Back2Brave - GEO Misconceptions with Tom Rudnai

From SEO to Generative Optimisation: Tom Rudnai & Ash Lockett on GEO Strategies for B2B Tech Brands On Babel’s Back2Brave podcast, host Ash Lockett speaks with Tom Rudnai, founder of Demand Genius, about shifting B2B marketing from traditional SEO to generative optimisation (GEO/AEO). Rudnai explains why treating AI like a search engine and focusing on citations can be misleading, citing research showing that AI relies mostly on training memory in awareness and consideration and uses retrieval more at conversion. They discuss influencing earlier-funnel criteria shaping AI recommendations, prioritising differentiation and information gain (interpretive, empirical, conceptual) over generic optimisation, and using unique internal data or strong opinions to stand out in a noisy B2B tech market. Rudnai argues that brands should align messaging across their full digital footprint, reduce content debt by updating content estates, and be cautious of GEO “hacks,” framing GEO as an ongoing, cross-functional brand discipline rather than a one-off performance project. 00:00 Welcome and Guest Intro 00:47 Tom’s Background and Demand Genius 02:13 Why GEO Gets Treated Like SEO 05:02 The Citation Trap and Funnel Reality 07:40 Influencing Criteria Before Recommendations 12:07 Differentiation and Information Gain Content 14:43 Repurposing Research and Digital Footprint 17:53 Finding Unique Data and Content IP 23:34 Opinionated Brands and Marketing Fundamentals 28:31 Technical SEO vs GEO Markup Myths 30:05 AI Costs Bubble Warning 31:37 Content Estate Consistency 36:22 Content Debt Cleanup Plan 40:40 Beyond Your Website Signals 44:05 Prompt Tracking Limits 49:31 Segmented Visibility Modeling 52:18 GEO As Brand Channel 54:07 Quickfire GEO Myths 59:56 Bravery And Startup Pivot 01:02:22 Closing Thanks LINKS Tom Rudnai (LinkedIn)   / tom-rudnai-0539b6151   Ash Lockett (LinkedIn)   / ashlockett   Babel Website: https://babelpr.com/ Demand Genius Website: https://demand-genius.com/