Generative Engine Optimization — AI Search
Buyers now start their research inside AI.
I build the content and authority that make a brand the source those engines quote — and turn that visibility into pipeline.
25+ years in marketing & growth leadership
Founder of a GEO practice · Ex-CMO · Yale MBA
Optimizing for ChatGPT · Claude · Perplexity · Google AI Overviews
Proof
The clearest example: a Microsoft-cloud software company that went from near-invisible in AI answers to the most-cited voice in its category.
[1] Nerdio — engagement led at Active Ingredients, 2025–2026. Full case below.
Approach
LLMs don't reward keywords — they reward sources that add something genuinely new. Most AI content is synthetic noise the models can already generate themselves. My work manufactures the opposite: information gain.
I sit with a client's subject-matter experts and pull out what they actually know — the data, judgment, and detail that isn'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, content architecture, and partner-led digital PR make that content easy for search engines and LLMs to find, trust, and cite.
The result is information gain — the difference between a source AI quotes and noise it ignores.
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 — same playbook, three categories
+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.
Writing
The thinking behind the method — the case against AI slop, and how to build content that earns citations instead.
Why "GEO at scale" gets a short-lived spike — and why content built on genuine information gain compounds as the models tighten.
Read the essay → Essay · MethodologyA measurable, six-dimension method for engineering content that AI engines cite instead of ignore.
Read the essay →About
I've spent 25+ years on the front edge of platform shifts — e-commerce, mobile, SEO, and now AI search — and built the capability to own each one 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 — 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.
Contact
Hiring a leader?
For senior GEO, AI-search, or growth leadership roles — agency- or client-side.
Need a GEO program?
To make your brand the source AI engines cite, and turn it into pipeline.