Havas Media Network's Amy Banks on SEO, GEO, and Zero Click Search

In this episode of The MadTech Podcast, Amy Banks, head of SEO and GEO at Havas Media Network, joins ExchangeWire COO Lindsay Rowntree to discuss the evolution of search.LLMs have transformed search, pushing the ad industry towards a zero-click era. With the declining importance of search engine rankings, Amy outlines what replaces click-through as the number brands should actually be watching. The conversation dives into whether generative engine optimisation (GEO) is a lasting, standalone discipline, or if it will eventually fold back into SEO once the market matures.•••0:00 Introduction1:53 Bringing GEO into SEO teams5:52 LLMs and zero-click search9:28 Optimising for LLMs vs. Google15:30 Combining GEO and paid ads23:21 Will GEO eventually collapse into SEO?