About
Anup Srivastava
Tech & SEO Head at ThinkROI, based in Gurgaon, Mumbai, Bangalore, Mysore and LA USA, with 13+ years across digital marketing, technical SEO and — over the last few years — the shift of search into Generative Engine Optimization (GEO), Answer Engine Optimization (AEO) and LLM Optimization (LLMO).
Biography
Background
Anup started his career in classic SEO — keyword research, on-page and technical optimization, content strategy and link building — and has spent over a decade growing organic visibility for brands across a range of industries.
In recent years, his focus has moved toward what search looks like after the arrival of AI Overviews, ChatGPT, Gemini and Perplexity: a world where a growing share of searches end in an AI-generated answer rather than a click. That shift is the throughline connecting his current Tech & SEO work at ThinkROI with the independent projects he runs on the side — several of which (Artificial AI SEO, SEO Plus GEO, The LLM Wiki) exist specifically to explore and productize this transition.
He holds a B.Tech in Information Technology and is based in New Delhi, India.
Quick Reference
At a glance
- Current role
- SEO Delivery Head, ThinkROI
- Experience
- 13+ years in digital marketing & SEO
- Education
- B.Tech, Information Technology (BTEUP)
- Location
- New Delhi, India
- Core disciplines
- SEO · GEO · AEO · LLMO · SXO
- in.linkedin.com/in/srivastava-anup
Cards 03–07 · Research & Focus Areas
AI & Search Research
Anup writes and speaks about the practical side of the shift from classic search to AI-driven answers — the disciplines below are the areas he actively works and publishes on, drawn from his ongoing commentary and case work.
GEO — Generative Engine Optimization
Structuring content so it gets cited and recommended directly inside AI-generated answers from ChatGPT, Gemini and Perplexity — not just ranked on a results page.
AEO — Answer Engine Optimization
Winning featured snippets and direct-answer placements across Google and other answer engines, where the goal is the answer itself rather than the click.
LLMO — LLM Optimization
Structuring and formatting content — entities, schema, clear factual claims — so large language models parse, trust and surface it accurately.
Technical & Classic SEO
The underlying discipline that still matters: crawlability, site speed, structured data, keyword and intent research, and on-page optimization for traditional Google rankings.
SXO — Search Experience Optimization
Converting the traffic that does still click — turning search visitors into engaged users and, ultimately, customers.
A recurring theme in his writing: organic traffic can hold steady on rankings while still declining in practice, because users are getting their answer from an AI tool before ever clicking through. His stated approach is to treat SEO, GEO, AEO, LLMO and SXO as one connected system rather than separate tactics — auditing where a brand is getting cited (or isn't) across AI answers, then building the content and technical foundation to close that gap.