Will Critchlow catches up with Mike King, founder and CEO at iPullRank to talk about GEO, fanout queries, agents, and what the cutting edge feels like at a top agency. Mike and Will go way back, so this episode covers a lot of ground, from SEO to Mike's view on the place of AI in the production of art. This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.
Scott Darrohn, fishbat Media, LLC co-founder, is a national keynote speaker and GEO-SEO guru shaping the future of digital growth. Search is changing quicker than ever before. Nowadays, with tools like Google's AI Overviews, Microsoft Copilot and Perplexity, users are no longer just scrolling through search results; they're directly engaging with AI-generated answers. Generative engine optimization (GEO) can help your brand flourish in this new paradigm by boosting your chances of being mentioned in those AI answers when users ask questions.
Key stat: 54% of US marketers plan to fully implement their generative engine optimization (GEO) strategy within three to six months, according to September 2025 data from Scribewise. Beyond the chart: Use this chart: Drop this into your next digital strategy review to show stakeholders the GEO timeline pressure. Use it to benchmark your team's implementation plans against the majority.
One of the earliest turning points in personal branding, one that made career-minded professionals understand that they're responsible for their careers and the visibility that shapes them, was the launch of LinkedIn in 2003. Since then, career visibility has followed a simple rule: polish your resume, keep your LinkedIn profile current and compelling, and show up to meetings awake. But that rule no longer holds, thanks to AI.
"The first thing you should be doing right now is running visibility reporting for your brand or organization," he said. Lamp will speak on this topic at AI Horizons Conference during the session, "AI Search Workshop: Turn GEO into ROI with an AI-First Content Strategy." The method isn't complicated, he said. It's a back-to-basics audit designed to help organizations understand when people ask AI tools about your brand how you're showing up.
We work with seven- and eight-figure ecommerce companies, helping them grow organic traffic and conversions through the fundamentals - search, content, link building - and now layering in what I call "AI SEO." Basically, optimizing so you show up in places like ChatGPT and other large language models. I've worked in ecommerce SEO for about 15 years. I ran my own ecommerce sites before then, but I learned I'm better at marketing than operations.
Danny Sullivan, director at Google Search, said any GEO tools that advise designing content solely for rank and visibility purposes lose "track of the big picture." "Are you doing things that are useful for human beings?" he said. "That's what we want to reward."
When Bospar asked ChatGPT, Claude, Gemini, or Copilot for information about RealSense, each one provided a version of the same answer: RealSense was no longer in business. In reality, the company was on the verge of announcing a spin-out from its parent, Intel, and a $50 million funding round. How could RealSense get top-tier press coverage if the leading AI tools had already written its obituary?
Retailers are facing increased competition at a time when high inflation and higher prices are limiting consumers' spending potential. This year, brands will have to work harder than ever to cut through the noise and drive purchase intent, and data marketing can and should play a central role in retailers' and brands' ecommerce strategies. From personalization to product feed, effective data management and utilization support a leak-proof customer journey, driving more consumers towards the bottom of the funnel and subsequently boosting sales and revenues.
Over the years, we've seen that people increasingly use Google to search for helpful content on Reddit to find product recommendations, travel advice and much more. We know people find this information useful, so we're developing ways to make it even easier to access across Google products. This partnership will facilitate more content-forward displays of Reddit information that will make our products more helpful for our users and make it easier to participate in Reddit communities and conversations.
Google EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and refers to a set of signals used to assess a website's content. Google sets these signals to ensure it promotes only the best and most credible content, especially in niches that are either connected to people's well-being or require special knowledge. Emitting SaaS authority signals is pivotal for traditional search and SEO AI optimization. To get featured in AI Overviews, you must have a website that appears credible and trustworthy.
