• GEO is the new SEO: Generative Engine Optimization focuses on how AI systems synthesize brand info, not how Google ranks pages.
  • Mentions > Links: Brand mentions across trusted sites now correlate more with AI visibility than traditional backlinks.
  • Syndication still works: Republished and naturally re-written stories amplify brand authority across LLM training data.
  • AI scales, humans connect: Fractl uses 100+ agents to automate research and pitching—but success still relies on personalized, human outreach.
  • Diversify beyond Google: Fractl sees growing value in Reddit, niche publishers, and social—LLMs reward depth of expertise over broad reach.

I finally had a chance to interview one of my favorite voices in the digital PR game, Fractl’s co-founder, Kelsey Libert. During my time at Siege Media, Fractl was always one of our most inspiring competitors. The work they’ve produced over the years, and the strategies Kelsey has spearheaded, are top-notch. My favorite is Porch’s Food Fights survey (never put pineapple on pizza!)

We had a chance to really dig into what AI means for digital PR strategies, talk about some new technologies—like Fractl’s AI Agents —and break down new data from Kelsey’s talks, which I’ll link to in the resources section.

Check it out!

YouTube player

Resources Mentioned

How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025

Kelsey’s speaker deck from Brighton SEO

Timestamps

00:00 – Introduction to AI and SEO

02:52 – Understanding Generative Engine Optimization (GEO)

05:47 – The Role of Links in the New Landscape

08:27 – Digital PR Strategies in the Age of AI

11:12 – Building Relationships with Journalists

14:05 – Navigating Google Search Frustrations

18:56 – Expanding Beyond Google: Multi-Channel Strategies

21:32 – Leveraging AI for Content Syndication

27:32 – Key Metrics for Tracking Performance

32:11 – The Future of Niche Content in LLMs

Vince Nero

Vince Nero

Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online.

His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his 2 kids, enjoying some video games, or watching Phillies baseball.