Generative Engine Optimization — AI Search
Buyers now start their research inside AI.
I supply the judgment that gets your brand mentioned: which bets to make, and how to mine your experts for information gain that AI can't create.
25+ years in marketing & growth leadership
Founder of a GEO practice · Ex-CMO · Yale MBA
Optimizing for ChatGPT · Claude · Perplexity · Google AI Overviews
Selected Work
Engagements I led at Active Ingredients, across very different categories.
GEO · led a team of four · 50+ pages
"Active Ingredients are true pioneers in GEO. The results have been outstanding — a completely new, high-efficiency funnel for our sales team." — Lane Cauley, Nerdio
SEO · led a team of six · 90+ pages · 10+ yr relationship
"A critical partner for 10+ years — they transformed our website into a truly powerful growth engine. Great strategy, design, content, tech, and service." — Susan Nishimoto, VP Global Digital Marketing, Qlik
The method travels beyond B2B
+44% organic traffic while cutting paid dependence, and +871% brand mentions across top LLMs.
+139% organic growth and +226% digitally-sourced deals in a compliance-heavy category.
Approach
AI slop can spike metrics for a few weeks, then get you buried. In one controlled experiment, two sites of 1,000 AI-generated posts each were silently deindexed by Google, one falling from 2,426 daily impressions to 15 in four days. Long-term success comes from giving the models something they can't already generate. That's what my work manufactures: information gain.
I start with an audit of what the AI models already say about you, including where they're generic, wrong, or missing your perspective. I then generate a shortlist of prompts and prioritize them based on strategic value, competitiveness, and volume.
I interview your subject-matter experts and pull out the data, perspectives, and details that aren't already on the internet.
That expertise becomes original copy, data tables, and diagrams engineered to be the most useful source on the topic, not a rewrite of what already exists.
Technical SEO and content architecture make it easy for search engines and LLMs to find and parse. I also build consensus with presence across the high-trust third-party domains, including your partners, which I supply with GEO-optimized posts for their own blogs.
I report share of voice, mentions, citations, and sentiment across the major LLMs and Google's AI results, alongside traditional rankings and clicks. Then I connect all of it to leads and deals in your CRM, so the program is judged on pipeline, not vanity metrics.
The result is information gain, the difference between lasting visibility and being penalized.
Writing
The data and thinking behind the method: making the case against AI slop, and how to build content that earns mentions and doesn't crush your SEO.
Published
Why "GEO at scale" gets a short-lived spike, and why content built on genuine information gain compounds as the models tighten.
Published
A measurable, six-dimension method for engineering content that AI engines cite instead of ignore.
About
I've spent 25+ years on the front edge of platform shifts: e-commerce, mobile, SEO, and now AI search. Each time, I built the capability to own the shift before it was obvious.
I've led marketing as a CMO and VP at venture-backed companies (Fuze, EQO, ZipRealty, CNET, Zing.com) and driven growth for global brands including HP, NetApp, Honeywell, Equinix, and Dell. In 2025 I founded a Generative Engine Optimization practice, building the tooling, the "information gain" method, and the team to deliver it. I started it after seeing LLM answers begin to replace the blue-link search results brands had relied on for twenty years.
I'm equally comfortable as the strategic north star on an engagement and as the hands-on builder shipping the work. Yale MBA; BA in psychology and economics from Emory.
I'm also a novelist: the award-winning Tuning In series. It's the same instinct as the day work, understanding how people think, and creating something genuinely new rather than more of the same.
Career at a glance
Selected prior leadership