AI SEO Tips and Tricks (James Dooley Interviews James Norquay)

James Dooley: AI SEO, LLM SEO, ChatGPT SEO, GEO. Whatever people want to call it. Today James Dooley speaks with James Norway about practical AI SEO tips and tricks. First off, what do you call it inside the agency? James Norway: We call it GEO. We adopted that term about a year ago when it started gaining traction. We also use AI SEO. Ultimately it comes down to what the client wants. Clients want visibility in large language models and they want revenue from them. That is the focus. James Dooley: Do you see SEO and GEO as the same thing, or are there real differences? James Norway: The fundamentals overlap. Core SEO principles still apply. But there are nuanced differences. Tracking is different. Visibility monitoring is different. There are tactical additions such as LLM info pages, AI sharing buttons, and structuring content into accessible chunks. Even citation building shifts. For ChatGPT visibility, the goal can be brand citations rather than backlinks. Traditional SEO values link equity. GEO often values corroboration and brand mentions. Those nuances are where the competitive edge sits. James Dooley: The client intent matters. If they want AI visibility, they expect a GEO strategy. It is not a PageRank driven model. It relies more on corroboration and co citations. You were early with AI share buttons such as summarise on ChatGPT or Perplexity. What led to that and did it work? James Norway: We tested on our own sites around May or June last year. We run travel and niche sites internally. We added LLM sharing buttons and experimented with prompt variations like store this in your memory. We saw strong uplift. Others in growth communities scaled the tactic and drove large volumes of traffic through it. Results were positive. Clients like being ahead of competitors. When we show tested growth from our own properties, they are more open to implementation. Enterprise brands can be cautious. Startups tend to move faster. James Dooley: Beyond share buttons, what else is working in GEO right now? James Norway: Question focused optimisation is huge. LLM users ask detailed questions rather than typing short head terms. We mine question data in Google Search Console using regex filters and build content around those queries. Structured answers improve pickup. Some clients now generate significant monthly revenue directly from ChatGPT referrals. Misinformation correction is another key service. Large brands care about incorrect CEO names, outdated data, or inconsistent citations. We run GEO audits focused on brand health in AI systems. James Dooley: Query fan out increases risk. A trust query can expand into reviews, testimonials, case studies and history. If messaging is not controlled across those nodes, sentiment can weaken. Some brands rank first in Google yet are not recommended by AI systems. That shows a difference between SEO and GEO. James Norway: Exactly. Query fan out requires structured control. We have a dedicated GEO team testing daily. The news cycle is relentless. On chunks, it simply means structuring information into clear, self contained passages that AI systems can extract and cite. Regex in Search Console helps identify question patterns. Implementation is often easier to understand through visual guides. James Dooley: For businesses not yet investing in GEO, what basics should they check first? James Norway: Ensure AI bots are not blocked in robots.txt. Some companies block GPTBot without realising the impact. Fix rendering issues. If Google struggles to render the site, AI crawlers will too. Technical accessibility matters. LLM info pages also work. We have seen them cited. That alone signals value. LLMs.txt has not shown measurable impact in our tests. LLM info pages with clear factual business data perform better. James Dooley: And what should go on an LLM info page? James Norway: Straight factual information. Who the company is, when it was founded, what it does, key services and leadership. Anything an LLM would need for entity clarity. If it is being crawled and cited, it is worth doing. James Dooley: Strong insights. That wraps up the discussion on AI SEO tips and tricks.