In this episode of AI Marketing Pioneers, Seijin Jung interviews Glen McMurry, the director of GEO, AEO, and SEO at Upwork. They discuss the transformative impact of AI on organic growth strategies, the shift from traditional SEO to AEO, and the new metrics and mindsets required for success in this evolving landscape. Glen shares his journey in the SEO space, the practical steps Upwork is taking for AEO success, and the importance of reputation management and first-party data. The conversation also touches on common mistakes marketers make in AEO, non-traditional channels for visibility, and how to stay updated in this fast-paced field.
Glen McMurry’s LinkedIn: https://www.linkedin.com/in/glen-mcmurry-growth-marketing-expert/
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Timestamps
00:00 – Intro: SEO to AEO & Glenn’s Background
02:36 – How AI Changed Organic Growth at Upwork
05:01 – New AEO KPIs: Visibility, Mentions & Omni-Search
12:32 – Practical AEO Tactics: Reviews, Reddit & Reputation
18:08 – Winning LLM Citations with First-Party Data
25:01 – Common AEO Mistakes & Future of SEO
