# The New SEO Playbook: AI Search, GEO & What Actually Drives Conversions

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Text version: https://stenobird.com/podcast/the-edward-show-6568456/the-new-seo-playbook-ai-search-geo-what-actually-drives-conversions.md
Podcast: [The Edward Show](https://stenobird.com/podcast/the-edward-show-6568456)
Published: 2026-05-03T20:03:00+00:00
Episode link: https://9342edaa-17ad-4315-a037-ec4dfabd63f7.libsyn.com/the-new-seo-playbook-ai-search-geo-what-actually-drives-conversions
Audio file: https://traffic.libsyn.com/secure/9342edaa-17ad-4315-a037-ec4dfabd63f7/The_New_SEO_Playbook_AI_Search_GEO__What_Actually_Drives_Conversions.mp3?dest-id=4081527
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Duration seconds: 859

## Resource

E1033: Breaking down a dense set of notes from the BrightonSEO conference and turning them into a practical playbook for modern SEO. These are real observations about what you have to do to win search and conversions - especially with AI, generative engine optimization (GEO), and the growing importance of conversion-focused content. I recorded this episode from a rooftop in Manhattan, and we cover everything from technical SEO foundations to how AI systems actually discover, evaluate, and cite content. If you care about getting customers from search - not just traffic - this episode will give you a clear direction. What we cover: - The modern SEO framework: technical SEO as the foundation, content and PR as the catalyst, social media as the amplifier, and GEO as expanding your presence across AI systems - A decision framework before creating content: demand, winnability, indexability, visibility, differentiation, and trust - How AI search works: query fan-outs, partial page reading, citation behavior, and why influence happens at the prompt level - Key data points shaping strategy: AI overviews reducing clicks, more journeys involving AI, homepages getting more AI traffic, and low overlap with top Google rankings - Content strategy shifts: optimize for passages, answer one question per paragraph, use neutral language, and focus on problems instead of keywords - Conversion-focused SEO: why bottom-of-funnel pages matter, how intent-driven pages perform, and how to structure pages to convert - AI and content quality: using LLMs effectively, spotting mistakes, and validating outputs with multiple systems - Brand and trust: the role of reviews, sentiment, consistency, and where AI pulls brand signals from - E-commerce and AI search: what gets products cited, how to structur…

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