EP05: GEO, LLM, Agentic, Oh My!

In this episode of **Search Tea**, Grace and Laura are joined by **Crystal Carter**, Head of AI Search and SEO Communications at Wix, international keynote speaker, and bestselling author, for a deep dive into the rapidly evolving world of **AI search, GEO, LLMs, and agentic search**. Crystal breaks down how AI models decide what information to surface, why brand entities matter, how Reddit and other platforms influence how brands are understood, and what SEOs should actually be doing to prepare for the next evolution of search. And, of course, there is plenty of tea along the way. ☕️ ### **In this episode, we cover:** - How LLMs decide what to recommend and cite - Why your brand's entity matters - Reddit and AI search - Why updating existing content matters for AI - NLWeb and agentic search - Agentic shopping ### **About Crystal Carter** Crystal Carter is Head of AI Search and SEO Communications at Wix, an international keynote speaker, and bestselling author. With around 20 years of experience across digital marketing and SEO, Crystal focuses on AI search, GEO, and the evolution of agentic search. She's spoken on stages including MozCon, Brighton SEO, SearchLove, and Harvard Business School, and is known for making complex developments in search practical, accessible, and actionable. **Resources** - Crystal Carter on LinkedIn - Wix AI Search Lab - Crystal Carter at Wix AI Search Lab - Ross Simmonds for Reddit SEO advice - How to optimize Wix websites for NLWeb - WTF is NL Web? — Moz Whiteboard Friday - Wix: What is LLMs.txt?