North America’s Largest Metal Forming, Fabricating, Welding and Finishing Event

FABTECH heads to the Las Vegas Convention Center, October 21-23, 2026, and provides a convenient ‘one-stop shop’ venue where you can meet with 1,300+ world-class suppliers, discover innovative solutions, and find the tools to improve productivity and increase profits. There is no better opportunity to network, share knowledge, and explore the latest technology. Gain insights into industry trends that will help you prepare for what’s ahead, all here in one place.

Athena Managing Director Todd Zielinski will be presenting at the following session:
F083: Modern Industrial Marketing: Using AI to Boost Visibility and Turn Traffic Into Quotes

GEO vs. SEO: How Generative AI Is Changing Manufacturer Visibility and Lead Generation

3:00 pm – 3:30 pm  Intermediate

Manufacturers have long relied on search engine optimization (SEO) to drive visibility and inbound leads. That foundation still matters, but Industrial buyers are increasingly using generative AI tools to research suppliers, understand technical options, and narrow shortlists before contacting sales. This shift changes how manufacturers are discovered online.

This session explains what Generative Engine Optimization (GEO) is, how it relates to traditional SEO, and why SEO alone may not be enough as AI-generated answers become part of the buying process. Attendees will learn how generative AI systems source and summarize manufacturing content, where GEO and SEO overlap, and where they differ.

Attendees will leave with a clear understanding of how to assess their current online content and make targeted improvements that increase visibility in AI-driven research while continuing to implement proven SEO fundamentals