Growth Marketing, Content Strategy & SEO

Sarah Sherman

sarah (brehm) sherman

Founder, Growth Marketing Strategist

learns the business, connects the dots, builds the strategies

Sarah is a seasoned marketing leader with over 13 years of experience in both agency and client-side roles. Known for her ability to build strong, impactful connections, she combines data-driven insights with a strong business acumen to uncover unique growth opportunities.

As the founder of Tillit Marketing Group, Sarah is passionate about fostering a human-centered approach in a data-driven world. Her leadership style encourages creative thinking and prioritizes trust, with a vision to make top-tier marketing expertise accessible to brands that seeking to make the world a better place.

Sarah lives in Edina, MN with her husband and two young boys. She graduated from the University of Denver in Colorado with a dual degree in marketing and psychology. Sarah was named one of AdFed's "32 under 32" in 2014.

Unlocking Smarter B2B Insights With Cross Channel Analytics

By Sarah Sherman • April 29, 2025

In B2B marketing, the customer journey is rarely linear. There are complex interactions of touchpoints across all channels in the media mix. From initial awareness to consideration to conversion, every interaction plays a role. Understanding the customer journey is where cross-channel analytics come into play. At Tillit, we believe in cutting through complexity to deliver simple, meaningful growth. Our approach is to focus on the metrics that matter. Cross-channel analytics isn't just about collecting data; it's about connecting the dots to inform smarter, more effective marketing strategies.

Why Your Content Isn't Resonating and How Search Data Can Change That

By Sarah Sherman • September 26, 2024

The Key Issues Facing Content Marketing Today: What’s Holding You Back?

Unlocking the Future of Search with AI: How Generative Engine Optimization is Revolutionizing Online Visibility

By Sarah Sherman • September 24, 2024

As we move deeper into the age of AI, the way people search for information online is undergoing a fundamental shift. Traditional SEO (Search Engine Optimization) practices, which have long focused on ranking on search engine results pages (SERPs), are being challenged by the rise of AI-driven search engines like Google’s Search Generative Experience (SGE), BingChat, and others. These AI engines no longer just list links—they generate synthesized responses from multiple sources, creating a new landscape where content must be optimized for AI interpretation. This is where Generative Engine Optimization (GEO) comes into play. What is Generative Engine Optimization (GEO)? Generative Engine Optimization (GEO) is an evolved approach to SEO designed for the AI-driven search era. It combines traditional SEO best practices with new strategies tailored to how AI processes, ranks, and displays content. In an AI-driven world, optimizing content isn’t just about keywords—it’s about structuring your content so that it is easily understood and presented by AI. Why GEO Matters in an AI-Driven World The introduction of AI-driven search engines is transforming how content is delivered to users. Rather than simply ranking web pages, AI search engines now generate responses by interpreting and combining information from multiple sources. This means your content must be clear, authoritative, and structured in a way that AI can easily understand. For businesses and marketers, GEO offers a way to ensure that your content remains visible, relevant, and effective in this new environment. Key Strategies for GEO Success To succeed with GEO, businesses must focus on several key optimization strategies: Quality Content that Directly Answers Questions: AI engines prioritize content that directly answers user queries. High-performing content in this new environment is clear, concise, and supported by authoritative data. Ensuring your content provides real value and answers specific questions will make it more likely to be featured in AI-generated responses. Credibility is King: In an AI-driven search world, credibility is paramount. Search engines prioritize content from authoritative sources. To improve your GEO rankings, make sure your content is supported by relevant statistics, credible citations, and authoritative sources. Brand Mentions and Relevance: In the GEO world, how frequently and in what context your brand is mentioned across the web can significantly affect your rankings. A strong online presence with consistent, relevant mentions of your brand is essential for improving visibility in AI-generated search results. Structuring Content for AI: AI engines prefer content that is well-organized. Use clear headings, bullet points, and citations to make it easy for AI algorithms to digest and interpret your content. Structured data, such as schema markup, can also help AI engines better understand the context and importance of your content. The "Winner Takes All" Nature of GEO In traditional SEO, websites that don’t rank on the first page of results still have a chance to capture some traffic. In GEO, the stakes are higher. AI-generated search results are fewer in number, meaning that if your content doesn’t appear in the top responses, you’re likely to miss out on visibility. This "winner takes all" environment makes optimizing for GEO even more critical to securing a spot in AI-driven search results. Opportunities for Lower-Ranked Websites While GEO raises the stakes for top-tier rankings, it also presents a significant opportunity for websites that don’t traditionally rank well in SEO. Research has shown that adopting GEO strategies can lead to over 100% visibility improvements for lower-ranked sites, leveling the playing field. Even if your website doesn't dominate traditional SEO rankings, implementing GEO best practices can help you compete more effectively in AI-driven search engines. How to Get Started with GEO If you’re ready to embrace Generative Engine Optimization, here are some steps you can take to get started: Audit Your Current Content: Review your existing content through the lens of GEO. Look for opportunities to enhance authority, add credible data, and structure content for AI readability. Develop a GEO Strategy: Create a comprehensive content strategy that incorporates GEO principles, focusing on authoritative content, structured data, and AI readability. Enhance Brand Visibility: Work on increasing brand mentions across the web, as these play a larger role in GEO rankings than they do in traditional SEO. Stay Focused on User Intent: While optimizing for AI, don’t forget the end user. Ensure that your content continues to provide value and directly addresses user queries. Conclusion: The Future is GEO The future of search is here, and it’s powered by AI. By embracing Generative Engine Optimization, businesses can stay ahead of the curve, ensuring that their content remains visible, relevant, and competitive in an AI-driven search landscape. As AI engines continue to evolve, adopting GEO strategies will be essential for driving traffic and capturing the attention of potential customers. Now is the time to shift from traditional SEO to GEO. Those who do will lead the charge into the future of digital search, and we'd love to show you how.

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