The Grow and Convert Marketing Show

Benji Hyam and Devesh Khanal
  • 5.0 (5)
  • MARKETING
  • UPDATED WEEKLY

We share our thoughts and ideas on how to grow a business.

  1. FEB 12

    Topic Based GEO: Why You Need to Measure AI Visibility with Topics Instead of Individual Prompts

    Did you know that when you ask ChatGPT for a product recommendation, ChatGPT can recommend 50+ different brands for the same prompt? In this episode, we break down Rand Fishkin's latest research on the extreme variance in AI search results across ChatGPT, Claude, and Google AI Overviews.  His team gathered 600 volunteers, ran nearly 3,000 queries, and the findings are eye-opening. Here are some key insights: LLMs can share 50 different companies for each product related prompt.  The chance of getting the exact same list of brands twice is less than 1%. The top 6 brands are mentioned over 80% of the time.  So what does this mean for marketers trying to track their GEO (Generative Engine Optimization) performance? Most AI visibility tools give you a misleading snapshot — you ran one prompt, you showed up, and you think you're winning. But run it again and you might not show up at all. We walk through Rand's key charts and takeaways, explain why "rank" is meaningless in AI results (unlike SEO), and show how the top brands in any category still get mentioned consistently 70-90%+ of the time. Then we hop into Traqer.ai to show how our topic-based GEO approach — running multiple prompt variations per topic — gives you a far more accurate and responsible picture of your actual AI visibility. If you're doing GEO or reporting on AI visibility to leadership, this is a must-watch. 📖 Rand Fishkin's full blog post: https://sparktoro.com/blog/new-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility/🔗 Our blog post on Topic Based GEO: https://www.growandconvert.com/ai/topic-based-geo/🔗 Check out Traqer: https://www.traqer.ai/

    34 min

  2. 12/22/2025

    How We Use AI to Edit Content (Without Losing Your Company POV)

    (Sorry about the audio quality on this one, it was recorded with the wrong microphone-- this episode is better viewed with screen share on Youtube) Most teams struggle with AI writing tools because they try to use them as a replacement for writers (and they use tools that don't understand the core arguments of what is trying to be said). In this video, Devesh walks through a real example of how he uses our AI writing tool Wave Writer at Grow & Convert to edit and restructure content. You’ll see how a rough outline and half-formed ideas can be turned into clear, on-brand draft copy, without losing the core ideas and without hallucinations. The video covers: How outlining arguments first leads to better AI output How to speed up the editing and content creation process using Wave Writer Why writing final prose is the slowest part of content workIf you’re responsible for editing content, managing writers, or shaping content strategy, this video shows a practical way to use AI that supports thinking instead of trying to replace it. Check out our product https://www.wavewriter.ai if you're interested in using an AI writing tool that understands your business, key arguments and helps speed up the writing process while keeping content quality high.

    22 min

  3. 12/11/2025

    The Step-by-Step GEO Strategy to Rank in ChatGPT, Perplexity & AI Overviews

    Most marketers track their AI visibility… but have no idea what to do next.This episode shows the exact GEO strategy to actually increase your mentions in ChatGPT and Perplexity. In this episode, we show you exactly how to implement GEO (Generative Engine Optimization) the strategy brands are using to increase their mentions inside LLM answers. You’ll learn: Why most AI rank trackers are inaccurate and how we rebuilt Tracker to scrape real results (not API hallucinations)How to turn visibility data into action — what content to publish, what topics to prioritize, and where your gaps really areThe GEO Pyramid and why 90% of marketers focus on the wrong tacticsHow to find the exact pages LLMs are citing — and how to influence them with targeted content and outreachWhy you MUST choose bottom-of-funnel topics if you want actual pipeline from AIA step-by-step walkthrough of improving visibility for a real company using owned content + targeted citation outreachIf you want a clear, repeatable strategy for ranking in ChatGPT, Perplexity, and Google AI Overviews, this episode breaks it down. 📩 Join the newsletter: growandconvert.com/newsletter🔧 Learn more about Tracker: https://www.traqer.aiGEO Pyramid article

    47 min

  4. 12/02/2025

    LLM Citation Data: 86% of Sources are Industry-Specific (Not from Generic Sites Like Reddit)

    Are you focusing your AI visibility and PR efforts on Reddit, Wikipedia, and media sites like The New York Times? You could be wasting your time and money. In this episode of the Grow and Convert Marketing Show, we dive into the data from our new study on Large Language Model (LLM) citation patterns. We reveal why the advice you see on LinkedIn and in broad industry reports—telling you to chase large, general-purpose sites—is completely misleading for most businesses, especially B2B and niche companies. What You'll Learn:86% of citations are for industry specific sites vs. 14% for "general purpose sites": See actual data from our client base that shows 86% of LLM citations for niche topics come from industry-specific publications, while Reddit, Wikipedia, and YouTube account for only 14%. Differences in how to approach AI visibility for your brand vs. Household name brands: Discover why B2C household names (like Tesla and Peloton) do get cited on general sites, but your niche B2B software company won't. The problem with measuring random prompts: Understand how broad studies that use 5,000 randomly selected keywords are statistically biased toward consumer queries, making their findings irrelevant to your specific business goals. A New Tactical Framework: Learn the exact, actionable steps for a Citation Outreach strategy that works : how to choose the right topics, identify the actual cited domains using tools or manual checks, and target your PR efforts where they will actually drive AI visibility. Stop doing general PR and start showing up in the AI answers that matter to your bottom line. Links & Resources:Read the full article for more detail on the study: https://www.growandconvert.com/research/llms-source-industry-sites-more-than-generic-sites/ Check out our AI Visibility Tool: https://traqer.ai  Catch up on our overall GEO Framework: https://www.growandconvert.com/ai/prioritized-geo/  Don't forget to like, subscribe, and comment to support the Grow and Convert Marketing Show!

    22 min

  5. 11/11/2025

    Prioritized GEO: How Brand Should Focus Resources on AI Visibility

    Marketers are wasting time chasing the wrong AI tactics. Everyone’s debating “Should we post on Reddit? Add LLM.txt? Write summaries for LLMs?” — but missing the real priority. In this video, we introduce Prioritized GEO, our framework for how to actually show up in AI search (ChatGPT, Perplexity, and Google AI Overviews). We break down: -Why owned content on your site matters more than offsite mentions -How to think about AI search visibility -What actually influences ChatGPT, Perplexity and AI overview results -And why most “AI hacks” (like key takeaways and LLM.txt) don’t move the needle If you want to understand how AI decides which brands to recommend — and how to position yours to be the one it chooses — this is the video to watch. 📘 Read the full article: https://www.growandconvert.com/ai/prioritized-geo/Check out https://traqer.ai -- our new AI visibility tool🎧 Subscribe to the Grow & Convert podcast for more in-depth conversations.

    35 min

  6. 09/24/2025

    SEO vs. AI Traffic: What Our Client Data Really Shows

    Everyone says SEO is dead… but our client data tells a different story. We compare SEO traffic vs. AI traffic (ChatGPT, Perplexity, etc.) and reveal what’s actually driving conversions — and why it’s not “SEO vs. AI,” it’s both.___SEO is dead? Not so fast. In this episode, we share real client data comparing traditional SEO traffic vs. AI traffic (ChatGPT, Perplexity, DeepSeek, etc.). The numbers tell a very different story than the LinkedIn fear-mongering around SEO dying. -AI traffic is growing, but it’s still only ~3–5% of SEO traffic for most clients -Conversions often come from unexpected places (hint: not just ChatGPT) -Declines in SEO traffic don’t mean SEO is dead — they often show up as branded searches or conversions through other channels -Attribution is getting harder, but that doesn’t mean the channel stopped working We break down the myths, show the actual ratios, and explain why you shouldn’t buy into the “SEO vs. AI” narrative. It’s not either/or — they work together. If you’ve seen graphs going down and clients freaking out about AI, this episode will help you cut through the noise and actually understand what’s happening.

    27 min

  7. 09/15/2025

    How to Increase AI Visibility (Common Mistakes People Make)

    Are you worried your competitors are “winning” in AI search results?You’re not alone. A lot of marketers, CMOs, and founders are asking the same thing. In this episode of the Grow & Convert Marketing Show, we break down: What AI visibility actually means (and why most tools get it wrong)Why “share of voice” metrics can create unnecessary panicHow to separate meaningful prompts from noiseThe strong connection between SEO rankings and AI overview rankingsA simple framework for deciding which topics actually matter for your brandRather than chasing every metric or competitor mention, we show you how to focus on the right queries, do the SEO fundamentals first, and build a strategy that drives long-term results. If you’ve ever felt stressed looking at an AI visibility report, this episode will help you filter out the noise and focus on what actually grows your business.

    26 min

  8. 06/10/2025

    How SEO will Change with AI Search

    AI search is a fundamentally different search experience from Google, and the implications are massive for how people discover brands and products. Here's what we've discovered so far: - People don't just type keywords into ChatGPT - they have detailed conversations with tons of context- Top-of-funnel "what is" content is officially dead in AI search- Your positioning and value props determine if you get recommended (or ignored)- Specific pain point content now matters more than ever Key insights from this episode:✅ How ChatGPT positions different companies (and why some get terrible descriptions)✅ Why broad content strategies will fail in the AI search era✅ The new content approach that actually gets you mentioned We'll show you actual ChatGPT conversations from prospects who found us, plus live searches showing how different agencies get positioned. The bottom line: AI search rewards specificity and clear positioning. Generic content and broad messaging will make you invisible. 🔗 Check out our AI search ranking tracker: https://traqer.ai 📖 Read the full article: https://www.growandconvert.com/ai/ai-search/ What's your experience with AI search? Drop a comment below!

    33 min
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We share our thoughts and ideas on how to grow a business.

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