We joined Alex Birkett from Omniscient Digital for a wide-ranging conversation on GEO strategy, the state of the AEO conversation online, and how AI search is changing content marketing at a fundamental level.

This one covers a lot of ground. We get into why we think most of the GEO advice circulating on LinkedIn right now is either misleading or just wrong, from the "Reddit is the most cited source" narrative to the newsletter sponsorship pitch to the ClickUp study that keeps getting cited as proof that listicles are dead. We walk through our own citation data across 100+ prompts and explain why what we're seeing on real client accounts looks nothing like what the aggregated studies suggest.

From there, we get into the bigger strategic picture: how AI search is personalized in a way Google never was, why that changes the content you need to create, and why this is a strategy problem that nobody's treating as one. We revisit the Nicole story, talk about why Pain Point SEO needs to evolve for AI, and dig into why the "just get mentions everywhere" approach to third-party outreach is a short-sighted play.

We also get honest about something we've been thinking about a lot internally: the long-form written content that built our agency may not work the same way anymore. People aren't binge-reading blog posts like they used to. LLMs are summarizing your arguments into two lines. So where does thought leadership actually live now?

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