Back2Brave Podcast

#52, The G in GEO Stands for Generosity

Episode Summary

Welcome to Babel’s Back to Brave podcast. In this episode, host Ash Lockett sits down with Alice Widger (the Kate Bush of SEO) to decode the most talked-about acronym in marketing right now: GEO (Generative Engine Optimisation).Together, they cut through the industry hype and break down the findings from Babel's recent Brave AI Audit (The Brave Benchmark). Alice explains why trying to 'hack' LLMs is a dangerous game, why your gated PDFs are hurting your brand and why showing up in AI search ultimately comes down to foundational SEO and generosity of spirit.

Episode Notes

 In this episode, we cover:  

• Defining AI Search: Why GEO is just an extension of good SEO, and why Google still owns 90% of the search market.
• Tracking the AI Traffic: Practical advice on setting up GA4 custom reports to track exactly how much traffic and how many conversions are coming from ChatGPT and Gemini.
• The Death of the Gated PDF: Why hiding your thought leadership behind forms, or inside PDFs, is akin to telling AI bots (and buyers) to ignore you.
• Proving Your Expertise (E-E-A-T): How to structure your website, case studies and testimonials so that AI models trust your brand enough to recommend you.

Links & Resources:

Read Babel’s Brave Benchmark AI Audit

Connect with Ash Lockett on LinkedIn

Connect with Alice Widger on LinkedIn

Connect with Kyle Rushton