Show Notes
🎙️ Episode Overview
Today’s episode dives into a topic that’s brand new for many small business owners — but is about to become impossible to ignore: GEO (Generative Engine Optimisation) and how it’s changing the way people discover brands through AI search.
I’m joined by Ellie Sumner, Digital PR Director at Prosperity Media, an SEO and digital PR agency specialising in research-driven PR campaigns, backlinks, and online authority.
In simple, non-techy language, Ellie explains what digital PR actually is, how it differs from traditional PR, and why backlinks, online mentions, and trusted media coverage are now critical signals not just for Google — but for AI platforms like ChatGPT and Perplexity.
We unpack how AI search is changing buyer behaviour, why conversion rates from AI recommendations can be more than four times higher than traditional search, and what this means for small business owners who are already pitching for earned media.
The good news? You don’t need to throw out everything you’re already doing. You just need to get more strategic about where your coverage appears, how it’s published, and how it shows up online.
👀 In This Episode, Liz & Ellie Cover:
✅ What GEO (Generative Engine Optimisation) actually means ✅ The difference between digital PR and traditional PR ✅ Why backlinks matter more than ever ✅ How AI platforms decide which brands to recommend ✅ Why AI-driven search converts better than Google ✅ How media coverage feeds AI visibility ✅ Choosing the right publications for GEO ✅ Reverse-engineering AI search results ✅ Beginner-friendly ways to get started without overwhelm
⏱️ Episode Timestamps
00:00 – Why GEO is the next big shift for small business 01:30 – What digital PR really is (in plain English) 04:00 – Backlinks explained without jargon 06:30 – How AI search is changing discovery 09:00 – Why AI recommendations convert better 11:00 – How media coverage feeds AI trust signals 14:00 – Traditional media vs niche authority sites 16:00 – Using social media content in AI search 18:30 – Choosing the right publications strategically 21:00 – Reverse-engineering ChatGPT & Perplexity results 23:45 – Tools to check site authority (Moz, DA scores) 25:30 – Practical GEO tips for small business owners 27:00 – Why this doesn’t replace PR — it amplifies it
🚀 Key Takeaways for Small Business Owners
You don’t need a new strategy — you need a smarter version of your current PR
Media coverage now works harder when it includes links and authority signals
AI search rewards clarity, consistency, and credibility
Being featured in trusted publications helps position your brand as the “answer” AI recommends
GEO is not about gaming the system — it’s about building authority properly
🔗 Resources Mentioned
Moz Chrome Extension (to check domain authority)
AI platforms: ChatGPT, Perplexity
Authority publications & niche blogs in your industry
💼 Work With Liz Nable
Liz helps women-led businesses and founders become visible, credible, and in demand through strategic media, PR, and authority-building storytelling. If you want your brand to be the one journalists — and now AI — trust and recommend, this is where it starts.
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