AI-Curious with Jeff Wilser Why GEO is the New SEO--And How Businesses Must Adapt--w/ Curtis Sparrer, co-founder of Bospar
Sep 26, 2025
In this discussion with Curtis Sparrer, co-founder of Bospar PR and president of the San Francisco Press Club, they explore the shift from classic SEO to Generative Engine Optimization (GEO). Curtis reveals how AI is reshaping brand visibility and emphasizes the importance of reputable sources in this new landscape. He shares insights on maintaining effective SEO tactics while adapting to AI-first strategies. Curtis also discusses the risks of misinformation, the changing dynamics in pitching, and the need for companies to embrace proactive approaches to succeed in the AI era.
AI Snips
Chapters
Transcript
Episode notes
GEO Is About Narrative Discovery
- Generative Engine Optimization (GEO) focuses on shaping narrative answers from chat-style AIs rather than keyword rankings.
- GEO matters because chatbots produce narrative recommendations that can replace traditional search results for discovery.
Client Falsely Shown As Defunct
- Curtis recounts a client whose company appeared in AI answers as defunct, which harmed a spinoff.
- They fixed it by discovering the bad article, publishing corrective content, and securing reputable coverage.
Third-Party Coverage Carries Extra Weight
- Generative engines weight reputable third-party reporting far more heavily than self-published content.
- That means earned media from outlets like Reuters or Axios now carries outsized influence on AI answers.