Why search is changing and GEO defined

In this episode of The Ross Simmonds Show, Ross dives deep into one of the most fundamental marketing shifts of our time — the emergence of Generative Engine Optimization (GEO). As AI-powered discovery tools like ChatGPT, Perplexity, Google AI Overviews, Reddit Answers, TikTok Search, and more evolve, traditional SEO strategies are no longer enough. Ross unpacks how marketers need to rethink content creation, distribution, and visibility across platforms, focusing not just on ranking, but on being cited, trusted, and remembered.

Whether you’re an SEO pro, a content marketer, or someone navigating the changing digital landscape, this episode offers a powerful perspective on where discovery is heading and how you can position your brand for success.

Key Takeaways and Insights:

1. The Shift from Traditional SEO to GEO

- The discovery journey is changing — not all search begins (or ends) on Google.

- GEO (Generative Engine Optimization) is not just about keywords and backlinks, but about engaging with AI-powered platforms like ChatGPT, Claude, Perplexity, You.com, Reddit, TikTok, YouTube, and more.

- Terminology wars (AISEO, AEO, GEO) are less important than understanding the strategic implications of the shift.

2. Where AI Discovery is Happening

- AI overviews and LLMs (large language models) pull data from varied sources, not just webpages — Reddit, YouTube, TikTok, and UGC are key.

- Clicking is becoming less important as AI agents deliver answers before users even leave the platform.

3. YouTube’s Role in GEO

- YouTube isn't just social media — it’s the second-biggest search engine and a major citation source for LLMs.

- Talking head videos, product comparisons, and keyword-aligned titles matter more than ever.

- A poor YouTube strategy (short, shallow clips) means your audience never finds you.

4. Listicles, PR, and Affiliate Strategy in the AI Age

- AI often weighs citations based on list ranking — being #8 consistently limits visibility.

- Your affiliate and digital PR strategies must now consider how high you appear on listicles that AI sources from.

- Move beyond backlinks to placements, citations, and brand mentions across high-impact domains.

5. Tailoring Content for Audience-Specific Queries

- LLMs recognize nuances: “best for beginners” vs. “best for enterprise” matters.

- Brands should create multiple landing pages tailored to different personas (as long as it’s high quality and not duplicated).

6. The Difference Between SEO and GEO

- GEO includes SEO, but it’s broader — it encompasses TikTok search, Instagram Reels, Reddit, and any platform with discovery.

- GEO is about visibility in AI-powered interfaces, not just search rankings.

7. The Predictive Future of Discovery

- Personalized AI results are here: Google’s AI Overviews may use Gmail, Calendar, Chrome history to shape responses.

- The future consumer journey might completely bypass websites and search engines.

Resources & Tools:

🔗 AirOps

🔗 Google AI Overviews

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