AI search has spawned a new wave of acronyms, e.g. GEO, AEO, LLMO, and it’s creating confusion for brands and SEOs alike.

In this internal roundtable at Growthack, Kevin, Glen and Sarif break down what these terms actually mean, where “GEO” came from, and what’s genuinely changing (and what isn’t) as AI Overviews and zero-click behaviour reshape search.

We also talk openly about the commercial reality: prospects are asking for “AI search specialists”, even when the winning play is still strong fundamentals.

In this episode, we cover:

- Why GEO exists (and why it’s dividing the SEO industry)

- What AI Overviews and zero-click really change for traffic and intent

- The ethical line: educating clients vs selling jargon retainer

- What’s changed vs what hasn’t (content, technical, links still matter)

- Why brand sentiment, community and “off-site signals” are getting louder

- The practical 2026 focus: foundations first, then smart distribution

Key takeaway: if you’re not performing in traditional search, “AI SEO” won’t save you. Fix the basics first, then earn visibility everywhere your customers are.

If you want to talk through your SEO foundations, content strategy, or how AI search impacts your category, reach out:

Follow Growthack on LinkedIn:

https://www.linkedin.com/in/kevinkapezi/

https://www.linkedin.com/in/glen-chamisa/

https://www.linkedin.com/in/sarif-sarker/

Chapters:

00:00 – Intro: GEO, AEO, LLMO & AI Search (Too many acronyms)

00:48 – Why this episode: debunking myths + losing a deal over “AI specialist” optics

01:31 – Where “GEO” came from: LLM growth + research paper context

03:26 – The real reason acronyms keep spawning (shiny object syndrome)

05:32 – AI Overviews, zero-click, and the “nothing new” argument

07:18 – Why brands push GEO: exec-level buzzwords + SEO industry pressure

09:16 – The ethical line: education vs selling jargon retainers

11:31 – The bubble question: does AI hype actually make money?

12:34 – Fundamentals first: tech foundations before “advanced techniques”

14:50 – What’s actually changed: prioritising off-site signals and sentiment

17:39 – “Name 3 things”: GEO vs SEO challenge + PR/brand mentions aren’t new

19:07 – Practical focus for 2026: technical, content, links + clear messaging

24:16 – Entities + being where customers are (YouTube, Reddit, communities)

26:28 – Final takeaway: levels to this — basics before advanced plays

#SEO

#AISEO

#AISearch

#GEO

#AEO

#LLMO

#SearchMarketing

#GoogleAIOverviews

#ZeroClickSearch

#TechnicalSEO

#BrandMarketing

#GrowthMarketing

Growthack.io helps brands go Beyond SEO, specialising in building SEO systems that drive revenue: combining technical, content, data-driven insights and AI-ready strategies to help businesses scale smarter. Practical, award-winning SEO that helps your brand stay discoverable, trusted, and ready for what’s next.

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