Part of GEOly's "GEO / AEO Expert Watch" series — meet Sara Kavanagh, a quick map of their public work and where to follow them, with links to the original sources.
Who is Sara Kavanagh
Co-founder of Manchester SEO agency Search Theory and formerly Director of SEO at Candidsky, Sara brings 13+ years across search and content. She frames AI search as long-tail SEO with new interfaces, urging teams to actively test Gemini and Google's AI Mode rather than wait and watch.
These experts track AI Overviews / AI Mode and algorithm updates first-hand: who gets cited, why citations swing, and how trust signals affect appearance. They are GEO’s weather station. Their recurring focus areas include: SEO direction, AI Mode, long-tail search.
What GEO / AEO practitioners can learn from Sara Kavanagh
- Citations are volatile: for the same query, sources can differ sharply across time and platforms — single snapshots mislead, so monitor continuously.
- Trust signals gate inclusion: E-E-A-T, author/source credibility and factual consistency increasingly act as the threshold for being cited.
- Make monitoring systematic: turn core questions, competitors and brand terms into fixed probes you run on a schedule and diff over time.
GEOly angle: Perspective: AI search as long-tail SEO with new interfaces.
What it means for brands going global
For global-facing brands, do not treat one day’s mention in ChatGPT as victory, nor one day’s disappearance as disaster. Build cross-platform, cross-time citation monitoring (exactly what GEOly does) and judge GEO health by trend, not snapshot.
Want to see how your own brand shows up across ChatGPT, Perplexity and Google's AI answers — and how you stack up against competitors? That is exactly what GEOly's brand GEO audit measures: citations, share of mentions and answer share, tracked over time.
Follow Sara Kavanagh
Meet more experts across GEO, AEO and agentic commerce in the .
