192. Ruan Smit, Senior SEO Specialist, Sendcloud - From SEO to GEO: How to Win Visibility in the Age of AI Search!

In this episode, we’re joined by Ruan Smit, SEO & Growth leader at Sendcloud, the leading shipping platform helping 30,000+ e-commerce brands connect carriers, print labels, and turn delivery into a competitive advantage. With a blend of technical SEO, AI know-how, and real-world growth experience across agencies, e-commerce, and SaaS, Ruan shares what actually moves the needle when AI is rewriting search.

We spoke with Ruan about how to gain visibility when AI Overviews and LLMs answer first, and how Sendcloud structures content, tech, and brand citations to appear where customers look—without losing focus on the pages that drive revenue.

Here are some of the key questions we address:

• How do you prioritize GEO (Generative Engine Optimization) without sacrificing the SEO “money pages” that pay the bills?
• What specific page structures (summaries, headings, FAQs, schema) increase your chances of appearing in Google’s AI Overview?
• Where should teams invest to earn brand citations LLMs trust, and how do you do it without sounding salesy?
• When does domain consolidation outperform country-by-country sites, and what are the must-do steps for clean migrations and 301s?
• How do you track performance in a zero-click world—what proxies (impressions, BOFU outcomes, referrers) matter most?
• What’s the practical workflow for “reverse-engineering” AI Overviews to refresh content that actually ranks and converts?
• Are videos still worth it for discovery, and why is hosting on YouTube more important than ever for LLM sourcing?

🎧 Tune in to hear how Ruan blends solid SEO fundamentals with GEO tactics, proving that sustainable growth in the AI era comes from clear structure, smart measurement, and showing up helpfully wherever your buyers look.