Jared Bauman didn’t expect to compete for his own name online.

But when a state representative with the exact same name started appearing everywhere in search results, it forced him to confront something bigger: search engines — and now AI tools — don’t guess who you are. They connect dots.

And if your digital presence isn’t clearly connected, someone else may become the “expert” instead.

In this episode, we take a calm, strategic look at how search is evolving from traditional SEO into what Jared calls “GEO” — Generative Engine Optimization — and what that means for solopreneurs and small business owners who want to remain visible in an AI-first world.

No panic. No hype. Just clarity.

Jared Bauman is the founder of 201 Creative, a marketing agency specializing in SEO and emerging AI search optimization strategies. He’s also the host of the Niche Pursuits podcast and has been an entrepreneur for more than 25 years, building and selling multiple businesses. As AI began reshaping search behavior, Jared studied the data, adapted his agency, and developed practical frameworks to help businesses stay visible and credible.

WE ALSO TALKED ABOUT

• Why SEO isn’t dead — it’s evolving.
• What “Generative Engine Optimization” (GEO) actually means.
• The shift from focusing on keywords to focusing on entities.
• Why AI tools care deeply about accuracy, consistency, and freshness.
• How inconsistent business information erodes trust with AI systems.
• What schema (structured data) is — explained in plain English.
• Why third-party mentions and citations matter more than ever.
• The danger of “set it and forget it” websites.
• What a GEO Snapshot Audit reveals about your visibility gaps.

CALL TO ACTION

If you want your business to be recommended — not overlooked — in an AI-driven search landscape, this episode is essential listening.

Remember to subscribe so you don’t miss future conversations that help you grow the online side of your business strategically and sustainably.

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RESOURCES MENTIONED

• 201 Creative Website - https://201creative.com/ 
• GEO Snapshot Audit (free audit discussed in the episode) - https://201creative.com/geo-snapshot/ 
• Niche Pursuits Podcast - https://www.nichepursuits.com/category/podcasts/ 
• Jared Bauman on LinkedIn - https://www.linkedin.com/in/jaredbauman/ 

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