▶  SEO · S6E142 · · October 26, 2026

GEO vs. SEO: What Actually Works in AI Search? With Ross Hudgens

Guest: Ross Hudgens, CEO at Siege Media
Hosts: Jon Clark & Joe DeVita

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about this episode

Generative engine optimization (GEO) runs on off-site signals: reviews, Reddit, publishers and best-of lists. Ross Hudgens explains. Ross Hudgens, Founder & CEO of Siege Media and author of the new Wiley book Generative Engine Optimization: The Definitive Guide to AI SEO, returns to Page 2 seven years after his season one appearance. So what’s actually new about GEO? Ross’s answer: for national brands, off-site reviews and third-party mentions now feed AI answers directly, the same way Google and Yelp reviews have always shaped local search. Jon Clark and Joe DeVita dig into how that shift is forcing Siege to rebuild its own agency. Siege is doing far less top-of-funnel content, running digital PR as a year-long relationship program instead of a trial, and adding reputation management, influencer, affiliate and paid Reddit. Ross also explains why the SEO team may not be able to own GEO on its own, and what a GEO-first organization looks like.

In This Episode

  • GEO vs. Traditional SEO: What actually changes when brands optimize for AI-generated answers instead of traditional Google rankings.
  • The Future of Link Building: Why Siege Media is moving away from broad outreach campaigns and toward long-term relationships with authoritative publishers.
  • Digital PR in the AI Era: How quarterly campaigns, original research, syndication, and high-quality brand mentions create lasting visibility.
  • The Data Flywheel Strategy: How brands can use proprietary data and recurring research to refresh content and strengthen topical authority.
  • Creating AI-Friendly Content: Why original insights, visual assets, comparison content, and credibility signals matter more than generic top-of-funnel articles.
  • Reddit and AI Search Visibility: Why Siege Media is experimenting with paid Reddit campaigns as a way to acquire customers and potentially encourage authentic brand advocacy.
  • Third-Party Reviews and Reputation Management: How platforms like G2, Trustpilot, Yelp, and TripAdvisor can shape the information AI search platforms use when recommending businesses.
  • Building a GEO-First Organization: Why Ross believes brands need to rethink departmental silos and consider broader organic acquisition leadership.
  • AI Tools and Agency Automation: How Siege Media uses Claude, internal AI workflows, and specialized automation to improve efficiency and client service.
  • Writing the GEO Playbook: Ross shares his experience writing a 320-page book about an industry evolving at extraordinary speed.

From practical GEO tactics to major changes in agency operations, this episode offers a roadmap for marketers, SEO professionals, and business leaders preparing for the next era of organic search.

Connect with Ross Hudgens

Ross on LinkedIn
Content Conversation (Ross’s show) on YouTube

Chapters

  • 0:00

    Intro: GEO is changing the SEO playbook

  • 2:39

    2:39 Writing a 320-page GEO book

  • 8:06

    What’s actually new about GEO?

  • 9:50

    Best-of listicles and what Siege droppedbest

  • 14:05

    How has digital PR outreach changed?

  • 18:33

    Getting PR teams on board first

  • 21:43

    Syndication and digital PR KPIs

  • 24:54

    The data flywheel and credibility nuggets

  • 31:17

    Best for a segment vs. best overall

  • 35:04

    Why Siege added paid Reddit

  • 36:56

    Building a GEO-first organization

  • 39:40

    How should a travel brand staff for GEO?

  • 42:05

    Claude, skills and AI at Siege

  • 45:13

    Rapid fire

Resources mentioned