What does it really take for a brand to become visible in AI-generated answers?

In this episode of E-Coffee with Experts, Sam Gibb, Head of Digital Marketing at ICAAL, shares how SEO fundamentals continue to shape visibility across Google, ChatGPT, Gemini and other AI platforms.

Sam explains why useful content, strong brand signals, reviews, case studies and unique insights still matter—and how brands can improve their chances of being cited positively in AI search. He also discusses how ICAAL approaches SEO and PPC as connected parts of one customer journey, why competitor analysis is becoming more accessible through AI, and why digital marketing reporting needs to move beyond rankings, clicks and sessions.

You’ll learn how to diagnose gaps in AI visibility, build content that adds something valuable to the conversation, connect marketing activity to business outcomes, and prepare for a more complex search landscape.

Watch the full conversation with Sam Gibb for a practical perspective on SEO, AI visibility, AEO, GEO and modern digital marketing strategy.

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In this episode, we discuss:

00:00 - 01:44: Introduction

01:44 - 03:11: Sam Gibb’s journey into SEO and digital marketing

03:11 - 05:01: Building compounding SEO growth

05:01 - 07:13: SEO, AEO, GEO and AI discovery

07:13 - 08:25: Sam’s favourite AI platforms

08:25 - 10:33: Connecting SEO and PPC around customer demand

10:33. - 14:58: Diagnosing gaps in AI visibility

14:58 - 17:23: Client success story: building AI visibility with SEO fundamentals

17:23 - 20:29: Using AI for competitor analysis

20:29 - 22:23: The future of digital marketing measurement

22:23 - 23:41: Closing thoughts

 Connect with Sam Gibb

 https://www.linkedin.com/in/sam-g-67a279199

 internetconsultancy.pro

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