How GEO Is Changing Digital PR with Oliver Sissons of Reboot Online

• Generative Engine Optimization (GEO) is emerging as the key framework for increasing brand visibility in AI-generated search results.
• Brand mentions without links are critical for GEO—AI models weigh context-rich mentions in training data, not just backlinks.
• Context wrapping (ensuring surrounding text reinforces brand expertise) boosts chances of being cited by AI models.
• AI visibility is increasingly driven by topical authority—get cited in sources LLMs already use, like Reddit, LinkedIn, or listicles.
• Reboot’s tests reveal LLMs can detect manipulation and learn from minimal social signals, influencing AI outputs quickly.
• AI models don’t favor content type—video, podcasts, social posts, and articles can all influence GEO when contextually relevant.

Oliver Sissons is the Search Director at Reboot Online. I’d definitely known of Reboot’s great work before meeting Oliver but he first caught my attention on LinkedIn in 2024 when he posted about a campaign he tried to create from scratch using AI. (It was Simpsons-themed so little did he know he made a lifelong fan.)

Since then he’s been leading the charge in the GEO space (we decided we’d call it GEO in this podcast) and has been doing some really interesting work.

So, I wanted to have him on the podcast to discuss the ways that GEO is shaping digital PR strategies.

We get into brand mentions, the role of PR in getting cited in LLMs, experiments with AI, and much more.

Resources

Here are a few of the main resources we mentioned in the discussion.

Claude System Prompt Leak

How AI Mode Works and How SEO Can Prepare for the Future of Search

Can AI Responses Be Influenced? A Controlled GEO Experiment

Timestamps

00:00 – Intro
00:50 – Defining AI Terminology
03:11 – Insights on AI Leaks and Their Implications
09:20 – The Role of PR in AI Visibility
19:35 – Challenges and Strategies for Small Businesses
21:17 – Reboot’s AI Experiments and Findings
25:47 – The Impact of Social Media on AI Results
28:45 – Concluding Thoughts and Future Directions

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Vince Nero

Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his 2 kids, enjoying some video games, or watching Phillies baseball.

More Posts by Vince Nero
Website: https://buzzstream.com