Many content managers are currently asking themselves: How should we deal with the AI transformation? Which content will still be worthwhile in the future? What are our goals – also in terms of GEO visibility?
These are all big questions.
This week, we will discuss exactly that using an example. Carmen Martins is Team Lead Content at OMR Reviews. She tells us how her 10-person content team is navigating the transformation.
From SEO-first to channel mix – including AI visibility:
Our Guest: Carmen Martins
Carmen Martins is Team Lead Content at OMR Reviews. She leads a team of 10 people there. OMR Reviews belongs to OMR, which also offers the well-known festival, podcasts, and stories from the tech world. The platform has over 100,000 reviews in over 1,000 software categories.
The team has three different units. This includes the editorial team, which writes articles. The second unit manages the guest article section from experts. “With a thousand categories and around 10,000 software products, we also rely on external expertise,” says Carmen in the interview. The third unit takes care of sponsored content. Here, the team works with the software companies that are represented on the platform. Content formats are set up here.
Another area is “Download Content.” The team develops software guides, introduces tools, and develops tech landscapes.
“Google is still the strongest channel. At the same time, we are expanding other channels”
OMR Reviews has had a very successful SEO strategy for many years. The strategy is based on being visible for relevant keywords in the customer journey of a software selection. Since the AI Overviews have been rolled out in Germany, OMR Reviews has also recorded a drop in click rates, reports Carmen, “especially top-of-the-funnel.”
The team has dealt intensively with the changes and adapted its strategy. “SEO is still an important channel for us and continues to account for the largest amount of traffic. We are still looking for relevant keywords and creating content for them.”
At the same time, the team is working less “SEO-first”, but increasingly cross-channel, such as spreading topics via social media and newsletters. The result: “Our net reach is increasing,” says Carmen.
The GEO Strategy of OMR Reviews
GEO – i.e., visibility and optimization for AI systems – also plays a major role for the content team. For OMR Reviews, it is about being used as a source. Because with prompts such as “We are looking for a project management tool” or “What is the best e-mail marketing software”, the providers that are also listed on OMR Reviews are named. OMR Reviews is the platform behind it.
The focus is on the “Brand Mentions”, i.e., the software providers. OMR Reviews is also used as a source, for example, when users specifically ask ChatGPT, Copilot, etc. about individual software providers, such as (“How much does xy software cost”).
The content used also determines which software providers are mentioned by the AI systems and what is written about them in the AI response. Even if the OMR website itself will receive fewer clicks from the AI systems overall. (More on GEO KPIs here).
The interview clearly shows: The content team has adapted to the major AI changes and adjusted its goals, strategy, and approach. Or, as Carmen puts it: Instead of “Win the click”, the team focuses on “Win the answer”.
“AI is a Starting Point for Us”
Why should users even go to OMR Reviews when they get all the answers in ChatGPT, Perplexity, and Co.? Carmen and her team are continuing to work on this very challenging task. They want to help users along the entire customer journey and offer deeper content. For example, feedback from the support area indicated that many users increasingly want concrete recommendations – despite or precisely because of the ever-increasing information possibilities.
Further topics that we discuss with Carmen:
- Which GEO tool OMR Reviews uses
- Whether they block certain content for AI systems
- How the team has set up AI article structures
- Why the team also relies on interviews and case studies
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