Kitchen Side: Generative Engine Optimization

Last Updated on April 16, 2025

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In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team dives into the rapidly evolving world of generative engine optimization (GEO)—also known as answer engine optimization, LLM optimization, or AI search optimization. They compare traditional SEO with AI-powered search interfaces like ChatGPT, Claude, and Google’s AI Overviews, and explore how user behavior, optimization techniques, and content signals are changing. The team shares personal experiments, insights from industry leaders like Brittany Muller, and real examples of how LLMs are prioritizing original research, brand mentions, and subject-matter expertise over classic ranking signals. This episode offers a grounded yet forward-thinking discussion on how to approach SEO and AI search in a world where queries are conversational and results are generated, not listed.

Key Takeaways

• What Is GEO?: Generative engine optimization refers to tailoring your content for AI-powered answer engines like ChatGPT and Claude—not just traditional search engines.
• From Keywords to Context: Search is shifting from keyword-based queries to conversational inputs and contextual, semantic understanding.
• Brand Mentions as the New Backlinks: In LLM-generated answers, offsite presence and brand mentions are becoming more valuable than traditional link-building.
• Surround Sound SEO Still Wins: Being mentioned across multiple credible platforms increases your chances of appearing in AI-generated outputs.
• Prompt Design & Data Quality Matter: Feeding models structured data, detailed context, and proprietary insights improves visibility and usefulness.
• AI Isn’t Replacing Google—Yet: AI tools like ChatGPT expand how we find information, but don’t fully replace deterministic, fact-based search.
• B2B Buyers Use Both Channels: AI tools may be used for early discovery, but buyers still verify information with Google before making decisions.

Show Links

• Connect with David Khim on LinkedIn and Twitter
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Allie Decker on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Time Stamps

• [00:00] Introduction to GEO and evolving search behavior
• [06:45] How LLMs are changing user behavior and search formats
• [14:30] Subject-matter expertise vs. AI-generated content
• [22:10] Why brand mentions are overtaking backlinks
• [30:00] Comparing generative search vs. traditional SEO approaches
• [38:20] ChatGPT’s evolving search capabilities and citation trends
• [46:40] When to use LLMs vs. when to go to Google
• [55:15] The rise of multi-channel SEO: Reddit, YouTube, TikTok
• [01:01:40] How B2B buyers navigate hallucinated info and verify sources
• [01:07:55] Measurement, attribution, and the evolving customer journey