Predict how Google or ChatGPT’s AI assistants will surface local businesses differently 18 months from now

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• Part 1SMB SEO in the GEO Era

  Small and mid-sized businesses struggle to balance visual and written content optimization strategies. Helen Pollitt from iStock brings enterprise-level visual content expertise, having developed scalable optimization frameworks for one of the world's largest stock photography platforms. The discussion covers holistic content strategy integration that breaks down traditional barriers between written, visual, and video optimization, plus audience-intent matching frameworks that help SMBs determine optimal content formats for specific search scenarios.

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• Part 2SMBs will need visual optimization strategies as much as written content strategies—buy or sell?

  SMBs need integrated visual and written content strategies equally. Helen Pollitt, content strategist at iStock with expertise in visual content optimization for enterprise brands, argues against separating visual and written content approaches. She advocates for holistic content strategy frameworks that break down traditional barriers between written, visual, and video content, emphasizing audience-intent matching over format-specific optimization tactics.

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  Part 3Predict how Google or ChatGPT’s AI assistants will surface local businesses differently 18 months from now

  Small and mid-sized businesses face increasing pressure to integrate visual and written content strategies. Helen Pollitt, content strategist at iStock with expertise in enterprise visual content optimization, challenges the traditional separation between content formats. She advocates for breaking down barriers between written, visual, and video content to create holistic content strategies that match audience intent rather than defaulting to format-specific approaches.

• Part 4Embedding location-based schema on AI-generated images—trend or trash?

  Visual search optimization remains underutilized by 73% of small businesses despite growing consumer adoption. Helen Pollitt from iStock, who leads visual content strategy for Getty Images' stock platform serving over 1.5 million creative professionals, shares proven frameworks for integrating visual elements into comprehensive content strategies. The discussion covers location-based schema implementation for AI-generated imagery, unified content approach methodologies that eliminate silos between written and visual assets, and tactical opportunities for SMBs to gain competitive advantage in visual search before larger enterprises mobilize their resources.

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• Part 5One word that defines the future of visual search for small businesses

  Visual search remains underutilized by 73% of small businesses despite growing consumer adoption. Helen Pollitt from iStock brings enterprise-level visual content strategy expertise, having guided thousands of SMBs through digital transformation initiatives that increased organic visibility by measurable percentages. The discussion covers integrated content framework strategies that treat visual assets as core SEO components rather than secondary elements, and tactical approaches for small businesses to gain competitive advantages over larger enterprises through strategic visual search optimization.

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• Part 6What’s your first 90-day playbook to improve visibility within your local market?

  90% of local marketing agencies struggle with competitive differentiation in saturated markets. Helen Pollitt, SEO strategist at iStock with proven experience in local market penetration, shares her systematic approach to rapid visibility improvement. The discussion covers her three-phase implementation framework: data-driven baseline assessment to identify existing success patterns, technical infrastructure audit to ensure scalable foundation, and competitive gap analysis to capitalize on market positioning opportunities.

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