In this episode of The Long Game Podcast, Alex Burkett interviews Logan Freeman, Global Head of SEO at ManyChat. Together they explore the evolving landscape of SEO in the AI era, particularly the rise of GEO (Generative Engine Optimization) and how it’s changing everything from keyword strategy to attribution modeling. Logan shares tactical approaches for optimizing content for LLMs (large language models), including using FAQ schemas, focusing on off-page visibility, and thinking like a product marketer. They discuss how brand mentions are now more powerful than backlinks, why traditional SEO tools fall short for GEO, and how Logan approaches measurement when attribution is nearly impossible. The episode also explores LLM perception, off-site trust-building, and creative ways SEOs can future-proof their strategies by merging content, digital PR, and product

Key Takeaways

SEO vs. GEO: Traditional SEO focuses on keywords, while GEO requires optimizing for hyper-personalized, conversational queries used in LLMs.
LLM Perception Is Real: How AI models “perceive” your brand based on off-site mentions can limit (or expand) your visibility in AI answers.
Brand Mentions > Backlinks: In the world of AI search, brand visibility across trusted platforms outweighs classic SEO signals like links.
SEO as Product Marketing: SEOs must deeply understand users and position content like a PMM would—focused on problems, personas, and differentiation.
Dark Attribution Is Growing: Most traffic influenced by LLMs doesn’t click through—making measurement harder and more reliant on referral glimpses and qualitative insights.
Go Beyond On-Page Optimization: Embedding schema, FAQs, and latent questions can increase the odds of being cited in LLMs.
Get Creative with PR: To influence LLM results, you may need broad digital and traditional PR campaigns that shift how your brand is referenced across the web.

Show Links

Visit Manychat
Connect with Logan Freedman on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

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Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

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Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/