Episode
From SEO to GEO: Winning in the Age of AI Search with John Campbell
- Podcast
- Higgle: The B2B Sales Club
- Published
- May 4, 2026
- Duration seconds
- 2073
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Summary
How do you win customers when AI becomes the gatekeeper between you and your audience? In this episode, I sit down with John Campbell, Head of Innovation & AI at ROAST, to unpack how AI is fundamentally reshaping search. We explore the shift from traditional search results to AI-generated answers, and why zero-click results are forcing businesses to rethink how they measure success. John explains how generative engines are changing discoverability, how buyer journeys are becoming less linear, and why simply ranking well on Google is no longer enough. We also get into the commercial implications, discussing how agencies are using AI to automate content, build internal tools, and increase efficiency. On the flip side, we also examine the risks of giving away too much value to clients in the process. We discuss how AI is impacting attribution, revenue models, and even entire service categories. If search is evolving from traffic generation to AI-driven recommendation, the big question becomes: how do you stay visible, competitive, and profitable in this new landscape? Topics covered during this episode include: The shift from SEO to GEO (generative engine optimization) How AI acts like a personal assistant reading sources, resulting in less link clicks from humans. The rise of AI-assisted vendor comparison at the end of buyer journeys. How prompt data reveals users comparing multiple providers simultaneously. Why ranking signals still influence generative engine recommendations. The growing importance of third-party review and directory websites. How structured website content improves visibility in AI responses. Why FAQs, transcripts, and HTML tables enhance discoverability. The early signs of advertising appearing inside AI-generated results. How subscription AI models…