This discussion features James Dooley and Kasra Dash debating the differences between SEO and GEO. The conversation highlights why generative engine optimisation requires a distinct skill set from traditional search engine optimisation. James explains how link juice, virality and backlink power influence Google rankings but have no impact on LLM outputs. Kasra expands on brand positioning, semantic optimisation and the need for listicle presence to help AIs understand entities and context. Both speakers outline why businesses now split budgets for SEO and GEO, why GEO is treated as branding rather than traffic generation, and how agencies must adapt to new ranking behaviours in AI systems.