Generative Engine Optimization Basics

What actually moves the needle in Generative Engine Optimization, and which GEO tactics are getting more attention than they deserve?

Watch this episode on YouTube: https://youtu.be/fd5c2Vx7oZk

Matthew Bertram sits down with Ross Hudgens, founder of Siege Media and author of a new book on Generative Engine Optimization, to separate emerging GEO best practices from tactics that still lack convincing evidence.

Ross explains why third-party consensus may be one of the biggest differences between traditional SEO and GEO. Instead of simply declaring your company the "best," brands need other trusted sources, reviews, communities, publications, influencers, and customers consistently reinforcing what the brand is actually known for.

They break down why reviews have become such an important GEO lever, how PR and awards contribute to trust, where Reddit and community management fit into the strategy, and why YouTube and influencer content can create another layer of third-party validation.

The conversation also tackles schema, LLMs.txt, social signals, advertising, attribution, and the challenge smaller brands face when competing against companies with much larger budgets. Ross argues that the answer isn't trying to become the best at everything. It's defining where your brand genuinely wins, building authority around that position, and expanding from there.

• defining GEO as influencing large language models and how it overlaps with SEO
• why “best overall” language backfires without third-party consensus
• third-party mentions as a core GEO lever, including listicles and citations
• using PR, awards, and homepage proof as CRO that also helps AI trust
• realistic expectations for schema markup and llms.txt files
• building a review engine: volume, responses, fake review flags, and multi-platform strategy
• community management on Reddit and reputation management as future-proof framing
• how paid ads can create indirect lift through brand and click behavior
• why YouTube influencer reviews and short-form clips matter for discovery
• competing as a smaller brand through sharper positioning instead of broad category claims
• attribution approaches: self-reported form fields, re-bucketing direct traffic, and behavior patterns

Guest Contact Information:

Ross Hudgens

Website: siegemedia.com

LinkedIn: linkedin.com/rosshudgens

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The Best SEO Podcast is a weekly show on how search and AI decide which businesses get found, trusted and chosen. Hosted by Matthew Bertram (www.matthewbertram.com), powered by EWR Digital (www.ewrdigital.com). Every episode: www.bestseopodcast.com