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 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
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: 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.
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.