, this book is a great place to start.
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