Business
How do you stay visible when AI is reshaping how people search? In this episode, Austin Willman sits down with Sean Guy, Growth Director at Reboot, to break down what is actually working for LLM visibility, why digital PR is more critical than ever, and how Reboot developed their proprietary AIPR approach to earn citations in AI-generated answers.
Sean shares how his team proved early on that high-quality digital PR moves the needle in LLM rankings, why around 80 percent of AI answers come from earned rather than owned citations, and how contextual authority building differs from traditional link acquisition. He also digs into how Reboot uses FOI data and geospatial data to land coverage from outlets like the BBC on a weekly basis.
Beyond search, Sean opens up about running a high-performance agency on a four-day work week, how ClickUp transformed their internal operations, and why in-person breakfast roundtable events have become one of their most powerful business development tools.
If you work in SEO, content marketing, or agency growth, this episode is packed with actionable insight on where search is heading and how to stay ahead of it.
Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings
In this episode, we discuss:
00:00 - 01:08: Introduction & Tracking Metrics in the Age of AI
01:08 - 02:18: Joining the Dots Between Google and AI Search
02:18 - 03:17: How the SEO Playbook Changes Every Three Months
03:17 - 04:14: Why Digital PR Moves the Needle for LLM Visibility
04:14 - 05:21: Introducing AIPR — Reboot's Proprietary Approach
05:21 - 07:05: Contextual Wrapping and Prompt-Targeted PR
07:05 - 08:02: Semantic Relevance and How Reboot's Data Team Works
08:02 - 10:06: FOI Data and Earning BBC-Level Coverage
10:06 - 11:27: Building Link Velocity With Unique Data Studies
11:27 - 13:03: Pitching Journalists and Building Media Relationships
13:03 - 14:50: Leadership Style and Empowering an Entrepreneurial Team
14:50 - 15:50: Trust, Autonomy, and How Creative Spaces Are Built
15:50 - 17:41: Inside Reboot's Four-Day Work Week
17:41 - 19:08: Discipline, Client Conversations, and Bending the Rule
19:08 - 21:22: What the Four-Day Model Attracts in Clients and Culture
21:22 - 22:48: How AI Powers Reboot's Internal Operations
22:48 - 25:04: ClickUp as the Agency's Operational Bible
25:04 - 27:03: Data-Driven Reporting and Closing the Loop on KPIs
27:03 - 28:24: If Budget Doubled — Why Events Come First
28:24 - 30:19: How Reboot Identifies and Invites Roundtable Guests
30:19 - 32:06: Event Formats, Guest Lists, and Two-Way Dialogue
32:06 - 33:10: Wrapping Up and Key Takeaways From the Conversation
33:10 - 34:52: Where to Find Sean and Connect With Reboot Online
Connect with Sean Guy
https://www.linkedin.com/in/sean-guy/
https://www.rebootonline.com/aipr/
https://www.rebootonline.com/
FOLLOW US
Website: https://www.digitalwebsolutions.com/
Facebook: https://www.facebook.com/digiwebsol
Instagram: https://www.instagram.com/dws_global
LinkedIn: https://www.linkedin.com/company/digital-web-solutions./