Why GEO is the New SEO--And How Businesses Must Adapt--w/ Curtis Sparrer, co-founder of Bospar

AI-Curious with Jeff Wilser

Will GEO replace SEO? (Spoiler alert: Probably!) We dig into how generative engines are reshaping discovery, why executives are already making decisions from AI answers, and what brands should do now to show up accurately and credibly in AI results.

In this episode of AI-Curious, we sit down with Curtis Sparrer, co-founder and principal at Bospar PR (and president of the San Francisco Press Club). Curtis has been experimenting across models, building a GEO toolkit (“Audit-E”), and advising companies on how to fix AI-age brand visibility—especially when models get facts wrong or elevate low-quality sources.

What we cover

• GEO vs. AEO vs. classic SEO—clear definitions and where each matters
• How AI engines weigh sources (and why third-party, reputable coverage now carries outsized influence)
• The “AI content gold rush”: press releases, FAQs, and AI-first site architecture (schemas, structured info)
• Case study: correcting a widely propagated falsehood about a client (“not dead yet”) and the steps that worked
• Practical GEO hygiene: what to keep from the SEO playbook; what to adapt for AI reasoning
• Pitching in the AI era: why templated, “robotic” outreach backfires and how to use AI for ideation and structure, not the final draft
• Winners & losers: PR-skeptics vs. teams that proactively feed reputable signals to models
• Near-term predictions: from “AI ethics” to emerging AI manners—what will be considered rude or acceptable AI use in comms

Guest

Curtis Sparrer — Co-founder & Principal, Bospar PR; President, San Francisco Press Club.

Bospar:

https://bospar.com/

Forbes coverage of Audit-E launch

https://www.forbes.com/sites/digital-assets/2025/09/25/whats-in-your-search-why-generative-ai-is-the-new-front-door/

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