RSS 30: Generative Engine Optimization (GEO): Why I'm All In

4 snips

Dec 5, 2025

Discover the groundbreaking shift from traditional SEO to Generative Engine Optimization (GEO) as new AI-powered discovery tools reshape marketing strategies. Ross Simmonds explains how successful content needs to engage with platforms beyond Google, like TikTok and Reddit. He highlights the importance of AI-generated responses, user-generated content (UGC), and prioritizing unique citations. YouTube is not just for social; it's becoming essential for search. Strategize for diverse audience queries and rethink your distribution methods to thrive in this new era!

Ask episode

AI Snips

Chapters

Transcript

Episode notes

INSIGHT

Search Is No Longer Just Google

Search is evolving beyond Google into AI-powered discovery across many platforms.
Ross Simmonds calls this shift generative engine optimization (GEO) and says SEO alone is no longer sufficient.

ADVICE

Optimize For AI Summaries, Not Just Clicks

Optimize content so AI models can summarize and recommend it before users click.
Prioritize citations, brand awareness, and trust instead of obsessing only over clicks.

INSIGHT

UGC, Especially Reddit, Powers AI Answers

LLMs pull from varied sources beyond webpages, with heavy use of UGC like Reddit comments.
Ross notes Reddit comments frequently surface as citations for bottom-of-funnel queries.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

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

— 👋🏾 Let's stay connected —

╰ Subscribe to my channel: @RossSimmondsTV

╰ Instagram: @thecoolestcool

╰ Twitter / X: @thecoolestcool

╰ LinkedIn: linkedin.com/in/rosssimmonds