The GEO Show

Welcome to Episode 1 of The GEO Show — a regular breakdown of the biggest developments in Generative Engine Optimization (GEO), AI search, and the changing world of SEO.

In this episode, Paris Childress, founder of Hop AI and co-founder of GEO Forge, breaks down five stories that could have major implications for B2B and SaaS marketing teams.

In this episode:

📈 ChatGPT referral traffic is surging
Demandbase data shows ChatGPT-referred visits to B2B websites increased more than 300% year over year. Is GEO starting to become a true performance marketing channel?

🤖 AI chatbots are changing how B2B buyers choose software
G2 research finds 71% of B2B software buyers now use AI chatbots for research — and 51% start with AI chatbots more often than Google.

🔎 OpenAI confirms “query fan-out”
ChatGPT can turn a single prompt into multiple targeted searches. We look at why those hidden queries matter for GEO — and how marketers can use Bing Webmaster Tools to uncover and optimize against them.

📌 Pinterest shows what GEO at scale can look like
Pinterest deployed a system using vision-language models, query prediction, dynamically generated collection pages, and internal linking — producing a reported 20% increase in organic traffic.

⚠️ Microsoft draws a line against “manipulative GEO”
Bing is now explicitly warning that abusive GEO tactics can result in reduced visibility or even delisting. But Microsoft and Google continue to suggest that good GEO largely comes from good SEO. I’m not convinced.

We also dig into one of the most important distinctions between traditional SEO and GEO: information gain.

In an internet increasingly flooded with generic AI-generated content, the brands that win AI visibility will be the ones that give large language models something genuinely new to learn — proprietary data, original research, first-hand experience, and unique expertise.

The GEO Show covers the news, strategies, experiments, and emerging tactics shaping how brands get discovered and cited by ChatGPT, Google AI, Perplexity, Claude, and other AI platforms.

If you're responsible for SEO, GEO, content, demand generation, or B2B marketing, subscribe and follow along.

💬 Question: Do you think GEO is fundamentally different from SEO — or is it simply the next evolution of it? 

AI slop isn’t bad because AI helped create it. It’s bad because it adds nothing.

Same recycled facts. Same obvious advice. Same five bullet points scraped from the same five sources—rewritten by a machine and published by a company with no genuine expertise in the final output.

This is what happens when everyone uses the same models, the same public information and increasingly similar prompts.

The result is an internet drowning in synthetic consensus.

And publishing more of it won’t win you visibility in Google, ChatGPT, Perplexity, Gemini or any other answer engine.

In GEO Day 3, Simon Young and Paris Childress will break down the alternative: anti-slop content.

Anti-slop content contains something an AI model cannot produce without access to your company’s knowledge, evidence and experience.

It might include:

• A subject-matter expert’s original point of view
• First-party research or proprietary data
• A detailed customer case with specific evidence
• A tested framework developed through real work
• An unexpected insight that challenges industry consensus
• First-hand experience with a problem, product or market
• A clear, defensible opinion—not a summary of everyone else’s
• Information that meaningfully advances the existing conversation

This is high information gain content: material that leaves the reader—and potentially the large language model (LLM)—knowing something it could not have learned from the other ten articles already ranking for the topic.

That distinction matters because Generative Engine Optimization (GEO) is not a content-volume competition.

AI systems already have an almost unlimited supply of generic explanations. They do not need your company to publish another “ultimate guide” built from information they can find everywhere else.

What they need are useful, credible and sourceable contributions.

Content with facts they can extract.

Evidence they can reference.

Ideas they can attribute.

Insights worth citing.

During this LinkedIn Live session, we’ll explore:

• How to recognize AI slop—even when it sounds polished
• Why “human-written” does not automatically mean high quality
• What information gain looks like in real B2B content
• Why proprietary knowledge is the foundation of defensible content
• How to extract original insight from internal experts
• How to turn interviews, research and customer evidence into GEO-ready assets
• Where AI strengthens the process—and where it destroys differentiation
• How to structure content so its strongest claims are easy to understand, extract and cite
• How to audit your current content for generic thinking
• What a scalable anti-slop content workflow looks like

This is not an anti-AI session.

AI is an extraordinary production and transformation tool. But it cannot manufacture genuine expertise, original evidence or lived experience. 

If the source material is generic, the output will be generic—regardless of how sophisticated the prompt sounds.

The winning model is not AI replacing human expertise.

It is human expertise, proprietary knowledge and original evidence—structured and amplified by AI.

By the end of this session, you’ll have a clearer standard for deciding what deserves to be published, what belongs in the recycling bin and what has a realistic chance of earning attention, trust and GEO visibility.

Because in a world where anyone can generate content, the advantage belongs to companies that actually have something to say.

Join Simon and Paris for The Anti-Slop Content That Wins GEO Love.