107: Using Generative Engine Optimization (GEO) to Win the AI Search Race with Cole Casperson

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The way customers discover brands is changing faster than most companies realize.

In this episode Chris sits down with Cole Casperson, Chief Data Officer and Partner at CrankTank, to explore how AI is transforming search, e-commerce, and customer discovery. Cole explains why traditional keyword-based SEO is giving way to AI retrieval systems that understand meaning, how large language models decide which brands get recommended, and why visibility in AI-generated answers is becoming a critical business advantage.

They discuss the rise of Generative Engine Optimization (GEO), the shift from keywords to concepts, how Amazon's AI systems foreshadow what's happening across the web, and why CEOs, product teams, and marketers all need to understand AI-driven discovery. Whether you sell products, services, or enterprise solutions, this episode offers practical insight into how buyers are finding companies today and why leaders who adapt early will be better positioned to compete in the AI era.

Chapters

(00:00) Introduction
(01:22) Meet Cole Casperson and CrankTank
(04:16) The New Front Doors of the Internet
(05:13) GEO, AEO, and the Evolution Beyond SEO
(07:49) From Keywords to Meaning Based Search
(12:03) How Google Search Is Adapting to AI
(14:08) Will Advertising Influence AI Answers?
(20:15) Why Early AI Optimization Matters
(24:03) Understanding AI Retrieval and RAG Systems
(39:21) Why CEOs Need to Understand AI Discovery
(46:42) Does GEO Matter Beyond E-Commerce?
(50:28) How Reach Measures AI Visibility

🔎 Find Out More About Cole Casperson:

Cole Casperson LinkedIn
https://www.linkedin.com/in/cole-casperson-b62209a3 

CrankTank
https://www.cranktank.net

REACH by CrankTank
https://reach.cranktank.net 

CrankTank LinkedIn
https://www.linkedin.com/company/cranktank

🛠 AI Tools and Resources Mentioned:

ChatGPT
https://chatgpt.com

Claude
https://claude.ai

Google Gemini
https://gemini.google.com

Amazon Rufus
https://www.amazon.com/rufus

Amazon Alexa
https://www.amazon.com/alexa

Microsoft Bing
https://www.bing.com

Brave Search
https://search.brave.com

Google Merchant Center
https://merchants.google.com

Google Performance Max
https://support.google.com/google-ads/answer/10724817

Meta Advantage+
https://www.facebook.com/business/advantage

Retrieval Augmented Generation (RAG)
https://aws.amazon.com/what-is/retrieval-augmented-generation/