GEO Fundamentals: Moving to Content for Machines/Rishi Mallik, Eric Nalbone - SEO, Author of Truth, FAQs ~ Spark of Ages Ep 46

We explore the monumental shift from SEO to GEO (Generative Engine Optimization) as AI platforms like ChatGPT and Perplexity become the new front doors to the internet, fundamentally changing how customers discover businesses online.

• Traffic patterns are transforming as users get answers directly from AI without clicking through to websites
• Content optimized for AI interpretation requires different approaches than traditional keyword-focused SEO
• Organizations must shift from optimizing for keywords to building comprehensive topic frameworks
• Users coming from AI platforms are more informed and show higher conversion rates despite lower overall traffic
• Measuring success requires new metrics beyond traditional organic traffic numbers
• Authority signals are evolving from backlinks to expertise indicators and authoritative source citations
• Quality content formatted properly for AI consumption can be picked up and highlighted within days
• Forward-thinking brands are experimenting with FAQ formats and structured content that AI models prefer
• The future belongs to specialists who demonstrate deep expertise in specific niches
• Human oversight remains essential to prevent recursive loops of "AI generating content for AI"

The digital landscape is experiencing its most significant transformation since the rise of Google, as AI platforms like ChatGPT and Perplexity increasingly become users' first stop for information. This fundamental shift challenges everything we thought we knew about digital visibility.

In this eye-opening discussion, we decode the evolution from traditional SEO to what experts variously call GEO (Generative Engine Optimization), AEO, or AIO. Our guests Rishi Mallik, Chief Growth Officer at Workato, and Eric Nalbone, client strategy lead at Position2, share frontline insights into how this transition is reshaping marketing strategies and customer journeys.

The conversation reveals how forward-thinking organizations are adapting to a world where traffic patterns are dramatically changing. Rishi describes seeing approximately 20% of Workato's traffic now self-reported as coming from generative AI platforms.  Meanwhile, Eric challenges us to reconsider success metrics, asking provocatively: "If revenue is up but traffic is down, isn't that a win for everyone?"

We explore the tactical shifts required to thrive in this new environment: moving from keyword-centric content to topic frameworks, optimizing content structure for AI interpretation, and rethinking how authority and expertise signals are communicated. You'll discover why FAQ formats perform well with AI models, how "borrowing authority" through explicit citation differs from traditional backlink strategies, and why creating comprehensive content hubs trumps isolated keyword-targeted pages.

Rajiv Parikh: https://www.linkedin.com/in/rajivparikh/

Rishi Mallik: https://www.linkedin.com/in/rishimallik/

Rishi Mallik is currently the Chief Growth Officer at Workato, an AI-driven integration platform that automates workflows across enterprises, recognized as a Gartner and Forrester leader in the automation space. He is an expert in growth marketing and go-to-market strategies, known for his ability to drive rapid transformation and is quickly becoming an expert in democratizing Gen AI within organizations. With over a decade at Workato and prior experience in mobile an

Website: https://www.position2.com/podcast/

Rajiv Parikh: https://www.linkedin.com/in/rajivparikh/

Sandeep Parikh: https://www.instagram.com/sandeepparikh/

Email us with any feedback for the show: sparkofages.podcast@position2.com