Voices of Search Podcast: “SMB SEO in the GEO Era”

Host: Tyson Stockton
Guest: Helen Pollitt, Director of SEO at iStock
Date: December 1, 2025

Episode Overview

In this episode, Tyson Stockton sits down with SEO expert Helen Pollitt to dissect the rapidly evolving world of search, AI, and content for small and mid-sized businesses (SMBs). Together, they explore actionable strategies for SMBs to leverage new AI-driven search environments, discuss the rising importance of visual content, and share practical tips for succeeding in the complex GEO (Generative Engine Optimization) era.

Key Discussion Points and Insights

1. The Changing Landscape of Search & AI’s Leveling Effect

• Helen expresses excitement about the seismic shifts in SEO driven by LLMs (Large Language Models) and AI, noting that while big brands have historically dominated traditional search, AI-powered platforms may offer SMBs new opportunities to shine.

  • Quote: “I’m excited because I think it’s going to be the great leveler for us... those same [big] brands aren’t necessarily performing as well in these other platforms.” (02:07)

• Tyson agrees, highlighting SMBs' ability to pivot quickly and exploit growth opportunities often missed by slower-moving enterprises.

  • Quote: “You’re not having to steer a massive ocean liner, you’ve got a little dinghy that you’re able to move quite swiftly. And I think that’s very exciting.” (04:07)

2. The Rise and Role of Visual Content

• Helen discusses the shift toward a more “visual first” internet culture, emphasizing the need for SMBs to leverage images and video across their digital assets.
  • Quote: “We’re very visual beings... being able to stand out using visual content is going to become increasingly important, especially within the LLM platforms.” (05:21)
• She notes the low barrier to entry for SMBs now able to source and use high-quality images and video, leveling the playing field.
  • Quote: “I really do feel like it gives smaller brands the opportunity to differentiate themselves in a way that perhaps larger brands aren’t really addressing yet.” (07:40)

3. Audience Understanding and Measurement

• Helen stresses the foundational need to understand audience behavior—where and how audiences search, and what platforms they use (social media, AI, traditional search, offline, etc.).
  • Quote: “It’s about understanding your audience. Where are they going to find out about brands like yours? And addressing that as your first point of the strategy…” (08:28)
• She advises tracking and reporting visibility and sentiment across LLMs, even before significant traffic emerges from these channels.
  • Quote: “I would include it within your SEO reports... not just [traffic], but what’s the sentiment? ... We should also be concerned about sentiment.” (09:55)

4. Local Businesses: Offline Impact and Online Reputation

• Helen highlights challenges for SMBs with local footprints, particularly measuring the offline impacts of online activity and the importance of aligning sentiment across online and offline channels.
  • Quote: "With local businesses... it’s being able to track offline impacts in the same way that you can track online impact, which is difficult to do." (11:18)
• She points out that review sites influence LLMs, making online reputation management crucial.

5. Off-Page SEO and Consistency Across Touchpoints

• Tyson and Helen discuss the evolution from focusing solely on on-page content to a broader approach of reinforcing a brand’s identity and key details across all digital touchpoints—websites, business directories, review sites, and social media.
  • Quote: “It’s about consistency of messaging. You want to make sure that your brick and mortar storefront matches up in tone [and] messaging to your storefront on your website.” (14:00)
• Discrepancies in information, like mismatched business hours, can hurt both customer trust and LLM perception, compounding into negative reviews and weaker brand sentiment.

6. Visual SEO Best Practices

• Helen provides tactical advice on leveraging images:
  • Use descriptive file names and alt text.
  • Treat images as core content, not just decoration.
  • Regularly update and optimize images alongside written content.
  • Monitor user engagement metrics to assess effectiveness.
  • Quote: “Having images on your page gives you extra opportunity to really reinforce what that page is about... writing alt text so both people and bots can understand…” (18:28)
  • LLMs are improving at interpreting image content, suggesting image optimization will only grow in SEO importance.

7. SEO’s Expanding Role within Organizations

• Both speakers reflect on the increasingly cross-disciplinary nature of SEO, which now involves product, marketing, PR, tech, and customer experience.
  • Quote (Helen): “I am waiting for the day when corporations realize that actually we’re our own kind of unique standalone function... but yeah, we’ve been part of the product team, we’ve been part of the technology team... because we touch on so many different points.” (23:54)
• For SMBs, this “Swiss Army knife” role is even more pronounced, requiring SEOs to wear multiple hats and communicate impact across the business.

8. Actionable 30-Day SMB SEO Plan

• Helen lays out a practical approach:
  • Audit Technical Basics: Ensure indexability, resolve technical issues (e.g., no inadvertent noindex tags).
    • Memorable anecdote: “I was meant to be booking a hotel room... [they’d] no index[ed] the entire website. So I emailed the hotel... got zero reply. Because that’s not normal conversation planning for receptionists.” (29:59)
  • Assess Content Fitness: Review if content is engaging, matches target audience needs, and is suitable for distribution across all relevant platforms including LLMs and social media.
  • Be Ready to Revamp: Don’t be afraid to overhaul content that doesn’t serve users or business goals.
    • Quote: “Be willing and ready to rip it up and start again if it isn’t meeting the needs of your users...” (31:25)
  • Lay the foundation before scaling efforts: Technical and content health are prerequisites for sustainable growth.

Notable Quotes & Memorable Moments

• On the coming of age of AI-powered search:
  "For the least the last 8 billion of those, not much really has changed that dramatically. But I feel like we're on the cusp of something quite significant." – Helen Pollitt (02:07)

• On the opportunity for SMBs:
  “It’s a good position to be in… You’re not having to steer a massive ocean liner, you’ve got a little dinghy that you’re able to move quite swiftly.” – Tyson Stockton (04:07)

• On measuring beyond traffic:
  "Traffic referral is not the only metric that we should be concerned about. We should also be concerned about sentiment." – Helen Pollitt (09:55)

• On the evolving role of SEO:
  "No one knows where to put us... we've been part of the product team, ... marketing team, ... technology team... we've been everywhere within the business because we touch on so many different points." – Helen Pollitt (23:54)

Timestamps for Key Segments

• [02:07] – Helen on AI as the great leveler in search
• [04:07] – SMB agility and the ability to pivot
• [05:21] – Importance of visual content in modern SEO
• [08:28] – How SMBs should approach audience research
• [09:55] – Tracking not just traffic, but also sentiment in LLMs
• [11:18] – Measuring offline impact for local SMBs
• [14:00] – Risks of inconsistent information across touchpoints
• [18:28] – Best practices for images and visual SEO
• [23:54] – The cross-functional, unsiloed role of SEO
• [29:59] – 30-day action plan: audit, fix technical basics, reassess outdated content

Conclusion

Helen and Tyson offer a candid, practical, and optimistic view of the evolving SEO universe for SMBs. The shift toward generative AI platforms presents both fresh challenges and unprecedented opportunities, particularly for nimble brands ready to experiment, align their messaging, and prioritize technical and content health. For SMBs, the path forward is to audit, optimize, and embrace their agility—backed by data, consistency, and a “visual first” mindset.