Siege Media CEO Ross Hudgens flies solo for a case study episode on Zapier, one of the most cited domains in LLMs and a name almost anyone in B2B or SaaS will recognize from their own citation reports.
Drawing from a longer chapter in his upcoming book on GEO with Wiley, Ross breaks down why Zapier shows up in roughly 80% of the bottom-funnel prompts it cares about, and why it ranks fifth among cited domains in B2B, behind only G2, Facebook, YouTube, and Reddit.
Ross walks through the pieces behind that visibility: an integration library that lets Zapier write about thousands of tools without competing with them, a deep bench of editorially rigorous "best of" and "versus" articles, digital PR built on survey-driven data studies, and an actively curated Reddit community. He also takes on the big objection, whether citations actually drive business, with Zapier's own numbers: 40% of visitors now find them through LLMs, and 25% of signups are attributed to AI.
Get the book to read more about Zapier: https://www.siegemedia.com/geo-book
Show Notes
0:00 Why Zapier as a case study
0:36 Zapier's bottom-funnel AI visibility
1:05 Top 20 most cited domains, 5th in B2B
2:02 The integration library advantage
2:56 Best-of listicles and versus articles
4:42 Why versus content drives LLM visibility
5:32 Premium design and editorial standards
6:58 Digital PR and data studies
7:28 Building a Reddit community
9:10 Do citations actually drive pipeline?
10:48 The book and final thoughts
Show Links
Preorder "Generative Engine Optimization: The Definitive Guide to AI SEO" by Ross Hudgens: https://a.co/d/0a4oRiI5
Subscribe for weekly episodes: https://bit.ly/3dBM61f
Listen on Apple: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174
Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM
Follow Ross on X: https://twitter.com/rosshudgens
Follow Siege Media on X: https://twitter.com/siegemedia
Email Ross: ross@siegemedia.com
Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing
