When someone asks ChatGPT, Claude or Gemini to recommend an expert in your field, does your name come up?

The way people search for businesses, services and experts is changing. Google still matters, but increasingly, people are turning to AI platforms for specific recommendations.

So what does this mean for your business, personal brand and online visibility?

My guest on this episode of Leading You is Grant Ferguson, General Manager of award-winning search agency Caliber9, which specialises in SEO and the emerging field of GEO (Generative Engine Optimisation).

Grant explains why traditional SEO remains important, but also why AI search is placing greater emphasis on credible information, brand mentions, third-party authority and evidence of genuine expertise.

We explore what it takes to become more discoverable in an AI-driven world and why being excellent at what you do isn't necessarily enough if nobody knows about it.

In this episode, we discuss:
What Generative Engine Optimisation (GEO) is and why it matters
How ChatGPT, Gemini and other AI platforms are changing online search
Why traditional SEO is still important
The growing value of brand mentions, PR, podcasts and third-party credibility
How to create website and blog content that demonstrates genuine expertise
Why authorship, personal branding and online visibility matter
The risks of trying to manipulate AI search results
Three practical steps to improve your AI discoverability

One of the biggest takeaways from this conversation is that you don't need to chase the latest AI search hack.

Grant's advice is to focus on being genuinely useful, making your expertise clear, building credibility beyond your own website and showing up consistently.

Because being good at what you do is one thing. Making sure people, and increasingly AI, know about it is another.

Timestamps

00:00 Brand Mentions Matter
00:22 Meet Grant Ferguson
02:18 What Is GEO
05:24 How AI Picks Experts
08:47 Award Winning Feed Strategy
12:50 Content That AI Understands
16:25 Social Proof Personal Brand
17:56 Avoid GEO Shortcuts
22:00 Niche Down To Win
23:57 Top Three GEO Actions
25:47 Wrap Up And Next Steps

 

Links:

Learn more about my group coaching programhere
Join the Lead.Her Collective Dinner on 28th October. Reserve your seat here
Get the Clarity Compasshere

 

Connect with Julie:
LinkedIn: https://www.linkedin.com/in/julie-hyde/
Instagram:@juliehydeleads
Website: https://juliehyde.com.au

 

Connect with Grant:
Website:https://calibrenine.com.au/
LinkedIn:https://www.linkedin.com/in/grant-ferguson-0b6a1911a/

When someone asks ChatGPT, Claude or Gemini to recommend an expert in your field, does your name come up?
The way people search for businesses, services and experts is changing. Google still matters, but increasingly, people are turning to AI platforms for specific recommendations.
So what does this mean for your business, personal brand and online visibility?
My guest on this episode of&nbsp;Leading You&nbsp;is&nbsp;Grant Ferguson, General Manager of award-winning search agency Caliber9, which specialises in SEO and the emerging field of&nbsp;GEO (Generative Engine Optimisation).
Grant explains why traditional SEO remains important, but also why AI search is placing greater emphasis on credible information, brand mentions, third-party authority and evidence of genuine expertise.
We explore what it takes to become more discoverable in an AI-driven world and why being excellent at what you do isn't necessarily enough if nobody knows about it.
In this episode, we discuss:
<ul>
<li>What Generative Engine Optimisation (GEO) is and why it matters</li>
<li>How ChatGPT, Gemini and other AI platforms are changing online search</li>
<li>Why traditional SEO is still important</li>
<li>The growing value of brand mentions, PR, podcasts and third-party credibility</li>
<li>How to create website and blog content that demonstrates genuine expertise</li>
<li>Why authorship, personal branding and online visibility matter</li>
<li>The risks of trying to manipulate AI search results</li>
<li>Three practical steps to improve your AI discoverability</li>
</ul>
One of the biggest takeaways from this conversation is that you don't need to chase the latest AI search hack.
Grant's advice is to focus on being genuinely useful, making your expertise clear, building credibility beyond your own website and showing up consistently.
Because being good at what you do is one thing. Making sure people, and increasingly AI, know about it is another.
Timestamps
00:00 Brand Mentions Matter 00:22 Meet Grant Ferguson 02:18 What Is GEO 05:24 How AI Picks Experts 08:47 Award Winning Feed Strategy 12:50 Content That AI Understands 16:25 Social Proof Personal Brand 17:56 Avoid GEO Shortcuts 22:00 Niche Down To Win 23:57 Top Three GEO Actions 25:47 Wrap Up And Next Steps
&nbsp;
Links:
Learn more about my group coaching program <a href="https://juliehyde.com.au/leadher-mastermind">here</a> Join the Lead.Her Collective Dinner on 28th October. Reserve your seat <a href="https://juliehyde.com.au/leadher">here</a> Get the Clarity Compass <a href="https://programs.juliehyde.com.au/programs/claritycompass/">here</a>
&nbsp;
Connect with Julie: LinkedIn: <a href="https://www.linkedin.com/in/julie-hyde/">https://www.linkedin.com/in/julie-hyde/</a> Instagram:<a href="https://www.instagram.com/juliehydeleads/"> @juliehydeleads</a> Website: <a href="https://juliehyde.com.au">https://juliehyde.com.au</a>
&nbsp;
Connect with Grant: Website: <a href="https://calibrenine.com.au/">https://calibrenine.com.au/</a> LinkedIn: <a href="https://www.linkedin.com/in/grant-ferguson-0b6a1911a/">https://www.linkedin.com/in/grant-ferguson-0b6a1911a/</a>

Want to know the secret to confident and successful leadership?

Every week, Leading You showcases leadership of all kinds and you get the scoop on how to be an effective, modern leader who makes an impact.

There’s one thing we all have in common. We’re all leaders. First and foremost, you’re a leader of you. You don’t need a title to be a leader. Leadership is a mindset which anyone can adopt to create influence. The more leaders the world has, the better it will be.

I'll let you into something I know to be true - You can’t be a leader of others unless you’re a leader of self first. So if you want to have impact that leads to prosperity and happiness, it all starts with you. With your mindset and personal leadership toolbox, which Leading You will help you build up.

Leading you is hosted by Julie Hyde, an entrepreneur, corporate drop out and passionate leader. Julie knows one thing: you can’t control what happens to you but you can control how you respond. It’s why Leading You is important.

Each week, guests share their secret sauce. They reveal their roadmaps to success. How they’ve stayed anchored to who they are, insights into their courage and resilience and how to be emotionally and behaviourally agile. It’s a conversation, not an interrogation, and you’ll hear the human side of household names.

Want to know the secret to confident and successful leadership?
Every week, Leading You showcases leadership of all kinds and you get the scoop on how to be an effective, modern leader who makes an impact.
There’s one thing we all have in common. We’re all leaders. First and foremost, you’re a leader of you. You don’t need a title to be a leader. Leadership is a mindset which anyone can adopt to create influence. The more leaders the world has, the better it will be.
I'll let you into something I know to be true - You can’t be a leader of others unless you’re a leader of self first. So if you want to have impact that leads to prosperity and happiness, it all starts with you. With your mindset and personal leadership toolbox, which Leading You will help you build up.
Leading you is hosted by Julie Hyde, an entrepreneur, corporate drop out and passionate leader. Julie knows one thing: you can’t control what happens to you but you can control how you respond. It’s why Leading You is important.
Each week, guests share their secret sauce. They reveal their roadmaps to success. How they’ve stayed anchored to who they are, insights into their courage and resilience and how to be emotionally and behaviourally agile. It’s a conversation, not an interrogation, and you’ll hear the human side of household names.

A Podcast dedicated to business owners and leaders to inspire you to make it count

Leading You

Want to know the secret to confident and successful leadership?
Every week, Leading You showcases leadership of all kinds and you get the scoop on how to be an effective, modern leader who makes an impact.
There’s one thing we all have in common. We’re all leaders. First and foremost, you’re a leader of you. You don’t need a title to be a leader. Leadership is a mindset which anyone can adopt to create influence. The more leaders the world has, the better it will be.
I'll let you into something I know to be true - You can’t be a leader of others unless you’re a leader of self first. So if you want to have impact that leads to prosperity and happiness, it all starts with you. With your mindset and personal leadership toolbox, which Leading You will help you build up.
Leading you is hosted by Julie Hyde, an entrepreneur, corporate drop out and passionate leader. Julie knows one thing: you can’t control what happens to you but you can control how you respond. It’s why Leading You is important.
Each week, guests share their secret sauce. They reveal their roadmaps to success. How they’ve stayed anchored to who they are, insights into their courage and resilience and how to be emotionally and behaviourally agile. It’s a conversation, not an interrogation, and you’ll hear the human side of household names.