Chat With Garrett Sussman | AI Search Manual, Relevance Engineering & The Future Of SEO
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Chat With Garrett Sussman | AI Search Manual, Relevance Engineering & The Future Of SEO
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Filmed On: 19th September 2025Host: Sean Barber - / https://www.linkedin.com/in/seanrbarber/ - He & HimIn this episode of Chat With Sean, I’m joined once again by Garrett Sussman - Director of Marketing at iPullRank and contributor to Search Engine Land – to dive into the brand-new AI Search Manual his team has produced, and what it means for the evolution of SEO.We covered a wide range of topics, including:- What “relevance engineering” really is – and how it builds on SEO- The overlap (and differences) between GEO and traditional SEO- Why query expansion and probabilistic outputs change how we optimise- The growing role of listicles, mentions, and digital PR in AI search results- How content incentives are shifting, and whether brands will still invest in quality- Case studies showing the shift from clicks to conversions- The technical challenges of bias, hallucination, and vector embeddings- What brands need to monitor – from sentiment analysis to share of voice- The skills and mindsets SEO teams should adopt to thrive in GEO- Why SEOs may need to rebrand as “relevance engineers”Related Links:https://ipullrank.com/ai-search-manualhttps://www.searchwithsean.com/post/seo-ai-audio-guides