The Evolution from SEO to GEO for Modern Marketers
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
47 min
2 speakers
7 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the main focus of today’s episode and who is the guest?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney. I'm Jordan Cooney and joining me today is Lisa Adams, AI advisor and go-to-market strategist at Growth Path Partners.
Lisa, welcome to the Voices Search Podcast.
Jordan, thank you for having me. Excited to be here.
Likewise, I am thrilled to have you for a variety of reasons. One of them is you have got a a plethora of experience working across a variety of different industries. And and I think that it's it's great to have folks with a with a totally different perspective, right? So so many of the individuals right now in in the tech space are just uh really barreled into a very um you know myopic view of how AI is is impacting their world and and your experience is is much broader than that. So tell our tell our listeners a little bit about where where you're coming from, um, what what you've been doing and then what what you're what you're you're planning to do here um as you've been building up uh growth path partners.
Yeah, so um again thank you for having me.
How has AI‑driven search changed buyer behavior and go‑to‑market efficiency?
So I'm Lisa Adams. I'm based here in Boulder, Colorado. Um been here for over twenty-five years, but um half of my career was spent in Silicon Valley, never really moved, but I did the commute, Jordan. You know, out on Mondays, back on Thursdays um until COVID. So I've spent Uh a big chunk of my career in big tech. You know, Tripper Network's now part of HP, Brocade now part of Broadcom, um, Pure Storage. I was in SaaS for a while and Smartsheet, and then I was also in telecom for for a long time. Um, WorldCom now part of Verizon. And so I've been through every single inflection point in the last few decades. We won't say how many decades, right? Um, and I've always been in senior marketing executive roles.
My last corporate role, I was CMO of the company. And um You know, now I am uh you know, quote unquote retired from corp corporate life. And truly pursuing my passion, Jordan. Um, my passion actually isn't AI. Um, when I exited my last company, I wanted to serve on boards. And so I thought about that as my post operator role, but I found out that there are only 41 marketers and Fortune 1000 boards, and less than three percent of all board members have marketing experience. And I dug in and found out that there are many reasons why we're not on boards, but one of the biggest reasons is that we're perceived as tacticians rather than strategists. So my passion now, Jordan, is to elevate the strategic value of marketing.
Um, use business as a force for good and ensure diverse voices at every table. AI is not my passion. AI just happens to be a means to an end and it's an amplifier of those passions. So I am um, you know, uh what I do now is I'm literally helping um marketing teams and go-to-market teams transform um and go through their AI transformation journey. When we no longer will have just human teammates, we will now have a combination of human and AI teammates and I'm inspiring them with what's possible, um, not just in Dr. Function, but also across functions.
And and I love this because you you've transcended throughout a variety of different eras of how brands would communicate through these channels, right? And AI is just one of these new channels. And I think level setting on that perspective is is really critical for us as we're going through this AI transformation. Tell us a little bit about how brands should be thinking about this channel. What are some of the tactics that have we've always used as brands and marketers to ensure that AI is um is is is conveying what is needed about our brand.
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Chapters
7 chapters
1
What is the main focus of today’s episode and who is the guest?
0:00–1:44
2
How has AI‑driven search changed buyer behavior and go‑to‑market efficiency?
1:44–8:54
3
What is Liza Adams’ three‑layer GEO framework for visibility, sentiment, and recommendation?
8:54–17:23
4
Why is credibility and sentiment more important than just showing up in AI search results?
17:23–24:34
5
How should marketers shift from gated content to authentic, ungated community engagement?
24:34–32:35
6
What role do human connections, events, and community play in an AI‑first marketing strategy?
32:35–40:28
7
What leadership skills are essential for guiding teams through AI transformation?
40:28–47:34