James Dooley speaks with James Norway about GEO, AI SEO and LLM optimisation, unpacking the real differences between traditional SEO and generative engine optimisation. They explore AI share buttons, LLM info pages, query fan out, content chunking, citation strategies and technical fundamentals such as GPTBot access and rendering. The conversation explains how brand corroboration, question focused content and entity clarity drive visibility inside large language models, and why some sites rank in Google yet fail to appear in AI recommendations. Real testing insights and revenue examples show how structured AI search strategies are already delivering measurable growth.