Content and Conversation: Strategies for Generative Engine Optimization (GEO)

ArticleRoss HudgensDiscussion

On the Content and Conversation podcast, host Ross Hudgens and industry practitioners explore the shift toward Generative Engine Optimization (GEO). The discussions focus on AI search attribution, AI content quality, brand-level measurement in LLMs, and HubSpot's organizational pivot toward answer engine optimization.

Key points

  1. Josh Blyskal (Profound) argues that tracking prompt frequency offers diminishing returns, noting ChatGPT referral traffic rose 60% since mid-March, particularly in CPG.
  2. JH Scherck (Growth Plays) contends AI achieves 85–90% of a B2B draft, shifting the primary editorial skill to elevating work from B+ to A+.
  3. Aja Frost explains HubSpot's AEO strategy since 2023, which secured top CRM visibility in LLMs and led to reorganizing a 65-person team around products rather than web properties.
  4. Tom Critchlow views GEO performance closer to brand measurement (share of model and awareness) rather than conventional keyword rankings.
  5. Eli Schwartz highlights that Google's guidance for AI search remains grounded in core SEO fundamentals, with technical SEO becoming increasingly vital.

Why it matters

As user discovery shifts toward AI-driven engines, organisations must move beyond traditional SERP rank tracking. Understanding how models retrieve and present entity data dictates how marketing teams allocate resources across PR, product content, and technical structure.

Analysis

The conversations highlight that GEO cannot be treated as a simple tactical checklist. Frequency-based prompt monitoring is giving way to attribution models and brand sentiment evaluations within models. Furthermore, success in AI search increasingly aligns with cross-functional initiatives spanning product expertise, brand authority, and authentic distribution channels like Reddit.

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Summary generated by AI (Gemini 3.8 Flash, 27 September 2026). It may contain errors – the original source is authoritative.

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