Episode
How the GEO Playbook Is Challenging SEO With Paid Citations, Reddit & AI Search
- Podcast
- The Edward Show
- Published
- Jun 29, 2026
- Duration seconds
- 4749
- Processing state
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Summary
E1091: Is GEO actually different from SEO, or is it just SEO with a new name? We're joined by Callum Kennard from ClickSlice and David Quaid for another deep debate on GEO, AEO, AI search, and where traditional SEO fits into all of it. This conversation gets into the practical side of the argument. Callum explains how his agency approaches AI search visibility using tools like Profound, paid citations, Reddit, LinkedIn, listicles, external placements, sentiment, and prompt tracking. David pushes back on the idea that GEO is a separate discipline, arguing that LLMs still rely heavily on query fan-outs, Google, Bing, and the same search infrastructure that SEOs already understand. The result is a practical debate about what is actually new, what is just SEO repackaged, and what brands should be doing if they want to show up in ChatGPT, Gemini, Perplexity, Claude, Copilot, and AI Overviews. Topics covered: - Why some agencies see GEO and SEO as completely different disciplines - Why David argues AI search still depends on SEO infrastructure - How query fan-outs work in AI search - Why ranking in Google or Bing can affect whether you appear in AI answers - How Profound is used to track prompts, citations, and visibility - Why AI search visibility scores can be useful but imperfect - The role of paid citations in GEO strategy - How brands are getting placed in listicles to influence AI answers - Why Reddit is becoming important for AI search visibility - When Reddit works well as a citation source and when it does not - Why LinkedIn and other UGC platforms are being used for AI visibility - How some agencies are approaching GEO like a new version of link building - Whether paid citations are becoming the new backlinks - Why brand sentiment matters in AI-generated answers -…