In this episode of The Long Game Podcast, Alex Birkett interviews Noah Greenberg, CEO of Stacker, a content distribution platform that helps brands turn owned content into earned media. They dive into the paradigm shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and how brands can optimize for visibility in AI-powered interfaces like ChatGPT and Gemini. Noah shares how earned media, brand mentions, and distribution at scale are becoming the new backlinks, and how the lines between PR, content, and SEO are blurring. From Google's disappearing traffic to ChatGPT's probabilistic answers, this is a deep dive into the future of organic visibility and media strategy in the AI era.
Key Takeaways
- SEO Is Evolving into GEO: The goal is no longer just ranking on Google—it’s being cited and surfaced in AI-powered responses.
- Earned Media Drives AI Visibility: PR, brand mentions, and syndicated content now influence whether LLMs cite your brand.
- Distribution Increases Surface Area: Publishing content broadly boosts the probability of being included in AI-generated answers.
- PR Is Cool Again: The rise of AI search has revived interest in press releases and third-party citations as visibility tools.
- SEO, Content, and PR Must Merge: Teams need to collaborate across departments to drive brand visibility in AI environments.
- Impact Is Visible—Fast: A single article syndicated through Stacker can be cited in AI search results within 24 hours.
- Measurement Models Are Changing: Traditional KPIs like backlinks and traffic are giving way to visibility, trust, and AI mentions.
- Founders Should Think Like Media Companies: Being the source of truth—and distributing it widely—is key to staying top-of-mind.
Show Links
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
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Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
The Long Game