What do you think is the most underrated tactic that people are sleeping on in GEO?

I don't necessarily know if people are sleeping on it, but I do think the importance of being on other websites is really important.

So what other people are saying about your brand, I think, is really important.

A lot of PR work, off-site work, getting yourselves on listicles and affiliate websites, especially things like Reddit and social media.

I think anywhere that people are talking about your brand is far more important than anything you can say about yourself.

How are you navigating that? I

think fundamentally the foundations of SEO stay the same and a lot of things apply to GEO as well.

But I do think the importance of the off-site piece, so PR becomes a very important element for us and that's a lever that we can pull to really increase visibility on third-party websites to get the GEO right up there as well.