Callum Gracie, founder of Otto Media and GIAI, is an expert in SEO & AI. On this podcast he shares an inspiring journey from professional musician to SEO & AI expert. Before COVID-19, Callum worked as a trumpet player and manager for The Bake Boys Band in Australia, booking over 500 events annually and managing approximately 100 creative professionals. When the pandemic hit, Callum lost everything due to severe Australian lockdowns that restricted events to 30-40 people. This crisis forced a career pivot into DJing (which was more pandemic-resistant as a one-person show) and eventually into digital marketing, where Callum now leads a team that has grown from 2 to 12 people in just 12 months.

Callum emphasised that traditional SEO tactics are becoming less effective as AI transforms how people search for information. Key points about this evolution:

• People can now get answers directly from AI tools without visiting websites
• Technical SEO remains important as a foundation but is no longer enough
• Content marketing and authentic storytelling are becoming crucial differentiators
• Digital PR is increasingly valuable - getting mentions from authoritative sources helps establish credibility with AI systems
• Business owners should focus on the EEAT guidelines (Experience, Expertise, Authority, and Trust)
• Optimize for Bing, not just Google, as ChatGPT uses Bing's search API to find relevant information

Callum shared several practical applications of AI for business:

• Used ChatGPT to analyze and improve sales funnels for clients
• Created AI-generated promotional imagery (including a branded vehicle with local landmarks) for a client website
• Developed AI workflows with a data scientist partner to analyze complex datasets
• Used AI to identify target journalists and publications for digital PR efforts
• Created project-specific AI agents that understand brand voice and specific business needs

Callum emphasised the importance of working with the right clients:

• "Find your ideal client...figure out who you like"
• Turns away more potential clients than accepted
• Seeks partnership relationships with deep trust and common goals
• Values clients who are excited about the work and aligned with the company's approach
• Focuses on being "relentlessly honest" with both clients and oneself

• [ ] Implement EEAT guidelines on websites to establish credibility (Experience, Expertise, Authority, Trust)
• [ ] Consider optimising for Bing search in addition to Google
• [ ] Focus on getting reputable publications and websites to mention and link to your business
• [ ] Incorporate authentic storytelling and personal elements into marketing content
• [ ] Explore how AI can automate repetitive customer communications (like annual service reminders)

Graham described the current moment as a "gold rush" for AI implementation in marketing. Callum agreed but suggested Australian businesses are generally a few years behind the US and UK in adoption. The most successful approach combines authentic content marketing with strategic digital PR, focusing on building relationships with journalists and creating shareable stories that demonstrate expertise and build authority.

Graham Arrowsmith

Graham founded Finely...