PodcastJune 2026
AI Is Your New Salesperson: Going From SEO to GEO
Hosted by Cult Products (Phill Keaney-Bolland)
Cult Products is Yaya's podcast on cybersecurity founders, hosted by Phill Keaney-Bolland. This is the most practical of the 2026 conversations: it ends with a concrete three-item list for a marketer who can only do three things, and it untangles SEO, AEO, and GEO as an umbrella rather than three competing acronyms.
Watch or listen
Also available on Web, which have no episode-level player to embed:
Key takeaways
- If you only do three things: make the front door clean (brand, design, messaging), publish real use cases and case studies, and show up in the communities your buyers already read.
- Each LLM weights sources differently. Some lean on your own site, some on third parties, some almost entirely on YouTube. Optimize for the engine your buyer actually uses, not the one in the headlines.
- Enterprise buyers are frequently not on ChatGPT. Microsoft's penetration in regulated industries means Copilot, with its own indexes and citation sources. Assuming ChatGPT is enough is the mistake he would warn his younger self about.
- Do not self-promote in communities. Models weight Reddit, LinkedIn, and Quora precisely because those places carry education rather than pitches, and posting like an ad forfeits that.
- SEO and design used to pull against each other. In AI search they align: the clarity that helps a human evaluate a product is the same clarity a model needs to recommend it.
- The niche was a correction, not a preference. His first company launched horizontal on authentication and single sign-on. GrackerAI went cybersecurity-only from day one because of what that cost.
- Context replaced keywords. "Email security solution" became "we're 100 people with 10 IT staff, our mail is going to spam, give me five options", and a site that claims to serve everybody answers none of it.
In his words
“Your website has to be neat and clean. Good brand, good design, good messaging. Because whenever the LLM finds you, the customer is going to look at what you have, and in cybersecurity, trust is the most important thing.”
“If you tell the LLM that you are an email security solution for everybody, it is not going to solve anything.”
“You should not self-promote in communities. You should focus on education, you should focus on the value first.”
“AI is your salesperson. They're arriving with a lot more context, and it's already been identified by a trusted referral that it can do the job you want it to do.”
“I never thought about it that way. AI is your salesperson, AI is your affiliate manager. You just need to train the AI: this is what I'm selling, this is the problem I'm solving, and it's going to go and sell it for you.”
Quotes and chapter marks are transcribed from the episode audio and lightly edited for clarity. Nothing is paraphrased.
Jump to a section
Timestamps open the YouTube cut at that point.
- 1:39What GrackerAI does, and how early it started
- 4:03From software engineering into go-to-market
- 5:40Why cybersecurity differs from horizontal GEO
- 11:14The niche mistake he made the first time
- 13:38SEO, AEO, and GEO untangled
- 18:28What actually changed: context
- 21:45Why clarity beats gaming the system
- 26:29The three highest-impact moves
- 28:46Showing up in communities without pitching
- 31:16Measuring it: share of voice and visibility score
- 34:34"AI is your salesperson"
- 36:08The advice he'd give his younger self