In this conversation, Steve and Trevor dig into SEO in a world of AI Overviews, LLMs, and a shifting SERP where zero-click results are becoming the norm. Steve walks through how Collective42 approaches SEO for inbound, what still drives quality leads week to week, and which GEO myths are worth ignoring. If you are trying to grow organic inbound or wondering whether generative engine optimization is real strategy or noise, this episode breaks it down.
Takeaways
- AI Overviews and LLMs are changing how people find and click on content.
- Zero-click search means rankings alone are not the whole SEO story.
- Collective42’s SEO approach is still producing quality inbound leads weekly.
- GEO claims need scrutiny; not every new acronym is a real channel.
- Myth-busting matters when clients ask what still works in organic search.
- Treat AI search visibility as an extension of strong SEO fundamentals, not a replacement.
- Focus on pages and topics that attract the right commercial intent.
- Inbound quality beats vanity traffic from AI-referred curiosity clicks.
- Keep testing what shows up in AI answers against what converts on your site.
- Practical agency SEO still starts with clarity, usefulness, and measurable demand.