If you’ve ever dabbled in the dark arts of SEO, you’ll understand the frustration, time, money and effort poured into results that don’t always stack up.

Now there’s a new force reshaping search: Generative Engine Optimisation (GEO); the system underpinning how AI and large language models deliver answers.

Nic sits down with Darryl Sparey from Hard Numbers in the UK and Simon Murphy from indigo murphy to unpack what all the noise is about. GEO may only be a few years old, but all signs point to it becoming the future of search and discovery.

The conversation zeroes in on what really drives AI visibility:

Earned media

High-quality content

Recognised expertise

Proven authority

In short, it’s not tricks or hacks as Darryl often refers. It’s credibility.

Darryl and Simon come from different angles, but land in the same place. GEO represents a major shift for brands, communications teams, and PR professionals.

Importantly, this isn’t a quick fix. You can’t bolt on a tool or widget and expect results. It requires patience, consistency, and a commitment to quality—but the payoff is long-term reputation and commercial impact.

A word of warning: tread carefully. There’s already plenty of noise and questionable advice in the market. Make sure you’re working with credible operators.

For CEOs and MDs, this is one to get your head around.

For PR professionals and communicators, this is your opportunity to bring the C-suite with you—because this is an area that now demands attention.

I have no doubt we will be covering this topic a lot more in the future.

The reports referred to by Darryl:

Coverage to Capital: Reputation in the Age of AI: https://www.hardnumbers.co.uk/research-reputation-in-the-age-of-ai 

Coverage to Capital: Category Recommendations in the Age of AI: https://www.hardnumbers.co.uk/research-category-recommendations-in-the-age-of-ai