Interview with Evan Bailyn, Inventor of Generative Engine Optimization (GEO) Marketing

Today we're joined by Evan Bailyn, CEO of First Page Sage and the founder of the Generative Engine Optimization (GEO) marketing genre. His agency was the first to offer GEO services in 2023 and they've become a major source of industry knowledge through their research studies. As AI-powered search transforms how businesses are discovered online, we were fortunate to have Evan explain how companies should approach this seismic shift in digital marketing.

Siana Marketing (SM) : Evan, let's talk about GEO from a marketing perspective. Our clients are brands looking to grow their digital presence and drive conversions. Why should they care about Generative Engine Optimization?

Evan Bailyn (EB) : Every brand today needs to be discoverable where their customers are searching, and that's increasingly happening in AI interfaces, not just Google.

When your potential customers ask ChatGPT "What's the best email marketing platform for e-commerce?" or "Which agencies specialize in B2B demand generation?", you want to be in that AI-generated answer. GEO is how you get there. For companies working with agencies like Siana to build their digital presence, understanding GEO early gives them a massive competitive advantage.

SM: So you're saying our clients need to think about GEO when planning their marketing strategy?

EB: Absolutely. The smartest approach is to bake GEO thinking into your marketing strategy from day one. That means while you're executing campaigns, you should simultaneously be creating content that positions you as the thought leader in your industry.

For instance, let's say your business sells sustainable packaging. While your marketing team is running paid campaigns, you could be publishing insights about "How sustainable packaging increases customer loyalty by 40%" or "The psychology behind eco-conscious purchasing decisions." This content serves two purposes — it demonstrates your expertise to human readers, and it trains AI systems to recognize you as an authority.

SM: How does having a strong marketing partner factor into a client's GEO strategy?

EB: Your marketing partner is actually a GEO asset. When an agency like Siana helps to execute sophisticated campaigns, you gain marketing credibility that can fuel your content strategy. You can publish case studies about your campaign results, share innovative marketing approaches you've achieved together, or co-author thought leadership pieces. The fact that you're investing in advanced marketing strategies gives you real substance to share.

SM: What specific steps should our clients take to capitalize on GEO opportunities?

EB: I'd recommend four strategic moves:

First, document your marketing wins. As you run campaigns with your agency partner, create content around the strategies that drove results. If you achieved a 300% ROI on a content campaign, publish insights about the methodology. This positions you as the expert when someone asks AI about similar marketing approaches.

Next, create AI-friendly marketing content. Structure your content so LLMs can easily parse and reference it. Clear problem-solution frameworks, data-backed claims, and well-organized case studies all increase your chances of being cited by AI.

Then leverage your agency partnership for credibility. Since Siana Marketing has expertise in digital marketing, when you achieve something innovative together, tell that story. Joint case studies, marketing insights posts, or webinars add third-party validation that AI systems value.

Lastly, build semantic authority around your market category. If you're a DTC beauty brand, become the definitive voice on "personalized beauty marketing." Own the conversation around your category so thoroughly that AI engines naturally reference you when answering related queries.

SM: This seems particularly relevant for growing brands and scale-ups we work with. How quickly can they expect to see results?

EB: Growing brands actually have an advantage here. While established companies are still focused on traditional SEO, nimble brands can dominate GEO in their niches. I've seen DTC brands go from invisible to being consistently cited by ChatGPT within 5-6 months of implementing a solid GEO strategy.

The fact is, you're already investing in marketing excellence; GEO is just about making that excellence visible on the new platform for search. The window is open now, but in two years, it'll be much harder to establish this kind of AI-recognized authority.

SM: What's your key message for CMOs and marketing leaders whose brands are scaling?

EB: Don't let your marketing innovation remain invisible. You're investing significant resources in building exceptional campaigns and brand experiences. GEO ensures that investment translates into market visibility and thought leadership. The companies that win in the AI era will be the ones that generative AI consistently recommends. Start building that foundation now, while your competition is still figuring out what GEO even means.